Short-Form Videos: Why They’re Invaluable In Your Marketing
Updated on: 27 May 2022
Pioneered by the now nearly forgotten Vine platform, short-form videos have quickly gained worldwide popularity as platforms like TikTok, YouTube Shorts, and Instagram Reels continue to grow by the day. Unlike the traditional YouTube videos, which may range from less than or equal to ten minutes to an hour-long, short-form video content only takes around a couple of minutes to a few seconds to watch.
When TikTok (the social media platform that skyrocketed the short-form video format to global renown) initially launched, users could only upload videos that were 15 seconds long maximum. This has been extended to up to 3 minutes, but they still classify as short-form videos. Other platforms have varying rules regarding the length of these videos, with the likes of Instagram Reel only allowing a 60-second length while Twitter sets their limit to 2 minutes and 20 seconds, for some odd reason.
However, it is important to note that the power of short-form videos lies not in their length but more so on how you use them. Successful short-form marketing videos typically have something in common: they are fun to watch. Think music and audio clips, memes, dancing, bright colours, or a combination of all. They focus on the shared experiences of the target audience and foster a sense of community. Some even add humour to capture the users’ attention.
Due to their short length, these types of videos are designed to be enjoyed while scrolling through your social media feeds. And so, if you want your brand, products, or services to get featured on these platforms’ ‘featured’ tab, you will have to get in on the short-form video craze and join in on the fun.
How Your Brand Can Leverage Short-Form Videos
With more and more creators pushing content onto social media platforms, the attention span of consumers is becoming shorter and shorter. This puts pressure on brands to create content that catches people’s attention immediately lest they move on and continue scrolling. Short-form video marketing is an excellent solution to this pressing issue.
These videos let consumers absorb more information and decide if a brand or its products are worth looking more into. Furthermore, they convey a message that feels more personal as they are made in such a way that they seem to address the person watching directly.
The numbers also back up these claims as a Wyzowl report states that 84% of consumers were convinced of buying a brand’s product or service through their videos. Moreover, people share short-form videos twice as much compared to other types of content. As such, more and more brands are jumping in on the trend of incorporating short-form videos in their social media marketing campaigns.
This is shown in HubSpot Blog’s 2022 Marketing Industry Trends Survey, where more than half of the brands already using short-form videos are looking to increase their investment this 2022. A different survey from Wyzowl states that 79% of those who have yet to use short-form videos will incorporate it into their marketing this year.
Tips on Adopting Short-Form Videos Into Your Strategy
Although there is compelling evidence to join in on using short-form videos for your marketing, it is crucial to take a step back first and see if they are suitable for your team and your audience. While popular, these videos are generally most effective on young consumers, specifically Gen Z-ers who spend around 3 hours minimum watching online videos a day.
With that in mind, if you have determined that short-form videos will benefit your brand greatly, here are a few tips on how to get started on making such content.
1. Focus on authentic and educational content first, not on selling
Short-form videos are not about selling but connecting and building relationships with your target consumer. Thus, prioritise providing valuable and educational content like product demos, how-to videos, and use cases. While these may seem ‘dry’ from a marketing standpoint, the truth states otherwise as users on social media platforms seek such content. Your audience can feel more connected to your brand by pushing authentic content that gives something valuable, especially if you let them see its honest and unpolished side. Over time, when your audience needs to make a purchase decision, they will remember your brand and choose your offerings instead.
2. Make tailored content for the platforms you choose
Unfortunately, pushing the same content and message on all platforms is ineffective today. Consumers expect brands to tailor strategic content for their platforms, so do customise your videos wherever you wish to publish them. For instance, a video made for TikTok will not perform as well as a TV commercial, and vice versa.
3. Be quick and thoughtful when engaging with the latest trends
If you want to capitalise on the latest trends on TikTok, be sure to do so quickly and publish them as soon as possible. To remain relevant, do not waste time making it perfect or nitpick every detail. Trends have a short life cycle and may fade overnight. Thus, if you put out your video too late and the trend you wished to jump on goes out of style, the video loses all its marketing value, and your brand may appear disconnected from your viewer’s habits and preferences.
Conclusion
As one of the leading content marketing trends of 2022, short-form videos have proven to be a vital asset for brand marketing and are here to stay for the long term. With these videos, brands can more easily connect with their audiences in a fresh and relevant way. Digital marketing in Indonesia is no longer just about promoting products and services. By building connections and fostering trust among buyers, brands can increase customer engagement and instil deeper brand loyalty.