UK adults aged 18 to 34 spend almost an hour a day on TikTok alone, according to Ofcom’s Online Nations Report 2025. That’s an audience already in the habit of watching, already primed to discover something new. The question is whether they discover you!
So, should your business be creating short-form videos as part of its marketing strategy? For most businesses, we’d argue it’s worth serious consideration. If you’re thinking about it, drop us a message and see how short-form video could work for your business.
Why short-form video should be part of your content strategy
Short-form video works because it fits naturally into how people consume content today. They want information quickly, while they’re scrolling during lunch breaks, commuting, waiting for meetings, or relaxing at home. Your content has just a few seconds to hook them.
As more and more people turn to social media for their scroll-break, website content alone leaves a large chunk of your audience on the table. Content that takes time to watch or read isn’t always what people are looking for, and it isn’t always what they need. That’s not to say that blogs and long-form videos aren’t useful in your marketing strategy. If anything, they support it.
Think about it like this:
Someone scrolls on Instagram > They see your Reel > Then they go to your website to learn more.
Short-form video makes that first touchpoint easy. Someone can discover your business and get a feel for the people behind it in seconds, without committing to a 20-minute video or scrolling through a 10-minute blog.
Benefits of short-form videos
- They grab attention quickly
- They reach new audiences
- They make your expertise easier to consume
- They give your brand its own personality
- They allow you to post consistently and boost engagement
- They can be repurposed into blog content to maximise reach
- They support lead generation
- They don’t require fancy equipment to get started
Are long-form or short-form videos better?
Long-form and short-form videos serve different platforms and different needs. Take a look at the table below to see how we compare both types of video content.
| Short-Form Video | Long-Form Video | |
|---|---|---|
| When to use it | Brand reach, discovery, top-of-funnel traffic | Deep trust, authority, lead conversion, storytelling |
| Content style | Quick tips, FAQs, testimonials, product clips, behind-the-scenes, professional education | Documentaries, case studies, interviews, detailed explainers |
| Where it works | TikTok, Instagram Reels, YouTube Shorts, LinkedIn | YouTube, websites, landing pages, presentations |
| Length | Under 60 seconds | 5 to 25+ minutes |
| Production effort | Quick, spontaneous | Strategic, structured, detailed |
5 types of commercial short-form content businesses can use
We’re not saying you need to dance in front of the camera or jump on every new trend to make short-form video work for your business. It’s quite the opposite. Take your time during the content planning stage and start with what your customers actually want to know.
Here are five ways you can use short-form video content in your business.
1) Customer FAQs
You’re probably already answering the same common questions every week. Why not film them?
By capturing your top FAQs on camera, you’ll have a library of short videos to share when those questions come in. That gives customers an immediate answer and saves your team from repeating the same response again and again.
You can also share them across multiple platforms, and over time, these videos can also help potential customers find the information they need while they’re researching their options, keeping your business front of mind when they’re ready to take the next step.
2) Product demonstrations
Sometimes showing is much easier than explaining. A short product demonstration can show how something works, highlight one key feature, or demonstrate results your customer can expect.
Keep each video focused. Rather than cramming an entire product tutorial into one edit, create content around individual features or use cases. You’ll have more videos to share, and each one will have its own clear purpose.
3) Customer testimonials
You can tell people you’re good at what you do or you can let your customers speak for you. And when your audience hears it from a customer, it carries far more weight.
Short customer testimonials work particularly well when they’re specific. What problem did the customer have? What changed? What was it like working with you? You can capture a natural 30-second answer that can provide valuable social proof without feeling like another generic paid ad.
4) Quick tips and how-to videos
Your team probably knows things your customers would genuinely find useful. So share them.
Quick tips and how-to videos let you show off your expertise without immediately asking for a sale. By solving small problems, you give potential customers a reason to trust your advice and come back when they need more help.
For professional services in particular, this content idea can turn something you do every day into useful, repeatable video content.
5) Behind the scenes
Humans are curious, nosy even. Your customers or clients always see the finished product, but they rarely see what goes into creating it.
Behind-the-scenes content can introduce your team, show your process, or take viewers somewhere they wouldn’t normally have access to. It feels exclusive and helps your target audience connect with your brand on a deeper level. This type of content doesn’t need endless planning, it just needs to show your brand off in an authentic way.
Where have we seen short-form content results for our clients?
We’ve produced enough videos for social media platforms to know there isn’t one formula that works everywhere. What performs well on LinkedIn won’t necessarily work on TikTok. Platform-specific optimisation matters, from the opening seconds and editing pace to aspect ratio, captions, and content style.
Here are some real examples.
Instagram Reels
For Vikkstar, a founding member of the Sidemen, we created a Reel that became his best-performing Reel at the time, generating more than 8 million views.
After impressive results, we then went on to film the Sidemen Charity Match at Wembley, where we created fast-paced, social-first event content designed to make viewers feel part of the action. A collaborative Instagram post reached around 780,000 views, while content from the day generated more than 1 million Instagram views overall.
Those numbers weren’t achieved by simply cutting a longer video shorter. The footage was captured and edited with specific platforms in mind from the beginning.
Short-form isn’t just for TikTok and Instagram Reels. It’s a common understanding that video posts on LinkedIn generate 5x more engagement than text-based posts.
For South Molton Scaffolding, we focused on visual storytelling and produced premium video content that generated 33,000 LinkedIn views. We also provided consistent work for Williams Southern Ltd, which reached 43,000 views across the platform.
For B2B businesses, the opportunity is often less about chasing viral numbers and more about putting credible, relevant content in front of the right professional audience.
TikTok
TikTok gives businesses room to be quicker, more informal, and closer to the way people naturally consume social content. TikTok’s algorithm is far more engagement-focused than follower-focused.
Our work with Basslayers produced their best-performing TikTok, reaching 1.3 million views.
Again, context matters. Trend participation and trending sounds can sometimes help, but forcing every business into the latest format isn’t a strategy. Your idea still needs to make sense for your target market.
YouTube Shorts
YouTube Shorts can give your existing video marketing another route to discovery. If you’re already producing longer video content for YouTube, interviews, product tutorials, or educational content, you may already have potential Shorts sitting inside it.
And yes, we may be talking scrolling on a phone here, but something worth pointing out is that short-form isn’t just a phone thing. YouTube viewing on UK televisions has doubled since 2022. This means businesses are being found on the same screens as Netflix and the BBC, just with a more attainable budget.
Work with SW Productions, video partner for short-form platforms
At SW Productions, we’ve been mastering video content for 7+ years. Our multi-award-winning team has created engaging video content for organisations and creators including the Sidemen, BBC, Amazon, Universal Music Group, and Brittany Ferries, alongside many ambitious small businesses and charities.
Whether you’re looking for a standalone series of snappy TikTok videos and Reels or want to combine short-form video with a larger campaign, we’ll help you plan and film content that slots into your marketing strategy.
Get in touch and tell us what you’re looking for.
Frequently asked questions about commercial short-form videos
Should every business create short-form videos?
We believe every business could benefit from the right type of short-form video content. But it only makes sense when your target audience uses platforms where video plays an important role, and you have something genuinely worth communicating. Research where your audience spends their time and what they need from you.
How long should a short-form video actually be?
Your video should be long enough to fulfil its purpose and short enough to grab your audience’s attention. Most platforms, including TikTok, allow videos from 15 to 60 seconds. Some can go on for 3 minutes or longer. Instead of chasing a specific number, ask whether every second earns its place.
Is short-form getting saturated?
There is certainly more of it. And with new technology and artificial intelligence available, more people can create more content. But that doesn’t mean it’s all good content. Relevance becomes your most important thing. Many major social media platforms promote videos based on users’ engagement and interests. So make sure you know who you’re speaking to, answer their burning questions, and focus on consistent posting.
How do I know if my business needs short-form, long-form, or both?
Many businesses can benefit from both short and long videos. But the best thing you can do is focus on what you need the video to achieve. Shorter content grabs attention quickly, while long-form content is there when someone wants to dig deeper. You don’t have to pick and choose. A longer video can be edited into several short-form videos.
If you’re struggling to decide where to start, our team can act as your creative sounding board. Get in touch to bounce ideas off us, and you’ll soon have a suitable direction. Alternatively, check out our other corporate video services to see what could work for your business.
