What Is Short-Form Video Marketing?

Videos and advertisements are becoming shorter and shorter as marketers are trying to fit their content into a quicker time frame. The goal of this content strategy is to help consumers receive the message by watching videos without boring them. Social media platforms such as TikTok, Instagram Reels, and YouTube Shorts all promote the use of short-form video content. Brands have taken notice of the interest in short-form video platforms and are adapting short-form video marketing into their overall digital marketing strategy.

What Is Short-Form Video Marketing?

In recent years, short-form video marketing has risen exponentially as it has the highest return on investment rate in comparison with all other social media marketing strategies. Consumers are looking for quick information which is why they are spending less time watching long videos. This makes creating short video clips with educational content tailored to a target audience a lot more viable and a cost-effective way of marketing.

While there is no universal amount of time that defines what a short-form video is, most video clips rarely exceed two minutes and 30 seconds in length. While TikTok allows up to three-minute videos, Twitter videos can reach up to two minutes and 20 seconds. On the other hand, YouTube videos are mainly long-form due to the length of the videos being around 10 minutes or longer.

Why Are Short-Form Videos More Effective?

With the rise in users generating content on social media, consumers are developing a shorter attention span and will move on if something doesn’t catch their attention immediately. However, short-form video marketing is a great way for brands to address this issue.

Short-form videos give consumers the ability to absorb more information before wanting to learn more about what the brand is offering. These types of videos also make the message feel more personal as the videos are made in a way that the individual in the video is talking directly to the consumer.

Short Form Videos for Your Marketing Strategy

More brands are using short-form videos for their marketing content because of the high success rate. Studies have shown that consumers share videos twice as much as any other form of content. The same studies show a high percentage of consumers will buy a service or product after watching a short-form video.

Social Media Trends

Consumers love following social media trends. The best example of this is TikTok, where users will follow trends with music, dances, and social challenges. This is a great way for brands to join in on the fun! Because trends are normally created by the users, this gives marketers a unique and innovative way to create content that is relevant but also entertains users.

What Goes Into Making a Short-Form Marketing Video?

Short-form videos are a viable way of marketing because they save time and money. Because the duration of the video is so short, these types of videos require fewer resources than creating long-form videos. While videos can be animated, most trends simply require an individual to explain a product or advertise the offerings within the parameters of a trend.

How to Create Effective Short-Form Video Content

Marketers can either make videos themselves or pay social media influencers to promote the offering to their community of followers. This practice known as influencer marketing is a great way to engage with unique customers within your target market.

In order to create the most effective video content for your brand, monitor trends that are growing and ask yourself where your brand could align itself along with the trend in order to be relatable to the consumer. These types of short-form videos are easy to share across all social media platforms and also reach a larger community of consumers within your brand’s target market.

With the right individual presenting the right idea that aligns with the right trend, your short-form content is sure to be a hit!

For more information, explore some of the top Video Marketing Errors

See how top brands engage with consumers on TikTok: Year on TikTok: Celebrating the brands that entertained and inspired our community in 2021

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