Short videos are no longer a trend — they are the primary format for content consumption in 2026. Reels, TikTok, and YouTube Shorts capture audience attention, and brands that master this format are reaping significant results.
Reels: the Heart of Meta Ads
In 2026, Reels account for over 50% of all ad impressions on Meta. With lower CPMs than traditional Feed ads, the ROI is significantly better. Shoppable Reels allow product catalogs to appear directly in the video, without separate creatives. Tip: produce Reels with native content (shot vertically, natural lighting) instead of adapting horizontal videos.
TikTok: From Trend to Sales Channel
The TikTok Shop has grown exponentially in Brazil. Brands that previously used TikTok only for awareness are now closing direct sales within the platform. TikTok's algorithm favors authentic content — overproduced videos perform worse than simple, genuine recordings.
YouTube Shorts: The Sleeping Giant
YouTube Shorts has benefited from integration with Google Ads. Advertisers can run Shorts within Demand Gen and PMax campaigns, reaching audiences that are not on TikTok or Instagram. The unique aspect of Shorts is its longevity — videos continue to generate views weeks after publication.
Strategies That Work
- Hook in the First 3 Seconds: the decision to keep watching is instantaneous
- Useful Content vs. Entertainment: quick tutorials convert better than pure entertainment
- CTA at the Beginning and End: viewers drop off in the middle of the video
- Captions: 80% of videos are watched without sound
- Frequency: 3-5 videos per week is the minimum to grow
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Want to produce video content for your brand? Kaizen Agency has a specialized team for short video production.