The Power Of Short-Form Videos In Marketing

Short-form videos have surged in popularity, thanks to platforms like TikTok and Instagram Reels. Creating these bite-sized videos offers brands an excellent opportunity to engage new audiences and enhance their content marketing strategies.

It's not just about blooper reels or trending challenges. Brands are leveraging these platforms to deliver meaningful content that resonates with their target audience. And consumers are biting.

Nearly 3 in 4 consumers prefer to watch a short-form video to learn about a product or service. More than half of marketers plan to invest in this top trend this year as well, according to a Hubspot marketing report.

Short-form videos aren't simply whipping out your phone and pressing the “record” circle. Let’s take a look at how you can make short-form videos work for your business and what you need to know to get started.

What Are Short-Form Videos?

Short-form videos are brief, engaging video clips that typically range from a few seconds to a couple of minutes in length. These videos are designed to capture the viewer’s attention quickly, making them ideal for social media platforms where users are often scrolling through content at a rapid pace. 

The concise nature of short-form videos encourages creativity since creators must convey their message or story in a limited time frame. This format is particularly effective for delivering quick tips, tutorials, entertainment and promotional content.

Here is a good example of a short-form video that delivers the message perfectly.

Unlike longer videos that delve into more detailed narratives or explanations, short-form videos are often highly focused and designed to elicit immediate reactions, such as likes, shares or comments. 

They are versatile tools for brands and creators to experiment with various content types, from behind-the-scenes glimpses and product highlights to humor and viral trends. The popularity of short-form videos lies in their ability to engage audiences swiftly and memorably, making them a powerful asset in digital marketing and social media strategies.

What Platforms Should You Use?

When it comes to short-form videos, choosing the right platform is important to reaching your target audience and maximizing engagement. If your target audience isn’t on TikTok every time they open social media on their phones, you might want to explore other popular platforms. 

While TikTok is one of the most popular platforms for short-form content, only 35% of marketers report that it’s their top choice for sharing videos. On the other hand, TikTok also generated $4 billion in advertising revenue in 2022, and that number is expected to double this year.

Who’s on TikTok? As of April 2024:

• 18 to 24: 572 million users, or 36.2% of TikTok users over 18 
• 25 to 34: 535.6 million users, or 33.9% of TikTok users over 18 
• 35 to 44: 249.6 million users, or 15.8% of TikTok users over 18 
• 45 to 54: 124.8 million users, or 7.9% of TikTok users over 18 
• 55 and older: 98 million users, or 6.2% of TikTok users over 18 

Instagram Reels, integrated into the Instagram app, provides a seamless way to share short videos with an audience that is already familiar with your brand. It’s especially effective for visual storytelling and reaching users who are engaged with fashion, beauty and lifestyle content.

As of July 2024, 2.35 billion people interact with Instagram Reels monthly. The majority of this audience is between 25 and 34 years old.

YouTube Shorts is another rising platform and can offer advantages if your business is already on YouTube. Shorts allow you to repurpose longer content into bite-sized pieces, reaching a broader audience without needing to create entirely new material. Over 2 billion people use YouTube Shorts each month. 

Many businesses have Facebook pages, so using Facebook Reels and Stories can be a convenient way to break into short-form videos. 

Facebook Reels are short, entertaining videos that can be up to 60 seconds long. They are designed to be discovered by a wide audience, often through the Reels tab or the news feed. Reels are geared toward engaging with new viewers and can include music, effects and editing tools. The goal of Reels is to create viral content that can be shared broadly, similar to TikTok or Instagram Reels.

Facebook Stories, on the other hand, are more personal. Stories consist of photos or videos that disappear after 24 hours and are typically shared with your existing friends or followers. They appear at the top of the Facebook app and are designed for more casual, day-to-day updates. While Stories also allow for creative tools like filters and stickers, they tend to be less polished and more spontaneous compared to Reels.

Which one is better to promote your business? Facebook Reels are meant for broader discovery and lasting engagement, while Stories are for short-lived, personal updates within your existing network. You also have the option to simply post Facebook videos to your account. Regular Video Posts on Facebook are more traditional and can be of any length. These videos appear on your timeline, in your followers' news feeds, and can be shared across the platform.

How Long Should Short-Form Videos Run?

About a third of marketers say the optimal length for a short-form video is 1 to 3 minutes. Nearly every marketer agrees a short-form video should be less than 10 minutes. 

Depending on the platform you use, you may have time restrictions. For example, when you record a TikTok video within the app, the time of the video can last up to 10 minutes long. However, if you are uploading a video to the app, it can be up to 60 minutes long.

Instagram Reels can be as short as just a few seconds, or as long as 15 minutes.

It’s important to mention that platforms continually update their requirements for uploading videos, including length requirements. So before you create a video, it’s a good idea to check out any restrictions.

What Are The Benefits Of Making Short-Form Videos?

A common question when researching short-form videos is whether there are enough benefits to make it worth your time. 

One of the primary advantages is their ability to quickly capture and maintain audience attention. In a fast-paced online environment where users scroll through content rapidly, short-form videos are designed to deliver a message or tell a story in just a few seconds, making them highly effective for immediate engagement.

Short-form videos are also incredibly versatile, allowing creators to experiment with different styles, formats and content types without a significant time or resource investment. This flexibility makes it easier to test what resonates with your audience and adapt your content strategy accordingly. 

Because these videos are often shared on platforms like TikTok, Instagram Reels and YouTube Shorts, they can help expand your reach to new audiences who might not encounter your brand through other types of content.

Another benefit is the potential for virality. We all know when a video goes viral. The shareable nature of short-form videos, combined with the algorithm-driven discovery on platforms like TikTok, means that a well-crafted video can quickly gain traction and reach millions of viewers. 

This exposure can lead to increased brand awareness, new followers and even a boost in sales or conversions. Overall, short-form videos are a powerful tool in the digital marketing toolkit, offering a quick, cost-effective way to engage audiences, build brand recognition and drive results.

However, consistently making and posting short-form videos takes some preparation to be an effective marketing strategy.

How Do You Make A Short-Form Video?

Creating a short-form video involves a few key steps that ensure your content is engaging, effective and aligned with your goals. Here’s a simple guide to help you get started:

1. Define your purpose and audience. Before you start filming, clarify the purpose of your video. Are you trying to entertain, educate or promote a product? Knowing your target audience and what they’re interested in will help shape the content and style of your video.
2. Plan your content. Short-form videos require a clear and concise message. Outline the main points you want to convey and consider using a storyboard to visualize the sequence of shots. Since you have limited time, focus on delivering your message quickly and creatively.
3. Choose the right platform. Different platforms have different audiences and content styles. Tailor your video to the platform’s specifications and the preferences of its users.
4. Film your video. Use a smartphone or camera to capture your footage. Good lighting and sound are crucial, so film in a well-lit area and ensure your audio is clear. Keep the shots dynamic and interesting, with quick cuts and visual effects to maintain viewer interest.
5. Edit your video. Editing is where you can add polish and creativity. Use editing software or built-in tools on the platform to trim unnecessary parts, add music, text, filters and other effects. Keep the pace brisk to match the short-form format.
6. Add a call to action (CTA). Encourage viewers to take action after watching your video, whether it’s following your account, sharing the video, visiting a website or making a purchase. A clear and compelling CTA can significantly boost the effectiveness of your video.
7. Publish and promote. Once your video is ready, upload it to the chosen platform. Pay attention to timing. Posting when your audience is most active can increase visibility. Promote your video across your other social media channels to maximize reach.

By following these steps, you can create short-form videos that are not only engaging and entertaining but also aligned with your broader content strategy.

What Else Should I Know?

While short-form videos are an effective tool for engaging audiences and boosting brand visibility, they should be considered as part of a broader content strategy rather than a standalone solution. 

These videos can capture attention quickly and drive immediate interactions, but for long-term success, they need to be integrated with other marketing efforts. The best marketing strategies ensure that your brand maintains a consistent message, builds deeper relationships with your audience, and leverages various content types to achieve comprehensive marketing goals.

A marketing agency can be instrumental in developing and executing this content strategy. These agencies offer expertise in creating a cohesive plan that includes short-form videos along with other content forms like blog posts, email marketing and long-form videos. They can help identify your target audience, set clear objectives and choose the right platforms and content types to maximize your reach and impact. 

A top marketing agency can provide valuable insights through data analysis and performance tracking as well, allowing you to continuously refine and improve your content strategy based on real results. By partnering with a marketing agency, you can ensure that your short-form videos and other content efforts are strategically aligned to achieve your overall business objectives.