Social Media Short-Video Sharing

Short-Form Videos (Social Media) often refer to video content on social media that have a total duration of one minute or less. Although the official duration length for short form videos is debated, most agree on a figure of 10 minutes or less. Short-form clips are designed to be shorter in duration, but long enough to keep the attention of social media users. Users are exposed to a wider range of information in a shorter amount of time, as they engage with a larger volume of videos. Short form videos have been increasingly popular, thriving on various social media platforms. These include (but are not limited to):

• TikTok
• Snapchat (Discover)
• Instagram (Instagram Reels)
• Facebook (Facebook Reels)
• Youtube (Youtube Shorts)
• Vine (discontinued as of 2017)
• Musical.ly (now known as TikTok)

Impact on Influencers

Short-form videos have given influencers the opportunity to reach their audiences not only quicker, but more accurately. As discussed with Vine in 2017, creators were unable to be retained due to a lack of compensation for their content. For example, TikTok uses an algorithm to help personalize the content that each user sees on the app. The intention of the algorithm is to allow the influencer to deliver their content to their intended audience and to allow the user to receive their own personalized content.