Short-form videos have become a routine part of digital audiences' lives, with 95% of consumers tuning in regularly and 71% reporting daily viewing habits . The market’s pace is relentless, each scroll gives brands mere seconds to earn recognition.
New research from Clutch offers clear, actionable data to help retail and fashion brands stand out, emphasizing quick value, authenticity, and personality. Digital Attention Is Scarce The internet’s most important commodity is attention. Despite virtually all consumers
engaging with short-form clips, only 9% say they give their full attention . Most viewers spend under 45 minutes a day engaging, often multitasking or browsing during downtime. “The first seconds aren’t about explaining , they’re about earning attention,” said Gabriela Garcia , Demand Gen Specialist at Boundify.
What Draws Viewers In? Humor, authenticity, and a powerful hook spark interest faster than heavy production. More than 55% of consumers pause for a funny moment, while 80% focus more when videos feel personal . 44% prefer creator-led clips over corporate productions, reflecting the growing demand for relatable personalities.
Brands that prioritize authenticity and honest storytelling, building trust, outperform those using scripted, polished campaigns. Anna Peck shared, “Viewers connect most with content that feels genuine and relatable.
They’re looking for personality and real connection—not perfection.” From Views to Action Short-form videos go beyond driving impressions—they deliver measurable responses and influence real behavior. The Clutch report reveals: 55% of viewers interacted with brands after watching a video…
