This study examined the association between short-form video characteristics and students’ cognitive engagement during classroom learning. With the growing use of short-form video platforms such as TikTok, YouTube Shorts, and Instagram Reels, concerns have arisen regarding students’ cognitive engagement in traditional learning environments. The study aimed to identify key short-form video characteristics, namely algorithm-driven personalization, rapid content delivery, high entertainment value, sensory stimulation, video duration, content design, and background music, that influence cognitive engagement among university students. A correlation-prediction research design was employed using structured survey questionnaires administered to undergraduate students from universities in the National Capital Region (NCR), Philippines. Respondents were regular consumers of short-form video content and had experience attending extended classroom lectures. Data were analyzed using Microsoft Excel and Partial Least Squares Structural Equation Modeling (PLS-SEM) through WarpPLS. Results showed that rapid content delivery, high entertainment value, and background music significantly enhanced students’ cognitive engagement, while personalized algorithms, sensory stimulation, video duration, and content design did not show significant effects. The findings provide possible practical implications for educators and institutions by highlighting strategies for integrating short-form video-inspired approaches into classroom instruction to sustain student engagement while maintaining academic performance.

Keywords

Short-Form Videos, Classroom Learning, Cognitive Engagement, Characteristics of Short-Form Videos, Digital Media Consumption