Short Form Video

Written By Alicia Vial

From TikTok to Instagram Reels to YouTube shorts, short-form video has taken over our social media feeds – and it’s changing the way we connect, consume information and even do business. In 2025, these quick, snackable videos aren’t just for entertainment anymore; they’re a powerful tool for brands, nonprofits and professional to reach their audiences in new ways.

Audiences want quick, engaging and entertaining content they can consume on the go.  Short-form video fits perfectly with shrinking attention spans and the mobile-first world. Algorithms also reward these formats, so businesses and creators who post them are more likely to be discovered.  

This is a long-term shift. Every major platform – TikTok, Instagram, YouTube, Facebook and even LinkedIn – is prioritizing short-form video. It is no longer optional for businesses to use this type of content. Whether you’re a small business, nonprofit or large brand, short video is how you reach people today.  

Audiences often prefer authentic, relatable videos over highly polished ones. A smartphone, good lighting and a clear message are enough. The key is consistency and creativity – not Hollywood-level production.

There are risks to short-form video content, though. The speed and virality of short videos can spread misinformation just as quickly as good content. Businesses must be careful with accuracy, tone and timing. Another risk is chasing trends that don’t align with your brand. A good rule of thumb is – be creative but stay authentic to your message.  

Pick on platform your audience already uses and commit to posting one or two short videos a week. Share behind-the-scenes moments, quick tips or highlight stories that reflect your brand’s values. Over time, you’ll see what resonates – and that’s where the real growth happens.    

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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