Short-Form Video Marketing and Its Impact on Brand Engagement

Short-form video became a central brand communication format before 2023, driven by the rapid rise of TikTok, Instagram Reels and YouTube Shorts. What began as entertainment-led content evolved into a high-impact marketing tool used to attract attention, shape brand meaning and encourage audience participation. Drawing on a structured literature review of peer-reviewed studies published up to December 2022, this article synthesis research across customer engagement, social media marketing, branded content, online video advertising, influencer communication and mobile media. The review identifies six mechanisms through which short-form video strengthens brand engagement: rapid attention capture, entertainment-led processing, authenticity signaling, interactive participation, creator mediation and algorithmic circulation. These mechanisms influence cognitive, emotional and behavioral engagement in distinct but interconnected ways. Short-form video is therefore better understood not as a shortened advertisement, but as a dynamic engagement format that changes how brands generate visibility, relevance, interaction and co-creation in digital environments. The article closes by outlining implications for engagement theory, measurement and brand practice.