Short-form video, or now has called as ‘reels’, had became how people connect, express, making decisions towards the brands around them by just scrolling and swiping with the attention they were drawn to. This paper discusses a working model called Content, Emotion, and Action (CEA), which isn't meant to overcomplicate things, but rather help us think clearly about what makes short videos stick. Through close observation of five real campaigns from different industries-ranging from beauty to education-we try to understand how these quick, emotional stories affect how people feel, act, and even see themselves. Instead of focusing only on how many clicks a video gets, this study looks at the more subtle ways that emotion shapes brand memory, trust, and participation. What we find is simple but powerful: when short-form videos are done with care and understanding, they can build surprisingly deep human connections. This matters more than ever in a time when everyone is watching, reacting, and choosing in seconds. Which help us to understand the perspective and biases of how people think when they watching the reels regarding a brand.
Chin et al. (Mon,) studied this question.