Short videos are changing how we think, spend and unwind, especially as students and young adults

Anyone with access to the internet would likely by now have come across some variant of short-form content.

Whether through YouTube shorts, Spotify, or Instagram Reels, the infamous TikTok-style algorithm and short videos have made their mark on our generation. From the way we think, consume, unwind and spend time, your algorithm might have more of a say in your life than you realize. 

The recent short-lived ban on TikTok in the United States was more than just a regulatory decision. It highlighted how ingrained short-form content has become in our routines. It’s not just a way to pass the time. It shapes our attention spans, spending habits and even the way we engage with information.

As platforms like YouTube and Instagram continue to push short-form videos, entertainment is shifting from deep and immersive experiences to rapid, fleeting interactions. 

A key distinction between traditional longer video consumption and platforms like TikTok is that they rely on user agency. 

For example, on YouTube, users intentionally search for and select videos, maintaining a degree of awareness and control over their viewing experience. While recommended content is influenced by viewing history, users still engage with the platform through deliberate choices. 

In contrast, TikTok almost completely dictates what users see, leveraging an algorithm that continuously curates content without requiring active selection. Even when users scroll past videos they are uninterested in, they are still subjected to brief exposure, passively consuming information. 

TikTok almost completely dictates what users see, leveraging an algorithm that continuously curates content without requiring active selection.

In this system, consumers' interactions, responses and viewing durations are meticulously tracked and analyzed to suggest content to them to keep them watching. Ultimately, user control is significantly diminished.

Furthermore, the interface design of short-form media fosters a distinct shift in advertising strategies, creating a stark contrast with YouTube’s approach. 

On YouTube, promotional content is typically integrated within longer videos, either as brief ad clips, sponsorships aligned with a creator’s niche, or advertisements placed at the end of a video. While these methods can still be persuasive, they at least offer viewers the opportunity to recognize promotional material within the videos they are watching. 

TikTok, however, introduces a far more deceptive form of pushing consumerism. 

Due to the rapid nature of short-form content, advertisements are seamlessly embedded within everyday videos, often making it difficult to distinguish between organic content and paid promotions. 

Adding to their questionable marketing, the sheer volume of views that can be made on a single paid promotion in a short period creates the illusion of widespread popularity. When multiple influencers showcase a similar product, it appears popular and desirable, reinforcing the perception of its legitimacy.

The very nature of short-form media discourages critical engagement. Instead of scrutinizing content, viewers are more likely to watch passively, glance at the comment section and then continue scrolling.

The very nature of short-form media discourages critical engagement. Instead of scrutinizing content, viewers are more likely to watch passively, glance at the comment section and then continue scrolling.

Given that platforms like TikTok are predominantly used for leisure or to de-stress, especially by students, very few users take the time to apply critical media-literacy skills in an environment designed for quick, fleeting engagement.

I am not against the occasional grumpy cat videos, but with young adults being the main target demographic for platforms like TikTok, our consumer habits drive the future of media. Recognizing these patterns and fostering digital literacy is and will be essential in navigating a landscape increasingly driven by instant gratification and commercialization.


Advertising is evolving. The ongoing trend of user-generated content on social media websites means that brands should be reflecting on the best possible ways to reach their target audiences. That’s where influencer marketing comes in. 

Instagram sees nearly 800 million monthly users. The accessibility and visual nature of the app serves as a unique opportunity for brands to market their product to almost anyone. In fact, nearly 75 per cent of users will take action after seeing a sponsored post.

Influencers often have niche followings in various different markets. These individuals ultimately bridge the gap between a brand and consumers, and have the power to affect their audience’s purchasing decisions due to their knowledge, position or relationship with their audiences. 

Nicole Rodger of @lovenicolerae, a Hamilton-based beauty, fashion and lifestyle blogger and McMaster graduate has worked with various companies to share their message through Instagram. To her, being an influencer means being in a position to have her voice heard. 

“Being an influencer is more than being ‘a person that gets free stuff’,” said Rodger. “In the marketing world, it is a real life person that can give opinions on an item that can possibly making someone else want to buy it or participate in something.

Rodger has worked with a wide range of companies, from Kiehls, Aerie and Burlington’s Sound of Music Festival. When it comes down to deciding who to work with, Rodger makes sure that the company is one that aligns with her own beliefs.

“I have really put a lot more into my decisions on partnering up with brands this year, said Rodger. “If it’s something that aligns with my lifestyle, then I will likely move forward with a campaign. If it is something that is out of my realm of comfort, I likely will pass up on the offer, hoping it goes to someone more fitting for the role.”

For most influencers, developing a personal brand starts initially as a hobby. In a report from influencer marketing platform, Mavrck, sharing a passion, creative expression, inspiring and connecting with others are the main topics that inspire influencers to create content. 

 Krystle Ng-A-Mann of @dineandfash, a Toronto-based food, fashion and travel blogger started blogging as an offshoot of what she enjoyed doing already. She was eventually able to turn this into a full time career. 

“I was a lawyer for nine years before I quit my job and started to do this full time,” said Ng-A-Mann.”This was really like my creative outlet but it started getting a lot more serious and I got more traction. When I first started, I didn’t necessarily know that whether I wanted to take it full time, but it grew a lot faster than I expected it to. So, it really got to a point where it became viable for me to be able to do this as a full time career.”

The trend of influencer marketing seems to keep growing. Over 50 per cent of influencers started producing content for brands within the past two years, while a third started this past year.  Further, 90 per cent of professionals consider influencer marketing to be effective when we speak about brand awareness, while 73 per cent say that influencers help to build customer loyalty.

“[Instagram marketing] is a really an area that grew in a short period of time over the last few years,” said Ng-A-Mann. “It’s really a privilege to be able to make money from it and to be able to sustain yourself and pay your mortgage and have fun it while setting your own schedule and really doing what you love.”

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