Short-form video isn’t about speed. It’s about efficiency.  I’ve been in video production for 25 years, riding every transformation as technology and demand danced together through the decades. Video has always drawn me in. I love static images, a picture can say a thousand words, but 3 seconds of video can say 180,000 words, realistically it needs to say 2 things. What I want to say and who I need to say it to.

In just three seconds, you can capture everything a potential buyer needs to know about your business—without a mass of text covering the screen.

The camera pans from a mountain bike on the wall to a row of discounted skis. A staff member swaps helmets for goggles, both tagged with bold SALE signs.

No narration. No overthinking. Just one clean visual that says: Shoulder season is sales season—time to switch sports and save big.

That’s the power of efficiency in video marketing.

Why Efficiency Wins

People don’t have shorter attention spans—they’ve gotten better at filtering. Within two seconds, they’ve already decided if your video matters to them. The trick isn’t to cram more in—it’s to cut more out.

For more info on filtering,  I wrote an article on Attention Spans and Filters.

A single moment, clearly framed, can carry the weight of your brand:

• The offer (seasonal discounts).
• The demographic (locals ready for winter).
• The promise (gear you’ll actually use, priced to move).

Done right, one scene tells the whole story

How Businesses Can Use It

Efficiency doesn’t mean “less content.” It means smarter content.

• Batch it: Film a few quick sale moments in one afternoon and use them across platforms.
• Use movement: Someone trying on boots, scanning a sale tag, or loading skis into the car—motion hooks attention.
• Integrate naturally: Show the shop, the staff, the signage. Let the setting sell for you.

Published is better than perfect. A sharp 10-second video will beat an overproduced minute-long pitch every time.

Make it Sustainable

Video is a step up in technology, but the tools are out there. Once you see the difference short video makes, consistency is the real challenge. Build a workflow that’s sustainable—and if that means hiring a pro, do it.

Short-form video is your most efficient return on time. One moment, captured well, becomes a shareable story that travels further than any caption ever could.

Say more with less—and let the story do the work.

If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator

‍