Online videos have become increasingly popular. The global popularity of watching videos has skyrocketed in recent years. Individual internet users in 2022 spent an average of 1 hour and 40 minutes per day watching videos, based on data compiled by InVideo. In conjunction with the 2020 implementation of COVID-19 lockdowns, TikTok provides an ideal environment for the ubiquitous consumption of short, entertaining, and educational videos.
The definition of a short-form video.
According to a 2022 research on video marketing published on the HubSpot Blog, marketers generally agree that short-form videos are between 31 and 60 seconds long. The definition of “short form” can vary depending on the medium, as noted by Brandon Sanders, a former digital marketer at HubSpot Academy. Because of the popularity of apps like TikTok, Reels, and Vine, “short-form video” is trending toward shorter lengths of time (60 seconds to two minutes), as he put it.
Because YouTube videos are typically lengthier and more in-depth, I believe that the “sweet spot” for viewing them is around 10 minutes. Therefore, TikTok and other rapidly expanding short-form platforms are the norms for short-form videos, whereas Youtube is the exception.
Where do you see short videos fitting into your overall content plan?
According to research from Wyzowl in 2020, video material is shared at twice the rate of other types of media. It also discovered that 84% of consumers were persuaded to purchase a brand’s product or service after watching a promotional video. As a result, we know that video is rapidly becoming a cornerstone of content marketing strategies for all major brands.
The evidence (collected from the HubSpot Blog’s 2021 social media trends study and 2022 video marketing forecast) speaks for itself when we narrow our focus to short-form video.
Short-form content is unrivaled when it comes to generating leads and keeping readers interested. In 2022, the short-form video will surpass all other content formats regarding marketing spending. Almost half (47%) of the marketers polled agree that shorter videos have a higher viral potential.
According to the poll, 54% of marketers said their organizations use short-form films. According to Sanders, creators now have a new and exciting platform to share their work through short-form videos. He said that people’s attention spans were decreasing because of the proliferation of social media. If you want to get ahead of the competition and keep your audience interested, using the power of short-form content is a must.
Another distinguishing feature of short-form videos is their tendency to reflect cultural trends.
For example, TikTok is driven by user-created dances, songs, and social challenges. Brands typically have to get in on the action to make it to the “For You” tab on TikTok, the equivalent of Instagram’s “Explore” page. Former HubSpot senior content strategist Amanda Zantal-Wiener advises prioritizing your audience when trying out any novel approach or medium.
She summarized the issue by asking, “Which channels are your audiences using, and for what purpose?” So, the question becomes, “Which channels are the best fit for this kind of short-form content for your company?” Because of this, you can make humorous or otherwise light-hearted short videos that go well with your brand’s tone and style. It is advisable hire mobile app developers from india.
The Value of Short-Form Videos
Short-form video content is a great method to get ahead of the competition and flourish in this era of rising social media marketing and audience engagement. The following data on short-form video should convince you of the value of this medium for marketing your brand.
Favored by the public: Seventy-three percent of consumers in today’s fast-paced culture prefer watching short-form video material to learn new information.
Used for Product Information: In addition to being hip and convenient, short-form video material is preferred by 72% of viewers as a means of learning about a brand-new service or product.
Increase your return on investment by You can increase your return on investment and your audience’s dwell time by using the fact that data show that 30% of all short-form videos are seen, and 81% are watched till the finish.
Optimal for the Marketer: Research shows that 36% of marketers intend to increase spending on this type of video content, while 45% are developing plans to include short-form videos in their marketing strategies for the first time.
With more and more marketers planning to create such content and better engage their audience, it is expected that this short-form video content format for presenting information about your company and its items will grow higher on the market with time.
Short-Form Video Production Guidelines and Advice
Short-form material used to be aimed at consumers looking for enjoyment, but now it may be tailored to serve other purposes, such as boosting brand awareness. Therefore, consider including short films in your content marketing approach. Following are some recommended procedures and advice.
- Always think about who you’re writing for first.
First and foremost, you should think about who you’re writing for. Find out which channels your clients and buyer profiles prefer and why they utilize each. Putting this method to use will point you in the right direction.
You can use any of the following successful styles of short-form video for your business, whether you’re seeking the appropriate fit for a specific campaign or not sure what would serve your company best.
- Branding Obstacles
Challenges to creating brand videos are exciting, creative, and interesting. You can invite people you don’t know to participate in the challenge and expose your brand to a new audience. These types of viral challenges are very popular among fans.
- Customer Reviews
Focusing your short-form movies on positive client experiences is a great way to add social proof and establish trust in your business.
- Hint Ads for a Future Product or Event
Create anticipation and excitement for upcoming content or purchases by providing a sneak peek.
- Written or created by a user.
Make advantage of user-generated material (UGC) verified as genuine. Promote your business by having satisfied consumers spread the word.
- Examples of How to Use the Product
Showcase your products and discuss their characteristics and advantages. Give casual glances into the process of using your product or service. In other words, remove the mystery and set their expectations accordingly.
- The Making of
Customers and potential customers will feel more connected to a brand if behind-the-scenes footage is available. Give customers a glimpse into your company’s background and culture.
Short-form videos like these can help modern consumers feel more connected to the products they buy.
- Videos that explain, inform, or educate
Short-form educational, instructive, or explanatory videos rarely bomb.
Tips on how to pack, new ways to wear a scarf or anything else that pique your audience’s interest make for great video content. Video responses to frequently asked questions, live coverage of events, and in-depth interviews are other viable options.
3. Keep It Brief
Short-form content thrives on succinctness. Avoid boring your audience and highlight the practical application of the knowledge by conveying a straightforward idea.
4. Pick and pick which traits to follow.
Short-form videos of popular culture trends are epic. Music, dance, and social challenges can all be found in the popular app TikTok. Think about your brand and your audience before deciding which platform to use. You should also figure out how to make yourself noticeable in these emerging cultural contexts.
5. Verify Coherence with Brand and Content Approach
Examine each video to ensure it follows your brand’s standards and content plan. Don’t strive too hard; put your energy into being genuine. Strive for moderation between your wants and the latest fads.
6. Create Professional-Level Videos.
The production value still matters even if your film is only a few seconds long. Don’t be in a rush, and make sure the final product is of high quality.
7. Sense Emotions
Make videos that people can relate to emotionally, and they’ll be more likely to spread the word. Try employing more compassionate advertising methods to expand your fan base and win over more converts.
8. Know Your Platform’s Requirements
Be familiar with the platform-specific video requirements before beginning production on short-form videos.
9. Think about Including Captions
Many viewers of online videos don’t have sound on, so captions could help get your message over to a wider audience.
10. View Succeeding Videos
Find out which videos have been popular on each platform. You may learn much about your potential readers and adjust your material accordingly.
11. Monitor Key Performance Indicators
You can gauge the efficacy of your films by keeping tabs on relevant indicators.
Factor in metrics like total views, interaction rate, social shares, clicks, and sales. Apply what you’ve learned to the production of future videos.
Given its ever-increasing popularity, marketers can barely afford to ignore the potential of video content. You can utilize them strategically to expand your brand’s presence on social media and other online platforms. Short-form content films posted to sites like TikTok, Instagram Reels, and YouTube Shorts are particularly effective at generating buzz, showcasing your brand, and drawing in new clients. Try out one of these live video formats to see if you can attract even more people.