Short-form video content has the potential to capture the modern consumer’s attention like no other type of content marketing has ever done before. Read on to find out more about these short-form videos and how your business can utilise them to increase engagement and drive brand loyalty in your consumers.

What are Short-Form Videos

To be considered a Short-Form Video, the video content can generally run up to 2 minutes and 30 seconds in length. However, this rule of thumb varies on each social media platform. This is shown in the table below, which outlines the allocated time allocated for video content on each platform:

Social Media Platform	Time Allocated for Video Content	Monthly Active Platform Users
Instagram Reels	30 sec.	1 billion
TikTok	60 sec.	689.2 million
YouTube Shorts	15 sec.	2 billion

How will Short-Form Videos impact Digital Marketing?

Posting short-form video content on platforms such as TikTok is ideal for brands looking to advertise to younger consumers. Short-Form Videos modernises a businesses digital marketing strategy and can quickly capture the attention of their target audience. As HubSpot reported;

54% of People Want to See Brands Create Video vs Any Other Type of Marketing Content

HubSpot, 2018

Additionally, businesses should be aware that 68% of people have said that they will happily watch a business video if it’s under one minute in length. Therefore, the benefits of short-form video content are clear for all to see. Brands can reap enormous returns from blending short-form video styles into their digital marketing plans. Given these points, we now see how brands can optimise their content marketing for their target audience.

3 Ways Your Business Can Use Short-Form Video.

Sharing your brand’s short-form video content can be done on a vast array of social media platforms which can be very beneficial to businesses. However, the short-form video format requires a more authentic, human, and creative approach. This can be seen with the 3 different short-video formats that businesses can use to drive engagement with their target audience which are outlined below:

1. User-Generated Content
2. Behind-the-Brand Videos
3. Short-Form Thank You Videos in Emails

User-Generated Short-Form Video Content

User-Generated Video Content is created by people rather than the brands themselves, which boosts the authenticity of the product/service in the process. Such is the importance of this authenticity to modern consumers; approximately 55% of consumers trust user-generated content over any other form of marketing!

So, how can a brand generate this short-form video content on social media? In summary, the marketing team needs to inspire brand loyalty. Products and services with the consumer at the core generate loyal consumers and brand champions, particularly in online communities. These brand champions can create short-form video content showing and praising your products and services, which you can subsequently share on your brand’s social media page to your wider consumer base.

Behind-the-Brand Short-Form Videos

Digital Marketing teams for businesses can utilise short-form video content to give a fun and novel insight into their business operations. Businesses can show their packaging process, quality control checks, and much more in an inexpensive and casual manner.

These short-form videos are an entertaining way to engage audiences and help develop more meaningful relationships with consumers. As behind-the-brand short-form videos are more natural and less polished than the usual video content published, they can feel a lot more authentic which as established previously is very important for modern consumers.

Short-Form Thank You Videos in Emails

Incorporating Short-Form videos that thank the consumer for their purchase can excite a businesses consumer audience. This strategy could help a company that is looking to grow by generating the previously mentioned brand champions who can spur the brand loyalty necessary to create User-Generated Content.

When a company sells their products and services, an automated thank you in a short-video format could really help them engage with customers and improve its brand’s reputation.

The Future of Short-Form Video’s

Short-Form Video Marketing is poised to transform standard video marketing. Such is its potentially transformative impact, some authors have even described it as the future of content marketing. Therefore, it is crucial that businesses adopt it into their digital marketing strategy and continue integrating this new and innovative platform into their future strategic digital marketing plans.

References

https://blog.hubspot.com/marketing/short-form-video-trends

https://www.lemonlight.com/blog/how-to-create-an-amazing-faq-video/

https://ie.oberlo.com/blog/marketing-strategies-generation-z#:~:text=Generation%20Z%20has%20an%20attention,Gen%20Z%2C%20every%20moment%20counts.

https://www.colormatics.com/article/short-form-video-statistics-and-2020-marketing-trends/

https://www.bloomsbury.com/uk/brand-desire-9781472925367/