Short-form Video: the Most Powerful Marketing Tool in 2023 (+ Some Tips and Tricks!)

They can be fast, funny, loud, sentimental, entertaining, informing...but most of all: SHORT.

Short-form videos are popping up everywhere. And if you only think dances on TikTok, don't be mistaken: you can watch all types of short videos on nearly every social media platform. That includes YouTube ('YouTube shorts'), Facebook and Instagram (Reels). But what is so effective about short videos and why should you start using them too?

Video marketing: just some mind-blowing stats

Many businesses use video marketing. From the customer's point of view, this type of marketing is many times more effective. Worldwide, nearly 90% of companies and organizations create videos for marketing purposes. People spend an average of 16 hours a week watching online videos in 2022. One third of all the online activities people spend comes down to watching video content. According to CXL, the number of hours spent watching videos has grown by 52% over the past 2 years. In addition, videos are known to work effectively because people absorb as much as 95% of message in video content.

Videos: Short, Shorter, Shortest

So, we all know that people watch a lot of videos, and it's not shocking that videomarketing is effective. But then, why short videos? Why do videos have to be under a minute long?

There could be different explanations, but one is: our attention span. Nowadays, we only have an attention span of 8.25 seconds, compared to 12 seconds in 2000. The reason could be the wide range of available content we receive these days. There is an overload of information to consume, while we are all busy and don't have time to actually take in all the information. A battle takes place in our heads, between all the information as to who gets a place in the memory brain. We have trained ourselves to focus only for a short time on something before moving on to something new.?

TikTok-style videos take over

So, with all of this in mind, it's no surprise that we've seen a surge of short videos in 2022. TikTok took the world with short, music-centered videos, and now similar short-video formats are available on YouTube and Instagram.

Short videos are usually:

• Vertically shot (and watched on mobile phones)
• Less than 60 seconds in length
• Centered around trending audio, music, filters and/or challenges

I'm convinced 2023 this short-video trend will become even more prevalent. YouTube shorts launched in 2020 and soon became a success and gained wide crowd support. Instagram Reels launched the same year, and it's now Instagram's fastest growing feature worldwide.

Short-form video has the?highest ROI?of any social media marketing strategy at?30%

(woosuite)

So, what does this mean for you?

As a business owner, marketing manager, social media or content producer: what does this mean for you? Should you just drop everything you're doing and jump on short videos? Definitely not. Here's my advice:

Step 1. Get to know short-form videos.

If you're not familiar with YouTube shorts, TikTok or Instagram Reels: just simply watch some videos! Get to understand these types of videos. Get to understand the pace, the music, the cuts. Simply dive in, and enjoy this new world!

Step 2. Think of ways how you can use these short-form videos in your own business.

Are you trying to convince younger people to work for your company? Perhaps take a look at what other brands are doing to recruit on TikTok and Instagram Reels. Are you trying to show your product in a fast, trendy way on video? Get inspired by what other companies are doing on YouTube shorts and Instagram Reels.

Step 3. Grab your phone and start filming.

These short videos do not have to be perfect. So, grab your phone, select a template on Instagram Reels, and add some clips you've already recorded. This will only take a few minutes to do, and can show you how easy it can be to create these types of videos. If you need more tips on filming, check my 'video smart' eCourse - and keep an eye out for my new mini-course on short video!

Practical tips for short videos

Want to save time on filming and editing? Then start off with a plan! Having a good, simple videoplan with focus will be your best foundation. I've trained hundreds of companies in creating social videos, and this is always the biggest lesson: finetune your plan. Film with focus. Know what you will film, who you will film, and how long each shot will be. This will eventually save you a ton of time on filming and mainly on editing.

Don't know where to start? Simply look what others are doing, and to practice - simply do they do. Use the same music. You can even use their editing template on Instagram (if it's edited on Instagram). You don't have to come up with your own creative ideas. At first, to start off - get your inspiration from others.

My third practical tip, is to start small. Don't invest in tons of material- simply grab your phone, and use templates readily available on Instagram (go to reels, then create, and then at the bottom of your screen, look for 'templates') All you do, is upload your shots in a ready-made template with music and cuts. Or, take a look at the app 'Quik' by GoPro - which also creates videos on music for you - all you do is select and upload your clips. And: don't forget to use trending music or trending audio!

In an upcoming Video Smart newsletter, I'll dive into some practical tips to start filming your short videos. So, if you have any questions - leave them below, or send me a message.

Final video fact

Ok, ok, one final fact to blow your mind. TikTok is the go-to search engine for generation Z. Just read that one more time...!

What are YOUR thoughts on short-form video? What is your experience on TikTok, YouTube shorts on Instagram Reels? Let me know, leave a comment or send me a message!

(more on Gen-z viewing behavior in my next Video Smart newsletter, so subscribe!)