How to use short form video in digital marketing

Short -form video content has surged in popularity due to people's love for engaging, bite-sized videos that provide instant gratification. For instance, TikTok boasts over 1.5 billion monthly users, making it an excellent platform for marketers to connect and influence through video content.

While short-form video may not be ideal for every brand, it's perfect for those looking to showcase their personality and make bold moves to capture the attention of a younger audience. In 2024, TikTok introduced the concept of ‘creative bravery,’ encouraging content creation that combines curiosity, imagination, vulnerability, and courage to foster deeper connections within the community.

What is a short-form video?

Short-form videos are typically 5-90 seconds long, making them perfect for platforms like Instagram, TikTok, and YouTube, where users have shorter attention spans and crave instant gratification. These videos get straight to the point quickly, catering to viewers' desire for quick and engaging content.

While long-form videos are great for detailed explanations, how-to guides, or in-depth analysis, short-form videos aim to provide a quick and engaging experience. According to Influencer Marketing Hub, 96% of consumers prefer short-form content.

Despite their brevity, short-form videos need to tell a compelling story with a clear narrative. They often tap into current social trends to resonate with viewers, much like how AirBnB capitalised on the Barbie Dream House trend.

Practically speaking, the approach varies by platform. On TikTok, you might use a short caption and vertical video, while on Facebook, you could leverage its support for longer, horizontal videos. On Instagram, you might opt for a static picture post.

What platforms use short-form video content?

• Tiktok?
• Ig reels?
• Youtube shorts?

Ideally, you should be active on at least two platforms, but remember to consider the time and resources required. Here's a breakdown of each platform's strengths:

- For increasing reach, focus on TikTok.

- For driving sales, prioritise Reels.

- For boosting brand awareness and engagement, concentrate on YouTube Shorts.

Why use short-form video?

Here’s why using short-form video can boost your brand:

- Increase engagement and reach : Each video you post offers an opportunity to learn what engages your audience and to connect with new people.

- Easy to create : Short-form content is quick and simple to produce, even with just your smartphone.

- Foster community : You can create content based on your audience's questions, similar to what big brands like Home Depot do. By monitoring social media and chatbots, you can craft videos that address common queries and anticipate future ones.

- Boost brand awareness and authority : An engaging video that gets shared can significantly enhance your brand's visibility. Additionally, video content can establish your brand as an authority in your field, making it a go-to source for information.

How do you get started with short-form video?

Commitment

How much time and effort can you realistically dedicate to creating and promoting your short-form videos? Be honest with yourself.

Creativity

Where will your ideas come from? You might be able to make great videos yourself, or you might need to hire a creative agency. Use a creativity checklist for guidance.

Content

Can you produce the right content for each platform? Analyse which types of videos perform best on different platforms using your data and adjust your strategy accordingly.

Consistency

How often can you post? Establish a consistent posting schedule and stick to it. A content calendar can help keep you organised.

Community

Is your target audience active on the platform, and do you know how to engage with them? There's no point in posting videos where your audience isn’t active. When you do post, make sure to monitor and interact with your community.

How can you use AI in your short-form videos?

As with most digital marketing strategies, not leveraging the power of artificial intelligence (AI) means you're not maximising your short-form video potential. Marketing teams are often under pressure to quickly create content for various purposes and channels.?

Creating quality content requires significant time and effort, and many marketers are limited in both time and resources. AI tools can assist by generating content ideas, designing and producing videos, and writing compelling ad copy.?

Here are some AI tools you can use:

- ChatGPT: Generate ideas and content for your videos.

- Canva MagicAI: Assist in designing your videos.

- Opus: Streamline the production of short-form videos.

- Hour One: Create AI-generated talking head videos.

- Fliki: Produce videos for social media platforms.

- Opus Clip: Convert long-form content into short-form videos.

- Runway: Enhance videos with generative AI.

- Synthesia: Create digital avatars if you can't afford a real person.

- AdCreative.ai: Develop compelling ads to promote your videos and brand.

Using these tools saves time and money, but always proofread the content to ensure it has personality and aligns with your brand voice.

What are the best practices for short-form video?

How can you optimise your short-form videos for success on TikTok, Instagram, and YouTube?

Mix it up

Keep viewers interested by varying the angle or setting of your video.

Short-form videos cater to short attention spans, and a single-frame shot is a surefire way to lose attention.

Tell a story

Even in a short video, you need a clear narrative arc.

Organise your video with a beginning (hook), middle (development), and end (climax), and include a call to action (CTA) to encourage engagement.

Provide value

Ensure your short-form video has a clear takeaway.

The value could be inspirational, educational, motivational, or something similar.