Short-Form Expansion

Implications - The popularity of short-form video stories on Snapchat and Instagram has led to brands incorporating the same format into their campaigns, websites, or in the new platforms they create. These consumer-made stories appeal for their lack of structure, when compared to their more edited and formulaic long-form video counterparts. This shift plays on the popularity of the social media habits of Millennial and Gen Z consumers, while also being unique in that it empowers consumers to campaign on behalf of the brands that adopt these short-form video stories.