Short-form video has become the heartbeat of digital communication. As we move further into 2025, platforms like TikTok, Instagram Reels, and YouTube Shorts continue to shape how people discover, connect with, and remember brands.

At Merrion Digital, we work with clients every day to create video content that doesn’t just fill space on a feed but actually holds attention. It’s no small task, especially when you’ve only got a few seconds to make an impact. But with the right approach, short-form video can become one of the most powerful tools in your digital strategy.

Why Short-Form Video Still Works in 2025

Attention spans have shortened, but expectations have gone up. Audiences want content that’s fast, meaningful, and visually engaging. That’s exactly why short-form video has become the go-to format for digital storytelling.

A few reasons it’s still leading the way:

Algorithms favour it: Platforms continue to push short-form video higher in feeds.
It’s built to be shared: These videos are quick to consume, easy to remix, and simple to pass on.
Perfect for mobile: Most people are watching on the move, and short clips are designed for that experience.

What Makes a Short Video Worth Watching?

For a video to succeed, it needs to do two things right from the start: catch someone’s attention and deliver something of value. Here’s how to get that balance right:

1. Grab Attention Fast

The first few seconds make or break your video. Use bold visuals, clever text, or unexpected statements that spark curiosity immediately.

Instead of: “Let us show you how we do our product shoots.”
Try: “We made this product look 10x more expensive with one simple trick.”

2. Use Trends Carefully

Trends can give you reach, but only if they still feel authentic to your brand. Choose the ones that naturally fit your tone and message rather than jumping on every viral moment.

3. Make It Visually Memorable

Even if someone’s watching with the sound off, they should still get the message. Make the visuals do the heavy lifting with strong typography, clean transitions, and well-composed shots.

4. End with a Purpose

Don’t just tack on a call-to-action. Instead, invite people to interact. Ask a question, leave a cliffhanger, or encourage them to create their own version.

Formats That Perform Well Right Now

Different styles work for different brands, but here are a few formats we’re seeing drive the most engagement:

Quick how-to’s or tips: Teach something useful in 15 seconds or less.
Behind-the-scenes content: People love seeing how things are made or who’s behind a brand.
Visual makeovers or transformations: Whether it’s a product, space, or process, these videos are hard to scroll past.
Customer content or responses: Featuring real people builds trust and sparks conversation.

Tools to Help You Get Started

If you’re creating content in-house, these tools can help keep things simple and polished:

CapCut and InShot: Great for quick edits on your phone.
Descript: Helpful for captions and voiceovers without needing heavy editing tools.
Or you can partner with us at Merrion Digital for planning, filming, editing, and designing content that actually moves the needle.

Short-form video is still one of the most effective ways to reach and connect with your audience, but it only works if it’s done with purpose. A few seconds is all you get, so make every one count.

Want help building a short-form video strategy that fits your brand? Let’s talk. We’ll help you create content that’s not just watchable, but unforgettable.

Search Engine Marketing (SEM) Explained

Search engine marketing, or SEM, is a form of digital marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. SEM includes both paid search ads and unpaid search results, also known as organic search results.

SEM is a crucial part of any online marketing strategy, as it helps to increase website traffic and drive potential customers to a business’s website. By using a combination of search engine optimization (SEO) techniques and paid advertising, businesses can improve their online presence and reach a wider audience.

One of the key benefits of SEM is that it allows businesses to target specific keywords and phrases that potential customers are searching for. This means that businesses can tailor their online marketing efforts to reach the people who are most likely to be interested in their products or services.

There are two main types of SEM: paid search advertising and organic search optimization. Paid search advertising, also known as pay-per-click (PPC) advertising, involves creating and placing ads on search engine results pages. When a user clicks on one of these ads, the business is charged a fee. This type of advertising is a great way to quickly increase visibility and drive traffic to a website.

Organic search optimization, on the other hand, involves using SEO techniques to improve a website’s ranking in search engine results pages. This can include things like creating high-quality, relevant content, optimizing website design and structure, and building backlinks from other websites. Unlike paid search advertising, organic search optimization does not involve paying for clicks or impressions; instead, it focuses on improving a website’s ranking through a variety of techniques.

One of the key components of SEM is keyword research. This involves identifying the words and phrases that potential customers are using to search for products or services related to a business. By understanding the keywords that people are using, businesses can create content and ads that are more likely to be seen by the right audience.

Another important aspect of SEM is tracking and analyzing data. This involves using tools like Google Analytics to track how users are interacting with a website and its content. By analyzing this data, businesses can learn more about their target audience and what types of content and ads are most effective at driving traffic and conversions.

SEM is a highly effective way for businesses to increase their online presence and reach potential customers. By using a combination of paid advertising and organic search optimization, businesses can improve their ranking in search engine results pages and drive more traffic to their website. Additionally, by conducting keyword research and tracking data, businesses can tailor their online marketing efforts to better target their ideal audience.