In today’s fast-paced digital world, attention is the new currency—and short-form video is king. Platforms like TikTok, Instagram Reels, and YouTube Shorts have transformed how consumers engage with content, and marketers are taking notice. With attention spans shrinking and competition for eyeballs intensifying, brands are leaning into snappy, impactful video formats that grab attention and drive action. But there's more to the story than just slick editing and catchy music—authenticity is taking centre stage through user-generated content (UGC).

Short-form video content—typically under 60 seconds—isn’t new, but its dominance in engagement metrics has skyrocketed. Whether it’s a product demo, behind-the-scenes peek, or a trending challenge, these bite-sized clips are designed for rapid consumption and high share-ability. They work because they’re high-engagement, algorithm-friendly, and cost-effective. Viewers are more likely to watch a 15-second clip to the end than a 5-minute explainer, and platforms prioritise short-form content in their feeds. Brands like Nike, Duolingo, and Ryanair are leading the way with humorous, relatable videos that connect quickly with audiences.

At the same time, user-generated content is becoming a powerhouse. Consumers are becoming savvier and more skeptical of polished ads, so they crave authenticity. UGC—content created by real people, not marketing teams—bridges that trust gap. Think unboxing's, testimonials, day-in-the-life reels, or challenge participation. It works because people trust peer recommendations more than brand messaging, it’s scalable, and it often outperforms branded content in driving conversions. Platforms like TikTok and Instagram make it easy for users to create and share content that aligns with brand campaigns—creating a loop of engagement, trust, and visibility.

To capitalise on these trends, brands should keep content real and relatable. Skip overproduced videos in favour of authenticity. Jump on trends but tailor them to your voice. Encourage participation with challenges, giveaways, and by featuring customers on your social feeds. Repurpose user-generated content across ads, email, and web to amplify its impact. And finally, test everything—use performance data to refine your strategy and do more of what works.

Short-form video and user-generated content aren’t just fleeting trends—they’re rewriting the rules of modern marketing. As consumers scroll faster and trust less, the brands that entertain, relate, and involve their audience are the ones that will stand out. Now’s the time to press record, let your community speak, and own your space in the digital spotlight.