As the number one social media format, it’s no wonder that 44% of marketers use short-form videos in their marketing content. With platforms like TikTok, Instagram Reels, and YouTube Shorts, short, engaging videos are a great way to grab people’s attention, make a brand stand out and get more people involved.
However, with so many people jumping on the short-form video content marketing bandwagon, standing out is more important than ever. So, if you’re looking for ways to create unique and compelling content, you’ve come to the right place. This article explores what short-form video content is, how to create good video content and the marketing strategies you need to know to tower over your competitors.
What is Short-Form Video Content?
Short-form video content refers to brief, engaging videos that typically last between 5 and 90 seconds. This type of content is intended to capture the viewer’s attention quickly and convey a message or story in a concise and impactful way.
Short-form videos are especially popular on social media platforms like TikTok, Instagram Reels, and YouTube Shorts, where quick, easily digestible content aligns with the fast-paced browsing habits of users.
The How and Why of Short-Form Video’s Success
The appeal of short-form video lies in its ability to engage audiences with compelling, to-the-point storytelling, often leveraging creative visuals, catchy music and snappy editing to make an impression within a limited timeframe.
This format is highly adaptable and can be used for a variety of purposes, including entertainment, education, brand promotion and user engagement. Its effectiveness in today’s digital marketing landscape is attributed to the growing preference among internet users for content that is quick to consume yet memorable and shareable.
Here are some things that make short-form video content marketing so successful:
- Easy to watch and share: A Wyzowl report found that people share short-form videos at twice the rate than any other form of content.
- Free and easy to produce: Short-form video content is generally easy and cheap to produce; all you need is a smartphone. Plus, TikTok and Instagram are both free to use.
- Prioritised by the algorithms: Social media platforms like TikTok and Instagram Reels push short-form video content. TikTok’s algorithm suggests videos based on what users like to watch, and Instagram’s Explore page helps users discover new short-form videos that align with their interests.
- Preferred format: A Wyzowl report has found that 73% of consumers prefer to watch short-form videos when learning about a product or service.
Tips for Creating Engaging Short-Form Video Content
Here are some tips on how to create good video content:
1. Use vertical content
Most short-form video content platforms, such as TikTok and Instagram reels, are designed in a vertical format for videos to be viewed on mobile devices. This is because vertical formats allow the videos to take up the full screen, creating a more engaging and immersive experience.
On social media platforms such as Instagram and TikTok, users are used to scrolling through vertical feeds and are more likely to watch your content if it’s in the same format. On the other hand, horizontally aligned videos are more difficult to watch, resulting in lower engagement.
2. Hook your audience
Since short-form video content is so short, you only have a couple of seconds to capture your viewer’s attention. Therefore, within the first three seconds of your video, you must have a strong hook through on-screen text, eye-catching visuals or a jaw-dropping story to capture the viewer’s attention and keep them watching.
3. Pay attention to trends
Just like you need to have a hook within the first three seconds of your video, the window of opportunity to jump on trends is just as short. When it comes to short-form videos, the best creators are the ones who stay ahead of the curve.
Are there songs or voice clips being used over and over? If so, they are probably trending. The easiest way to see if a sound or song is trending on Instagram is if there is a little arrow next to it. If the song or sound has less than 7,000 reels created with it, jump on it as soon as possible!
Audiences are drawn to videos that are trending, so incorporating trends into your content will increase the chances of your video reaching a wider audience.
4. Keep it short
Just as the name suggests, short-form videos are supposed to be short. In fact, it’s been reported that users on TikTok find videos over 60 seconds stressful. The social media giant has stated that the optimal video length sits between 11 and 17 seconds.
Instagram Reels can be up to 90 seconds long. However, a Hootsuite report found that a video between seven and 15 seconds is the sweet spot.
5. Be consistent
When it comes to short-form video content, consistency is key.
It has been found that TikTok and Instagram prioritise accounts that post between three and five times per week. Posting short-form video content regularly keeps your audience engaged and gives the platform’s algorithm enough content to choose from when suggesting your videos to potential viewers and followers. However, it’s important to keep in mind that quality is just as important as quantity. When you post your videos, ensure the resolution is good and actually offers quality information to your viewers.
Marketing Strategies for Short-Form Video Content
The three most popular short-form video content marketing platforms are TikTok, Instagram Reels and YouTube Shorts. So, how can you thrive on all three?
1. Know what works and what doesn’t
While all three social media platforms mentioned above prioritise short-form video content, it doesn’t mean that one video will work well on all three. Each platform has its own set of rules, preferred video formats and audience behaviours. Therefore, to thrive on all three, you can customise your videos for each platform to ensure they perform well.
2. Engage with your audience
It’s no secret that engagement boosts your video’s reach. Therefore, it’s important to respond to comments, encourage user interaction and create content that prompts users to participate, like challenges or questions.
3. Partner with brands and influencers
If you’re looking to extend your reach, partnering with brands or influencers can be extremely beneficial. Choose influencers and brands whose audience aligns with your target market for more effective collaborations.
4. Leverage user-generated content (UGC)
A great way to get more views on your short-form video content is to leverage user-generated content. This can be anything from customer reviews and testimonials to first-hand videos of your customers using your product. Not only does UGC engage your community, but it also provides you with additional content that can be shared on your channels.
5. Analyse and adapt
Use analytics tools to track the performance of your videos. Analyse what works well and what doesn’t, and adapt your strategy accordingly. Focus on metrics like engagement rates, view counts and audience growth.
Create Engaging Short-Form Video Content with Anchor
Are you looking to start creating short-form video content but don’t know where to start? Look no further than Anchor Digital.
Our social media and digital marketing experts stay constantly up-to-date with new trends and updates regarding short-form video content. Proven to increase views and audience growth, which can lead to an increase in sales, short-form video content marketing is a fantastic way to promote your brand, products or services.
Want to learn more about how we can help you succeed with short-form video content? Drop us a line today to get the conversation started.
