Abstract
The proliferation of short-form video platforms such as Tiktok and Twitter has prompted a major shift in advertising stratagem. Marketers are growing increasingly in favor of short, vertically filmed advertisements in response to a dramatic increase in short-form video media consumption over the last three years. This study explores the comparative effectiveness of short-form advertisements compared to traditional, long-form advertisements. We find that short form advertisements have an advantage over long form advertisements in reach and viewer engagement, proving more effective in our sample of participants than the long form advertisement despite a disadvantage in perceived trust and product relevance. We are able to attribute much of this effectiveness to the relatability, humor, personal touch, and audience-friendly content of short form advertisements. These results underscore a significant transition in the marketing industry, indicating an industrial preference for home-made narrative and individuality over traditional metrics of cinematic polish and trustworthiness.
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