SHORT-FORM VIDEO CONTENT AND BRAND RECALL: AN EMPIRICAL COMPARISON OF INSTAGRAM REELS AND YOUTUBE SHORTS

Aastha Saxena; Pankaj Pareek; Ranu Raj

doi:10.29121/shodhkosh.v7.i2s.2026.7236

Authors

Dr. Aastha Saxena Head, Department of Journalism and Mass Communication, Poornima University, India
Pankaj Pareek Assistant Professor and Academic Coordinator, Department of Game Design, Poornima University, India
Ranu Raj Assistant Professor, Department of Visual Arts, Poornima University, India

DOI:

https://doi.org/10.29121/shodhkosh.v7.i2s.2026.7236

Keywords:

Short-Form Video, Brand Recall, Digital Advertising, Instagram Reels, Youtube Shorts, Engagement, Algorithmic Media

Abstract [English]

The growing popularity of short-form video platforms has significantly transformed the landscape of digital advertising in India. In an era where audiences increasingly consume algorithm-curated content tailored to their interests, brands are rapidly shifting toward short-duration video formats to capture audience attention and enhance engagement. This study examines the effectiveness of short-form video advertising in enhancing brand popularity and compares the performance of Instagram Reels on Instagram and YouTube Shorts on YouTube.

The research highlights the importance of short-form video as an emerging advertising strategy and explores the advantages of adopting such formats for brand communication. The study is theoretically grounded in key communication and cognitive frameworks, including the Uses and Gratifications Theory, Dual Coding Theory, and Cognitive Load Theory. These theoretical perspectives help explain short-form video as a multisensory, cognitively engaging, and persuasive format that operates within algorithm-driven digital environments.

The study adopts a controlled experimental design, with data collected from 548 respondents aged between 18 and 35 years across three metropolitan cities in India. Participants were exposed to branded short-form video stimuli, after which both unaided and aided recall were measured. Statistical analysis reveals that exposure to short-form video significantly enhances brand recall outcomes (p < .001), indicating that short-form videos function as a highly effective branding tool.

The findings further indicate that Instagram Reels demonstrate greater effectiveness than YouTube Shorts in terms of brand recall. This difference can be attributed to higher engagement intensity and stronger perceived social interactivity on the Instagram platform. Regression analysis also reveals that emotional storytelling and the first three seconds of a video play a crucial role in attracting audience attention and improving recall performance. These elements operate within algorithm-based feeds that amplify engaging content and increase repeated exposure.

By integrating platform-specific video characteristics with audience behavior and cognitive theories, this research provides a deeper understanding of short-form video advertising within algorithm-driven media ecosystems. The study highlights the strategic importance of short-form video as a powerful tool for digital brand communication in an increasingly competitive media environment.

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