Mark Darlington, head of video at Cavendish, explores how brands can adapt their storytelling to capture attention while maintaining quality and authenticity.

As someone who grew up and learned their trade in the 2000s, it pains me to see the current trajectory for video content. Back then, it was all about the craft - bringing out creative storytelling with big production crews and cinematic camera gear – making for an exciting on-set experience. That was the art form I fell in love with. 

But the world doesn’t stand still and neither does video. With the rise of the digital age, making video content became easier, cheaper and faster. I found myself at the forefront of this transition, using DSLR cameras and most of the time operating as a one-man crew. It forced me to rethink how to tell stories and execute my clients’ visions creatively.

If there’s one thing I’ve learned, it’s that content production is always changing. And that’s a good thing. New technology and techniques keep things fresh, enabling creators to push the boundaries of what video can do.

More recently, we’ve seen the explosion of social media platforms that can host video content, fuelling trends, challenges and the possibility of going viral. With this comes a flood of creators and an overwhelming amount of content. Now anyone with a smartphone can create and share their ideas, and we’re seeing a whole new generation of creators entertaining audiences every day.  

With so much content available, our attention spans have shortened. Younger audiences, especially, decide within seconds whether they’ll watch a video or scroll to the next one. Social videos, usually no longer than 30 seconds, are simple, quick, and straight to the point.

But is this good or bad? 

For me, it’s neither. What it does mean is that companies need to stay flexible in how they deliver their content. Longer-form videos (up to 90 seconds) still have their place. They’re ideal for websites or YouTube – here viewers are more likely to invest their time and engage with a story. These videos can dive deeper, offering more context about a brand or product.

Short-form content, on the other hand, is about grabbing attention, delivering key messages and connecting audiences quickly. It allows companies to react to trends, push out more content than ever before and give their brand a personality people can relate to. 

One of my favourite examples is Curry’s social channels. They feature their store employees in fun, trend-based video to promote products. Not only are these videos creative and authentic, but they also frequently go viral.

Other great uses of short-form video include behind-the-scenes clips, product demonstrations and interview (vox pops) with team members. These videos don’t have to cost much, especially if it’s being developed internally, but there is always a need to maintain quality. Whether it’s part of a larger campaign or a series of shorts filmed in one shoot, companies should think strategically about how they use short-form content to reach both B2C and B2B audiences.

At Cavendish, we follow the COPE framework - ‘Create Once, Publish Everywhere’. We work with our clients to make sure their campaigns include both hero content and repurpose into supporting social clips, so that every piece of content has maximum impact. 

Video is evolving, and that’s the beauty of the industry. For brands, the challenge is to embrace these changes and make smart, creative choices about how to communicate through short-form video.