The article explores the impact of short video formats, such as Shorts and Reels, on the cognitive abilities of Generation Z. It examines the popularity of these formats on platforms like YouTube, Instagram, and TikTok, and analyzes the reasons for their success, including simplicity and adaptability to modern societal needs. The study also investigates the phenomenon of "clip thinking" among Generation Z and the differences between active users of digital content and consumers of mixed content (digital and print). The research methods include classification, observation, questionnaire surveys, content analysis, and generalization. The findings suggest that while short videos can be beneficial in certain contexts, excessive consumption can lead to negative effects on cognitive functions and mental health. The article concludes with recommendations for digital detox strategies to help Generation Z manage their screen time effectively.The article explores the impact of short video formats, such as Shorts and Reels, on the cognitive abilities of Generation Z. It examines the popularity of these formats on platforms like YouTube, Instagram, and TikTok, and analyzes the reasons for their success, including simplicity and adaptability to modern societal needs. The study also investigates the phenomenon of "clip thinking" among Generation Z and the differences between active users of digital content and consumers of mixed content (digital and print). The research methods include classification, observation, questionnaire surveys, content analysis, and generalization. The findings suggest that while short videos can be beneficial in certain contexts, excessive consumption can lead to negative effects on cognitive functions and mental health. The article concludes with recommendations for digital detox strategies to help Generation Z manage their screen time effectively.