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The Psychology of Short-Form Videos
Explore the psychology behind the rise of short-form videos, the impact on our attention spans, and how to maintain balance in a media-saturated world. Learn why short-form videos are dominating marketing and entertainment in 2024.
The Psychology of Short-Form Videos
Short-form videos are less than 60 seconds long, yet accumulate to hours of media consumption. These videos have dominated the marketing world, and our attention spans. According to Wyzowl’s Video Marketing Statistics of 2024, 73% of consumers prefer to learn about a product or service through short-form videos.
This explains why 56% of marketers reported that short-form videos were the top trend of 2024 to invest in. As this form of marketing and entertainment continues to flourish, we should question why it’s so effective? To answer this, we need to explore psychology. Let’s dive in.
Our Shrinking Attention Spans
Dr. Gloria Mark, a psychologist, explores attention spans in her book Attention Span – A Groundbreaking Way to Restore Balance, Happiness and Productivity. Dr. Mark conducted extensive research to ultimately determine that people’s attention spans have been rapidly shrinking over the last 20 years. Her experiments spanned over a decade, shadowing and tracking participants’ activities with a stopwatch, capturing the trends as they evolved.
To put things in perspective, in 2004, the average attention span for any screen was about two and a half minutes long. In 2012, that average decreased to about 75 seconds. Just 4 years ago, Dr. Mark’s research found that the average attention span had dropped to a mere 47 seconds.
This phenomenon is no coincidence – it’s a cycle. The content we consume affects our attention spans, which in turn shapes the content that is produced for us. As short-form videos continue to grow, our attention spans continue to shrink, creating this loop with detrimental effects on our ability to focus.
Conscious Consumption
This decline in attention span has become a common joke, but its implications are serious. Platforms that offer endless scrolling have normalized alarming statistics, such as the majority of consumers only watching the entirety of a video if it’s less than 60 seconds long.
As our attention spans continue to shrink, the demand for short-form video content has surged. This format is perfect for today’s media landscape, where quick, digestible content is the most popular. With short-form video content yielding the highest return on investment (ROI) in 2024, this content format is not only here to stay – we can expect it to be a main focus in 2025.
But there is more to this than just media consumption. The way in which we consciously consume content is important. Constant exposure to bite-sized media can be overwhelming and even detrimental to mental health. This is where balance becomes crucial. In a world saturated with media, it’s important to take a step back and reconnect with the world and yourself.
The Link to Mental Health
Reputable research links mental health issues, such as increased anxiety and depression, to heavy media consumption. The constant bombardment of short, showy videos can make us feel overstimulated or inadequate, leading to a sense of mental fatigue. Whether you use social media for your job, or as a way to unwind, it is nearly impossible to deny social media’s heavy existence in our lives.
But we are not without hope. Studies show that limiting social media usage to 60 minutes a day is an effective way to minimize or combat depression. Taking breaks from screens can provide our minds with the necessary downtime to recalibrate, reducing the stress caused by constant digital stimulation.
Social Media and Our Attention Deficit
The impact of short-form videos goes beyond the content itself. Social media algorithms play a major role in amplifying the cycle. Platforms are designed to feed us more of what we’ve already consumed, creating an environment where the temptation to watch “just one more video” is ever-present. This keeps us engaged, often at the expense of our attention spans and mental well-being.
With this undeniable presence of media and marketing in our lives, much of it is purposeful and genuine. Social media has amplified small businesses, transformed lives, brought people on opposite ends of the world closer. But even the best things in life can have negative effects if overindulged.
Moving Forward: Finding a Balance
In the coming year, short-form videos are set to dominate even more within both marketing and entertainment industries. But as consumers, we must remain conscious of how we engage. Balance is necessary.
Whether you’re a marketer, a consumer, or just someone trying to manage your media habits, it’s important to foster a mindful approach to screen time. As we’re aware of just how quickly our attention spans are shrinking, it’s crucial to reclaim our focus. That could mean taking a break from endless scrolling, or setting clear boundaries around screen time.
On a personal level, I encourage you to begin and end your days without a screen. Take walks without using your device, allowing yourself to notice the world around you. Reconnect with people in your life, whether it’s family, friends, or a stranger at the grocery store. Practice gratitude for what you have, and be aware of what social media convinces you you’re missing.
In a world of constant media consumption, consciousness is key. We are all consumers, but we should strive to be mindful ones.