By: A.R Manj
If you’ve ever lost 30 minutes to an endless scroll of funny skits, aesthetic food hacks, or heartfelt storytelling on TikTok, you’re not alone—and definitely not off-trend. Short-form video isn’t just content anymore; it’s culture. Especially for Gen Z in Pakistan, where attention spans are shrinking and mobile-first consumption is the new norm, these bite-sized clips are rewriting the rules of engagement.
But how did we get here? And what does it mean for brands, creators, and the average viewer?
A Scroll Through Time: The Rise of Short-Form Video
Short-form video didn’t just appear overnight. It started subtly in 2012 with Snapchat’s disappearing snaps—quick, raw, and refreshingly imperfect. Then came Instagram Stories, YouTube Shorts, and even LinkedIn’s take on the trend. But it was TikTok that truly lit the match, igniting a global movement.
In Pakistan, TikTok isn’t just a platform; it’s a phenomenon. Creators like Jannat Mirza, Phoolllu, and Zulqarnain Sikandar have gone from local favorites to national stars. Whether it’s comedy in Punjabi, cooking hacks in Urdu, or fashion tips in Karachi slang, this medium gave everyone—from city influencers to village teens—a voice.
The Power of the Quick Hit
Stats don’t lie: 73% of consumers now prefer short-form video to learn about products or services. And for Gen Z, this isn’t a shift—it’s a standard. With average attention spans now flirting with the one-minute mark, content must be captivating, clear, and scroll-stopping from second one.
What’s more, over 75% of these videos are watched on mobile, the ultimate Gen Z companion. No logins, no effort—just endless entertainment curated by algorithms that know you better than your friends do.
Beyond the LOLs: Purpose-Driven Content
While these videos are light and fun on the surface, they’re becoming a go-to tool for education, awareness, and social commentary. Pakistani brands and institutions are taking notice. From Daraz and OLX to Geo and ARY, everyone’s pushing content in Reels, Shorts, and Stories.
But Gen Z isn’t here for boring ads. They want authenticity. They want creators who look and sound like them. That’s why brands like Coca-Cola, Nestlé, and JazzCash are leveraging influencers and user-generated content to create marketing that actually connects.
The Catch: What Are We Losing in the Scroll?
Short-form video isn’t without its downsides. Yes, it democratizes storytelling and lets anyone with a smartphone build a community—but the flip side is mental fatigue, declining attention spans, and an addiction to fast dopamine hits.
For brands, these clips spark engagement but don’t always build loyalty. There’s also the risk of cultural missteps, especially in nuanced, diverse markets like Pakistan. Creators and marketers alike need to stay sharp and sensitive.
Looking Ahead: The Future Is Tappable
Short-form content isn’t going anywhere. Expect more AI-personalized feeds, interactive features, and shoppable videos soon. In Pakistan, where mobile penetration is booming and youth are increasingly online, the sky’s the limit.
The challenge? Creating content that adds value, not just noise. Gen Z doesn’t just want to be entertained—they want to feel seen, heard, and inspired.
Final Thoughts: A Revolution in 15 Seconds
For a generation that grew up multitasking, short videos are more than just trends—they’re touchpoints of expression, identity, and empowerment. As someone deeply immersed in media and communications, it’s thrilling (and a little humbling) to see how much impact a 15-second video can have.
So no, the revolution won’t be televised.
It’ll be scrolled.
And for Pakistan’s Gen Z, this is just the beginning.
