Role of short-form content in digital consumer attention: tiktok and reels as emerging platforms

Abstract

Short videos quickly attract attention, facilitate comprehension and encourage interaction in social networks, creating communities. This study aims to evaluate the impact of short-form content on emerging platforms such as TikTok and reels on the behavior of digital consumers in the pharmaceutical sector in Guayaquil. A mixed approach was used, combining quantitative and qualitative methods to analyze consumption patterns. The survey of 71 participants showed that the majority consider that short-form content significantly influences their purchasing decisions, highlighting its quality and relevance. The results indicate that more than 90% of respondents positively value the communication and promotion of products on these platforms. Interaction with short-form content is high, suggesting its effectiveness in capturing attention and driving interest in new products. In conclusion, short content not only improves the user experience, but also presents itself as a key tool for brands in the digital marketing strategy.