# Use short-form video for awareness, not conversion

- Category: distribution
- Author: Valentin Bora (https://indie.md/people/vali/)
- Source: https://indie.md/events/indie-tm-10-timisoara-june-2026/
- Canonical URL: https://indie.md/advice/short-form-video-for-awareness/

Short-form video is the cheapest reach available right now, but it is a top-of-funnel instrument, not a checkout. Valentin's shorts for Dr. Ursula earn real awareness, putting the app in front of people who would never type its name into a search box, and that is exactly the job to ask of them. The mistake is expecting a fifteen-second clip to close a sale; its purpose is to make a stranger aware the thing exists, then hand them to a funnel that does the converting. Measure shorts on reach and new awareness, not on direct installs, and build the step that turns that awareness into a user separately. Match the metric to the stage and the channel stops looking like it is underperforming.