Category
Tech
Delegated Interfaces
Trend cluster
Category
Short-Form
Expansion
The consumer-made video story expands outside of Instagram and Snapchat.
4.0
Trend score
Trend
What is the Short-Form Expansion trend?
Short-Form Expansion: 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.
Insight
The consumer insight behind the Short-Form Expansion trend
The trends popular on social media today often drive the purchase decisions of Millennial and Gen Z consumers. These demographics are frequently drawn to brands that are able to tap into their social habits, as social media has become its own industry altogether. The communication styles that have been adapted for social media use--whether that's in language or content-sharing--are able to draw in younger demographics who appreciate authenticity in their branded interactions.
Trend themes
Themes within the Short-Form Expansion trend
Three behaviours holding the trend together01
Short-Form Video
The popularity of short-form video stories on Snapchat and Instagram has led to brands incorporating the same format into their campaigns.
02
User-Generated Content
The trends popular on social media today often drive the purchase decisions of Millennial and Gen Z consumers.
03
Platform Development
Byte is a proper sequel being developed by Vine co-founder Dom Hofmann.
Industry implications
What the Short-Form Expansion trend means for industry
Where the trend changes the playbookFor
Social Media
The communication styles that have been adapted for social media use are able to draw in younger demographics.
For
Video Streaming
The new digital space keeps TikTok's name and is the world's number one go-to destination for short-form video content.
For
Athletic Apparel
Opting to use regular people as brand ambassadors is a bolder move for Nike, however this move is expected to boost engagement among its viewers.
Workshop question
Where could your brand incorporate consumer-produced short-form video stories?
Trend signals
Trend signals for Short-Form Expansion
Trend score 4.0 out of 10, from popularity 60%, activity 52%, freshness 8%.
Popularity60%
Activity52%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Short-Form Expansion trend
4 featured examples from Dec 4, 2017 to Dec 7, 2018CategoryMarketing
Short-Form Athlete-Celebrating Platforms
Nike's IGTV Videos Spotlight Everyday Athletes
Sportswear brands can leverage short-form videos to highlight their products and connect with everyday athletes.
CategoryPop Culture
Short-Form Video Apps
TikTok and Musical.ly Build a Platform That Enables Creativity & Expression
The rise of short-form video apps presents disruptive innovation opportunities for social media platforms to enhance user engagement and community-driven content.
CategoryTech
Short-Form Story Videos
YouTube 'Reels' Let Creators Express Themselves Without Full Videos
Disruptive innovation opportunity: Social media platforms can integrate short-form story videos into their existing offerings, attracting and engaging a wider user base.
CategoryTech
Looping Video Platform Successors
Byte Hopes to Recapture the Appeal and Enjoyment of Vine
Social media platforms like Instagram and Snapchat should pay attention to Byte's emergence to understand changing user needs and preferences in short-form video.
