Short-Form Video Is the New Shop Window: What Home & Lifestyle Brands Are Getting Wrong
Walk down a high street and the shop window is doing a very specific job. It's not selling you anything directly. It's making you stop, look, and decide in about two seconds whether this place is for you. That's exactly what short-form video does now. Except the window isn't on a high street. It's a 9:16 frame on someone's phone, and you've got about a second and a half - not two - before they scroll past. For home and lifestyle brands, this matters more than most categories. Nobody's making a snap decision on a sofa. But they are making a snap decision about whether your brand is worth a second look. And a lot of brands are still treating that window like a TV ad slot.
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