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From Dopamine to FOMO: The science behind our love for short-form videos
It’s been a while since short-form videos took over the digital landscape, with platforms like TikTok, Instagram Reels, and YouTube Shorts capturing millions of viewers daily. According to Hubspot, short-form video is now the #1 content marketing format, with most marketers saying it offers them the highest ROI. It’s also being used by the most marketers, at 44%.
But putting aside the numbers, have you ever wondered why these bite-sized clips are incredibly addictive? The answer may just lie in the wonderful world of psychology. Let’s dive into what makes short-form videos appealing, examining key psychological principles like attention spans, instant gratification, emotional engagement, and our inherent need for social validation.
Short lengths for short attention spans
Our attention spans are shrinking. This isn’t just speculation; it’s science. Psychologist Dr. Gloria Mark, who has been studying attention spans for years, recently revealed that her research showed that people could focus on a task for an average of two and a half minutes back in 2004. By 2012, that number had dropped to 75 seconds; today, we’re down to about 47 seconds.
This trend directly impacts how we consume information. As our attention spans dwindle, we become more inclined to favor short, easily digestible content over lengthier options. Platforms like TikTok and YouTube Shorts have capitalized on this by delivering fast, engaging content in a format that aligns perfectly with our fleeting focus.
Even the world of TV and film is adapting. Shot lengths in films and music videos have shortened dramatically, with average scenes lasting just a few seconds before cutting to something new. Our brains have become conditioned to expect and even prefer rapid-fire bursts of content. Short-form videos fit right into this pattern, giving us a constant stream of quick information.
The power of instant gratification
Call it being spoiled, but the fact is that, in today’s world, we’re used to getting what we want when we want it. From same-day Amazon delivery to binge-watching entire TV shows in one sitting, the need for immediate satisfaction reigns supreme. The same goes for scrolling through our social feeds for quick entertainment. Short-form videos satisfy our craving for immediate rewards by offering content that gets to the point quickly.
When we watch a short, snappy video that makes us laugh, teaches us something new, or amazes us with a cool trick, our brains release dopamine—the famous “feel-good” neurotransmitter. That hit of dopamine gives us a quick burst of satisfaction, making us want to keep scrolling for more. This cycle of instant gratification feeds into our desire for continuous stimulation, which is why it’s so easy to lose track of time while binge-watching short-form content.
Tugging at your heartstrings in under 60 seconds
One of the most powerful aspects of short-form videos is their ability to evoke strong emotions quickly. Whether it’s laughter, surprise, empathy, or awe, emotional engagement is key to their effectiveness.
Short-form videos are packed with emotional cues when done well, often using music, sound effects, and fast-paced editing to heighten the impact. A quick 15-second clip can evoke as much of an emotional response as a full-length movie scene, making it feel like you’ve experienced something significant in just instants.
This emotional connection is vital for brands and creators looking to establish a rapport with their audience. It’s not just about getting someone to watch your content; it’s about making them feel something.
Making the complex, simple
In a world where information is constantly flying at us, it’s no surprise that we’re gravitating toward content that simplifies complex topics in a visually engaging way. Short-form videos break down intricate ideas into bite-sized chunks, making it easier for us to digest information without feeling overwhelmed.
From quick tutorials and how-to guides to educational tidbits, short videos deliver knowledge in a format that is both accessible and enjoyable. It’s a win-win. The combination of visuals, sound, and concise storytelling makes this format incredibly effective for teaching and marketing.
Good Old FOMO
They don’t call it social media for nothing. That social aspect is one of the main reasons that short-form videos are so addictive: they create a sense of community and belonging. Think about it: when you repeatedly see a funny or viral video popping up on your feed, there’s a strong urge to join the conversation. This fear of missing out (FOMO) drives engagement, as users feel compelled to watch, comment, and share the content their peers are buzzing about.
The more engagement a video gets, the more likely it is to be seen by others, creating a feedback loop of social validation. In a way, we’re not just watching short-form videos for entertainment; we’re watching them to stay connected with our social circles.
The lowdown
Short-form videos tap into deep psychological principles that make them nearly irresistible. As technology continues to evolve, short-form content will remain dominant in how we consume media. Whether you’re scrolling through TikTok for entertainment or watching a quick tutorial on Instagram Reels, you’re engaging with a format that understands how your brain works better than you might think.
