# Short-Form Expansion The consumer-made video story expands outside of Instagram and Snapchat. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 7, 2019 | Category: [Tech](https://www.trendhunter.com/pro/category/technology-trends-and-gadgets) Source: Trend Hunter, https://www.trendhunter.com/protrends/shortform-expansion ## Key Figures - Trend score: 4.0/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 4, 2017 to Dec 7, 2018 - Published: Jan 7, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Themes within the Short-Form Expansion trend ### 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. ### User-Generated Content The trends popular on social media today often drive the purchase decisions of Millennial and Gen Z consumers. ### Platform Development Byte is a proper sequel being developed by Vine co-founder Dom Hofmann. ## What the Short-Form Expansion trend means for industry ### For 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 for Short-Form Expansion Trend score 4.0 out of 10, from popularity 60%, activity 52%, freshness 8%. - Popularity: 60% - Activity: 52% - Freshness: 8% ## Examples of the Short-Form Expansion trend 4 featured examples from Dec 4, 2017 to Dec 7, 2018. - [Short-Form Athlete-Celebrating Platforms](https://www.trendhunter.com/trends/nikes-igtv): Nike's IGTV Videos Spotlight Everyday Athletes (Category: Marketing) Implication: Sportswear brands can leverage short-form videos to highlight their products and connect with everyday athletes. - [Short-Form Video Apps](https://www.trendhunter.com/trends/shortform-video-app): TikTok and Musical.ly Build a Platform That Enables Creativity & Expression (Category: Pop Culture) Implication: The rise of short-form video apps presents disruptive innovation opportunities for social media platforms to enhance user engagement and community-driven content. - [Short-Form Story Videos](https://www.trendhunter.com/trends/youtube-reels): YouTube 'Reels' Let Creators Express Themselves Without Full Videos (Category: Tech) Implication: Disruptive innovation opportunity: Social media platforms can integrate short-form story videos into their existing offerings, attracting and engaging a wider user base. - [Looping Video Platform Successors](https://www.trendhunter.com/trends/byte): Byte Hopes to Recapture the Appeal and Enjoyment of Vine (Category: Tech) Implication: 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. ## Recent trend clusters - [Delegated Interfaces](https://www.trendhunter.com/protrends/delegated-interfaces) (Tech) - [Adaptive Controls](https://www.trendhunter.com/protrends/adaptive-controls) (Tech) - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (Tech) - [Spatial Refinement](https://www.trendhunter.com/protrends/spatial-refinement) (Tech) ## Trending in Tech - [Decor-Led Home Projectors](https://www.trendhunter.com/trends/decor-led-home-projectors) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) - [Dual-Wavelength Recovery Wearables](https://www.trendhunter.com/trends/joint-therapy) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Tech](https://www.trendhunter.com/tech)