Want to make an impact with short-form videos? You are not alone. GWI reports that almost half of internet usage is spent watching short-form videos.
Standing out from the crowd is now more important than ever. Here are some tips on how to include unique and compelling content for short-form videos in your marketing strategies — and capture your audience.
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What is short-form Video?
The term short-form video is used to describe video content between the lengths of five and ninety second. Short videos are meant to be digestible, quick content that viewers can easily consume while scrolling through their social media feeds.
Examples of short-form video include TikTok, Instagram Stories, YouTube shorts and Snapchat Spotlight.
@hootsuite
Working from home in Style
#wfh #smm #socialmediamanager #corporatemillennial
Original sound – Hootsuite
Why are short-form videos so popular?
Short-form video is not a new concept. Vine, the 2012 short-form app that introduced the format, was a pioneer. What started out as a niche app has evolved into something bigger, with tech giants such as Instagram, TikTok and YouTube catering for short attention spans by launching their own short-form videos.
TikTok, according to data.ai, is the number one app for consumer spending. Instagram, Snapchat and YouTube are not far behind.
Source: Hootsuite
Similarly:
Snapchat users recently spent more time watching Spotlight videos. YouTube shorts have 30 billion views (!) Daily views on YouTube are 30 billion (!)
Whoa.
The rise of short-form videos is partly due to their accessibility and engagement. Creators can convey their message within a short time frame of 15-30 second videos, allowing viewers to consume the content while on the move.
Wyzowl data shows that 73% prefer short videos to learn about a service or product.
Users can share and watch short-form videos on any device. This makes them more accessible and popular. Viewers can engage with content in a variety of ways, whether they are watching YouTube videos or sending Snapchat stories while on the subway.
The production of short-form videos is generally inexpensive and simple, and it requires little effort. You only need a smartphone, and an idea. Hosting platforms such as TikTok, Instagram and others are free.
Platforms are tailored to the user’s interests. TikTok’s algorithm recommends videos based on the content users enjoy watching, while Instagram’s Explore page allows users to discover new content aligned with their interests. The focus on personalization keeps viewers interested in your platform and content.
Short-form video is popular for a few reasons:
Social media algorithms encourage users to share content they like. Algorithms are easy to discover and spread. It requires minimal production costs
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13 short-form video best practices
Dive into short-form video marketing with these tips and best practices.
1. Use vertical content
Most short-form video platforms are designed for content to be viewed on mobile devices in a vertical format.
Vertical formats allow videos to take up the full width of a phone screen, creating a more immersive and engaging experience for the viewer.
On platforms like Instagram, TikTok, and Snapchat, users are used to scrolling through vertical feeds and will be more likely to watch your content if it’s in the same format. By contrast, horizontally-aligned videos can often appear small and difficult to view, resulting in lower engagement.
If you want to know the best sizes for content on every platform, check out our social media size guide
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A post shared by Emilse Mayer (@emilsemayer)
2. Hook your audience
Short-form video is just that: short. This means you only have a few seconds to capture your viewers’ attention.
Starting your video with a strong hook, through on-screen text, eye-catching visuals, or with a tantalizing story, can help draw your audience in and keep them watching.
The best types of short-form videos for marketing capture attention, evoke emotions, elicit action, and inspire engagement. Focus on creating an emotional narrative that will stick with viewers long after they finish watching.
@travly.world
Most Beautiful Places in Australia
#nature #adventure #explore #traveling *
@1amny (IG)
)
Sail – AWOLNATION
3. Trends are important.
The short-form video trend moves fast and the best content creators can keep up with the latest trends.
Do you see the same soundbytes or songs being used over and over again? You see the same filters, animations and visuals every day. These trends are attractive to audiences, so incorporating them in your videos will help you reach more people.
@olamide.modupe
My British fiancée when i brought him home for 1st time
In the UK, tax is included in the price and tipping is rare so he was shocked
Worsaaaaa –
Kae Da Don
4. Keep it short
The best short-form videos are under a minute long.
Platforms like TikTok report to WIRED Magazine the ideal video length is between 11 and 17 seconds. The same report also found that videos longer than 60 seconds can actually cause users to become stressed – yikes.
Hootsuite’s reporting shows that while Instagram reels are up to 90 second long, you should aim for between 7 and 15 second.
Here is a list of the ideal video lengths for all platforms that offer short-form videos:
YouTube shorts: 15 to 60 secondsSnapchat spotlight: 5-60 seconds @hannagetshire
Workdrama, #corporatetiktok, #corporatehumor and #quitmyjob are all hilarious.
Original sound – Selenagomez fans
5. Posting regularly
Short-form video marketing relies on consistency. Platforms such as TikTok, Instagram and Snapchat prioritize accounts who post three to five times per week.
Posting regularly keeps your audience interested and gives the platform algorithm plenty of content to choose when it surfaces videos. You will reach more people and develop a loyal audience.
Remember that quality is as important as volume. Post engaging and interesting content instead of posting low-quality videos every day. Spend some time on each video to create content that will be enjoyed by your audience.
6. Join forces with influencers, brands and relevant brands
Teaming up with relevant brands or influencers can be a great way to reach more people. Civic Science data found that 14% (18-24 year olds) reported buying products because a blogger or an influencer recommended it in the past six months.
Partnering with brands and influencers who have similar audiences to yours will help you reach a wider audience and create engaging content for short-form videos. Find influencers who have a similar audience and a track record of creating high-quality content.
Consider companies with similar values or complementary products when looking for brand partners.
Our complete guide explains the basics of influencer marketing.
@chipotle
It’s early @roblox. Grill our new Garlic Guajillo Steak on Roblox at the Chipotle to experience it in real-life before it is officially launched in restaurants. US & CAN only, 13+. Drops at 7am PT and 3pm PT, 9/13 and 9/14. 25K codes available. per drop. Terms: chip.tl/grill #roblox #robloxsim #chipotle #steak #steaktok
Original sound – Chipotle
7. Watermarks on video content should be avoided when posting videos online
Resourcing is one of the biggest barriers for brands and creators to produce short-form videos. Although a 15-second clip might seem easy to create, it takes time and effort.
Many brands choose to post the same video on multiple social media platforms. This can be a time-saver, but it is important to remember that recycled content — especially with watermarks — can harm your ranking on platforms such as Instagram.
Instagram has announced that it will begin prioritizing the original content on its platform in 2022. It could mean that recycled content is given less visibility and can hurt your overall reach.
Does this mean that you cannot cross-post? Not really. Visit our blog to learn how to remove TikTok’s watermarks, so that you can post cross-postings without being penalized.
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Instagram’s @Creators shared this post.
8. Showcase products in action
Showing your product in action is one of the best ways for brands to use short-form videos. If done right, explainer videos can help customers imagine how and why they will use a product.
Within a few seconds, you can showcase the product’s benefits, features, and testimonials. Show viewers how to use your product in everyday life, such as Vessi’s waterproof shoes.
See this post on Instagram
Vessi shared a post on Twitter (@vessi).
Consider using installation and setup videos for products that are more complex. You’ll find that your customers will be more appreciative of the videos and they will learn how to use your product better.
9. Take advantage of user-generated content
User-generated content (UGC) is a great way to increase the number of people who see your short-form content. You can use anything from testimonials, customer reviews and stories to videos showing your customers using your product.
You can build trust among potential customers by leveraging UGC. They will be able to see real-life experiences from people who have used the products or services you offer. This content can be shared on your channels to gain additional exposure.
In the same way, creating hype around product launches, promotions, and drops fits well with short-form video platforms. 79% of TikTok’s users like when brands create challenges, memes, and trends that they can participate in.
Offer free trials or products for the best TikTok Stitch and Duet videos. You can also hire a celebrity to promote your product, and then create a hashtag for it.
@shaq
#duet #shaqaroni Ayyye with @karaleighcannella
Ole girl was hitting that #shaqaroni. I got $$ for the most outstanding duet
Shaq-a-Roni – Shaquille O’Neal
10. Be authentic
Authenticity is the key to short-form video. Users like videos that are honest, sincere, and real.
Nielsen data found that 64% of TikTok’s users globally say they are able to be themselves on TikTok. Meanwhile, 56% say they have the ability to post videos that they would not post anywhere else. This sentiment doesn’t only apply to certain locales, languages or cultures.
Short-form video marketing is best when it highlights the person behind the brand and not the product or service. The production value of the video is less important than establishing an authentic connection with the viewers.
Show imperfections, behind the scenes content, and candid moments to increase relatability.
@jasonderulo
Do you want to see the results? @iamjesserichards #neverletyougo
Never Let You Go – Shouse & Jason Derulo
11. Be Funny
Humour plays a big role in platforms like TikTok. Not only is it entertaining to watch, but TikTok users will be 1.4x more inclined to purchase a product if the video is funny.
Humour can increase engagement and conversions. Avoid offensive content but do not hold back on incorporating current trends and cultural references to make your video unique.
@scrubdaddy
Is this a problem for you? Maybe. Do I care? No. #scrubdaddy #smile #cleantok #cleaningtiktok #americasfavoritesponge #meme #pedropascal
Original sound – TheVincentMottola
12. Accessible content is important
Social media accessibility is not a nice to have, but a must.
Your short-form videos should be accessible to people with disabilities. You should make sure any audio or text included in your video is optimized and accessible for viewers with hearing or vision impairments.
You can do this by adding captions and text over the video, or any other visual aids that will help viewers better understand the content. You should also focus on high-quality audio so that it can be clearly heard.
Here are some more tips for making short-form videos accessible:
Use trigger warnings if you use flashing content.
13. Include a Call-to-Action (CTA).
A clear call-to action (CTA), at the end, is essential for short-form video content. You can use this to tell viewers what to do next. It could be to subscribe to a YouTube channel or visit your website.
You can make your videos shoppable on social media platforms such as Instagram and encourage users to buy right away. You can add a link to a product in your video description or bio if you do not have the option of tagging a specific product. You can then maximize every view.
Add UTM tracking parameters if you use links in your bio. This will allow you to easily track the number of people who click on them and then make a purchase.
Video tools for short-form videos
When you have the right tools, creating and sharing short videos is simple. Here are our top choices.
dobe Premiere Rush
You’re amazed by the transitions, effects, and cuts you see on TikTok and YouTube? You want to know how to create them? Adobe Premiere Rush allows you to create high-quality, short-form videos without the need for a video editor.
Source: Adobe
Adobe Premiere Rush allows you to add transitions, titles, audio, speed adjustments, and colour corrections from the app. You can also export your creations to any social media channel using the ideal aspect ratio.
dobe Express
Adobe Express is the perfect solution for anyone looking for an easier way to edit videos on the move. Adobe Premiere Rush is more robust, but it’s great for quick and on-the go video creation.
Use the drag-and drop features and pre-loaded templates to create short videos. Add text, stickers, and animation to your videos for a special touch.
@adobeexpress
Do not make it harder than necessary to create a format such as talking videos! It’s as easy as… Value 3. Hook 2. CTA Please save this video and let us now if you find it helpful! #adobeexpress #videotips #contentcreatortips #videoformats #reelstips
Original sound – Adobe Express
CapCut
CapCut can be a great app for creating short videos. It’s owned by the parent company of TikTok so you can create viral content.
CapCut allows you to trim, merge, and add sound effects, stickers, and custom fonts to your videos. The app is also completely free. Visit our blog for more free video-editing tools.
@capcut
Use of overlays in #capcut #videoedit#cccreator#viral #fyp#tutorial
Original sound – CapCut
Hootsuite
Manually scheduling short-form videos can be a pain. Hootsuite is a great tool for automating your schedule.
Hootsuite lets you plan, post and track TikToks and Instagra videos, Reels and Stories and YouTube videos all in one place. Hootsuite allows you to schedule posts up to a year in advance, unlike many native scheduling tools.
Hootsuite’s robust analytics suite helps you to understand the performance of your content and make adjustments accordingly. It also supports multiple accounts so that you can manage your brands and channels from one dashboard.
Hootsuite allows you to create, edit and schedule short-form video content for any platform. Try it for free today
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