The Power of Native Short-Form Video for Knowledge Creators

This newsletter is something that I have been working on for a number of weeks and something that I have had reservations about publishing.

You see, my “gut” feeling about the direction certain marketing campaigns were running for some of my clients, started to show a trend that was going against the message a lot of people are preaching from their social channels and from the services that some agencies are offering. After looking at the stats and real data, my gut feeling has been proven to be right.

I am not one to be deliberately antagonistic, but in knowing how I have already upset one service provider unintentionally - when I shared on a private live of my own recently, how services that they offer should be avoided and a customer chose not to buy from them (I never named them, just described the service they offered) – I know that this is going to be an message some won't want to hear.

As it’s something I have been working on for a few weeks, this newsletter has a little bit of length to it. The detail is in the newsletter but the conclusion wraps things up for you at the end.

What I want to talk about is short-form video and how it is now the go-to format for engaging any online audience, in any niche.

Platforms like TikTok, Instagram Reels, and YouTube Shorts now dominate user attention, with platforms like Facebook and LinkedIn now including short-form video content in their users feeds.  For creators, experts, coaches, consultants, educators, and digital course creators - those in the “knowledge industry” - this presents a massive opportunity, if we can create content in the right way. The thing is, not all short videos are created equal.

Native short-form content (videos created specifically as 60-90 second bite-sized videos) consistently outperforms clips that are repurposed from longer content.

By using services that chops up your hour long podcast or long form YouTube video, are not serving you and your online business.

This is the message that has ruffled a few feathers, particularly those offering the services of filming long form content and then chopping it up using AI tools so you then have a ton of content to post in social media.

I want to unpack why this is way of creating lots of content from a long for piece of content is not what you want to be doing. I want to share with you the data, trends, and expert insights, plus best practices to help you thrive online and get the most out of your short form video content.

Native Short-Form vs. Repurposed Long-Form

In short (no pun intended)…

Short-form video drives dramatically higher engagement. Here's the stats...

By design, quick videos serve the limited attention span of many people who engage with content online. Viewers are more likely to watch to the end of a short form piece of content which boosts metrics and algorithms. Essentially, people are watching a higher percentage of your content, showing the platforms your content is truly engaging.

Short-form videos receive 2.5× more engagement than long-form videos (source)

And marketers have taken note… 

47% of video marketers say short-form videos are more likely to go viral than longer content​ (source)

Higher engagement and shareability mean that native short videos can spread your message (and brand) far and wide.  

Platform algorithms favour original, platform-specific posts. 

Social networks openly prioritise content that feels native over repurposed and recycled material. For example, Instagram confirmed in 2021 that its algorithm downranks Reels with a TikTok watermark, preferring original Reels content​ (source)

In other words, if you simply cross-post a TikTok clip to Reels without adjustments, Instagram will show it to fewer people. Other studies have found that content tailored for a specific platform generates 30–40% higher engagement on that platform compared to reposted content​ (source)

Every platform has its own “language” - from TikTok’s trending sounds and jumpy cuts to the aesthetic of Reels on Instagram - the algorithm rewards creators who speak it fluently. 

Alex Hormozi learned that long-form videos are great for depth, but short-form clips were what expanded his reach and brought new viewers to his channels​ (source)

When we look at some of these stats, my “gut” feeling that short-form content created specifically for the platforms themselves, not only resonates better with viewers, but the platforms themselves give it an extra boost in reach.

Is this something to ignore because it’s a little extra work? Or is it something that we should invest our time in creating specific, unique and native content for the platform you are publishing it on?

It’s our choice at the end of the day.

Repurposed long-form videos often struggle to hold attention.

A clip lifted from a webinar, your video podcast or a longer YouTube video will often lack the “stopping” power to stop the scroll in your audiences social media feeds.

Without any kind of edit, adding of a hook or creating some form of pattern interrupt, your clipped and repurposed content might start too slowly, include off-topic tangents, or feel out of place, resulting in your audience continuing to scroll or swipe away.

Short-form audiences expect immediacy and concise storytelling. If a video doesn’t grab them in seconds, they’re gone, and then the algorithm takes note.

On the flip side, the creators who plan for the format can hook viewers early and deliver value quickly. The result is better a completion rate of your content and then in turn, more exposure as the algorithm sees it as engaging content.

As mentioned, short videos are so effective at retaining viewers that they tend to achieve higher completion rates, which in turn helps for a wider reach on the platforms (source)

Platforms like TikTok and Instagram actively promote short videos to wider audiences, because users finish and enjoy them​ (source)

All of this means a native short-form clip is far likelier to rack up views, likes, and new followers than a repurposed snippet of a 30-minute talk.  

When created right, native short-form content tends to pack a punch in a small package, bringing strong results for the effort. It’s a fast way to grow both your audience and increase lead flow into your business, especially when compared to slicing up longer material that wasn’t designed for quick consumption.

Every video should have…

• A hook
• A reason for the video
• Useful content
• A call to action

Chopped videos from longer format videos that you have published won’t have all of those things. It’s possible to get that full structure into a 60-90 second short-form video.

Best Practices for Creating Native Short-Form Content

If I’m saying that services the offer you the ability to chop up your long format YouTube videos or your video podcasts, into short form video so that you can post them into social media, are services that you should avoid (particularly the AI tools that do it automatically), how do we actually go about creating the best form of short form content for maximum impact in our content marketing?

Plan Your Content

The four aspects of a short form video that I’ve highlighted above should be part of the content that you create.

• A hook is something that will draw people in and stop the scroll
• The reason for the video is needed to be able to draw them in and watch it once you’ve got their attention
• The content should be useful to the viewer
• And you should always have some form of call to action to make it worth your while in creating this content

Think about some of the frustrations and challenges that your audience has in order to be able to create great hooks.

If you can share your story or an example of how this challenge or frustration has been part of your life and you have overcome it, that’s the reason for them to watch the rest of the video.

Without useful content, people won’t watch any more of your content when you publish it.

And remember, you’re in business, so you need some form of court action at the end to get them to do something like message you, comment or click a link - all to take the next step on the journey towards making a purchasing decision with you.

Hook Viewers Immediately

A hook is a psychological pattern interrupt. We must crab attention within the first 1-3 seconds. Open with a question, a surprising fact, or a bold statement that speaks to your audience’s pain points or interests and Stops The Scroll.​

A strong hook stops the scroll and tells viewers why they should keep watching​.

Often a contrarian viewpoint will often stop the scroll as well. Saying something that is not just click bait for the sake of it, but if it comes truly from your own belief system and your world view that something is different that people need to see, being contrarian can often be the biggest pattern interrupt.

One thing to think about is that we should have No Slow Intros. Make the statement and dive right in, we are creating short form content, remember.

Keep it Concise and Focused

Too many videos have so many different topics that it can be really confusing. What a video is about in the first place. We should always aim to have just one key idea or tip per video.

Short-form is most effective because it’s bite-sized. Stick to a single topic and edit out fluff or tangents​. Be ruthless in the edit if needed - cut out anything that doesn’t add value and stops you from getting straight to the point​.

Videos under a minute (and often 30 seconds or less) perform best for educational content because viewers get the takeaway quickly. The call to action could be to then watch a longer format video which does go into more detail if you have something that will follow on.

Optimise and Shoot Vertically For Mobile

Always shoot short-form content as a vertical video (9:16 aspect ratio) so your content fills the phone screen​.

Native TikToks/Reels are full-screen experiences - if you repurpose a horizontal clip, it will appear with black bars or awkward cropping, which screams “not made for here.”

Almost all short-form content is viewed on mobile.

There is also a trend at the moment where people are putting a graphic that says rotate your phone where they publish a landscape video rotated at 90° to fill the screen, thinking that this puts more of an action in the hands of the user to generate more of an emotional connection. But there are no studies that prove this that I can find.

Create For Sound-Off Viewing

A huge amount of short-form viewers watch with the sound off. They often as they scroll in public or semi-attentively.

To capture the attention of these people, we should always look to use captions or on-screen text to deliver your message visually also. Adding subtitles for any spoken words and to highlight key phrases in text format on screen, is possible in most of the platforms even if you can’t do this in the editing.

When you add on-screen captions your video and message will still land even on mute. Captions also help understanding and retention. Using engaging visuals or b-roll footage is another way to explain meaning without needing audio too.​

Essentially, make sure your video works with or without sound. If music or voice adds flavour, awesome, but the core content should be clear either way.

Maintain a Friendly and Authentic Tone

In the knowledge-commerce or creator industry, trust is so important. Short videos should showcase your expertise and your personality. When you talk directly to the camera in a relatable way, as if you’re giving advice to a friend, it builds that trust.

Smile, use natural language (avoid jargon where possible), and show enthusiasm for your topic. Native short-form favours a casual, authentic vibe over polished corporate style, so you can create this using your mobile or cell phone so easily today.

Many successful educator-influencers keep the tone of their content very conversational and even include humour and personal stories to connect with viewers.

The goal is to educate or inspire in an approachable way. A tone that is professional and friendly will resonate with almost all of your audience.

Consistent Branding & Calls-to-Action

In every short-form video, you should reinforce your brand. Use a signature style, fonts and colours, or a quick intro logo flash, but do this sparingly. Maintain consistency in how you deliver tips, maybe always ending with a quick summary or a tagline.

Always look to include a call-to-action (CTA) that fits the short format. Something like… “Follow for more tips like this” or “Check the link in my bio for a full tutorial”

Keep all CTAs short and varied. You do not want to come off as purely promotional with all your content. Other CTA’s such as “Comment with your thoughts” or “DM me for more info” can help to break up a potential always promoting view of your content.

When done right, short videos can become a gateway to your longer content or offerings. For instance, you might say: “Comment a 🤓 if you want a full lesson on this!” - boosting engagement and then giving some kind of signal that you can follow up with another comment and link to a longer form piece of content.

I hope, by following these best practices, your short-form videos will look and feel native to each platform while delivering maximum impact. You’ll be creating content that algorithms love to promote, and viewers love to watch (and share).

Where Do You Go From Here?

Short-form video isn’t a passing fad – it’s now a fundamental way people learn, laugh, and get inspired online. For knowledge creators, this is a chance to multiply your impact.

By creating native short-form content (rather than simply chopping up longer material), you can connect with much larger audiences without diluting your message.

The data is clear that native videos drive higher engagement and reach, and the platforms are actively pushing this content to millions.

More importantly, short-form forces you to sharpen your teaching and messaging skills - a 30-second video full of value can be a powerful trust-builder that draws people into your world.

Shifting some of your energy to native short-form creation can feel like a hassle and stress, especially if you’re used to long-form YouTube videos, podcasts or courses. But you don’t have to abandon the depth of your long-form content. Think of short videos as doorways to your deeper content.

Short-form content will hook new people with quick insights, then lead those who want more down the path to your longer videos, newsletters, or programs. In the meantime, you’ll cultivate an engaged following who appreciates the regular “snacks” of wisdom you’re sharing.

In an online world where a clever 15-second clip can launch a brand or personality overnight, knowledge entrepreneurs can’t afford to ignore the power of native short-form. The coaches, consultants, and educators who master this format are not only amassing followers, they’re converting that attention into business results (clients, course sales, speaking opportunities, you name it). The evidence speaks for itself.

Experiment with that TikTok idea you have.

Turn one tip from your latest blog post into a punchy Instagram Reel.

Be present where your audience is scrolling.

Meet people in a fast, fun, mobile-native way, and you’ll amplify your reach and relevance in the knowledge industry.

Native short-form content is your opportunity to educate and inspire at scale, one quick video at a time.

Stop chopping up long form content that does not have the power to pack punch.

Your Action Steps This Week

1 - The Native Content Challenge
Pick one tip from your expertise area and create a truly native 60-second video this week. Focus on including all four elements I mentioned - hook, reason, value, and call-to-action. Post it to just one platform first and track the engagement.

2 - The Hook Library
Create a simple document or note on your phone with 10 scroll-stopping hooks related to your audience's biggest pain points. Having these ready will make it easier to create native content on the fly.

3 - The Platform Audit
Review your last 5 short-form videos and honestly assess: Were they truly created for the platform, or were they chopped from longer content? Compare the engagement metrics between the two approaches and let the data speak for itself.

4 - The 3-Second Test
Show your next short-form video to someone for just 3 seconds, then stop it. Ask them: "Do you want to see more?" If the answer isn't an immediate yes, your hook needs strengthening.

5 - The Focus Filter
For your next video, write down your message first, then ruthlessly cut anything that doesn't directly support it. Remember: One point, delivered powerfully, beats five points viewers can't remember.

I've been sitting in my favorite coffee shop this morning polishing this post as it's a LONG one. I've also been reflecting on the journey many of us are on with content creation.

I remember the days when I thought more content automatically meant better results. The reality hit me when I spent hours chopping up a 45-minute webinar into 20 clips that barely got any views.

The game-changer came when I started creating purpose-built, native short-form videos. One 60-second video I created specifically for Instagram brought in more quality leads than my previous month of repurposed content combined.

The truth is, your time is precious. You can spend it creating endless repurposed clips that algorithms ignore, or you can focus on fewer, higher-impact native videos that actually build your audience and your business.

It's not about how much content you create, but how perfectly that content fits what your audience (and the platforms) actually want.

Keep it real,

P.S. Found this helpful? I'd love to see the native short-form video you create this week! Tag me or send @AntHodges a direct message - I personally look at every piece of content anyone tags me in or sends me.