The Future of Short-Form Video on Social Media

You’ve heard it before: short-form video on social media is everything. But let’s be real, with 5,637 creators dancing, lip-syncing, and hard-selling their way across our feeds, it’s harder than ever to stand out. Enter: Jess Wreford, co-founder of Antler Social and the brains behind scroll-stopping strategies that feel as good as they perform.

Jess has spent over a decade in the social trenches, helping brands not just show up, but actually show off. In fact, she’s got some spicy takes on how to do video content the right way, without losing your audience, your authenticity, or your plot.

In this conversation, Jess spills all the goods on:

• Crafting binge-worthy short-form video series
• Why “raw and real” often beats “slick and shiny”
• The rising star that is employee-generated content
• What makes people actually engage

Crafting Short-Form Content That Actually Hooks

So, what makes someone stop mid-scroll? According to Jess Wreford, it’s not about following one perfect formula, because (spoiler alert) there isn’t one.

“People often think there’s one ‘right’ way to do content, but really, there isn’t,” says Jess.

“Sure, the classics help: a good hook in the first two seconds, click-baity text, on-screen captions, a solid story. All of that’s useful. But at the end of the day, it’s about making content that’s actually engaging, and that can look totally different depending on the creator.”

One size doesn’t fit all, and it certainly doesn’t go viral. Jess makes it clear that authenticity trumps aesthetics every time. Whether it’s a polished mini-movie or a grainy bedroom rant, the magic happens when you actually know your audience.

Translation? Look for connection over trends.

So while hooks and headlines matter (and yes, captions are still in), if your video doesn’t make your people feel seen, it’s just digital wallpaper.

The Promo Sweet Spot: Entertain, Educate, Then Sell

Let’s be honest: we’ve all seen those “educational” videos that are just glorified infomercials. But the best creators blend value with content that genuinely connects.

“This really comes down to understanding why people are on these platforms watching short-form video in the first place!”

People scroll for fun, connection, inspiration, and discovery. So make sure your content meets them there.

Match your Promo to your Personality

If your usual tone is witty and chaotic, don’t suddenly turn into a PowerPoint robot. Jess says it best:

“If your usual content is funny, then make your promo funny. If you’re known for being helpful, make it a tip that happens to feature the product.”

@antlersocial

And then they watch you, watch it. #officehumor #worklifestruggle #officecomedy

♬ Picture You – Clara Smallman

Avoid the Hard Sell

Your promo should feel like you, not a forced sponsorship. It’s about alignment, not interruption.

“When there’s a clear alignment between what your audience already comes to you for and the thing you’re promoting, it doesn’t feel like a hard sell—it just feels like you.”

So before you hit ‘publish’ on that “super important announcement,” ask yourself: would you watch this, or would you swipe faster than your last Hinge match?

What’s Next for Short-Form

Short-form video is here to stay. And Jess reckons it’s evolving fast, with TikTok still leading the charge (and Instagram and YouTube scrambling behind with snacks and a clipboard).

But what does that mean for creators and brands trying to keep up?

Platforms, Predictions & Power Moves

• Cross-platform repurposing is key: One video, multiple audiences. “Repurposing content across all of them (optimised for the particular platform) is a great way to reach different people and test out the content cross platform.”
• Series and niche content will keep rising: The scroll-stoppers are hyper-specific and intentionally repetitive (in a good way). Think: “Day 6 of van life in London” or “Tips for ADHD brains who forget their tea mid-brew.”
• Editing is levelling up: Jess notes that while authenticity’s still king, creators are “really making an effort in their content,” and better editing is helping them stand out.
• Long-form is creeping in: TikTok’s 60-minute uploads might seem wild, but Jess is keeping an open mind.

“For loyal audiences and communities, this could be something they want from creators without needing to leave the platform.”

Still, she’s not convinced we’ll all be watching hour-long TikToks anytime soon: “Personally, I think longer-form video sits best on YouTube, but I am open to having my mind changed!”

TL;DR? Keep your eyes on TikTok, don’t sleep on YouTube Shorts, and start thinking in series.

What Brands Need to Lean Into Now

User-generated content (UGC) isn’t new: but it’s having a serious moment. According to Jess, it’s an essential piece of any short-form strategy that actually resonates.

“More and more everyday people are becoming confident in front of the camera, and with the growing awareness of the earning potential in content creation, we’re seeing a surge in authentic, relatable videos that audiences genuinely trust.”

And it doesn’t stop at users. There’s a whole new acronym on the rise: EGC (Employee-Generated Content). Think behind-the-scenes sneak peeks, real humans doing the work, and honest perspectives from the inside.

“When employees share BTS moments or personal takes on their work, it adds a human layer to the brand that traditional marketing just can’t replicate.”

UGC, EGC & the Power of People

• Trust is everything: Viewers are way more likely to believe content from someone who looks like them (or at least, someone not reading from a teleprompter).
• It builds community: UGC and EGC create a two-way relationship. It’s not just “Watch us,” it’s “Join us.”
• It tells better stories: Whether it’s a customer unboxing or a staffer showing their morning routine, it’s storytelling from the inside out.
• It’s scalable (and surprisingly affordable): You don’t need a production team: just a phone, a vibe, and the willingness to hit “record.”

“I think we’ll see brands increasingly lean into both UGC and EGC as powerful tools for storytelling, trust-building, and community engagement,” says Jess.

Oh, and shoutout to Curry’s, who Jess highlights as a brilliant example of getting EGC right. (Seriously, go look at their team-created content.)

Predictions for Short-form Video on Social Media

By now, one thing’s clear: short-form video isn’t just having a moment: it is the moment. And if you’re wondering where it’s all heading next, Jess has a few sharp predictions (and she’s not gatekeeping).

“Series-based content is definitely something I expect to see more of,” she says. “More creators and brands are using short-form series to keep people coming back. Quick, snackable storytelling that builds momentum.”

But series alone won’t cut it. Here’s what else is catching Jess’s very well-trained eye:

• AI tools for creators: Auto-edits, AI voiceovers, script assistance, it’s getting easier (and faster) to produce content. The big question? How this tech surge will affect originality and creative flavour.
• Employee-generated content (EGC): More brands are handing the phone to the team– or at least pretending to. And audiences? They’re loving it. (Reminder: “corporate cosplay” doesn’t count. Keep it real.)
• Niche, local storytelling: Forget broad appeal. Specificity wins hearts. Think “vegan dinner ideas for Welsh weather” or “marketing tips from a librarian in Kent.” The more targeted, the better.
• UGC at every stage: UGC is no longer just for discovery. It’s influencing every part of the buyer journey, from that first scroll to the post-purchase brag video.

So if you’re still treating UGC and EGC like “nice-to-have” add-ons? Jess gently suggests: don’t. They’re becoming central to storytelling, community-building, and building serious trust.

All in all, if you’re a marketer, brand, or content creator wondering where to focus your energy next? Series, EGC, and human-first storytelling should be right at the top of your to-do list.

Because the content that wins hearts (and conversions) is the most relatable. As Jess puts it:

“When content aligns with who you are and what your audience already loves you for, that’s where the magic happens.”

You can find more from Jess and her agency at antlersocial.com, and honestly? Go binge some of those series. You’ll thank us later.

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