In recent times, short-form videos have become increasingly vital to marketing strategies. The year 2021 expanded the world of video marketing. It was a year during which video content on social media outperformed all other types of content.
According to a Wyzowl report conducted In 2021, 86% of businesses stated that they were using video as a marketing strategy to promote their products or services. The significance of both long- and short-form video marketing is evident in these data.
As a result, you need to keep up with the latest video marketing trends for 2022.
What Are Short-Form Videos?
As far as length goes, a short-form video lacks a clear-cut definition. This is since different platforms define “short” differently. A short-form video on Facebook might be anywhere from 60 seconds to 3 minutes long.
Videos on YouTube shorts can range from 15 to 60 seconds. Similar restrictions apply to platforms like TikTok, where videos can last from 15 seconds to 10 minutes.
Benefits of Short-Form Video Marketing
Short-form videos convey messages in a fun and interactive way, making them more relatable and engaging for target audiences. Short-form branded content that projects authenticity and empathy increases consumers’ willingness to trust a company.
It is an excellent method of attracting people’s attention and encouraging them to spread the word about your brand. It also compels marketers to reduce the time needed to pass a message to their audience.
Here are some benefits of short-form video marketing.
High Levels of Engagement
Compared to static images, short-form video posts on social media attract more likes, shares, and reactions. Using short-form videos to engage your target audience is a tried and tested digital marketing tactic.
In today’s fast-paced world, audiences prefer bite-sized amounts of information that they can digest quickly. Most users only spend a few seconds on a video before moving on to the next one. Of course, the ability to retain viewers’ attention increases significantly when the video is more engaging.
If they are correctly used, it is possible to replace long-form videos with alternatives that can be launched on YouTube Shorts and Instagram Reels.
Better SEO Results
Can improve your website’s search engine optimization (SEO) by adding short-form videos to keep users scrolling for more extended periods.
When a visitor spends a significant amount of time on your website, Google places it higher in search results. Can also incorporate Short-form videos into email campaigns.
Easier Content Repurposing
Cutting and splicing longer videos can make them more useful. Creating a short slide video may be as simple as combining images, audio, and text.
Using the same short-form video and slight modifications to the formatting requirements allows you to post to several social media networks. You can use different free video-making platforms to re-edit and change your video dimension.
It Yields Good ROI
Because of the high conversion rates associated with short-form video content, many marketers have begun to pay more attention to it in the last few years.
The average individual now spends more than an hour every week watching videos on social media platforms such as Facebook and YouTube.
It is beneficial to your business to have a well-planned, high-quality video to show customers when presenting your products.
Short-Form Video Basics
Although there is no standard length for short-form video, anything under a few minutes generally qualifies. In today’s world, however, “short-form” most often refers to fast-paced TikTok-style content that is meant to be consumed quickly and easily. The idea is that users have to spend only a few moments with the content, so it should be engaging from start to finish.
Trends also influence how marketers might create and share short-form video content, but those trends change all the time — typically every three to five days — so making the most relevant and engaging content requires staying up to date. Popular trends often revolve around viral audio clips, TikTok dances, editing effects, and transitions, so marketers have to regularly engage on these platforms to understand what’s most popular and how that might fit into their brand strategy.
The Marketing Advantages of Short-Form Video
Short-form video is popular, but why does it make strategic sense to incorporate it into your marketing efforts?
There are a few reasons. First, it’s easy for your audience to connect with. Short video content translates as authentic and relatable, and if marketers can communicate those feelings through short-form branded content, consumers are more likely to view the brand as genuine. It’s also attention-grabbing and highly shareable. More than that, though, it forces marketers to condense their messages into a shorter time frame, making the content more accessible for consumers to digest.
How to Make Short-Form Video Part of Your Strategy
With that in mind, marketers who are ready to make short-form video a valuable, strategic tool in their marketing arsenal can use the following tips to get started:
Tailor your video content to each platform.
In today’s world, sharing the same content on every platform using the same message doesn’t work. Consumers expect to see strategic content tailored to each forum, so be intentional about customizing your short-form video for each platform you plan to share it on. A video that looks like it creates to be a TV commercial won’t perform well on TikTok, and vice versa.
Focus on authenticity.
As mentioned above, a short-form video is a great way to share brand messages authentically. Viewers on platforms where short-form video reigns want to feel connected to a brand’s content, so they won’t respond well when content feels fake or overproduced. Don’t be afraid to let your guard down and show your brand’s natural and unpolished side. You increase the odds that consumers find a stronger connection with your content — and turn that connection into brand engagements down the road.
Engage with trends quickly and thoughtfully.
If you plan to share short-form videos that capitalize on a current TikTok dance or editing style, get your video done and published quickly. This content isn’t designed to be perfect, and you don’t have time to nitpick every detail if you want the content to remain relevant. Trends have a short life cycle and will fade quickly. If you share short videos based on an out-of-style movement, viewers will see you as disconnected from their viewing habits and preferences, and the video will lose all of its marketing value.
Share educational content.
Short-form video is excellent for sharing product demos and use cases, how-to videos, and other educational content. Some brands fear that educational content is too dry for marketing messages, but that’s not the case for videos shared on TikTok and Instagram Reels. Consumers on these platforms seek out educational content, so it’s a good, strategic move. Work to understand what your audience members might need or want to know about your brand or industry, and provide them with information that they can use moving forward.
Don’t focus on selling.
Finally, and on a similar note, don’t create short-form videos that push consumers to buy. This content type is more about connecting and relationship building than selling, so be careful not to treat your short video content as product ads. As you foster your connection with consumers over time, your audience will remember your brand when it’s time to purchase.
The short-form video has the power to connect you with your target audience in a fresh, relevant way. It lets you build connection and trust, which leads to consumers engaging with and developing loyalty to your brand. Now is the time if you haven’t made short-form video content a part of your marketing yet. Watch and see how quickly you reap the benefits.
Common Short-Form Video Marketing Mistakes You Should Avoid
Lack of Creativity
Creativity relies heavily on storytelling. Your videos will not have the same impact on viewers if you don’t have a fascinating story to tell.
Eye-catching graphics in your videos doesn’t just spark creativity. Even if you’re using stock video, you can apply an overlay or animate select portions to make it more interesting.
Involve a non-industry expert who can communicate their knowledge and skills through examples based on their personal experiences. Your videos will have a greater appeal to viewers if they are more relatable.
Creating Lengthy Videos
Producing too long or short videos can make your audience lose interest quickly. A compelling video should not exceed 3 minutes. The first few seconds are vital to ensure you grab your audience’s attention.
The duration of your video is influenced by a variety of elements, including the intended audience, message, aim, and the platform on which you will distribute it.
Focusing on The Product Rather Than the Audience
Instead of focusing on all technical features, it is best to concentrate on the value or advantage that buyers can gain from using your product. Before you can figure out how your product will benefit your customers, you must first study what your buyers want.
Do they frequently ask you questions about a particular feature? If so, what answers can you provide? While working on your video script, think about how you can persuade people to notice your product.
It is necessary to support the consumer throughout the purchase experience, or the sales funnel to keep the emphasis on the target audience at all times.
Expecting Immediate Results
Video marketers make the most common mistake in expecting a new campaign to yield immediate results. Most marketing campaigns take time to develop traction and generate returns. Videos are no exception.
Videos are often launched with a strategy for distributing and dissemination. It is possible to achieve significant success with video marketing even if you don’t have a huge internet following.
Increased traffic to your social media account, including views, shares, and visits, will show you positive outcomes as more people discover and engage with your content. Remember that video marketing is a long-term project that will bear results that compound over time.
Lack of Branding
When you have an ongoing campaign, you want people to remember your brand and videos. Customer awareness, trust, and loyalty are all strengthened by branding.
Add your company’s logo or tagline at the beginning or end of your short videos to make them memorable to your viewers. It is good to use the same color scheme, typography, and voice throughout your video content to ensure consistency.
Marketing campaigns are incomplete without video content. It is easy to see why when you look at trends and data. Since videos have many advantages, they have become an essential part of content marketing.
As a marketer or a brand looking to enhance your online presence, short-form videos can pay off and scale your brand, especially if you want to get your point across faster.