The Gen Z Shift: Short-Form Video in Advertising 

Introduction 

The world of advertising is in the midst of a seismic shift. Over the past few years, we’ve seen a dramatic change in how brands engage with consumers. This change is largely driven by Gen Z— the digital-native generation that has grown up in an age of smartphones, social media, and streaming services. The behaviour, preferences, and expectations are reshaping the advertising landscape, forcing brands to rethink how they approach marketing. 

The rise of short-form video content is one of the most significant trends that has emerged in recent years. Platforms like TikTok, Instagram Reels, and YouTube Shorts have popularized short-form videos, making them a central element of any effective marketing strategy. By 2025, it’s predicted that short-form videos will account for 90% of all internet traffic, and video content will make up 82% of all consumer internet traffic. 

This blog explores the Gen Z shift in advertising, how short-form videos are revolutionizing the marketing world, and what strategies brands should adopt to connect with this new generation of consumers. Additionally, we will dive into key video marketing trends, explore best practices for repurposing content, and outline the strategies for reaching Gen Z across the Google ecosystem. 

The Rise of Short-Form Video ContenThe short-form

The short-form video has quickly become one of the most engaging and effective ways for brands to reach their target audiences. The rise of platforms like TikTok and Instagram has made it clear that Gen Z prefers quick, engaging, and snackable content over long-form videos. Short-form videos are typically 15 seconds to one minute in length, making them ideal for capturing the fleeting attention of today’s mobile-first consumers. 

Short-Form Video Statistics for 2025 

By 2025, short-form video content is expected to account for 90% of all internet traffic. This is a dramatic increase from previous years, where video consumption was primarily dominated by long-form content such as YouTube videos and streaming services. This trend is driven by the way Gen Z consumes content—they prefer quick, bite-sized videos that deliver a message in an entertaining and digestible format. 

The short-form video revolution is being fueled by platforms like TikTok, Instagram Reels, and YouTube Shorts. These platforms have built-in algorithms that promote content that resonates with users, making it easier for brands to go viral and connect with their target audience. The brevity of these videos also encourages creativity, as brands are challenged to communicate their message in just a few seconds. 

Video Marketing Statistics for 2026 

The rise of video content is expected to continue well into 2026, with videos projected to make up 82% of all consumer internet traffic by 2025. This trend underscores the importance of video as a medium for marketing. Whether it’s for brand awareness, lead generation, or direct sales, video marketing has become a must-have for businesses looking to connect with consumers. 

Moreover, with the growth of social media platforms, the need for video content is becoming even more crucial. Short-form video content has proven to be particularly effective for engaging younger audiences, including Gen Z, who are more likely to interact with content that is visually engaging and quick to consume. 

Why Short Videos Are More Effective 

Short-form videos are more than just a passing trend—they’re becoming the preferred method of consuming content for Gen Z. Here’s why: 

1. Higher Engagement: Studies have shown that short-form videos have higher engagement rates than long-form content. The shorter duration makes them more likely to be watched in full, shared, and interacted with. Additionally, short-form videos often encourage viewers to take action, such as liking, sharing, or commenting. 

2. Mobile-First Consumption: Gen Z is a mobile-first generation. They spend a significant amount of time on their smartphones, and short-form videos are optimized for mobile viewing. The vertical video format is perfect for mobile screens, and platforms like TikTok and Instagram Reels have been designed with this in mind. 

3. Increased Retention: Short-form videos are designed to be concise and to the point. As a result, viewers are more likely to remember the key message of the video. In contrast, longer videos often risk losing the viewer’s attention, especially when they exceed the optimal attention span of younger audiences. 

4. Better Shareability: Short-form videos are inherently more shareable than long-form videos. With the rise of social media, content that is easy to share and consume is more likely to go viral. When a video resonates with viewers, they are more likely to share it with their network, increasing its reach. 

5. Cost-Effectiveness: Short-form videos are also more cost-effective to produce compared to long-form content. Brands can create high-quality videos on a smaller budget, making video marketing more accessible for businesses of all sizes. 

Which of These Is Not a Good Practice When Repurposing Long-Form Content Into Short-Form Videos? 

Repurposing long-form content into short-form videos is an excellent way to maximize the value of existing content. However, there are certain best practices to follow to ensure that the repurposed content is effective. Here are a few things to avoid when turning long-form content into short-form videos: 

1. Don’t Keep the Length the Same: One of the most common mistakes when repurposing long-form content into short-form videos is not trimming it down enough. Short-form videos need to be concise, with a clear focus on the most important or entertaining parts of the original content. If the content is too long, viewers may lose interest. 

2. Don’t Ignore Platform Requirements: Each social media platform has its own video specifications and audience behaviour For example, TikTok videos tend to be vertical and fast-paced, while YouTube Shorts has a format and style. Repurposing content without adjusting it for the platform can reduce its effectiveness. 

3. Don’t Skip the Call-to-Action (CTA): Every video should have a clear call-to-action, even short-form videos. Whether it’s directing viewers to visit a website, follow a social media page, or purchase a product, the CTA should be obvious and compelling. 

4. Don’t Forget About Visual Appeal: In short-form videos, visuals are key. If the video is not visually engaging from the start, viewers will quickly scroll past it. Make sure to incorporate eye-catching visuals, motion graphics, or text overlays to enhance the video’s impact. 
   
   Explainer Videos for Gen Z
   Explainer videos are a powerful tool for brands to break down complex ideas, products, or services in a fun, concise, and easily digestible format. For Gen Z, who prefer quick, engaging content, explainer videos provide a clear way to understand what a brand offers in a matter of seconds. These videos are highly visual, often using animation, motion graphics, or simple on-screen text to explain concepts entertainingly. Gen Z gravitates toward content that is both informative and visually engaging, and explainer videos meet this demand perfectly. Whether used for product demos, how-to guides, or brand storytelling, explainer videos allow brands to convey their message with clarity while maintaining viewer interest—critical for capturing Gen Z’s attention.

Short-Form Video Examples 

Brands across various industries have embraced short-form video content to engage Gen Z. Here are a few examples of how brands are using short-form videos effectively: 

1. TikTok Challenges: Many brands have leveraged TikTok challenges to create viral content. These challenges encourage users to participate by creating their videos using a specific hashtag or theme. For example, fashion brands may encourage users to showcase their outfits, while food brands might ask users to create recipe videos using their products. 

2. Instagram Reels: Instagram Reels is another platform where short-form video content thrives. Brands can use Reels to showcase new products, offer quick tutorials, or engage with influencers. For instance, beauty brands may create short tutorials on how to use their products, while fitness brands can post quick workout routines. 

3. YouTube Shorts: YouTube Shorts allows brands to create short-form videos that appear in a dedicated section on the YouTube platform. These videos can be used to promote new products, provide behind-the-scenes content, or share user-generated content. YouTube Shorts is an excellent way for brands to engage with younger audiences who are already spending a lot of time on the platform. 

Video Advertising Trends 

The world of video advertising is rapidly evolving, and several key trends are shaping the future of digital marketing. Here are some of the most important video advertising trends to watch: 

1. Interactive and Shoppable Videos: As e-commerce continues to grow, interactive and shoppable videos are becoming more popular. These videos allow viewers to click on products within the video to make a purchase. For example, fashion brands may create videos showcasing outfits, with clickable links that allow viewers to buy the products directly from the video. 

2. AI-Driven Personalization: Artificial intelligence is transforming the way brands create and distribute video ads. AI allows brands to deliver highly personalized video content based on user preferences and behaviour This level of personalization helps brands connect with Gen Z in a way that feels relevant and authentic. 

3. User-Generated Content (UGC): UGC continues to be a powerful tool in video advertising. Brands are encouraging their customers to create and share videos, which helps build authenticity and trust. UGC is also more likely to be shared, increasing brand exposure. 

4. Vertical Video Formats: With the rise of mobile-first video consumption, vertical videos are becoming the standard. Platforms like TikTok and Instagram Reels have made vertical video the preferred format for video ads. Brands that optimize their content for vertical viewing are more likely to see higher engagement rates. 

Strategies for Reaching Gen Z Across the Google Ecosystem 

To effectively reach Gen Z, brands need to understand where they spend their time online and how they consume content. The Google ecosystem offers several powerful tools for targeting this audience. Here are some strategies for reaching Gen Z across Google’s platforms: 

Connecting Visually With YouTube Shorts 

YouTube Shorts is one of the most effective ways to engage Gen Z with short-form video content. With billions of active users, YouTube is the go-to platform for video consumption. By creating visually appealing, short videos that resonate with Gen Z’s interests, brands can increase engagement and build a loyal following. 

Embracing the Power of Google’s AI-Driven Campaigns 

Google’s AI-driven campaigns offer an opportunity to create highly personalized video ads that target Gen Z. With AI, brands can optimize their video content at ideal times to improve engagement and conversions. Google’s machine learning algorithms can analyze user behaviour and deliver the right content to the right audience. 

Unlocking Engagement with Performance Max 

Performance Max is a new campaign type that allows brands to reach their audience across all of Google’s properties, including YouTube, Google Search, and Display. By combining video ads with AI-powered automation, brands can optimize their campaigns to maximize engagement and reach. 

Building Authentic Connections Through Personalization 

Gen Z values authenticity and personalization. Brands that can create personalized video content that speaks to their audience’s needs and interests are more likely to build strong connections. Google’s data-driven tools allow brands to deliver customized content that resonates with Gen Z, leading to higher engagement and conversions. 

Conclusion 

The advertising world is evolving, and Gen Z is at the forefront of this shift. Short-form video content has become a dominant force in the marketing world, with projections showing that it will account for 90% of all internet traffic by 2025. Brands that embrace this shift and create engaging personalised content will be best positioned to succeed in the future of advertising. 

By leveraging platforms like YouTube Shorts, TikTok, and Instagram Reels, and utilizing Google’s AI-driven tools, brands can effectively connect with Gen Z and build long-lasting relationships. The key to success lies in creating authentic, visually engaging content that speaks to Gen Z’s interests and values.