It’s a truth universally acknowledged that attention spans are shorter today than a viral Reel. Short-form video has become the reigning champion of digital storytelling. Quick, punchy, and impossible to ignore, it swoops in to capture audiences with dopamine-triggering content loops. Meanwhile, its long-form counterpart stands its ground, crafting richer, deeper narratives that build lasting trust.
However, to be honest, there’s no discourse about which is more impactful. It’s never been a battle. The smarter play is knowing when to drop a 30-second sizzle reel and when to unfold a nuanced immersive story. Both formats have their place in a brand’s storytelling arsenal — if you know how to use them.
How Short-Form Video Took Over — and Why It Works
Short-form video has taken over the internet. It’s everywhere you look. Platforms like Instagram Reels, YouTube Shorts, and India’s homegrown platforms like Moj and ShareChat have democratized content creation, giving anyone with a smartphone and an idea a chance to go viral. There aren’t gatekeepers for distribution any more. Everyone has agency.
India’s short-form video user base crossed 350 million and continues to grow at a staggering 25% annually. Brands and creators are adapting in real-time because every piece of content has to grab attention and hold it all the while being authentic.
Brands and Creators Are Winning (and Learning) with Short-Form
In India, brands and creators alike have embraced this shift with gusto. Netflix India’s use of hyper-local memes; Zomato’s real-time trend-driven Reels, WhatsApp’s witty “Good Morning” privacy series featuring Zakir Khan, are all prime examples of how short-form can entertain, inform, and nudge behaviors in under a minute. Even sectors traditionally seen as “serious,” like health and fintech, are finding their voice in short bursts. There’s no denying the power of this format: it’s fast, scalable, and highly shareable.
When Short Isn’t Always Sweet
There’s a constant demand for new, trend-relevant material that can easily lead to creative burnout. Plus, the sheer volume of content being produced means standing out is harder than ever, and the pressure to be authentic is immense. This means audiences can instantly detect — and dismiss — anything that feels forced. Moreover, while short-form excels at delivering visibility and engagement spikes, measuring deep brand loyalty or long-term ROI through a 30-second clip remains a complex game. That’s where long-form content continues to hold its ground; it still plays a crucial role in building meaningful, long-lasting connections. According to global creator agency, Billion Dollar Boy, over two thirds (68%) of marketers have increased production of long-form creator content in the past 12 months and 70% plan to increase production over the next year. Longer formats allow brands to showcase personality, share in-depth insights, and tell layered stories — the kind that turn casual audiences into loyal communities.
Longer Stories, Bigger Impact
We’ve seen some great examples in India too. Canva’s “Dil Se, Design Tak” campaign unfolded as a heartfelt film. Globally, Red Bull’s extreme sports documentaries and Patagonia’s sustainability films demonstrate how long-form storytelling can transcend marketing to build cultural movements around brands.
Even platforms built around brevity are acknowledging this shift. Instagram allows videos up to 60 minutes of in-video feeds, and YouTube is doubling down on podcasts and serialized content. The takeaway? While audiences love quick gratification, there’s also a growing appetite for depth, nuance, and authenticity.
Short-Term Wins and Long-Term Loyalty
Looking ahead, the smartest brands will be those that master the balance — using short-form to drive quick engagement and ride cultural moments, while investing in long-form content to build trust, authority, and lasting resonance. The future of content isn’t about choosing sides; it’s about weaving both formats into an adaptable strategy. Short videos will continue to be crucial for brand visibility and cultural relevance, but without the depth offered by longer storytelling, building a lasting brand will remain elusive.
Ultimately, successful storytelling in 2025 and beyond will hinge on understanding audience intent: when they want a snack, and when they want a whole meal. It’s about being quick when you need to grab attention and being deliberate when you need to leave a mark. Short-form and long-form are not rivals — they’re partners in helping brands stay seen, heard, and remembered in an increasingly noisy world. Because in the end, whether you have eight seconds or eight minutes, it’s not about how long you have — it’s about what you do with it.
