With or Without TikTok, Short-Form Video Wins + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our January 24, 2025 issue. If you’d like to receive Field Tips, subscribe here.
If you’re not already leaning into short-form video, now’s the time. Even with TikTok’s future uncertain, short-form video continues to dominate consumer engagement. Platforms like Instagram Reels and YouTube Shorts are leading the charge, and even emerging players like X and Bluesky are rolling out short-form video features. Brands that adopt and adapt now are primed for success.
The good news? You don’t need to reinvent the wheel to make short-form video work for your marketing strategy. Here are a few quick tips to dive in:
- Keep it Snappy: Attention spans are short; your videos should be too. Aim for 15-30 seconds.
- Hook ‘Em Fast: Lead with something intriguing in the first 3 seconds to stop the scroll.
- Stay Authentic: Polished videos are out; real, relatable content is in. Focus on personality over perfection.
- Add Value: Whether it’s humor, a quick tip or behind-the-scenes insights, make sure your audience gets something meaningful out of it.
Short-form video isn’t just a trend; it’s the future of content consumption. If you need ideas or help getting started, contact us or reach out to your Responsory account team—we’d love to brainstorm with you.
What’s Next for TikTok In the U.S.?
WHAT’S HAPPENING. TikTok’s future in the U.S. remains uncertain despite being back online. Although the law banning the app officially took effect on January 19, enforcement has been delayed for 75 days, granting TikTok a temporary lifeline. Current users still have access, but new downloads are blocked. While the law is intended to address security concerns, the next steps are far from clear.
WHY IT MATTERS. TikTok has been a powerful tool for driving sales, thanks to its unique ability to connect with younger audiences in creative and engaging ways. Losing TikTok as a marketing channel would make it more challenging to reach these demographics and further fragment the social spaces. Marketers will need to adapt by diversifying their strategies, exploring alternative platforms, and navigating an increasingly complex digital ecosystem.
ChatGPT Search Links Are Boosting Traffic and Sales
WHAT’S HAPPENING. Brands are seeing big results from links in AI search tools like ChatGPT and Google Gemini. For example, Viv reported a 400 percent jump in website traffic, which they attribute to these tools. AI-powered searches are changing how people find products by offering detailed, context-driven recommendations that make users more likely to click through for more information.
WHY IT MATTERS. AI search tools are already driving traffic, and we’re seeing it in some of our own client reporting. This demonstrates that AI-driven search is emerging as a highly valuable marketing channel. To stay competitive, brands must focus on creating educational, high-quality content that gets picked up by these tools. It’s a real opportunity to grow your audience and achieve better results.
More To Explore
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About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
