Why FMCG brands must master short-form storytelling

New Delhi: In today’s fast-scrolling world, attention spans may be shorter, but the appetite for engaging stories is stronger than ever. For FMCG brands whose products are often consumed on the go and purchased impulsively, short-form content isn’t just a passing trend; it’s a powerful opportunity.

Platforms like Instagram Reels and YouTube Shorts have transformed the way consumers discover and connect with brands. The challenge is clear: capture attention, evoke emotion, and inspire action in just a few seconds. But the reward is an even greater chance to tell memorable, high-impact stories that align perfectly with how people experience FMCG products: instantly, repeatedly, and emotionally.

The age of the scroll

Consumers today are surrounded by an explosion of content. Yet amid the noise, opportunities for connection have never been greater. According to a 2024 report by WARC, the average digital attention span per post is less than three seconds, a window small in size but big in potential.

In this dynamic landscape, short-form storytelling has become the new creative playground. Quick, visual, and emotionally engaging, it allows brands to deliver “snackable stories” that offer instant value while leaving a memorable impact. As Simon Sinek aptly said, “People don’t buy what you do; they buy why you do it.” In short-form content, that “why” shines brightest when brought to life within seconds.

Gen Z, in particular, thrives on such authentic, high-energy narratives and is deeply influenced by them in the FMCG space. For FMCG brands, the parallel is clear: just as consumers instinctively pick up a packet of chips or a fizzy drink, they also connect instantly with stories that resonate. The real magic lies in transforming that fleeting scroll into a meaningful brand moment—one that delights, inspires, and endures.

Why short-form storytelling fits FMCG like a glove

FMCG products are inherently low-involvement but high-frequency purchases. Consumers don’t spend much time researching before buying a chocolate bar or a shampoo bottle; their choices are often guided by familiarity, emotion, or impulse. Short-form storytelling taps into exactly that psychology.

Emotional recall over rational persuasion:

FMCG decisions are emotional, not analytical. A 10-second clip showing the joy of sharing a cola on a summer day can evoke stronger recall than a minute-long ad explaining its ingredients.

Frequency and freshness:

In a category where repetition drives recall, short-form videos enable brands to stay fresh and relevant with consistent bursts of new content.

The science behind snackable success

Behind every short story that clicks lies a framework. Here are the key storytelling principles FMCG brands should master for maximum impact:

Hook in the first three seconds: The scroll is ruthless. Use motion, music, or emotion to grab attention instantly — whether it’s a crisp crunch sound, a playful tagline, or a relatable facial expression.

Single message focus: Each video should convey one clear takeaway — be it a product benefit, a brand emotion, or a call to action. Trying to say too much in a short format leads to clutter.

Authenticity over perfection: Viewers on Reels or Shorts prefer real moments over polished productions. Behind-the-scenes snippets, user-generated content, and creator collaborations often perform better than high-budget commercials.

Loopable and shareable: Smart editing can make a story loop seamlessly, encouraging repeat views. Add a hook – a clever punchline or satisfying ending – to make audiences share it.

Cultural relevance: FMCG thrives on local insights. A Diwali snack ad in India or a monsoon chai reel connects emotionally when rooted in culture.

From campaigns to content ecosystems

The shift from traditional campaigns to always-on short-form content has redefined how FMCG brands communicate. Instead of investing solely in one big campaign, brands now create a steady stream of micro-stories that build a larger narrative over time.

For instance, Dove’s “Real Beauty” evolved from TVCs into a continuous stream of short, empowering clips featuring real women. Similarly, Cadbury Dairy Milk’s “Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye” lives across platforms through short stories of kindness — each bite-sized video reinforcing the brand ethos.

This approach not only sustains engagement but also creates an ongoing conversation with consumers. As audiences crave authenticity, storytelling must feel participatory, not preachy.

The creator economy: FMCG’s secret weapon

Influencers and micro-creators play a crucial role in shaping how short-form content spreads. Their ability to localize brand stories adds a layer of trust and relatability that traditional ads often lack.

For FMCG brands, collaborating with creators allows for experimentation and agility. For example, snack brands like Kurkure and Bingo have leveraged creators to showcase regional humour and trends, giving the brand voice a playful, people-first touch.

According to a 2025 Kantar study, 68% of consumers trust creator content — something said by an influencer,  more than television ads.

Metrics that matter

While views and likes are surface-level metrics, FMCG marketers now measure deeper outcomes from short-form storytelling:

Engagement rate: Are people watching till the end or rewatching the clip?

Brand recall: Is the product remembered without explicit branding?

Conversion impact: Are snackable stories influencing actual purchase decisions?

When done right, short-form content drives measurable brand lift and sales. According to Nielsen, FMCG brands using Reels and Shorts strategically saw up to 23% higher recall rates than those relying on static posts.

Small bites, big impact

In essence, FMCG storytelling today is about thinking small to win big. The most effective brands understand that brevity doesn’t mean simplicity – it means precision. Each “snackable” story becomes a moment of connection, delight, and recall.

In a digital landscape overflowing with noise, the brands that master the art of short-form storytelling won’t just sell more products – they’ll earn a place in consumers’ everyday moments.

Because when stories become as irresistible as the snacks themselves, that’s when FMCG marketing truly hits home.