Maximize Influencer Impact with Short-Form Video

In the past few years, influencer marketing has evolved immensely, and this new age of marketing has been one of the most impactful, mostly because of the rise of short-form video content. Platforms like TikTok, Instagram Reels, and YouTube Shorts have transformed how brands choose to engage with their consumers, making concise, visually dynamic videos that create lasting impressions. But how did we get here, and what does this mean for the future of influencer marketing? Let’s dive into the evolution of short-form video content and its growing role in influencer campaigns.

The Rise of Short-Form Video Platforms

It feels like just yesterday that TikTok was known as “the app for dances,” and now it’s an absolute powerhouse in influencer marketing. The explosion of TikTok in 2020 reshaped the social media landscape and forced other platforms to pivot. Fast-forward to 2025, TikTok boasts nearly 1.6 billion monthly active users (Demandsage), cementing its position as a must-use platform for creators and brands alike.

Instagram Reels isn’t far behind. It now accounts for 30% of total Instagram usage (Sprout Social), which means if your brand isn’t leveraging Reels in your influencer marketing strategy, you’re leaving engagement and conversions on the table. YouTube Shorts, while newer to the scene, averages over 70 billion daily views globally, proving that even long-standing platforms are fully embracing the short-form revolution.

The key takeaway? Short-form video isn’t just a trend, it’s the future of how audiences consume content, and at Sundae Creative, we are utilizing this type of content to help transform every step of the influencer marketing journey, from discovery to conversion. In fact, for some of our major brands like Ardene and Call It Spring, we like to keep videos under 15 seconds to focus on driving engagement, view rates and brand recognition. 

Why Short-Form Videos Work So Well in Influencer Marketing

So, why has short-form video become the go-to format for influencer campaigns? The answer is simple: authenticity and engagement. Influencers thrive when they can create content that feels organic, spontaneous, and relatable. Short-form videos allow for that in a way that traditional long-form ads simply cannot. At our agency, we believe in highlighting videos that aren’t overly scripted or crammed with talking points, and instead showcase genuine, authentic reactions and natural product use.

Here’s the breakdown:

• Higher Engagement Rates: Short-form videos grab attention quickly. Studies show that shorter videos receive 2.5x more engagement than longer videos. They hook viewers within the first few seconds, which reduces drop-offs and encourages likes, shares, and comments.
• Better Conversion Rates: It’s not just about likes; it’s about action. 80% of consumers say videos have convinced them to purchase a product or service (Wyzowl). That’s powerful proof that a snappy 30-second clip can directly impact sales.
• Algorithm-Friendly: TikTok, Instagram Reels, and YouTube Shorts all reward content that gets fast engagement. That means well-crafted short-form content can organically reach far beyond your audience, helping brands maximize exposure and ROI.
• Perfect for Storytelling: Short-form video forces creators to get creative. Every second counts, encouraging concise and visually appealing storytelling.

Sundae Creative’s Influencer Marketing Specialists will help in the execution of each video, through analyzing what performs best for each creator and help prompt their concept hooks and themes. Through this process we believe we can optimize impact, while dramatically elevating brand awareness in a way that feels effortless. A great example of this is @barelux’s 7 sec Ardene content, which blew past expectations, racking up over 67K views, even with a follower base of 65K at the time!

Our agency has seen firsthand how incorporating short-form video into influencer campaigns boosts engagement metrics and generates excitement around a brand’s products. We pride ourselves on finding the sweet spot between creativity and performance. 

Brand Collaboration Trends in Short-Form Video Content

Brands are catching on, and fast. Short-form video is no longer “optional” in influencer marketing, it’s becoming essential.

• By 2025, global ad spending on short-form videos is projected to reach $111 billion, with further growth to $145.8 billion by 2028 (Marketing Tech).
• Consumers crave authenticity over perfection. Polished, overproduced content often underperforms. Influencers who share real experiences, complete with minor mistakes or bloopers, are more trusted and drive higher engagement.
• Micro and Nano-Influencers are shining. While mega-influencers can generate massive reach, 64% of brands now prefer working with micro-influencers due to their higher engagement rates (Influencer Marketing Hub). These creators are deeply trusted by their audiences, making them ideal partners for brands aiming to build brand awareness and drive conversions.
• Leveraging trends and sounds: Many campaigns now rely on viral sounds, TikTok challenges, and trending content. Brands that tap into these cultural moments in a timely manner, see amplified results without reinventing the wheel.

At Sundae Creative, we make sure to share the latest trends and creative hook ideas with our creators before content production, ensuring every video maximizes visibility, relatability and resonates authentically with their followers.

In short, brands are learning to collaborate smarter, not just bigger. Smaller, authentic voices paired with short-form video are proving to be one of the most effective influencer marketing strategies today.

Platform-Specific Influencer Marketing Strategies

Different platforms require different strategies. So let’s break it down:

TikTok: The Trendsetter

TikTok’s algorithm prioritizes rapid engagement, making it the ultimate playground for creative influencer content. Key tactics include:

• Participating in trending challenges and viral sounds.
• Keeping videos between 15–30 seconds to maximize watch time.
• Encouraging duets, stitches, and community interactions to expand reach.

With 54% of users engaging with brands daily (Sprout Social), this platform is ideal for brand-driven influencer campaigns aimed at increasing visibility and brand awareness.

Instagram Reels: Viral and Personal

Instagram integrated Reels into its main feed, creating a perfect mix of aesthetic appeal and algorithmic advantage. Influencers should:

• Create visually stunning yet authentic content.
• Use text overlays and captions to improve accessibility.
• Post consistently to maintain visibility and drive engagement.

Instagram Reels excels when a brand wants a balance between polished content and relatable storytelling.

YouTube Shorts: Bite-Sized Brilliance

YouTube Shorts leverages YouTube’s massive but loyal audience. Strategies include:

• Repurposing long-form content into 30–60 second highlights.
• Driving traffic from Shorts to full-length videos, cultivating audience loyalty.
• Integrating product links directly into videos to encourage purchases.

For brands looking to combine influencer marketing strategy with direct response tactics, Shorts are an excellent tool.

Short-Form Content Challenges to Consider

While short-form videos are powerful, they do come with considerations:

• Content Burnout: Posting frequent content can overwhelm creators and audiences alike. Creative planning is crucial.
• Messaging Clarity: Conveying a brand’s value in under a minute is a fine art. Overly scripted videos can feel inauthentic and very adsy.
• Market Saturation: With more brands jumping on the short-form trend, standing out requires creativity, strategic collaborations, and trend awareness.

The Future of Short-Form Video in Influencer Marketing

The landscape is evolving rapidly, and innovative brands are always one step ahead:

• AI-Powered Content Creation: From captions to video edits, AI tools will help influencers produce high-quality content faster.
• Shoppable Videos: TikTok and Instagram are integrating in-app shopping features, allowing audiences to purchase directly from videos.
• Hyper-Personalized Feeds: Advanced algorithms are curating feeds tailored to individual tastes, increasing engagement and conversion rates. This is especially crucial when selecting partners and assessing which creators align most effectively with the brand’s voice and audience.

Bottom line: Short-form video is reshaping influencer marketing campaigns. It’s no longer just a nice-to-have, it’s a cornerstone for driving brand awareness by standing out within the first few seconds of each piece of content and achieving measurable results.

Bringing It All Together

At Sundae Creative, we don’t just follow trends, we set them! From concept to execution, we design influencer campaigns that seamlessly blend strategy, creativity, and authenticity, ensuring our brands capture attention and make an impact within the very first few seconds of every video. 

Ready to create an influencer campaign that truly stands out? Let’s make your brand unforgettable.

Contact Sundae Creative and let’s whip up something extraordinary together!