Content · Brand & Creative
Short-form video and brand recall: the format earning like TV
Short-form video stopped being the awareness-versus-performance argument a while ago. The evidence now points somewhere more interesting: a few seconds of it can build a brand for years, if you land the brand in the first two.
Why a fifteen-second clip earns like a thirty-second spot
New work with Kantar and Lumen shows a single short video exposure can lift sales for up to three years, the claim television built its business on. But attention stops paying after about twenty seconds. We explain the trade, and the two-second window that decides whether any of it works.
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