An Irresistible Charm: How Short Videos Capture Attention and Win User's Heart

Short-form videos have now become a central element in how digital content is consumed. This study explores the factors that influence viewers’ satisfaction with this content, with an emphasis on video characteristics and the role of content creators. Using a quantitative approach with Purposive sampling through a survey involving 434 active social media users in Jabodetabek (cities area in Indonesia) on April 2025, the data was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. With eight variables and nine hypotheses, this research examines the relation among the variables. The results show that elements such as trust, enjoyment, and attractiveness play an important role in shaping user satisfaction. In addition, content creator personalization and usefulness also contribute to increased user engagement and loyalty. These findings highlight the importance of emotional resonance and authenticity in building relationships with audiences. This study provides practical recommendations for content creators, marketers, and platform developers to optimize the effectiveness of short-form videos in attracting and retaining user attention.