Cracking Gen Z: The rise of short-form visual content

Authored by Taufiq Khan, Founder, WOLF BREAD

The New Language of Content: How Brands Use Short-Form Visual Content to Capture the Gen Z Audience

Short-form content has rapidly transformed the media landscape, becoming a dominant force in the fast-paced digital age. It all started with the rise of platforms like Snapchat, which introduced the concept of Stories—a feature that fundamentally changed how we interact with content. From there, we witnessed the meteoric rise of TikTok, which revolutionized short-form videos, and its influence is now clearly evident in platforms like Instagram Reels and YouTube Shorts.

What began as a novelty has evolved into a cultural shift, making short-form content an essential tool for both brands and consumers. Today, it’s not just a trend driven by Gen Z, but rather a global movement that’s shaping how we consume media. Gen Z, in particular, has become one of the most influential demographics, driving much of the evolution in branding, product marketing, and even storytelling. The youth today are not just passive consumers—they are the curators, influencers, and trendsetters of culture. They are, in essence, shaping the world of media and branding.

The Power of Gen Z and Its Impact on Branding

The influence of Gen Z cannot be overstated. This generation has an insatiable appetite for quick, visually engaging, and authentic content. Brands are now fully aware of this shift, with luxury names like Jacquemus, Balenciaga, and BMW adopting cutting-edge visual techniques to appeal to younger audiences. Jacquemus has embraced CGI to create captivating, surreal ads that immerse viewers in the brand’s aesthetic. BMW uses dynamic, high-energy content to engage viewers and position their cars as aspirational products, while Balenciaga taps into avant-garde fashion and absurdist visual styles to speak directly to a generation that craves authenticity and bold statements.

Even Nike has adapted, using motivational and inspirational short-form ads to not only sell products but also to resonate with the aspirations of Gen Z. The speed at which this shift has occurred is remarkable. Just a few years ago, achieving a million views on social media was seen as a rare feat; today, it’s almost a given. Whether it’s a short ad or a viral video, millions of views can now be generated by anyone, from brands to individual creators.

The Future of Content Creation and the Role of Short-Form Video

Looking at the evolution of short-form content, it’s evident that the industry is only accelerating. The days of lengthy TV ads and traditional content formats are becoming a thing of the past. Social media platforms have realized the power of short-form videos, and this is reflected in their growing emphasis on formats like Instagram Reels and TikTok. YouTube Shorts and Facebook Stories are also capitalizing on this trend, each adding their own twist to the content consumption experience.

What makes short-form content so powerful is its ability to cater to the fast-paced, attention-deficit nature of modern life. With content available at our fingertips, the need to capture attention in mere seconds has never been more important. This has reshaped the media industry, from content creators to brands, all of whom are constantly evolving to meet the needs of the modern consumer.

The Impact on Filmmaking and the Entertainment Industry

As someone from the world of filmmaking, I have observed firsthand how the film industry is also adjusting to the rise of short-form content. Filmmakers are now creating smaller, bite-sized pieces of content that pack an emotional punch in a fraction of the time. This shift has encouraged more creative freedom and experimentation, with filmmakers utilizing new techniques to convey compelling stories in under a minute. It’s fascinating to see how the boundaries of filmmaking are being pushed through short-form formats, and I believe this is only the beginning.

For brands and creators, short-form content has become a vital tool in staying relevant and engaging with consumers. TikTok, Instagram, and YouTube have given individuals and brands the ability to craft narratives that resonate with large audiences, often bypassing traditional advertising mediums. Achieving millions of views, once considered a huge milestone, is now seen as accessible, opening up opportunities for creators of all backgrounds to have their voices heard on a global stage.

Attention as the New Currency

In today’s digital ecosystem, attention has become the most valuable currency. The battle for attention is fierce, with brands and creators vying for a moment in the spotlight. This is especially true for Gen Z, who has an innate ability to discern authenticity and creativity in the content they consume. The demand for attention-driven content is not just about gaining popularity; it’s about creating an experience that resonates with the audience and leaves a lasting impression.

Short-form content is not just a marketing tool; it has become a cultural force, influencing the way we live, interact, and consume media. The evolution of this content style has disrupted traditional advertising models, and the industry has adapted accordingly. Whether it’s through luxury fashion, automotive brands, or entertainment giants like Disney, short-form content is becoming integral to how companies capture the hearts and minds of younger generations.

Conclusion: The Fast-Paced Future of Content

Looking ahead, the next decade promises to see even more innovation in the short-form content space. With advances in CGI, interactive media, and virtual reality, the potential for creating immersive and engaging short-form content is limitless. We are on the brink of an era where content creation and consumption will be even faster, more personalized, and more innovative.

This is a thrilling time for the media and entertainment industry, and I believe that brands, filmmakers, and creators who embrace short-form content will be at the forefront of this cultural revolution. The power of short-form content lies in its ability to connect with audiences in an authentic, engaging, and instantaneous way—and this will continue to shape the future of how we consume media in the years to come.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

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