Quick answer: In 2027, short video is no longer a "side channel"; it is where customers first meet a brand. The game has shifted from "having videos" to "having videos people watch to the end": the first three seconds decide everything, authentic content beats polished content, and a good production house must produce fast, in volume and consistently. This article sets out 10 short video production trends for 2027, illustrated by projects Now Agency produced for AUX, JOMOO and Prime Ngoi Viet in Vietnam.
Updated: October 2026.
Why should companies rethink how they make short video?
Viewers scroll past hundreds of videos a day. An expensive video with a slow opening is skipped before the logo appears; a phone-shot video that hits the customer's real question can be watched again and again. So the 2027 trends are not about equipment but about production thinking: what happens in the first three seconds, how the story is told, and how to produce consistently.
10 short video production trends for 2027
1. Vertical from the script, one shoot for many platforms
The 9:16 frame is no longer a crop of a horizontal video. Composition, text placement and camera angles are designed for the phone screen from the script stage, so one video works on TikTok, Reels and YouTube Shorts without re-editing.
For AUX, Now produces vertical short videos posted simultaneously on TikTok and Reels — produced once, distributed on two platforms. On set, the vertical frame is checked on a field monitor before moving to the next shot.
2. The first three seconds are the most important script
A hook is not a greeting but a reason to stop scrolling: a question that matches a real concern, an unusual image, a surprising number. 2027 scripts often write the opening first, then the rest.
3. Real people beat polished imagery
An engineer explaining a product, showroom staff sharing usage tips, a plant manager describing the line — content from people inside the company builds trust that staged advertising rarely achieves. The production house guides and lightly directs so they feel natural on camera.
4. Make series, not one-off clips
A single clip is easily forgotten; a series with a steady rhythm makes viewers wait for the next episode. AUX's "product discovery" series is an example: after an indoor unit unboxing, the next episode takes viewers inside the outdoor unit with its Golden Fin condenser, compressor and sound insulation.
5. Edutainment: teach one useful thing in 30 seconds
Usage guides, energy-saving tips, installation cautions — short videos answering the questions customers actually search for get saved and shared more than pure product introductions.
Instead of standing in front of a product reading specifications, a video can become an everyday scene: a family in the living room, a technician arriving to install the unit, a user asking exactly what customers ask. Now's crew built such a living-room set for AUX short videos.
6. Behind-the-scenes production is premium content
Factory lines, quality checks, teams at work — images customers rarely see are the strongest proof of quality. Now has filmed right in the middle of the running production line at the Prime Ngoi Viet factory, following each stage as tiles are formed.
7. Big, clear on-screen text — because viewers watch muted
Most short videos are watched in public with the sound off. Full subtitles, large titles and highlighted keywords on screen carry the message even when nobody is listening.
8. Batch shooting on a schedule: more videos, lower cost
Instead of one shoot a week, the production house approves the whole series' scripts in advance and batch-shoots many videos in one day. For JOMOO, Now works in the brand's showroom: sample scripts approved first, suitable talent cast, then many videos shot in the same session.
The same approach works for AUX: one prepared living-room set, actors and a technician performing several scenes in turn, and the crew shooting continuously to produce many videos in a single day.
9. AI assists post-production; people own the idea
Auto-subtitles, cut suggestions, translation and quick color grading — AI tools significantly shorten post-production. But the idea, the storytelling and brand fit still need human judgment; that is the core value of a production house.
10. Video tied to buying and connecting
Short videos are increasingly linked directly to product pages, live selling and consultation messages. Scripts need a clear call to action: view the product, book a consultation, visit the showroom.
A checklist before hiring a production house
| Question | Why it matters |
|---|---|
| What is the video for? | Awareness, education or conversion — each needs a different story |
| Which platforms? | Determines frame, length and editing rhythm |
| Who appears on camera? | Real people from the company, actors or KOLs |
| How many videos, how often? | Determines batch shooting and cost optimization |
| Is there a sample script to approve? | Avoids reshoots and sets the right direction from the start |
Now's short video production process
- Brief and research: objective, audience, platforms, competitor content.
- Sample script for direction approval, then the full series.
- Pre-production: location, talent or real people, batch shooting schedule.
- Filming in vertical frame, checking picture and sound on site.
- Post-production: fast-paced editing, subtitles, on-screen text, music.
- Delivery of files per platform with a posting schedule.
See also what a production house is, with 4 real Now projects and TikTok marketing for AUX and JOMOO.
Frequently asked questions
How long should a short video be?
It depends on the objective and platform; what matters is holding viewers from the first three seconds to the main message, and no longer than the content needs.
Is professional equipment required?
Not necessarily. Equipment should match the content style; for authentic videos, clear sound and good light matter more than an expensive camera.
How many videos can one shoot produce?
With the whole series' scripts approved in advance, one batch shoot can produce many videos, lowering the cost per video.
How is a production house different from an in-house content team?
A production house brings process, equipment, crew and directing experience; an in-house team knows the product deeply. Combining both usually gives the best results.
Need short video production for 2027?
Now Agency supports you from idea and series scripting to batch shooting, post-production and delivery for each platform.
- Hotline: +84 983 589 823 / +84 327 523 562 / +84 984 375 345
- Email: [email protected]
