Let’s be real—attention spans are shrinking faster than your iced coffee on a summer day. Attention spans of people now last for just a few seconds. That’s why short-form video content is absolutely crushing it right now.
At ViralOmega, we’ve seen firsthand how short-form videos can skyrocket views, boost engagement, and convert casual scrollers into loyal customers. And here’s the best part: you don’t need to spend hours creating content or have a massive team behind you.
We’re breaking it all down for you.
Let’s Talk Funnel
When we think about short-form content, we don’t just toss videos out and hope for the best. Every video should have a purpose. That’s why we organize our content strategy into three levels—just like a marketing funnel:
- Top of Funnel (ToF): Quips
- Middle of Funnel (MoF): Tips
- Bottom of Funnel (BoF): Clips
Let’s break these down.
1. Quips—Your Top of Funnel Bait
These are your scroll-stoppers—quick, punchy videos that appeal to a broad audience. They’re short takes, stats, hot takes, quotes, or quick stories that feel fun, quirky, even a bit controversial.
The goal? Reach. Awareness. Shareability.
We’re casting a wide net to attract as many eyes as possible. But remember: views matter; relevance matters more. Going viral to the wrong audience won’t help you grow your business.
Pro Tip:
Even Instagram’s head, Adam Mosseri, has said it—likes and views > follower count. Focus on engagement, not just numbers.
2. Tips—Your Middle of Funnel Gold
Once people start paying attention, it’s time to serve some real value. These videos are more educational—how-tos, tools, frameworks, strategies—basically anything that shows your audience that you know your stuff.
This is where people begin to trust you. They’ll want to learn more. And if you do it right, they’ll take the next step—joining your email list or checking out your services.
Tip videos = trust-building content.
3. Clips—Your Bottom of Funnel Love
By now, your audience knows who you are. Maybe they’ve already purchased. But the relationship doesn’t stop there.
That’s where Clips come in—behind-the-scenes footage, personal stories, sneak peeks of trainings, or expert interviews. These videos create deeper connections and turn customers into brand advocates.
They might not get as many views as Quips or Tips, but they’re essential. This is how you build community and keep people coming back for more.
Here’s how leading brands are doing it right.
1. Chipotle
Chipotle has leaned into the power of short-form video by posting engaging, playful clips on TikTok and Instagram that highlight their signature items. A standout example featured guacamole being styled into visually stunning designs:
Results:
- The original guacamole video amassed millions of views, encouraging a trend around “food art.”
- It triggered a spike in user-generated content, with customers tagging Chipotle in their own recreations.
- Chipotle’s TikTok following surged to over 2 million, with consistent viral engagement on similar posts.
2. Sephora
Sephora is a prime example of how short-form educational content can convert views into trust—and trust into sales. The brand regularly publishes fast-paced tutorials on topics like skin prep, makeup basics, and product layering through Instagram Reels and YouTube Shorts.
One of their most-shared videos was a “5-Minute Morning Routine” using just three products, appealing to working professionals and busy students.
Results:
- Videos often generate hundreds of thousands of views within days.
- Short tutorials lead to higher conversion rates, with spikes in featured product sales reported after video drops.
- The bite-sized format helps build trust and credibility, positioning Sephora as a go-to resource, not just a retailer.
3. Gymshark
Gymshark has built its brand almost entirely through digital-first strategies, with short-form video playing a crucial role. They consistently share clips from workout events, fitness challenges, and behind-the-scenes moments that celebrate strength, discipline, and community.
Gymshark Lift NYC:
A major turning point was the Gymshark Lift Event in New York City, where influencers and fitness fans gathered to compete in live challenges. The footage from this event was turned into a series of Reels and TikToks, distributed by both Gymshark and participants.
Results:
- Over $600,000 in direct sales from the event, amplified by online hype.
- Massive organic reach as participants shared their own clips using branded hashtags.
- The “100kg Dumbbell Hold Challenge” alone clocked in millions of impressions, with Gymshark gaining thousands of new followers within days.
4. Fenty Beauty
Fenty Beauty has found its short-form video sweet spot in partnering with creators who already love and use their products. These collaborations often appear as organic product try-ons, makeup transformations, or inclusive beauty tips—made for TikTok, Reels, and Shorts.
Results:
- Fenty’s videos featuring real users often receive millions of views and thousands of saves.
- These short clips lead to real conversion spikes, especially when creators link products in their captions or use “shop now” features.
- Because the influencers are seen as authentic fans, Fenty enjoys high engagement rates and lasting brand loyalty.
The Content Mix That Works
Here’s a quick formula we recommend:
- 50% Quips – for reach and growth
- 30% Tips – to educate and build trust
- 20% Clips – to connect and retain loyal followers
This balance ensures you’re not just shouting into the void—you’re guiding your audience step-by-step.
Our Go-To Formula for Short-Form Videos
Worried about scripting? Don’t be. Here’s our super simple structure that anyone can use:
- Hook – Grab attention in the first 1-2 seconds. Think, “Most people get this completely wrong…”
- Value – Give one useful takeaway, tool, or insight.
- Call to Action – Ask viewers to comment, share, follow, or sign up for something.
That’s it! You don’t need fancy cameras or a script that takes hours. Just value, clarity, and a little consistency.
Final Thoughts
With a clear structure, a bit of planning, and the right mix of content, you can turn views into clicks—and clicks into customers. At ViralOmega, we’re here to help you do exactly that. Ready to go viral for the right reasons? Let’s get those quips, tips, and clips rolling.
Short-form video marketing uses concise, engaging videos (5–90 seconds) to deliver brand messages quickly—ideal for platforms like Instagram, YouTube Shorts, and TikTok to meet fast-scrolling attention spans.
Marketing videos, like Chipotle’s guacamole art or Fenty’s influencer reels, educate, inspire, and entertain—turning products into experiences, stories, and trends audiences want to share and engage with.
Extremely popular. Platforms prioritize it, and brands like Sephora and Gymshark gain massive engagement and sales through challenges, tutorials, and community-driven short video strategies.
