Blame the Content Not the Attention Span
Gen Z does not have short attention spans, just an aversion to bad content, argues Sameer Ali.
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Where did it all start? Maybe with a 10-second clip of a dog on a skateboard, the ice bucket challenge or the sacrifice-my-life-pilot-grape viral sensation. Whichever way, short-form video content crept into our lives slowly and sweetly. It’s 2025, and social media platforms continue to dominate our screens while reshaping how we consume information, connect with brands, and – let’s be real – how we waste time.
We live in an age of massive distractions, and short-form videos rule the internet. In Pakistan, for Gen Z, short-form content is not just entertainment; it’s a way of life. And marketers? Well, they are doing their best to keep up, armed with quirky taglines, catchy jingles and hopefully a Gen Z-approved vibe check. But yeh sab hua kaisay?
What is the impact of all this on attention spans and what does it mean for brands and creators? Short-form video content consumption began in 2012 with Snapchat offering brief glimpses into our lives that disappeared after 24 hours. Early Millennials loved it because it felt liberating. Instagram followed with ‘Stories’, YouTube created ‘Shorts’ and even LinkedIn joined in with quick, easy-to-consume content. What started as a novelty evolved into a cultural phenomenon.
With endless 15-second videos, TikTok emerged as the leader in short-format videos.
It became a fun platform for creativity. Its algorithm prioritised engagement, not popularity. Suddenly, anyone with a smartphone could become famous with their dance routines, comedy skits and life stories. Pakistan, no stranger to adopting global trends, saw a surge of TikTok creators, like the sister duo Jannat Mirza and Alishba Anjum, Phoolllu and Zulqarnain Sikandar, who became household names almost overnight. From comedy sketches to life hacks in Urdu and Punjabi, TikTok democratised content creation, giving everyone – from Karachi to Khuzdar – a platform to shine.
Now let’s do some digital math. When it comes to learning about products and services, 73% of consumers prefer short-form videos, and for Gen Z (the most ethnically and racially diverse generation yet), this is not just a preference; it’s an expectation. With attention spans shorter than a cricket highlight reel (down from 90,000 seconds in 2005 to just 60 seconds in 2025), they are wired for quick, engaging content. Over 75% of short-form video content is viewed on smartphone devices (which Gen Z practically inhabits).
Platforms like TikTok capture users with their algorithms, offering content tailored to individual tastes with no login required – bhai nay kaafi time invest kiya hai – making it a seamless experience. For every student deep into CSS exam guides on YouTube Shorts, someone else is discovering a new Knorr recipe or jumping into a viral challenge. The fact is that Pakistani consumers are no longer passive receivers of brand messages. They want interaction, humour, and, most importantly, authenticity. This change is especially apparent in e-commerce, where platforms like Daraz and OLX use short videos for product showcases and tutorials. Even news outlets like DawnMedia, the Geo/Jang Group, and ARY, along with new platforms like Nukta, have started to use Instagram Reels to give quick news updates.
This has greatly changed how Gen Z engages with and consumes online content – and they no longer want to sit through long 30-second ads. However, you might argue, “Zubair bhai, that’s not true. I enjoy the endless, ever-expanding library available on streaming platforms – we are the binge generation!” Well, guess what? Netflix and Prime Video are now all about the ‘second-screen’ concept. In other words, they are making film and TV so easy to watch, it’s practically multitasking fodummies… so yeah!
Consider this: 66% of consumers report short videos as the most engaging content format, and ad spending on short-form videos is predicted to hit $111 billion globally in 2025.
In Pakistan, brands such as Daraz, Nestlé and Coca-Cola often leverage TikTok and Instagram influencers to amplify their campaigns. Other brands, such as Foodpanda, have made themselves synonymous with hassle-free food delivery with their TikTok campaigns. Similarly, JazzCash uses short videos to promote digital payments and reach both urban and rural youth. What is common to both? Authenticity. Gen Z can detect inauthenticity quicker than you can say “axcusme.”
This presents both challenges and opportunities for brands and content creators. Short-form video platforms have levelled the storytelling playing field. From aspiring filmmakers to homemakers, students to budding entrepreneurs, creators leverage these platforms to build audiences, share their passions and generate income. Short-form videos have changed the cultural landscape in Pakistan. They have sparked new creativity, encouraging people to try different formats and push the boundaries of digital storytelling. These videos have become a medium for social commentary, cultural exchange and creative expression.
However, it’s not all fun and viral trends. It has some downsides too. Watching too many short videos can impair focus and academic performance. This shift has implications for brands as well. While short videos are fantastic for grabbing attention, they often fail to build deep, meaningful connections. A 10-second ad might get you likes, but will it translate into loyalty? That’s a Kaun Banega Crorepati question. Yet, short-form video content has many benefits too, including high retention rates – audiences retain 95% of a message conveyed through videos compared to just 10% when reading text. Short videos receive 2.5 times more engagement than long ones and make digital spaces more inclusive by catering to regional languages and local content. The drawbacks are endless scrolling that can be addictive (guilty!), leading to cognitive impairment and poor mental health. Furthermore, short videos often lack depth, reducing the understanding of complex topics. Clearly, this format is not without challenges, especially in a socially and culturally diverse market like Pakistan. Balancing creativity with cultural sensibilities is crucial.
What does the future look like? Short-form video content is here to stay and is likely to evolve with more interactive elements, localised narratives, AI integration, and perhaps even ‘shoppable’ videos. In Pakistan, the possibilities are huge. The key will be to utilise it responsibly, adding value rather than simply chasing views.
For young people, this format is their way to express themselves and feel empowered. For brands and agencies, it’s a lesson in adaptability. As a communications professional, I am both impressed and amused by how this generation has turned a simple 15-second video into a powerful tool with global impact. As we scroll through this constantly changing landscape, one thing is clear: the information revolution will not be televised. It will be scrolled, tapped and shared. And for Gen Z in Pakistan, this is only the beginning.
Zubair Mallick is Managing Director, Lotus Client Management & Public Relations.
zubairmallick@lotuspk.com
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It became a fun platform for creativity. Its algorithm prioritised engagement, not popularity. Suddenly, anyone with a smartphone could become famous with their dance routines, comedy skits and life stories. Pakistan, no stranger to adopting global trends, saw a surge of TikTok creators, like the sister duo Jannat Mirza and Alishba Anjum, Phoolllu and Zulqarnain Sikandar, who became household names almost overnight. From comedy sketches to life hacks in Urdu and Punjabi, TikTok democratised content creation, giving everyone – from Karachi to Khuzdar – a platform to shine.
Now let’s do some digital math. When it comes to learning about products and services, 73% of consumers prefer short-form videos, and for Gen Z (the most ethnically and racially diverse generation yet), this is not just a preference; it’s an expectation. With attention spans shorter than a cricket highlight reel (down from 90,000 seconds in 2005 to just 60 seconds in 2025), they are wired for quick, engaging content. Over 75% of short-form video content is viewed on smartphone devices (which Gen Z practically inhabits).
Platforms like TikTok capture users with their algorithms, offering content tailored to individual tastes with no login required – bhai nay kaafi time invest kiya hai – making it a seamless experience. For every student deep into CSS exam guides on YouTube Shorts, someone else is discovering a new Knorr recipe or jumping into a viral challenge. The fact is that Pakistani consumers are no longer passive receivers of brand messages. They want interaction, humour, and, most importantly, authenticity. This change is especially apparent in e-commerce, where platforms like Daraz and OLX use short videos for product showcases and tutorials. Even news outlets like DawnMedia, the Geo/Jang Group, and ARY, along with new platforms like Nukta, have started to use Instagram Reels to give quick news updates.
This has greatly changed how Gen Z engages with and consumes online content – and they no longer want to sit through long 30-second ads. However, you might argue, “Zubair bhai, that’s not true. I enjoy the endless, ever-expanding library available on streaming platforms – we are the binge generation!” Well, guess what? Netflix and Prime Video are now all about the ‘second-screen’ concept. In other words, they are making film and TV so easy to watch, it’s practically multitasking fodummies… so yeah!
Consider this: 66% of consumers report short videos as the most engaging content format, and ad spending on short-form videos is predicted to hit $111 billion globally in 2025.
In Pakistan, brands such as Daraz, Nestlé and Coca-Cola often leverage TikTok and Instagram influencers to amplify their campaigns. Other brands, such as Foodpanda, have made themselves synonymous with hassle-free food delivery with their TikTok campaigns. Similarly, JazzCash uses short videos to promote digital payments and reach both urban and rural youth. What is common to both? Authenticity. Gen Z can detect inauthenticity quicker than you can say “axcusme.”
This presents both challenges and opportunities for brands and content creators. Short-form video platforms have levelled the storytelling playing field. From aspiring filmmakers to homemakers, students to budding entrepreneurs, creators leverage these platforms to build audiences, share their passions and generate income. Short-form videos have changed the cultural landscape in Pakistan. They have sparked new creativity, encouraging people to try different formats and push the boundaries of digital storytelling. These videos have become a medium for social commentary, cultural exchange and creative expression.
However, it’s not all fun and viral trends. It has some downsides too. Watching too many short videos can impair focus and academic performance. This shift has implications for brands as well. While short videos are fantastic for grabbing attention, they often fail to build deep, meaningful connections. A 10-second ad might get you likes, but will it translate into loyalty? That’s a Kaun Banega Crorepati question. Yet, short-form video content has many benefits too, including high retention rates – audiences retain 95% of a message conveyed through videos compared to just 10% when reading text. Short videos receive 2.5 times more engagement than long ones and make digital spaces more inclusive by catering to regional languages and local content. The drawbacks are endless scrolling that can be addictive (guilty!), leading to cognitive impairment and poor mental health. Furthermore, short videos often lack depth, reducing the understanding of complex topics. Clearly, this format is not without challenges, especially in a socially and culturally diverse market like Pakistan. Balancing creativity with cultural sensibilities is crucial.
What does the future look like? Short-form video content is here to stay and is likely to evolve with more interactive elements, localised narratives, AI integration, and perhaps even ‘shoppable’ videos. In Pakistan, the possibilities are huge. The key will be to utilise it responsibly, adding value rather than simply chasing views.
For young people, this format is their way to express themselves and feel empowered. For brands and agencies, it’s a lesson in adaptability. As a communications professional, I am both impressed and amused by how this generation has turned a simple 15-second video into a powerful tool with global impact. As we scroll through this constantly changing landscape, one thing is clear: the information revolution will not be televised. It will be scrolled, tapped and shared. And for Gen Z in Pakistan, this is only the beginning.
Zubair Mallick is Managing Director, Lotus Client Management & Public Relations.
zubairmallick@lotuspk.com
Read Comments
Related Stories
In Pakistan, brands such as Daraz, Nestlé and Coca-Cola often leverage TikTok and Instagram influencers to amplify their campaigns. Other brands, such as Foodpanda, have made themselves synonymous with hassle-free food delivery with their TikTok campaigns. Similarly, JazzCash uses short videos to promote digital payments and reach both urban and rural youth. What is common to both? Authenticity. Gen Z can detect inauthenticity quicker than you can say “axcusme.”
This presents both challenges and opportunities for brands and content creators. Short-form video platforms have levelled the storytelling playing field. From aspiring filmmakers to homemakers, students to budding entrepreneurs, creators leverage these platforms to build audiences, share their passions and generate income. Short-form videos have changed the cultural landscape in Pakistan. They have sparked new creativity, encouraging people to try different formats and push the boundaries of digital storytelling. These videos have become a medium for social commentary, cultural exchange and creative expression.
However, it’s not all fun and viral trends. It has some downsides too. Watching too many short videos can impair focus and academic performance. This shift has implications for brands as well. While short videos are fantastic for grabbing attention, they often fail to build deep, meaningful connections. A 10-second ad might get you likes, but will it translate into loyalty? That’s a Kaun Banega Crorepati question. Yet, short-form video content has many benefits too, including high retention rates – audiences retain 95% of a message conveyed through videos compared to just 10% when reading text. Short videos receive 2.5 times more engagement than long ones and make digital spaces more inclusive by catering to regional languages and local content. The drawbacks are endless scrolling that can be addictive (guilty!), leading to cognitive impairment and poor mental health. Furthermore, short videos often lack depth, reducing the understanding of complex topics. Clearly, this format is not without challenges, especially in a socially and culturally diverse market like Pakistan. Balancing creativity with cultural sensibilities is crucial.
What does the future look like? Short-form video content is here to stay and is likely to evolve with more interactive elements, localised narratives, AI integration, and perhaps even ‘shoppable’ videos. In Pakistan, the possibilities are huge. The key will be to utilise it responsibly, adding value rather than simply chasing views.
For young people, this format is their way to express themselves and feel empowered. For brands and agencies, it’s a lesson in adaptability. As a communications professional, I am both impressed and amused by how this generation has turned a simple 15-second video into a powerful tool with global impact. As we scroll through this constantly changing landscape, one thing is clear: the information revolution will not be televised. It will be scrolled, tapped and shared. And for Gen Z in Pakistan, this is only the beginning.
Zubair Mallick is Managing Director, Lotus Client Management & Public Relations.
zubairmallick@lotuspk.com