Short-form video is now the main channel for brand trust

A new report from the IPA (Institute of Practitioners in Advertising) looks at how brands are shifting their ad spend. The headline finding: short-form video is no longer just a trend. It’s now the primary channel for building brand trust among consumers.

The study tracked consumer behavior across multiple markets. The data shows a clear migration. People are spending more time scrolling through vertical video feeds than watching traditional TV or even browsing websites. And brands that show up there are the ones people remember.

The report breaks down why this shift is happening. It’s not just about eyeballs. It’s about context. Vertical video feels native. It feels like something you’d share with a primo. It doesn’t feel like an ad interrupting your day — it feels like part of the day.

Brands that are winning here are the ones treating it like a real channel, not a side hustle. They’re investing in production quality. They’re testing hooks. They’re measuring trust, not just views.

The IPA’s conclusion is straightforward: if your brand isn’t showing up on short-form video, you’re invisible to a huge chunk of your audience. And “huge” is the key word. We’re talking about the people who actually buy things.

The report doesn’t sugarcoat the cost. Good short-form video isn’t free. It takes time, creativity, and a willingness to show up consistently. But the alternative — being ignored — costs more.

Why this matters for us: If the people running the side businesses and the abuelas posting on Facebook are the ones moving markets now, then the brands that ignore short-form video are leaving money on the table — and they’re leaving our communities behind in the process.