In 2021, brands spent over $49.5 billion on video marketing. The reason why is simple: videos are an effective way to grow your brand, no matter whether you’re a solopreneur, small-business owner, or agency owner.
But you don’t need to create feature-length documentaries to capture people’s attention with video marketing. Short-form videos are the new trend, as they can grab people’s attention quickly, build a relationship with viewers, and put your products in people’s hands.
This post will focus on short-form video marketing, showing you how it works and how you can leverage it quickly and easily.
What are short-form videos?
Short-form videos are simply considered to be any video that is produced up to 2 minutes and 30 seconds in length. Anything over that could jump into the long form video category, but, this varies depending on the platform.
Short form video content examples are the 4-second Vine videos that morphed into the TikTok bite sized video offered up at 15 and 60 second intervals, the Instagram reel videos, or the 2-minute YouTube short Boomerangs you’ve seen all across social media whether in your Instagram or Facebook stories.
These unique shorter videos are different from long-form videos (videos between 3 minutes and several hours) and micro-videos (like Snapchat’s 1-second clips). You can use short-form videos to deliver a quick message or engage your target audience in seconds.
Where to post short-form videos?
Here are some of the top short-form video platforms and social channels:
YouTube’s new feature, YouTube Shorts, makes it easier for businesses to increase their reach and engagement on YouTube. It allows you to create short-form YouTube videos up to 60 seconds long.
They are easy to consume and take less time to produce than regular YouTube video uploads, making them perfect for brand awareness and community-building. To leverage them, follow the tips in this article and use your YouTube metrics as a guide.
Currently, 47% of Tik Tok users are between 10 and 29 years old, making it ideal for targeting the Millennial and Gen Z population.
The platform’s algorithm-driven ‘For You’ feature does the advertising job for you by suggesting videos for your intended audience. It lets you create bite-sized videos and add sounds, music, and Augmented Reality (AR) effects. For best results, create relatable and genuine TikTok videos.
Snapchat is at the forefront when it comes to short-form videos. Brands are currently leveraging its newest feature, ‘Spotlight,’ to showcase videos to users. The Spotlight feature is similar to Tik Tok’s ‘For you’ feature and suggests videos driven by algorithms.
LinkedIn is another platform to watch out for (even though LinkedIn’s Stories feature ceased to exist from September 30, 2021). Going forward, LinkedIn has promised users better editing tools for video enhancements in a more professional context, as videos are a staple of LinkedIn content.
Instagram Stories and Reels are perfect for connecting with your audiences. It allows you to record and edit 15-second multi-clip videos. You can add audio and effects, then share the reels with your followers on your Instagram feed. Videos are a great way to get more Instagram followers, as videos boost your performance on Instagram’s explore page.
Why short-form video content is valuable
Great content on any platform makes you say, “wow, that’s interesting.” But there are certain times in marketing when you want to capture your readers’ attention quickly and keep them engaged. Those times are why you need to get involved in video marketing.
Especially short-form video content.
Short-form videos can help you reach your sales goals by holding viewers’ attention for longer than other forms of content. Research shows that 50% of consumers would prefer to engage with videos on social media, and thus, people stop scrolling once a video catches their attention.
Tips for great short-form videos
Now that you know why you need to start producing videos, it’s time for us to show you how. Here are ten tips to help you produce great short-form videos.
1. Use UGC
User-Generated Content (UGC) is a highly cost-effective way to create video content for your website or blog. Using UGC in your videos also gives your content an authentic feel.
An excellent example of a brand using UGC in its short videos is Chipotle.
This brand used influencer marketing, collaborated with famous video content creators, and came up with fun, viral-worthy, and creative content. Chipotle’s target audience includes college students and adults who are on the lookout for inexpensive meals. Thus, the brand’s content features two creators who reflect the target audience Chipotle wants to attract.
But you don’t just need to include members of your target audience in your UGC. For best results, produce brandable content and reward anyone who submits UGC with custom merch.
2. Take viewers behind-the-scenes
When you take viewers behind the scenes in your content, they feel like they’re getting something exclusive.
Moreover, consumers want transparency. They want companies to communicate with them openly and honestly about the products and services they offer.
Thus, you should use your videos to share insights about your brand. Here’s an excellent example of what we mean:
You can produce many types of behind-the-scenes content, including team building and company events, updates, in-action content, or something personal like employee birthdays.
3. Create educational content
Short-form educational videos are a great way to bring customers to your website or brand’s page by answering their questions.
According to Google, the global watch time of educational, how-to videos that use phrases like “for beginners” or “step by step” in the title increases more than 65% year over year. These numbers signal that people depend on videos to learn new skills, how to use a product, and more.
Thus, brands must make education the primary concern in their marketing strategy to increase lead generation and brand loyalty. Just make sure that your videos are interesting.
Here’s a great example from Wistia:
Notice how they used cool angles and text to attract viewers’ attention? The caption also points viewers to the link in their bio to get the full instructional video. It’s clever and will convert leads into customers quickly.
4. Focus on the first few seconds
You hear it over and over again that “content is king.” Still, it may surprise you to hear that social media video content (short-form videos in particular) can be compelling because they strike at the heart of human attention span. So, to retain viewers, your videos need to be focused, short, and capture the audience’s attention in the first few seconds.
Make your videos shorter than one minute and focus on hooking the audience in the first few seconds. Try to put forth your value proposition or offer in the first three seconds.
5. Tell a story
Storytelling is a great social commerce strategy. It increases engagement, emotional connection, and helps people remember you. Additionally, brand storytelling can increase the value of your service or product by over 20%.
Your stories don’t have to be solemn and overly produced. Although the content should focus on your service or product, you can show your brand’s human side to create a narrative.
Here’s how the Warby Parker team did it:
Warby Parker created a video of their employees uttering the word they dislike most. This humorous yet straightforward concept made the brand more relatable and portrayed the employees as friendly and funny.
6. Make your video aesthetically pleasing
Utilize the editing features of video production apps, special effects, and cool filters to make your videos aesthetically pleasing.
For instance, while using TikTok, you can use special effects like the Glitch effects to give your videos a futuristic twist. Or, use VHS to add a retro feel.
Using apps like InShot, Snow, and 90s will help you add these special effects. You can also add fonts that are easy to read and pleasing to the eyes.
7. Optimize for your publishing medium
Each platform has different optimal dimensions for different kinds of visual content. The demographic composition on each platform also differs.
Thus, it makes sense to optimize your video, so it looks high-quality on all platforms. Remember, the better your video appears, the more engagement and conversions you’ll get.
While creating your videos, plan for multiple channels from the start and master dimensions and file formats for each channel.
Additionally, speak your audiences’ language, create videos that work with the sound off (as many people watch videos without sounds on platforms like Facebook), and implement a multichannel approach.
8. Add music, sound effects, and subtitles
Whether you are remaking an older video or creating a brand-new promotional video for your business, you want to encourage viewers to watch the entire video.
You can do this by adding sound effects or even trending music to your video. This will give you more engagement, as the sounds will grab people’s attention as they scroll. You can use video marketing tools to add music and sound effects.
Of course, don’t overlook subtitles – as they allow viewers to watch a video without sound. You can use subtitles in introductions, credits, or to give the viewer additional information.
9. Finish with a CTA
The key to strategic video marketing is directing viewers to take the next step with a strong Call to Action (CTA). Your CTA can have many goals, from asking for contact information to converting a qualified lead.
Ideally, you should tailor your CTA to the stage of the sales funnel you are targeting. The sales funnel stages are:
- Awareness = when the viewer first learns about your brand and product
- Interest = when the viewer gets curious and seeks more detailed information
- Desire = when you build a desire for your product or service in your viewer
- Action = when your viewer takes action and makes a purchase
When creating awareness stage videos, consider a CTA that encourages viewers to explore more of your content. For example, suggest more videos to watch or blog posts to read.
For the consideration stage videos, try a “sign-up” button for your email list. And for decision stage videos, consider linking people to pricing info or your free trial (if you sell a service).
You can also use “soft” CTAs to ask the viewer to complete a small action (like asking themselves a question). Here’s an example of a soft CTA:
For best results, we recommend planning out your CTA using a thorough marketing plan. Then, cross-compare this plan with your business plan to ensure your strategy aligns with your overall business and sales goals.
10. Try unboxing and product demonstration videos
Videos filming the “unboxing” of a product box for the first time work as they make customers emotionally invested and build anticipation around the new product. These videos also show potential buyers what they can expect with a purchase.
Currently, over 90,000 people type “unboxing” into YouTube monthly. To capture their attention, use branded boxes, unique packing material, place the product strategically, and add a personal touch.
You can also create tutorial-style product demo videos like ones created by The Lip Bar. In these, a model demonstrates how to use the Caffeine Concealer to makeup users.
Product demo videos are great for increasing sales, subscriptions, educating customers, and generating brand awareness.
11. Host a giveaway
A contest can boost your subscribers and views and help you to grow your channel faster. Just make sure to read the contest policies and guidelines of the platform you are using to learn how giveaways work on that particular platform.
Also, make sure the prize you choose is something that participants want. If you are a brand with a large following and sufficient budget, don’t be afraid to use expensive prizes like paid vacations or handsome cash prizes.
Smaller brands can give away attractive products or gift vouchers. If you are just starting and have no budget for expensive prizes, you can always shout out the winner in a video or include the winner’s name in your video’s credits.
12. Feature video testimonials
Customers want to know how you benefit others. And with video testimonials, you can add an extra dose of persuasiveness and personality and persuade your audience to click on your CTA.
When creating testimonial videos, try these tips:
- Show specific, tangible results
- Let customers speak for themselves and keep it real
- Use a customer’s case study
- Focus on customers’ journeys
- Feature customers from different target markets
- Capture a real moment in your video
Magic Flask, for instance, offered a range of different customer testers along with a wide range of alcohol to test with the flask. As a result, they were able to get tons of genuine feedback on different products in real-time.
Your Turn to Get Traction Using Short-form Videos
A short form video strategy can grow your brand today if you do it right. Short form video is a great way to grow your brand’s awareness in social media circles, but you may not get the growth you’re hoping for if you don’t know what you’re doing.
These were some of the best short form video strategies to make them work for you. Embrace them, and you’ll produce top-notch marketing videos.
When you’re ready, eclincher has an amazing social media marketing software to help you share, promote, and publish your short form video content on any of the major social media platforms including TikTok.
eclincher pricing plans are affordable and spit out so much value to marketing teams, the eclincher social media management platform has constantly been rated one of the top tools of social media teams all over the globe! With the free 14-day trial, it’s a no brainer for marketing teams looking to centralize, automate, and conquer social media marketing.