Abstract:

The style and format of most video content on social media platforms is typically short, fast-paced, and highly engaging. Platforms like TikTok, which features videos that are short in length, have become synonymous with bite-sized entertainment and informal learning. The preference for short-form content reflects a broader cultural shift toward faster consumption of information, which is also seen in other aspects of digital media.

This trend toward short-form video has important implications for all stakeholders engaged in the creation of educational videos. Research by the Pew Research Center in 2024 found that approximately 60% of Gen Z individuals prefer to consume content in brief, digestible segments. Given these preferences and experiences, media teams, video creators, and even faculty in higher education must address these preferences by at least considering producing videos that are concise, engaging, and tailored to shorter video viewing preferences. Some research postulates that these types of videos align with shorter attention spans and expectations that have developed as a result of social media usage. Regardless of the concerns about attention span and knowledge retention, the wide-spread adoption and success of platforms like TikTok and YouTube Shorts has demonstrated that students are drawn to video that is quick, interactive, and often includes elements that encourage participation.

While social media platforms distribute varying types of media content, TikTok, Instagram Reels, and YouTube Shorts highlight the growing significance of short-form video media, emphasizing and promoting videos that are often under one minute in length. The adoption and preference for short-form video on TikTok led Meta to try and replicate the success of this format on two of their platforms, Facebook and Instagram, to varying degrees of success.

Another factor to consider is the viral nature of short-form videos on platforms like TikTok has made them an integral part of youth culture. The ease with which some content can go viral means that trends and information spreads rapidly, giving viewers access to the information, memes, and cultural references in real-time. This immediacy and interactivity are appealing to generations that have grown up with digital technology and a constant flow of information.

This study examined the effects of short-form educational videos on learner engagement, motivation, and knowledge retention among university students. Specifically, whether short-form educational videos that are structured in multiple concise segments can achieve similar or greater engagement and retention outcomes compared to traditional long-form videos. Using a mixed-methods quasi-experimental design, 68 students (ages 18–24) taking an online course were randomly assigned to one of two conditions: a short-form condition (four 1 minute videos) or a long-form condition (one 8 minute video covering identical content). Participants completed engagement and perception surveys, an immediate post-test, and a one-week delayed retention test. Follow-up focus groups provided qualitative insights into learner attitudes and perceptions related to video pacing, format, and design.

Analysis of the data suggest that short-form videos elicit higher engagement and satisfaction ratings, particularly among those who self-identified as significant users of video centric social media platforms, while retention differences were not significant.

Keywords:

Educational video, media design, digital pedagogy, higher education, media production, student engagement.