An effortless browse on your Facebook, Instagram, or TikTok accounts can easily grab your attention and lead you into a rabbit hole of eye-catching short-form videos. These videos are essentially snappy and comprehensive enough to catch anyone’s attention, introduce a brand, and motivate viewers to take action.
When short-form video hosting platforms like TikTok, Instagram Reels, and YouTube shorts exploded in popularity over the last three years, marketing teams have also started to use such platforms as crucial tools for promoting businesses and services. Short-form videos are still on the rise today as 85% of internet users watch videos online.
Different from the typical half-hour-long YouTube video advertisements, short-form videos usually take a few minutes or even less. For instance, TikTok started as 15-second clips, but grew to one-minute clips, and eventually to a 3-minute length, and is still known for short-form videos. Other platforms offer a limited length of videos, such as Thriller, which used to be a music-sharing app, that only capped its content to 60 seconds, same with Instagram Reels.
Continue scrolling on this article as we will explore how short-form video can be a key to marketing success.
What is the Short-Form Video Marketing Strategy?
Essentially, short-form video marketing uses videos that are between three to ten minutes long to promote a product, business, or brand. It’s a creative tool to reach and engage potential customers, and eventually garner views. A combination of mobile and desktop publishing applications is crucial to creating this marketing form.
Benefits of Short-Form Video Marketing
Short-form video marketing is a cost-effective way to promote your brand while developing an easier way to connect your businesses with consumers.
Aside from short-form videos that are easier to absorb than traditional long videos, it also features text overlays among other creative ways to enhance the content.
It will also save your time from using intricate video-editing software that requires high-specification devices and an updated operating system.
Examples of Short-Form Video Marketing
1. Brand challenges
With over 91 million users in the U.S. alone, Tiktok has become one of the leading social media platforms during the first year of the pandemic. Videos on this platform became appealing because of the sense of community that they established. Shared experiences allow users to connect with each other, which is crucial in the midst of months of isolation due to the pandemic.
Additionally, some of the most popular trends included “challenges”, wherein popular brands tasked users to share their videos around a certain theme.
2. Behind-the-scenes content
Taking your customers behind the scenes of your product further creates a more authentic, humanizing, and transparent connection. Sharing videos that show how your products are made, or as simple as featuring your employees, can highlight your brand’s humanity.
Some users have mastered this technique by creating videos of unboxings and tutorials that engage viewers.
3. How-to and educational content
Educational videos are undeniably the easiest way to start short-form video marketing. It gives your audiences relevant information about your products or services. Same with behind-the-scenes videos, it can promote your team members and employees effectively. There are many types of educational videos. For instance, a perfume brand can show viewers when’s the appropriate occasion to use a particular model. A make-up brand could give a cat-eye tutorial. While a food manufacturer could share a special recipe.
The essence of educational videos is to establish trust by offering helpful tips rather than mere promotions.
4. User-generated content
There’s nothing more effective short-form video content than the one that’s produced and shared by real customers. Studies have shown that user-generated content (UGC) is way more powerful than the traditional advertising method. UGC also receives 28% higher engagement rates than typical brand posts.
There are many ways to generate UGC videos. One is by working with an established social media personality or an influencer who would promote your product or brand to his/her huge followers online.
Leverage on Short-Form Videos
As many people are using phones for entertainment and for daily lives, short-form videos are becoming increasingly crucial to the marketing world. Although the popularity of video is not something new, it has become an effective tool for marketers to connect their products or services to a wide array of users in various social media platforms.
But like any other marketing strategy, the secret to short-form video success is having the right knowledge of the current trends, your brand’s style, and your target customers. If it’s done right, short-form videos can efficiently reach current and future clients.
Allow us to help. We are experts in creating captivating short-form videos that could deliver your brand’s message across the internet quickly and effectively. Contact and see us today!