9th June 2022
When is the last time you came across a video on social media? Probably right before you landed on this page, correct?
Video content is without question one of the most influential mediums in the digital space right now and it’s only growing. From slow cooker recipes to try-on hauls of the latest Zara drop, or a day in the life of a total stranger, you won’t have to go far to find it. These short-form videos are taking social media by storm, particularly with the rise of TikTok and Instagram Reels.
Before we dive into understanding how brands can utilise short-form videos, we must understand the need for them.
It’s said Gen Z has an attention span of about 8 seconds, which is a few seconds less than millennials, who’s is roughly around 12 seconds. With this knowledge, it really is no surprise that short-form videos have experienced a surge in popularity in recent years, particularly when these generations tend to lead the way in terms of social media consumption and trends.
What is a Short-Form Video You Say?
Short-form videos are short and impactful videos that typically range from 10 to 60 seconds in length and are a way for brands to create, share and motivate consumers on social media channels. It gives them the opportunity to enter a fun and creative environment that appeals to a wide scale of users – captivating and engaging them along the way.
Why are Short-Form Videos Successful?
Shareability
There are various reasons why short-form videos are soaring in popularity as a marketing tool, with shareability being one of the main factors. In today’s world of social media, people are constantly sharing content that they deem entertaining or interesting and since videos are often more engaging than other types of content, they’re more likely to be shared.
Social channels like TikTok make it easy to upload and edit your videos on their platforms and with just a couple of clicks, you can share them to your other social media accounts too.
Relevance
Another reason why short-form videos have seen a surge in popularity is that they tend to be more relevant than other types of content. With videos, it is much easier to show rather than tell, which can be especially useful for explaining concepts or product demonstrations just to name a few.
Memorability
Studies prove that we are more likely to remember information that is presented in a video format rather than simply text or images. So this means, if you want your message or brand to stick in people’s mind then it’s time to seriously consider shifting your strategy to a video first focus.
Vertical V Horizontal
Although the likes of YouTube and watching content on the big screen does lend itself towards horizontal videos, for most social platforms like TikTok and Instagram you should be mainly focusing on creating content in a vertical format. Horizontal is probably seen as the ‘old school’ way of consuming videos but with everything, this has evolved over time.
Studies show that more than 75% of video viewing is on mobiles and that smartphone users hold their phones vertically about 94% of the time. If people on their phones is the target audience you want to reach, then make sure you are giving them content in the most easily consumed way possible.
Authentic
The authenticity and immediacy of your video content carries more weight than big production budgets and polished content in today’s social media. It’s about not overthinking it, over producing it or over-rehearsing it. For people to ‘buy in’ to your content it needs to be genuine, yes it can be planned and strategic, but it must resonate with your audience. It’s more important to actually get the camera out and start filming those short snippets than it is to have picture-perfect, slick videos. Don’t forget, video is an opportunity for informal, direct and genuine storytelling which can have people buying into your brand a lot quicker and easier than static imagery.
Just for the Big Guns?
Definitely not! Small businesses are recognising the value of short-form video and incorporating it into their marketing strategies, particularly those with a younger audience, as they are noted to be the toughest to reach. (Remember I told you about the short attention span? Yeah, those guys!)
To harness the power of short-form videos, creativity and authenticity must shine through to truly captative and immerse audiences. Brands can spend money in this area, but if they do not thoroughly understand their target audience, the authenticity will be lacking and could limit their growth prospects.
It’s safe to say, short-form video content is here to stay. If you need help in kickstarting short-form video content into your marketing strategy, get in touch with the MCE team today!
By Alanna Slane