In recent years, the rise of short-form video platforms – notably TikTok, but also Instagram Reels, YouTube Shorts and other vertical video feeds – has not only transformed how we consume content but also how organizations communicate. For public relations professionals, this shift, often referred to as the “TikTokisation” of communication, presents both new opportunities and significant challenges.

Short-form video thrives on speed, immediacy, strong visuals and emotional hooks. It fits perfectly with today’s audience behavior: shorter attention spans, constant scrolling and a preference for quick, entertaining content. Research shows that qualities such as usefulness, ease of use and entertainment value strongly influence how consumers build trust and make decisions. In marketing, that translates into higher engagement and brand exposure.

In this new landscape, attention has become the most valuable currency. With countless posts competing for visibility, any message must capture interest within seconds. The longer a viewer hesitates, the greater the risk they scroll past. Storytelling, therefore, must be leaner and punchier. Instead of a slow narrative build-up, effective short-form communication relies on strong hooks, dynamic visuals and clear calls to action. The format rewards clarity and emotional resonance over complexity.

Visual and emotional cues have become essential tools in the communicator’s arsenal. Short-form videos allow PR professionals to express not just information, but tone, authenticity and empathy. Younger audiences, especially Gen Z, respond strongly to content that feels genuine rather than polished. A recent study even found that influencer relatability and visible trust signals in short-form videos significantly boosted purchase intentions among younger viewers. This finding underscores a broader truth: the audience values honesty and imperfection more than scripted corporate language.

At the same time, the algorithms driving short-form platforms shape how content is seen and shared. Recommendation systems prioritize relevance, engagement and watch time, which means the lifespan of a single video can be fleeting. Timing, frequency and platform choice are now strategic decisions that determine whether a message gains traction or disappears into the feed. For reputation and crisis management, this dynamic is both a blessing and a risk. A short, well-crafted video can reach audiences faster than a traditional press release – but it leaves little room for nuance or context. Communicators must balance immediacy with clarity and ensure that brief messages do not oversimplify complex issues.

Integrating short-form videos is no longer optional; it is an essential part of modern communication strategies. The format can serve as an entry point – a teaser that leads audiences to deeper content such as interviews, statements or reports. It also provides an opportunity for organizations to show their human side, engage directly with followers, and participate in cultural conversations in real time.

However, the rise of short-form video also introduces new challenges. Studies suggest that the rapid-fire nature of these platforms may contribute to shorter attention spans and reduced information retention. For communications professionals, this means being mindful of content fatigue: audiences can quickly become desensitized if they are bombarded with too many quick clips. Moreover, while short-form video excels at sparking interest, it is less effective for communicating complex or technical messages. Depth and detail still matter – especially when addressing stakeholders, policymakers or journalists who require context.

Ultimately, the TikTokisation of communication reflects a broader transformation in how people process and engage with information. It pushes professionals to think visually, act quickly, and communicate authentically. Those who adapt can create meaningful, attention-grabbing content that resonates with modern audiences. Those who resist risk becoming invisible in a landscape dominated by seconds-long impressions. If attention is today’s most precious resource, then mastering the art of short-form storytelling is one of the most powerful ways to earn it.

Original Sources: