The Impact of Short-Form Video in Modern Marketing
Short-form videos are currently dominating online engagement, with GWI reporting that nearly half of all internet activity involves watching videos.
However, with the increasing number of people joining the short-form video trend, it's crucial to stand out. Here are our top tips for integrating unique and captivating short-form video content into your marketing strategy to engage your audience effectively.
Defining Short-Form Video
Simply put Short-form Video Content ranges from five seconds to ninety seconds in length. These videos are meant to be quick and easy for viewers to consume while they browse social media or other platforms. Examples include TikTok clips, Instagram Stories and Reels, YouTube Shorts, and Snapchat Spotlight and Stories.
The Rise of Short-Form Video Popularity
The concept of short-form video isn’t new. Vine, a short-form video app launched in 2012, was an early innovator in this space. What began as a niche platform has expanded massively, with major tech companies like Instagram, TikTok, and YouTube developing short-form video features to cater to users' short attention spans.
Notable Statistics:
TikTok: Currently the most downloaded app globally and ranks number one in consumer spending, according to data.ai.
Instagram: 91% of users watch videos daily.
Snapchat: Recently saw a 55% increase in time spent watching Spotlight content.
YouTube Shorts: Receives 30 billion daily views worldwide.
The surge in popularity is partly due to short-form video being more accessible and engaging than ever. With average video lengths between 15-30 seconds, creators can quickly convey their message, making it easy for viewers to watch content on the go with minimal commitment.
Wyzowl's data shows that 73% of consumers prefer short-form videos for learning about a product or service.
Short-form videos can be viewed and shared on any device, enhancing their accessibility and popularity. Whether it's sending Snapchat stories on public transport or watching YouTube Shorts in a waiting room, viewers can access and engage with content anytime.
Additionally, short-form videos are generally inexpensive and easy to produce, requiring just a smartphone and a good idea. Platforms like TikTok and Instagram are free to use, further reducing the barrier to entry.
These platforms also tailor content to user interests. TikTok’s algorithm, for instance, suggests videos based on user preferences, while Instagram’s Explore page helps users discover new content aligned with their interests. This personalization keeps viewers engaged with the platforms and your content.
In summary, short-form video content is popular because:
It's easy to create and share.
It can be viewed conveniently on the go.
Social media algorithms promote content based on user preferences.
Discoverability and virality are enhanced by platform algorithms.
It requires minimal production costs.
Essential Tips for Short-Form Video Marketing
1. Utilize Vertical Formats
Most short-form video platforms are optimized for vertical content, designed for mobile viewing. Vertical videos utilize the full width of a phone screen, offering a more immersive experience. On platforms like Instagram, TikTok, and Snapchat, users are accustomed to vertical scrolling, making vertically-aligned content more engaging.
2. Capture Attention Quickly
Short-form videos require immediate engagement. Start with a compelling hook using on-screen text, eye-catching visuals, or a captivating story to draw viewers in and keep them watching. Aim to evoke emotions, inspire action, and drive engagement within the first few seconds.
3. Stay on Top of Trends
Short-form video trends evolve rapidly. Keep an eye on popular sound bytes, songs, filters, animations, and visuals. Incorporating these trends into your videos increases the likelihood of reaching a broader audience.
4. Keep Videos Brief
When it comes to social media videos, striking the right length is key for capturing and retaining audience attention. Each platform has its own sweet spot for video length, tailored to optimize user engagement. Instagram, for instance, favors succinct content, with feed posts and Reels ideally clocking in at around one minute or less. On the other hand, TikTok thrives on brevity, with videos typically ranging from 7 to 15 seconds to captivate viewers swiftly.
But here's a tip: while short-form videos reign supreme, keep an eye on TikTok's recent forays into longer content, testing videos up to 10 minutes long. While the shorter clips are still the norm, this experiment hints at potential shifts in user preferences, so staying adaptable could be the key to future success in social media video marketing.
Instagram Feed & IGTV: Up to 1 minute (15 minutes for verified accounts)
Instagram Stories: 15 seconds per slide (maximum of 7 slides)
Instagram Reels: 15 to 60 seconds
Facebook: Less than 1 minute for viral content, 3+ minutes for episodic series and live streaming
TikTok: 7 to 15 seconds
Twitter: Around 44 seconds
YouTube: Around 2 minutes for viral attention, 10 minutes minimum for monetization
LinkedIn: Max 30 seconds
Snapchat: 7 seconds for regular posts, 3 to 5 seconds for ads
Pinterest Video Pins: 6 to 15 seconds
Pinterest Stories: Up to 60 seconds
5. Post Consistently
Consistency is crucial in short-form video marketing. Platforms like TikTok and Instagram favor accounts that post three to five times a week, while Snapchat suggests multiple daily posts. Regular posting keeps your audience engaged and helps algorithms surface your content, expanding your reach.
6. Collaborate with Influencers and Brands
Partnering with influencers or relevant brands can significantly expand your reach. Data from Civic Science indicates that 14% of 18 to 24-year-olds have purchased products based on influencer recommendations. Choose influencers with a similar target audience and a strong track record of high-quality content. For brand partnerships, look for companies with complementary values or products.
In the last half-year, have you made a purchase based on a social media influencer's or blogger's recommendation or promotion?
7. Avoid Watermarked Content
Reposting the same video across multiple platforms can be tempting, but avoid using watermarked content. Instagram, for example, prioritizes original content, and recycled content with watermarks may receive less visibility. Use tools to remove watermarks from TikTok videos to cross-post without penalty.
8. Showcase Products in Use
Short-form videos are perfect for demonstrating your products in action. Explainer videos help potential customers visualize product usage, building anticipation. Highlight features, benefits, and testimonials within a few seconds to educate and engage viewers effectively.
9. Leverage User-Generated Content (UGC)
Using user-generated content (UGC) in your marketing strategy offers numerous benefits. Firstly, it enhances authenticity, as UGC reflects genuine experiences and opinions from real customers, fostering trust among potential buyers. Secondly, UGC helps build brand loyalty by involving customers in the brand community, encouraging engagement, and creating a sense of belonging. Additionally, UGC serves as powerful social proof, showcasing real-life examples of satisfied customers using your products or services, which can influence others to make a purchase. Moreover, UGC is cost-effective, requiring minimal investment compared to traditional advertising or influencer partnerships. By leveraging UGC, brands can expand their reach, drive engagement, and increase conversions while creating meaningful connections with their audience.
4 Key advantages of Using user-generated content (UGC):
UGC enhances authenticity and builds trust.
It fosters brand loyalty and community involvement.
UGC serves as compelling social proof.
It's a cost-effective strategy for expanding reach and driving conversions.
10. Embrace Authenticity
Authenticity is key in short-form video content. Users are drawn to videos that feel genuine and sincere. Highlight the human side of your brand with behind-the-scenes content and candid moments. Focus on creating an authentic connection with viewers rather than high production value.
11. Incorporate Humor
Humor is a major draw on platforms like TikTok. Humorous content creates positive associations with your brand, increasing engagement and conversions. Avoid offensive content, but don't shy away from current trends and cultural references to make your videos stand out.
12. Ensure Accessibility
Accessibility is essential in social media. Make sure text and audio are optimized for viewers with disabilities. Include captions, text overlays, and visual cues to ensure your content is accessible to all. Follow WCAG 2.1 guidelines for best practices.
13. Include a Call-to-Action (CTA)
No short-form video is complete without a clear call-to-action. Direct viewers to the next step, whether it’s subscribing to a channel or visiting your website. Utilize shoppable videos and add purchase links in bios or descriptions to maximize conversions.
Tools for Creating Short-Form Videos
Adobe Premiere Rush
Adobe Premiere Rush is perfect for creating high-quality short-form videos with professional transitions, cuts, and effects. Customize titles, adjust speed, and use color correction techniques within the app, then export to any social channel with the ideal aspect ratio.
Adobe Express
For quick, on-the-go editing, Adobe Express offers preloaded templates, themes, drag-and-drop features, and video resizing capabilities. Add text, animations, and stickers to give your videos a unique edge.
CapCut
CapCut, owned by TikTok's parent company, provides tools for creating viral content. Trim and merge clips, add sound effects, custom fonts, and stickers—all for free. It’s an excellent option for impressive short-form video creation.
By following these tips and using the right tools, you can create engaging and effective short-form video content that resonates with your audience and enhances your marketing strategy.
conclusion
In conclusion, the landscape of content consumption is ever-evolving, and staying current with emerging platforms like TikTok is crucial. While short-form content continues to dominate, TikTok's exploration of longer videos underscores the need to adapt. Understanding these shifts and embracing new formats can help marketers remain relevant and effectively engage evolving audience preferences.