In 2025, vertical video is no longer a trend; it’s the standard. Reels on Meta and Shorts on TikTok and YouTube have become essential tools for both brand storytelling and performance marketing.
Here’s how brands can use Reels and Shorts to not just convert, but grow brand equity.
Why Vertical Video Matters More Than Ever
Consumers now spend more time with vertical video than traditional formats. These placements command more screen real estate, are prioritised by algorithms, and create an immersive, thumb-stopping experience.
But beyond format, short-form video has become a key discovery and brand-building tool. Whether it’s a product demonstration, a behind-the-scenes clip, or a customer story, this is where audiences are deciding whether a brand is relevant to them.
Build a Storytelling Framework
Great short-form video follows a simple but powerful formula:
- Hook in the first 2 seconds – Grab attention immediately with movement, a bold statement, or a relatable pain point.
- Deliver value – Entertain, educate, or emotionally connect. Show the product in use or in context.
- Clear CTA – Whether it’s “Tap to shop” or “Follow for more hacks”, always guide the next step.
The most successful brands aren’t just posting random videos – they’re building episodic, recognisable narratives that reflect their tone of voice, values, and customer journey.
Use Trends Without Losing Authenticity
Jumping on trends can boost reach, but relevance matters more. Before following a trend, ask:
- Does it align with your brand tone and audience?
- Can you connect the trend to your product’s real-life value?
The key is adapting trends to your world, not the other way around. Creator partnerships are powerful here – they bring authenticity and cultural fluency that can make a trend feel brand-right.
Best Practices: Length, Hooks, and CTAs
- Ideal Length: 15–30 seconds performs best for engagement and completion.
- First 2 Seconds: Use visual disruption, captions, or direct questions.
- CTA Placement: Mid-video CTAs often outperform end cards – don’t wait to get to the point.
Make sure every video is designed mobile-first, vertical, tightly edited, and made to be watched with the sound off.
Measure What Matters: Brand Lift, Not Just Clicks
Not every video is going to drive a last-click conversion – and that’s okay. To assess the impact of short-form content:
- Use Brand Lift Studies to track awareness, favourability, and recall.
- Monitor engagement quality—saves, shares, comments, not just reach.
- Track repeat views and follower growth as a signal of long-term resonance.
In performance-driven environments, it’s easy to overlook the long game. But brands who invest in building equity through short-form storytelling are the ones audiences remember, recommend, and return to.
Need help building your short-form video strategy?
Pattern can help you design a creative framework, source creators, and test what works across Meta and TikTok. Let’s make your scroll-stopping content drive long-term brand love.
