Using short-form video in digital marketing.

Today’s consumers have great enthusiasm for engaging videos, and the instant gratification that comes from short, snappy content. So, it’s no surprise that short-form video content has become an incredibly popular way for businesses to capture their audiences attention.

Our attention spans are shorter than ever, so the content we consume needs to be impactful and memorable. Theres a reason why Tik Tok has become one of the biggest social media platforms with over 1.1 billion users. The platform has become a great channel for marketing, as brands can engage and influence their audience with short video content.

If you’re looking to create impactful short-form videos that deliver results, you must think about your strategy carefully for it to be successful.

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What is short-form video?

Short-form videos are defined as video content that range from 5 to 90 seconds long. These videos are often shot vertically in portrait mode, as opposed to landscape. This form of video content is often favoured on Instagram, Tik Tok, and YouTube. They offer a quick fix solution, helping viewers get to the core of your content faster. These differ from long form videos. As these tend to be more explanatory, often containing detailed instructions or analysis of a topic. However, despite their short length, short-form videos still need to tell a compelling story and flow.

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Where can we use short form videos?

Trying to decide which platform to use or focus on can be difficult. Ideally, you should be on at least two platforms. To decide where to focus your content, you need to know your primary goals of what you want these videos to achieve. If your goal is to increase your profiles reach, you should focus our videos on Tik Tok. As this content tends to get highly spread out to a wide range of audiences. Whereas to enhance brand awareness and engagement, YouTube Shorts are most effective. However, if you want to drive sales, it’s been found that your focus should be on Instagram Reels.

To achieve these goals, you must then decide on the content these videos will include. The content of your short-forms videos will change according to your goals. For example, showcasing your products would be more effective to drive sales. A good way to gain engagement is to link the content of your short form videos to current social trends. This way, your videos will resonate with viewers and increase their likelihood to engage with you.

However, it’s important to note that the use of short-form videos isn’t suitable for all businesses. Short form video content is ideal for businesses looking to show more of their personality and wanting to engage with a growing audience of younger people. So, you must consider your business, audience, and what message you’re hoping to convey when deciding where to post.

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Tips for using short-form video for marketing.

It’s important to optimise your short-form videos for success. Once you’ve decided on your goals and platforms, you then need to focus on the quality of your videos content. Make sure you’re keeping the viewer engaged in each video by changing up the angle or room you’re filming in. The same plain background on every video can become boring and repetitive, loosing the interest of the viewer. Next, ensure that you have a clear focus or story. The message must be clear and easy to understand, especially considering the short nature of the video. Viewers need to know what your video is talking about within a matter of seconds. Lastly, ensure that your short-form videos are providing some form of value. Whether this be educational, comedic, or motivational.

If you’re hoping to improve brand awareness and show a more personal side of your business, an effective tool is to use your colleagues or staff. A big trend in businesses marketing in 2024 is using staff as influencers. This inclusion of real people or behind-the-scenes content helps to build brand trust and authenticity.?

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Advantages of using short form videos.

Consumers attention spans today are shorter than ever, so short form videos excel at grabbing the viewers attention within a matter of seconds. To gain the most impact, ensure you start your videos off with an interesting hook or visually pleasing imagery to entice viewers to keep watching.

A quality video can be very beneficial for your businesses social media presence. Especially if it gets good engagement. Highly viewed video content can also help you become an authority within your area. Meaning your business could become the go-to place for people who want to find out more about your industry.

Lastly, trialling the incorporation of short-form videos helps you learn more about what works best for your business when it comes to engaging your audience. They help to reach new people, therefore expanding your pages reach, bosting your brand awareness.

In conclusion, short-form video offers a great opportunity when it comes to digital marketing. It serves as a way for businesses to connect with their audience in a fast-paced, visually engaging way. By incorporating short-form video in your digital marketing strategy, businesses can captivate viewers, increase brand awareness, and even drive sales. By staying consistent and utilising your creativity, your short-form videos will help to achieve your goals and connect with your audience.

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If you’d like to learn more about how using short-form video can help your business, please contact me on [email protected], or call our office 01604 698 948.