What is short-form video? How short-form video worksShort-form video is mostly passively distributed. When to invest in short-form videoFrom a business and marketing standpoint, it can be tricky to work out if and when to invest in short-form video. Any business that approaches short-form video with a performance marketing mindset centered around ROI and optimization will find things very challenging. Short-form video is particularly effective when you can present your brand expertise in a visual format.