How Short Videos Are Changing the Way Ghanaians Discover Music, Fashion and Entertainment

By Zainab Ali

A few years ago, discovering a new song, fashion trend or comedian often meant relying on radio, television or word of mouth.

Today, a short video on TikTok, Instagram Reels or YouTube Shorts can introduce thousands of people to something within hours.

Short-form video has become an increasingly powerful part of Ghana’s digital culture, particularly among young people. Music, comedy, fashion, food, lifestyle and even business content are being packaged into short and highly shareable videos.

For Ghanaian musicians, the change has created new opportunities.

A song can gain attention because of a dance challenge, funny skit or creative video before the artist even receives significant traditional media coverage. Content creators can also help songs reach audiences beyond Ghana.

Fashion has experienced a similar transformation.

A particular outfit, hairstyle or beauty trend can suddenly become popular after appearing in a series of viral videos. Young people are no longer simply consuming trends; they are actively creating and reshaping them.

The influence also extends to food and lifestyle.

From restaurants and local dishes to travel destinations and everyday routines, social media users increasingly depend on short videos to discover what is happening around them.

However, the popularity of short-form content also comes with challenges.

Because users are constantly exposed to new videos, creators face pressure to produce content that will immediately capture attention. This can encourage sensationalism, exaggeration and the spread of unverified information.

Despite these concerns, there is no denying the cultural influence of short videos.

For Ghana’s young digital population, the phone has become more than a communication device. It is now a source of entertainment, information, business opportunities and cultural influence.

And with social media platforms continuing to prioritise video, the short-video era appears far from over.