The Influence of Short-Form Video on User Behavior and Video Length in Asia
Chantel Jeff
11/1/2024
Short-form video is reshaping content consumption across the social commerce world of Asia, particularly among younger audiences who gravitate toward quick, high-energy videos on platforms like TikTok, Instagram Reels, and YouTube Shorts. The format, generally under 60 seconds, is ideal for capturing attention spans and engaging users in ways that traditional, longer videos cannot. This article dives into how short-form videos impact user behavior, the optimal video length for engagement, and examples of top influencers who have embraced this format to grow their audience.
User Behavior and the Short-Form Video Boom
Asian audiences are among the most engaged consumers of short form video content worldwide. Younger users, especially Gen Z, favor platforms that offer quick, high-energy snippets that feel authentic and relatable. TikTok’s algorithm, for instance, is designed to keep users engaged with a customized “For You” feed based on personal interests and watch history. The instant gratification of scrolling through numerous videos in a short time contributes to higher engagement levels and extended time spent on these platforms.
Cultural relevance plays a significant role in driving engagement in the region. In Southeast Asia, for example, content focused on lifestyle, food, and beauty tends to attract substantial viewership. In East Asia, audiences gravitate toward educational snippets and tech-related content. This regional specificity allows brands and influencers to craft videos that resonate with local trends and audience preferences, ultimately enhancing engagement.
Optimal Video Length: Keeping It Brief and Engaging
Short-form video requires creators to convey their message concisely, with research suggesting that videos around 40 seconds or less are most effective. This duration is enough to keep viewers’ attention and encourage them to complete the video without swiping away. Fast-paced content with multiple cuts or perspectives generally performs better, as it keeps the viewer’s interest piqued. Videos featuring varied elements, like different speakers or perspectives, often sustain attention and drive higher engagement.
While TikTok videos ranging from 15 to 30 seconds are highly engaging, YouTube Shorts allow for slightly longer durations, from 30 to 60 seconds, while still retaining viewer interest. Instagram Reels also sees high completion rates for videos under a minute, demonstrating that short-form video success is often linked to a quick, clear, and visually stimulating format.
Top Asian Influencers Leading the Way in Short-Form Video
Several influencers in Asia have mastered the short-form format to grow their audience and establish their brands. Here are some prominent examples:
Bella Poarch (Philippines): Bella Poarch is a viral TikTok star whose success stems from her humorous lip-sync videos, often under 30 seconds, and her expressive, relatable style. Bella’s quick, impactful content resonates with a global audience, making her one of TikTok’s most-followed personalities.
Nur Aisyah (Malaysia): Known as "Cupcake Aisyah," Nur Aisyah shares snippets of her lifestyle, beauty routines, and funny takes on relatable scenarios on platforms like YouTube Shorts and Instagram Reels. Her 30-45 second videos keep viewers engaged by aligning with trending topics, making her a popular figure in Malaysian digital circles.
Salshabilla Adriani (Indonesia): An actress and influencer, Salshabilla Adriani content ranges from lifestyle to beauty and daily vlogs on TikTok and Instagram Reels. She uses engaging, visually captivating formats that resonate with Indonesian audiences, illustrating the importance of local appeal.
Niharika Nm (India): A humorous content creator, Niharika Nm uses short-form video to deliver quick, relatable takes on Indian culture and daily life scenarios. Her under-a-minute videos attract young audiences for their fast-paced, relatable humor, proving the power of comedic, culturally relevant content in driving views.
The Marketing Power of Short-Form Video
For brands, short-form video is more than just a trend; it’s an essential part of marketing strategy in Asia. With younger audiences spending more time on platforms optimized for short-form content, companies are increasingly looking to influencers for brand collaborations. These partnerships often involve creating “micro-moments” – memorable and quick content segments that capture viewers’ attention instantly. As algorithms favor short, engaging videos, creators who can quickly capture audience interest often enjoy a boost in followers and brand visibility.
In e-commerce, brands are also exploring video commerce strategies, where influencers showcase products in short, shoppable clips. Platforms such as TikTok and Douyin are integrating shopping features that allow users to make purchases directly from videos, making short-form video a valuable sales channel. This integration of e-commerce and entertainment appeals to digital-savvy consumers, further cementing short-form video’s role in modern marketing.
Conclusion
The rise of short-form video in Asia underscores a broader shift toward concise, high-impact content that aligns with users’ preferences for fast, visually engaging media. With a recommended video length around 30-40 seconds, influencers like Bella Poarch and Niharika Nm exemplify how local appeal, humor, and relatability can drive engagement. As brands and content creators continue to adapt to platform-specific trends and user behaviors, short-form video is set to remain a powerful tool in digital marketing and consumer engagement.