Blink and You’ll Miss It
Welcome to the age of the scroll. In the time it takes to microwave a cup of coffee, your potential customer has decided whether to follow you, buy from you, or keep moving. And what’s driving this instant decision-making? Video. More specifically, short-form video.
From YouTube Shorts to Instagram Reels and TikToks, we’re living in a video-first world where attention is the currency, and short videos are the smartest way to earn it. For business owners, nonprofit leaders, and association leaders, the shift is no longer optional. It’s strategic—and it’s urgent.
What’s a Short, Anyway?
Shorts are bite-sized videos—typically under 60 seconds—designed for fast, frictionless engagement. They’re optimized for vertical viewing, designed for mobile consumption, and powered by algorithmic discovery.
These aren’t commercials. They’re not how-to seminars. They’re quick hits of content that grab your attention, stir emotion, and prompt action. Think of them as the digital equivalent of a billboard on the information superhighway—only smarter, and with measurable results.
The Numbers Don’t Lie
Why go short? Here’s what the data shows:
- YouTube Shorts hit 70 billion daily views in 2024
- Instagram Reels make up over 50% of time spent on the platform
- TikTok users spend an average of 95 minutes per day on the app
- Brands using short-form video see a 30–60% lift in engagement
Shorts meet users where they are—on their phones, multitasking, and hunting for quick value. And once you’ve captured their interest, they’re far more likely to stick around for your longer-form content, products, or mission.
It’s Not Just for Influencers
Many organizations still believe that short-form video is only for beauty bloggers and Gen Z dancers. Wrong.
- Nonprofits can showcase impact in seconds.
- Small businesses can highlight testimonials, behind-the-scenes moments, or promotions.
- Associations can break down member benefits, share event highlights, or feature leadership voices.
Every industry has a story to tell—shorts are how you tell it quickly.
Why Shorts Work So Well
Let’s break it down:
- They’re algorithm-friendly. Platforms prioritize short-form video in discovery feeds.
- They lower production pressure. One phone, one message, one minute.
- They humanize your brand. People connect with people, not perfection.
- They’re repurposable. One short can fuel ads, stories, emails, and more.
In other words, short-form content stretches your budget and your creativity.
The Shift to Video First
Not long ago, video was a tactic. Now, it’s the foundation. A truly modern digital strategy isn’t built on blogs or banner ads—it’s built on visual storytelling.
What does video-first mean?
- You’re planning for video before anything else.
- You’re capturing assets with mobile-first audiences in mind.
- You’re using data to learn what’s working and optimize quickly.
A video-first approach means you’re not asking “Should we post a video?” but rather, “What kind of video will drive this message best?”
Real-Life Results
Let’s say you’re a nonprofit trying to raise awareness for early childhood development. A 15-second short of a toddler stacking blocks while a voiceover says, “Milestones matter,” can outperform a brochure or blog post 10 to 1.
Or you’re a small business that delivers locally sourced water. A behind-the-scenes video showing a team member delivering to a smiling customer builds trust and brand affinity in just a few seconds.
Shorts are like the elevator pitch you didn’t know you needed.
Overcoming the Excuses
Think you don’t have time? Shorts take less time to create than a graphic.
Think you don’t have talent? Use real people from your team or community.
Think you’re not “on-trend”? Authenticity beats polish every time.
How to Start Thinking Video First (Without Burning Out)
- Capture what’s already happening. Meetings, deliveries, events, milestones—they’re all content.
- Use themes or series. Weekly tips, customer spotlights, myth-busting—whatever fits your brand.
- Set realistic goals. Don’t try to go viral. Try to connect.
- Work with experts. (Like us.)
Video Shorts and the Funnel
Shorts are top-of-funnel powerhouses. They generate awareness, increase engagement, and drive traffic. But they don’t stop there. With the right strategy, they lead viewers deeper into the funnel:
- A quick video builds interest.
- That interest drives a click.
- That click leads to a landing page, lead form, or full-length content.
It’s like speed dating for your brand—only the best matches stay.
Don’t Post and Pray—Plan and Play
Success doesn’t come from throwing content at the wall. It comes from intentional messaging, platform-specific formatting, consistent branding, and smart analytics.
Shorts are playful, but the strategy behind them should be anything but.
The Wrap
Short-form video isn’t a trend—it’s a transformation. Businesses and organizations that embrace the video-first mindset are not just keeping up; they’re pulling ahead.
If you’re not creating Shorts yet, start today. If you are, go deeper. And if you need help making it all happen, that’s what we’re here for.
Your audience is already scrolling. What will stop their thumb?
RBOA is a digital marketing agency with a 40-year legacy of creativity, innovative strategy, and fresh thinking that delivers award-winning communications and successful results. We provide clients with a unique, omnichannel blend of advertising, social media, digital marketing, and web design services.
If you are interested in learning more about digital marketing for your organization, we hope you will reach out to RBOA to schedule an exploratory call.
FAQs
- Do I need fancy equipment to make Shorts? Nope. A smartphone and decent lighting can go a long way. Authenticity matters more than Hollywood quality.
- How often should I post Shorts? Start with 1–3 times per week and adjust based on engagement and capacity.
- Are Shorts good for SEO? Yes. YouTube Shorts especially boost visibility and can improve search rankings.
- What platforms should I focus on? YouTube Shorts, Instagram Reels, Facebook Reels, and TikTok. Choose based on where your audience spends time.
- Can short videos drive conversions? Absolutely. With the right call-to-action, Shorts can generate leads, sales, donations, and signups quickly.