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Frequent reels that have gained immense popularity on platforms like TikTok, Instagram, and YouTube, significantly reduce attention span and impairs academic performance.  This study investigates the impact of frequent exposure to short video reels on undergraduate students' attention span and academic performance, assuming that attention span plays a critical role in student engagement, learning retention, and academic achievement. Using a quantitative research design, this study examined the relationship between short-form video consumption on social media platforms and students' attention span, as well as its potential effects on their academic performance. A sample of 150 students was chosen through convenience sampling method, comprising undergraduate students at University for Business and Technology (UBT), Kosovo. The study utilized a correlational research approach, where the variables of interest—reel consumption, attention span, and academic performance—were measured and statistically analyzed to determine the strength and direction of their relationships. The results suggest that teaching methods can mitigate the cognitive overload caused by short media consumption. Additionally, future research should investigate long-term impacts and intervention strategies. Recommendations include incorporating interactive and multimedia teaching strategies to engage students. Limitations include reliance on self-reported data and the short duration of the study.