Bite-Sized, Big Results: How Food and Travel Brands Win with Short-Form Video

It’s no secret to food, beverage and travel marketers that consumers’ attention spans are shrinking. That means easy-to-digest information is more impactful than ever—and the key to driving website traffic, bookings, purchases and brand engagement across the board. See how to cut through the clutter with short, snackable content.

Short-Form Content Has Taken Over

Back in 2004, people could focus on a screen for about 2.5 minutes. In recent years, we’re down to just 47 seconds. Social media has played a big role in this shift, completely changing the way people interact with information.

Instead of dedicating long periods to consuming content, users now take it in through quick, frequent bursts—proving that “snacking” isn’t just a food trend but a way of life. This shift is especially true for younger audiences. Nearly 70% of Gen Z makes new discoveries through short-form social content.

90% of consumers report watching short videos on their phones every day.

Short-form video content is the cream of the crop. Social media algorithms favor videos over text and image posts because they draw users in and keep them on platforms longer.

To stand out in a crowded feed, marketers in foodservice, beverage and travel need to think small—but strategic. With 73% of consumers reporting a preference for using short-form video to find products and services, there’s no denying it’s a high-impact, high-value format.

7 Tips to Make Short-Form Content Appealing and Effective

 

1. Focus on shareability: Short-form videos are already incredibly shareable, with users twice as likely to share them over any other type of content. You can extend reach and engagement even more by encouraging user participation and replication, like TikTok challenges or hashtag campaigns for destinations, hotels or seasonal menus.

2. Repurpose long-form content: Don’t let your existing video footage go to waste. Turn webinars, video tours or full recipe videos into quick, digestible highlights that spotlight your most engaging brand storytelling moments.

3. Start strong. The first few seconds of a video are what matter most. Skip long-winded intros and get right into the visuals that are immediately engaging.

4. Encourage user-generated content: Invite your audience to share their experiences. It could be photos of a meal, videos from their stay or snippets from their trip. Reposting UGC (with permission) builds trust and shows authenticity—two essentials in hospitality marketing and restaurant advertising.

5. Optimize for mobile viewing: Most short-form content is consumed on phones. Prioritize vertical video, clear visuals and concise captions for easy viewing on small screens across platforms like Instagram Reels, YouTube Shorts and TikTok.

6. Don’t forget the captions: Many users watch videos without sound. Include captions or text overlays to keep your message clear and accessible.

7. Measure what matters: Track engagement metrics (shares, completion rates, comments and conversions) to understand what’s working and refine your strategy over time.

 

Make Every Second Count

Now’s the time to take a closer look at your content. Is it easy to digest? Can you turn what you already have into short, attention-grabbing pieces? Try experimenting with new formats and trends to keep your audience interested and engaged.

At Marriner, we help food, beverage and travel brands connect with people in simple, meaningful ways. Let’s talk about how we can help you create content that stands out—one small, powerful story at a time.

Sources: