Introduction
Attention spans didn't shrink — they redistributed. Short-form video is now where most first impressions of a brand actually happen.
Polish Is Losing to Authenticity
Highly produced ads are getting outperformed by native, lower-fidelity video that looks like it belongs in the feed, not like it was bought to interrupt it.
The First Two Seconds Are the Whole Game
Without a strong hook in the opening frame, the rest of the video doesn't matter — most viewers decide whether to keep watching almost instantly.
Conclusion
Brands that treat short-form as a distribution afterthought are already behind. The ones winning attention are building for it first.