TikTok, Reels, Shorts—they're not just for Gen Z anymore. Our proprietary data shows that short-form video now drives 3.2x more engagement than static content across all age demographics.

The shift is undeniable. Consumption habits have moved permanently towards "snackable," vertical content that entertains first and sells second. It's the primary way users discover new brands in 2026.

The 3-Second Rule

You have exactly three seconds to hook your viewer. If you haven't delivered value, emotion, or a curiosity gap by then, they're gone. We've found that videos with a clear visual hook in the first 1.5 seconds see a 45% higher completion rate.

Production Tip

Stop over-producing. "Lo-fi" content shot on phones often outperforms studio-quality video because it feels native to the platform and less like an ad. Authenticity is the new currency.

Platform-Specific Nuances

One size does not fit all. While repurposing content is efficient, optimizing for each platform's algorithm is crucial:

  • TikTok: Thrives on trends, audio, and raw authenticity.

  • Instagram Reels: Favors aesthetic appeal and lifestyle integration.

  • YouTube Shorts: Works best as a funnel to long-form content.

In-House vs. Agency

Many brands are building in-house content studios. This allows for rapid reactivity to trends. However, partnering with an agency (like K&G) for strategy and high-concept campaigns ensures you're not just making noise, but driving brand equity.