Ain't nobody got time for that

Even you're probably fed up of videos that take ages to get to the point. Here's how to grab attention in the first 15 seconds

- Tanisha Saxena [e-mail]

YouTube's “Shorts” now rack up 200 billion daily views worldwide, according to CEO Neal Mohan.

In India, four out of five users aged 18 to 44 are on the platform. On Insta, 92% of Indian users prefer Reels to other formats, and 97% watch short-form videos at least once a day. Even a pause is a waste of time. Creators Sameeksha Takke (@Sameeksha Takke13) and Shantanu Rangnekar (@Shantanu Rangnekar99) show you how to make the most of every frame, every sound, every second.

Short-form video, both say, collapses without a single, central premise. “There’s no space to wander,” Rangnekar says. “If I try to say three things, my audience won’t remember any one of them.” Think of the brevity of a billboard - reduce the idea to a single line. His formula is, “Hook → Heart → Payoff. Just three beats. That's it.”