The proliferation of short-form video content has reshaped digital engagement, with platforms like TikTok, YouTube Shorts, and Instagram Reels driving new modes of consumer education. While prior research has largely focused on Western contexts, this chapter examines the impact of short-form videos on customer education and engagement in Africa. Using an experimental design, the study investigates how cognitive load, emotional congruence, humor, pacing, and presenter credibility influence viewer engagement and knowledge retention. Structural Equation Modeling (SEM) is employed to analyze the interplay between these variables, revealing that cognitive load negatively impacts retention, while emotional congruence, humor, and presenter credibility enhance engagement. The findings contribute to digital media scholarship by extending Cognitive Load Theory, Emotional Congruence Theory, and the Elaboration Likelihood Model within an African digital landscape. Practical implications highlight the need for culturally adaptive content strategies that balance cognitive effort, affective engagement, and content structuring to optimize digital learning and brand communication. This chapter advances the discourse on digital consumer behavior and provides actionable insights for educators, marketers, and content creators seeking to leverage short-form videos for effective knowledge dissemination in emerging markets.