Why Short Form Video Is the Best Marketing Opportunity in Over a Decade
The opportunity to create new business with short-form video is massive—but the window is closing fast.
In 1898, a budding actress named Lillian Malcolm set out from New York City to make her way to Alaska. Gold fever had swept the nation, and she left the lights of Broadway to seek her fortune.
But she arrived a few years too late. By the time she got there, the gold had already been claimed. She tried again in Nevada and Mexico, but in each case, she was too late to stake her claim.
When I came across this story, it reminded me of what’s happening right now with short-form video platforms: TikTok, YouTube Shorts, Instagram Reels, and even Threads. These platforms are today’s equivalent of gold rushes, offering massive opportunities for businesses to stake their claim—but the window to take full advantage is narrowing.
Short-form video has been exploding in popularity for nearly a decade, and its momentum shows no signs of slowing. Billions of people watch these videos every day, and billions of dollars are being spent and won through video marketing. The time to act is now.
Why now?
Markets for new opportunities follow a predictable curve. The best time to invest in a stock? Before the market catches on. The best time to mine for gold? Before it’s all been mined. The same is true for short-form video.
While short-form video will continue to exist for years to come, the opportunity to gain outsized returns on early adoption is shrinking. As more creators and businesses flood these platforms, competition will increase, making it harder for newcomers to gain traction.
If you’re hesitating, consider this: so many business leaders are unaware of the gold mine right under their feet. They think short-form video is just a trend or dismiss it as “kid stuff.” Here’s why that’s wrong.
Not just for kids
Sure, 40% of TikTok users are under 30. But that means 60% are over 30—the generations with the most buying power. And TikTok is just one platform. YouTube Shorts and Instagram Reels are popular among older audiences as well.
For example, TikTok has seen a surge in users aged 35-54, with that group growing by over 50% in 2023 alone (Statista, 2024). Meanwhile, YouTube’s billion-plus monthly active users span every age group.
Take Chris Williams (CL Will), a baby boomer and former VP at Microsoft. He posts weekly TikTok videos about HR topics. His educational content has racked up millions of views and earned him over 200,000 followers. He’s not just entertaining; he’s leveraging video to build thought leadership and expand his reach.
Short-form videos: not a trend
Many people doubted the internet’s staying power in the 1990s. Today, its influence is undeniable. Similarly, short-form video has proven it’s not just a flash in the pan. TikTok launched in 2016. YouTube Shorts and Instagram Reels followed in 2020. Seven years later, short-form video remains a dominant force in marketing—and its trajectory suggests it’s here to stay.
It's more than just free reach
One of the biggest advantages right now? Platforms like TikTok, YouTube Shorts, and Instagram Reels are battling for dominance. To attract creators, they’re giving away massive organic reach. The algorithms are designed to push content to as many viewers as possible, especially if it’s engaging.
Think about it: in the early days of Facebook Pages, organic reach was incredible. Today, getting similar results requires paid ads. Short-form video is in that same early-stage “golden era” where you can achieve significant exposure without spending a dime. A single video can reach thousands, if not millions, of viewers—a level of organic reach that’s almost impossible with blog posts or static social media content.
But video content isn’t just about reach; it’s about building trust. A recent LinkedIn/Edelman study found that 9 out of 10 decision-makers are more likely to engage with a sales pitch if it’s preceded by thought leadership content. Video—by showing not just what you know but who you are—accelerates trust-building in a way that written content cannot.
Multi-Platform Reach and Search Engine Behavior
One of video’s unique strengths is its adaptability. A 60-second clip can live on TikTok, YouTube Shorts, Instagram Reels, and even LinkedIn. This multi-platform approach maximizes your reach, ensuring your message connects with audiences across different ecosystems.
Additionally, TikTok has become a primary search engine for Gen Z. According to Google’s own research, nearly 40% of people aged 16-24 turn to TikTok or Instagram instead of Google when searching for information. If your business isn’t visible in these spaces, you’re missing out on a critical touchpoint with younger buyers.
How to Get Started Using the Content Buddy System™
Getting started with short-form video can feel overwhelming, but the Content Buddy System™ makes it easy. Here’s how it works:
- Book a Content Session: Schedule a 1:1 session with a colleague, coach, or trusted partner. Think of this as a collaborative brainstorming meeting rather than a formal production process.
- Prepare Questions: Before the session, prepare a list of questions that align with your expertise and audience interests. For example, "What’s the biggest misconception about your industry?" or "What’s one tip you wish every client knew?"
- Hit Record: During the session, have your partner ask the questions while you answer them conversationally. Treat it like a casual interview—this helps reduce the pressure of being on camera.
- Repurpose the Content: After recording, pull out key soundbites and moments to create short clips. Tools like Descript or CapCut can make editing quick and painless.
- Post and Iterate: Share the clips on platforms like TikTok, YouTube Shorts, Instagram Reels, and LinkedIn. Monitor engagement and use the feedback to refine your next session.
The beauty of the Content Buddy System™ is that it feels natural, reduces the stress of creating content, and generates high-quality material that resonates with your audience.
Don’t Wait to Stake Your Claim
If your business wants to grow, what got you here won’t get you there. Phone books are long gone. Blog posts alone won’t cut it anymore. Short-form video is the next evolution in marketing—a format that builds trust, accelerates reach, and creates opportunities at a scale we haven’t seen in over a decade.
Ready to see the power of short-form video for yourself? Schedule a free 30-minute video session with us. 30 minutes with us will produce 1 beautifully edited video you can use for whatever you want.
The gold mine of short-form video is here. But just like Lillian Malcolm’s story, those who wait too long may find they’ve arrived too late.
About Justin
Justin is a marketing nerd. His gateway drug was in middle school when he and his buddies would make up brand names and draw logos for fun. He graduated with a B.A. in Graphic Design from UW Eau Claire. He then cut his teeth leading the marketing for a $4 million non-profit, moving them into the digital age with new channels and systems. He joined a $60M healthcare manufacturer as marketing team of 1, helping grow them to $90M in three years. Justin became a full-time marketing entrepreneur in 2018. He now enables founders to grow their pipeline and thought leadership through social media videos. Follow him on Linkedin here.
