Enshortification: The Art of Saying More With Less

There’s a new word doing the rounds "enshortification."

A tongue-in-cheek spin on the idea that everything online is getting shorter: shorter videos, shorter captions, shorter . It sounds negative, but maybe it’s just the next stage of creative evolution.

Because if you look closely, enshortification isn’t just about cutting things down, it’s about condensing meaning.

We’re learning how to say more with less. How to find emotion in fragments. How to make one frame, one line, one gesture carry the weight of a story.

Brands, too, are adapting. A great piece of work today doesn’t always need a long arc or cinematic flourish. Sometimes it’s a five-second loop that makes you feel something real. A sentence that lands with clarity. A colour, a word, a pause that speaks volumes.

Maybe this isn’t the death of storytelling. Maybe it’s its rebirth in miniature form.

Attention is still currency, but the craft is in distilling, not deleting. In designing fragments that still connect, still carry the brand’s spirit, still invite curiosity.

“How to find emotion in fragments. How to make one frame, one line, one gesture carry the weight of a story.”

For agencies and clients, the challenge isn’t to resist brevity, it’s to build depth inside it.

Because when done with intent, enshortification doesn’t flatten creativity...it sharpens it.

Less, when handled with meaning, can still feel full.