Between juggling a full-time schedule and making sure everyone in my house—including the husband, daughter, dogs, and fish—are fed and relatively clean, I’ve seen firsthand how chaotic the content world can be. Especially in the digital space, where everyone’s competing for your attention in 15 seconds or less.
That’s why I appreciated the insight from a 2024 study by Wang and Thomas, published in the Journal of Business Research. Their research took a close look at what actually makes short-form video ads persuasive—and they identified five practical, research-backed traits:
✅ Trustworthiness
✅ Expertise
✅ Attractiveness (yes, visuals still matter)
✅ Authenticity
✅ Entertainment value
For anyone creating short-form content—whether you’re building a personal brand, producing ads, or managing a social channel—these five traits are gold. They’re not just fluff; they’re measurable qualities that help build trust and drive real engagement.
In my own work, whether I’m writing radio copy or helping brands refine their messaging, I’ve learned you can’t just toss up a quick video and hope it lands. It has to connect. This study gives me a clear, data-informed framework to craft content that actually cuts through the noise.
Remember, people don’t forget how you made them feel—even in just 15 seconds.
Reference:
Wang, Y., & Thomas, R. (2024). The impact of content characteristics of short-form video ads on consumer perceptions. Journal of Business Research, 158, 378–390. https://www.sciencedirect.com/journal/journal-of-business-research
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