Study: Short-Form Video Ads Are More Persuasive for Purchases Than Others

A study conducted by "DoubleVerify" as part of its 2026 Global Insights Report showed that short-form video ads are the most effective at driving consumers to click or purchase, with 38% of consumers holding this view, according to "GlobeNewswire".

The study surveyed 22,000 consumers and 2,020 marketers, indicating that long-form video ads came in at 31%, while feed ads recorded 25%, placing short-form video at the forefront.

The results stated that 26% of consumers search for products via social media, and 25% purchased through them over the past year, in an indicator of platforms transforming into direct purchase channels.

Regarding influencers, the study showed that 37% of consumers react negatively to brands that use AI-generated influencers, compared to 29% who react positively, according to the same source.

What do these terms mean?

Short-form video: Short video clips published on social platforms and watched quickly.

Path to Purchase: The steps a consumer goes through from noticing a product to completing the purchase.

Influencer: A person whose opinion influences their followers' buying decisions.

AI-generated influencer: A virtual persona created or managed by artificial intelligence that markets for brands.