Paper Details

In the digital era, short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts have transformed the way brands engage with consumers. This study examines the impact of short-form video content on consumer attention and brand recall. Using a descriptive research design and primary data collected through surveys, the study analyzes how content type, platform, and user engagement influence memory retention and purchase intention. The findings indicate that short-form videos significantly enhance attention span and brand recall when content is creative, emotionally engaging, and platform-optimized. The study contributes to digital marketing literature by providing empirical evidence on the effectiveness of short-form video strategies and offers practical insights for marketers seeking to optimize consumer engagement.

Short-form video, consumer attention, brand recall, digital marketing, social media platforms