Short-Form Video is Taking Over Digital Marketing in 2022

People in 2022 expect their interactions to be efficient and brief. Commuters expect their trains and buses to arrive on time, and their coffees to be made fast. The realm of digital marketing is no different. When these same people browse the internet searching for content to consume, their attention spans are short. It is crucial for brands to realize this and examine the helpfulness or short-form video to boost their site traffic sales, and clientele. 


Social Media and Short-Form Video


According to HubSpot, in their 2022 Marketing Industry Trends Survey, short-form video has the highest Return on Investment (ROI) of any marketing strategy involving social media. They found that thirty percent of social media marketers plan to invest in short-form video more than any other trend in 2022. 

This isn’t shocking when you take a look at just how powerful and popular the platform Tik-Tok has become in the world of social media. Specializing in these short-form videos as opposed to still images or longer-form videos, Tik-Tok has over one billion active users. For comparison, Twitter has 186 million daily active users. Even more noteworthy, teenagers in particular are hooked on Tik-Tok, spending an average of 80 minutes per day on the platform. 

For an example of how powerful influencer marketing on Tik-Tok can be, look no further than Chipotle. Tailored toward the key Gen Z audience, Chipotle has created numerous “challenges” for followers to complete and brought in major influencers to spread the word. In one of these challenges, called the #ChipotleLidFlip campaign, Chipotle partnered with influencer David Dobrik, resulting in 111,000 submissions in the first week of the campaign, and hundreds of millions of views. Your brand may not be as big as Chipotle, but the lesson is clear; tailor your short-form content on Tik-Tok toward the demographic that uses it the most, young people. 


What does effective use of short-form video look like?

Finding success with short-form videos will depend on your company’s overall content strategy, but there are a few things to highlight that can be useful for all brands. First, use short-form video to invite engagement. If on social media, invite users to comment and share your video and incentivize them to do so. Think about any promotional content your company could produce, which would drive strong engagement and create the reposts and retweets you’re looking for. In a similar vein, short-form video can be productively used for things like product teasers and supplementary information embedded in website content.

Here is an example of an effective use of short-form video, from one of Fortress Consulting’s clients, Chicago-based Falafel and Shawarma restaurant, Benjyehuda. It’s a simple idea being executed here, but it’s effective, nonetheless. When the user sees the overhead shot of the employee putting together a meal, they themselves, while scrolling through their Instagram reels feed, can envision making a trip to Benjyehuda for a meal. 

Here is another example of short-form video and how it can be effective, from Fortress.


Short Form Video for Website Content

Another slightly different but equally important example of how short-form video can enhance your brand is seen with this webpage from another one of Fortress’ clients, Action Injury Law Firm. Action’s goal in including multiple case studies on their website is to show their potential future clients just how dedicated they are to the success of the individuals they represent. As you can see on the link provided, they included a clip of their client, James Gibson, speaking about his case. The video is about ninety seconds long, but its effect is just as strong, even if the average user only watches thirty seconds of it. What this video does is provide true testimony to the work Action does, from a client themselves, not a company representative.

While we tend to think of social media as the main place for short-form videos to thrive, the Action Injury Law Group example shows that all companies, regardless of their presence on social media or the services they provide, can benefit from incorporating short-form videos into their digital persona.



Remember that short form video is your friend, regardless of the size of your business. Tik-Tok presents an immense opportunity for smaller brands to reach wider audiences. This is because their algorithms allow posts to go viral regardless of how many followers the account who posted the video has.

While some content is better than no content when it comes to short-form videos, the best practice is to be as creative and engaging as possible. Thinking about how to tailor your videos towards a younger audience.

In the world of branding, a slogan is akin to a thesis, establishing values and rearranging perceptions with every word. Think about the brands you love; chances are, they have connected with you through their written words. A great slogan is a condensed mission statement, reminding the consumer that they and the brand share the same attitude towards the world; that they and the brand are friends, willing to do right by one another. In this blog, we are going to discuss the significance of slogans, provide insight on what to do and what not to do when crafting a slogan, and reference case studies of brands that Fortress has helped discover slogans and taglines for through our Branding and Corporate Identity Services


The Best Slogans in the World


We all know these slogans, but do we know what makes them so memorable? Let’s start with Nike’s “Just Do It.” This slogan is brilliant for a few reasons; it is extremely brief at only three words and eight letters; it is motivational and fits with their brand philosophy of pushing one’s physical limits and being prepared for adventure; and lastly it is works as as a subliminal message that helps users make their decision to buy from Nike. Debating on getting that new pair of running shoes? “Just Do It.” Enough said.


Next up, Apple. Their iconic slogan, “Think Different,” encapsulates the very essence of their brand philosophy. It’s not just a call to buy their products; it’s an invitation to embrace innovation and individuality. In just two words, they’ve managed to capture the spirit of those who dare to challenge the status quo and break new ground. 

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      SENIOR designer

      Full Job Description

      Fortress is a fast-growing digital marketing and branding agency headquartered in Chicago that has worked with clients ranging from global corporations like Nike, Jordan, All-State, Acura, athletes, and celebrities like Kevin Hart, Steph Curry, prestigious universities, startups, and everyone in between. We believe in putting family first, being team players, staying humble, and being obsessed with our clients’ success. We provide a unique and energetic culture that fosters creativity and camaraderie.

      We’re currently seeking a full-time Senior Designer to join the team and work out of our Chicago, IL office. The right person for this position sees the bigger picture while remaining passionate about the details.

      You’re knowledgeable and skilled in Web, Branding, large-scale marketing campaigns, and more. You’re a jack of all trades in creative software, but you also have a passion for design beyond the screen. You understand that great design is in the nuance—that subtle cultural references should be woven into the things you create and every project should be approached with the end-user at the center of it. You love working on a team with diverse perspectives and you’re willing to learn from as well as build up those around you. At the core, you’re a problem solver with a knack for making things look good.


      • Contribute to various projects in web, brand identity, and print across multiple industries
      • Collaborate and ideate with the design and marketing teams, while also giving and receiving feedback on designs
      • Create presentations and asset kits to be delivered to team members, clients, and partners
      • Present your creatives to clients with the ability to back up your ideas, while also being open to new ideas and critiques


      • 3-5 years of experience working in design and digital marketing
      • A strong portfolio with a diverse array of work and a strong foundation in basic design principles (typography, layout, color, UX/UI)
      • Problem-solving and storytelling abilities
      • Multi-tasking and prioritization skills
      • Experience working in Adobe CC and Figma
      • 3D, Animation, Video Editing, and Photography is a plus
      • A collaborative mindset
      • A good sense of your own design and visual style
      • Attention to detail
      • A passion for growth and a never-ending curiosity

      Job Type: Full-time


      • 401(k)
      • 401(k) matching
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      • Flexible schedule
      • Health insurance
      • Paid time off
      • Professional development assistance
      • Vision insurance


      • 8-hour shift
      • Monday to Friday
      • Weekend availability

      Supplemental Pay:

      • Bonus pay
      • Commission pay

      Ability to commute/relocate:

      • Chicago, IL 60642: Reliably commute or planning to relocate before starting work (Required)


      • Graphic design: 6 years (Required)
      • Web design: 4 years (Required)


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