Content Used to Be King – Now It May Be (Specifically) Short-Form Video Content

Consumers' online attention spans are getting shorter.

As a former English professor-in-training, language has always been my preferred method for engaging the world. However, as a marketer heading into 2025, I must yield somewhat to the branding power of video. And, in particular, to short-form video content. Why?

• Online attention spans are getting shorter
• Engagement rates for short-form videos are demonstrating power
• Well-known brands are leaning into short-form videos

So What’s Up with Short-Form Video?

It’s also clear that social media platforms have adapted. TikTok kicked things off seven years ago, which led to other social platforms to recognize the power of short-form video content and follow suit.

• TikTok launched internationally in September 2017 by the Chinese company ByteDance, retaining the short-form video format (up to 15 seconds) that drove the tool’s native release the previous year under the name Douyin.
• Instagram Reels launched in August 2020 to capture interest in short-form video and has since continued to add features such as editing options and integrations with Instagram’s other tools, increasing its value.
• YouTube Shorts launched its global beta rollout in March 2021 (following a beta launch in India the previous fall) to compete with TikTok and became fully available that summer. As with Instagram Reels, YouTube integrated Shorts into its broader platform, allowing users to leverage audience, content and analytics capabilities. ?

Attention Spans and Lifestyle Preferences

Consumers’ online attention spans have been getting shorter. A 2015 study by Microsoft claims users’ attention spans are as short as 8 seconds. Though the study has not been accepted by all, some marketing leaders are referring to the study by way of explaining that we now have a shorter attention span than that of a goldfish.

Short-form video is well-suited for quick consumption by easily distracted individuals on mobile devices, which many owners engage while they are on the move—checking out their phones sitting at a coffee shop, scrolling during a few transitional minutes at home between tasks or sitting in their car at a red light.

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Short-form videos work well for these modern-day behaviors. As our lifestyles evolve, so do our content consumption preferences. ?

So How to Maximize the Value of Short-Form Video Content?

Given the increasing popularity of short-form video content, how can business owners and marketers identify all value points to take advantage of with this format?

• Out with the old; in with the new. Brands that are used to operating with more traditional marketing techniques can achieve exposure and positive feedback from a newer audience, especially Gen Zers, to build a sustainable base for the next generation of clients. A short service or product demo or thought leader sharing valuable insights are great vehicles for increasing engagement. ?
• Measure engagement rates. The social platforms for short-form videos mentioned above provide analytics tools to let business owners and marketers understand which content they are publishing is most engaging with users. This provides two-fold benefits: measuring brand exposure and identifying which type of content would be most advantageous to publish in the future (given historical consumption rates.) ??
• Avoid high marketing costs. Short-form video content does not require slick, expensive video production to be effective. A smartphone, some creative content ideas and some editing tools and skills are all that are needed to take advantage of this popular content format. Vidyo.ai, Descript, Adobe Firefly and Pictory are some popular video creation and editing tools to consider.

So given the popularity of the short-form video format, what are some popular content ideas to consider? ??

Short-form video content does not require slick, expensive video production to be effective. A smartphone, some creative content ideas and some editing tools and skills are all that are needed to take advantage of this popular content format.

Content Innovations and New Trends

• Micro-learning videos. These short video clips (which can be as long as several minutes) provide education or training in a bite-sized format, fitting nicely into the busy lifestyles or DYI preferences of consumers searching for knowledge on particular topics.
• Thought leadership videos. The educational nature of thought leadership videos is like micro-learning videos but showcases expertise a consumer likely can’t do on their own—think financial planning or legal services. Nevertheless, concise clips providing an analysis of industry trends, case studies and top-level best practices create a valuable opportunity to engage potential customers.
• Interactive videos: Interactive short-form videos feature elements such as polls, clickable links including purchase opportunities and question-and-answer sessions providing direct interaction options for consumers. These can increase engagement and real-time shopping experiences.

From the Kovacs Communications blog: 5 AI Writing Tools to Improve Content Creation and Development

To wrap up this introductory newsletter on short-form video content, it is also important to note that these videos offer viewers the ability to like, comment and share, providing an invaluable feedback process (mentioned briefly above in the "Measure Engagement Rates" section) that informs the overall success of your video marketing campaigns.

Next week, we’ll examine some popular video tools and best practices for creating short-form videos.

Happy Thanksgiving!

Are you a solo practitioner, a small accounting firm or the division leader at a larger firm struggling with your content to drive growth strategies? The Marketing Strategies 4 Growth newsletter offers weekly insights generated from nearly 20 years of professional services marketing experience. Subscribe here or visit the Kovacs Communications website for additional insights. I specialize in delivering high-impact writing and marketing solutions to get professional services firms unstuck and back on course for growth.

Joe Kovacs, APR ([email protected])

www.kovacscommunications.com

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