From Bars to Boardrooms: The Impact of Short-Form Content in Social Settings

By Phillip Lanos Phillip Lanos has been verified by Muck Rack's editorial team
Published on October 12, 2023

In a recent episode of the Grit Daily Startup Show hosted by Phillip Lanos, a compelling conversation unfolded with Loop Media’s Chief Product Officer, Liam McCallum. The two delved into the intricate dynamics of how short-form content is shaping today’s digital landscape.

During the discussion, McCallum shed light on Loop Media’s focus on short-form content and how this approach is revolutionizing businesses, especially in social settings like bars and restaurants. As short-form content gains momentum in modern media, understanding its impact and utilization in business contexts is invaluable.

The Importance of Short-Form Content

Short-form content, once a niche category, has become ubiquitous in our day-to-day media consumption. The reason behind its surge in popularity is simple: it aligns perfectly with the fast-paced lifestyle of contemporary society.

People no longer have the patience for prolonged narratives, especially in social settings. Instead, they crave content that is engaging yet brief, offering them short bursts of entertainment without taking away from their social interactions.

Loop Media, capitalizing on this growing trend, has built its entire business model around the provision of short-form content. According to Liam McCallum, their focus has always been on creating engaging content that enhances the venue experience without intruding upon it.

Whether it’s music videos, TikTok snippets, or clips from the World Surf League, Loop Media aims to provide content that keeps the entertainment rolling while never overshadowing the primary focus of these social spaces: interpersonal interaction.

The Marriage of Technology and Content

One of the most interesting revelations from the podcast was Loop Media’s partnership with Assembly AI. The collaboration is a game changer for businesses looking to exert more control over the content being displayed at their venues.

Assembly AI’s specialization in audio transcription and categorization allows Loop Media to detect the category of an ad through audio transcription, ensuring not only brand safety but also relevance to the venue and its audience.

What makes this partnership unique is its seamless integration into Loop Media’s existing short-form content system. Now, businesses can truly customize their entertainment and advertisement settings to suit their specific needs and audiences, providing a more curated and immersive experience for their patrons.

The categorization technology allows businesses to block certain types of ads, including those from competitors, thereby fine-tuning the customer’s experience down to the smallest details.

Democratizing TV Advertising

Loop Media has taken this one step further by announcing the development of a self-service platform. McCallum emphasized that this new initiative will allow businesses to upload and showcase their own ads across Loop Media’s extensive network, democratizing the field of TV advertising. Gone are the days when only large corporations could afford TV ad placements. The new platform creates a massive value proposition for businesses with a local footprint.

The platform’s underlying beauty lies in its inclusive approach to businesses of all sizes. By enabling self-service, Loop Media lowers the entry barriers for smaller enterprises, giving them a fair chance to compete in a domain that was previously dominated by big players. Coupled with the short-form content model, this provides businesses with the perfect opportunity to engage their audience in an impactful yet non-intrusive manner.


In the riveting podcast episode of the Grit Daily Startup Show with host Phillip Lanos and guest Liam McCallum, the CPO of Loop Media, invaluable insights were shared about the future of short-form content. From its crucial role in the modern media landscape to how technological partnerships are amplifying its impact, it’s evident that short-form content is not just a trend but a lasting shift in how businesses and consumers interact with media.

Whether you’re an entrepreneur eyeing the next big opportunity or a consumer intrigued by how media consumption is evolving, understanding the dynamics and potential of short-form content is essential. Explore more of McCallum’s insights by checking out the full episode.

By Phillip Lanos Phillip Lanos has been verified by Muck Rack's editorial team

Phillip Lanos is the host of Grit Daily Startup Show, a renowned self-help author, personal brand manager, and digital marketing expert. With over 2,000 interviews with industry leaders, Phillip is a seasoned voice in the entrepreneurial world. Featured on platforms like Entrepreneur and Inc Magazine, Phillip brings a wealth of experience and insight to every conversation.

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