As you’ve no doubt noticed, short-form videos are everywhere these days. The most prominent example is TikTok, the social platform whose soaring popularity has been closely intertwined with the more general uptick in short video content. You can also find plenty of examples of more tenured social platforms getting in on the action: Think Instagram Reels, YouTube Shorts, and more.

Naturally, marketers have also taken notice of the short-form video surge, and are using it more and more to connect with users and to promote brand awareness. Here are a few general insights to keep in mind as you begin exploring the possibilities of short-form video.

What is Short-Form Video?

Short-form video is defined by its brevity… but exactly how short does a video have to be for it to qualify here?

The general rule of thumb that marketers abide by is that anything under two-and-a-half minutes qualifies as a short-form video. With that said, there’s really not a precise definition, and different platforms may impose their own limitations. It’s notable that TikTok used to cap its videos at 60 seconds but has more recently allowed creators a full three minutes to work with. Reels still sticks to the 60-second mark, while Twitter allows videos of up to 2:20.

What are the Benefits of Short-Form Video?

Generally speaking, video content offers a number of benefits for marketers and advertisers. For evidence, just check out Wyzowl’s 2020 study, which finds that video content gets shared at more than twice the rate other content gets shared. Also note that an astonishing 84 percent of customers say they have been persuaded to buy a particular product or service based on a brand’s video content.

Short-form videos can be uniquely appealing to viewers, in part because they accommodate shorter attention spans. There are plenty of online users who don’t have the patience to sit for a 10-minute clip, but may be much more willing to view the 60-second video that shows up on their preferred social network.

The other component of this is that short-form videos are uniquely connected to trend culture. For example, TikTok in particular is powered by brand challenges, dance trends, and more. If your brand is willing to engage in the latest short-form video trends, that could open a lot of doors for exposure and for increased brand awareness.

What are the Best Ways to Leverage Short-Form Video?

That brings us to a more practical question: What are some of the ways in which brands can effectively leverage short-form video? Consider just a few basic strategies:

• Start a brand challenge. One way to get people engaged with your videos is to start a brand challenge. Invite your followers to upload video content where they feature your brand or products in some way, perhaps in conjunction with a current dance or song trend. You can even create an altruistic component, e.g., invite people to give back in some way, then share about it in their video.
• Do a product demonstration. Another way to use short-form video is to highlight a new product. Unbox it, unwrap it, and give a quick overview of how it works. This not only allows you to show off new goods, but it can also build confidence in the product, so customers can see for themselves how easy it is to use.
• Hold an FAQ. Another option is to take just a minute to answer some common customer inquiries. Talk to your sales or customer support teams to see what kinds of questions they’re fielding, then address those questions directly in a quick and informative video.
• Go behind the scenes. Short-form video provides a unique opportunity to make your brand more familiar, personable, and approachable. Offer a quick insight into what goes on behind the scenes, or simply do a quick interview with a team member. These videos can be informative, but they can also be casual and even a bit silly.
• Tease upcoming products or events. You can also use short-form video to build interest in an upcoming product launch or company event. Offer the occasional short-form video “exclusive,” allowing your viewers to feel like they’re the first ones to be in the know.

Moving Forward with Short-Form Video

Clearly, there are a number of ways in which you can use short-form video to build engagement and awareness. Combine the versatility of short-form video with its social-media-readiness and the ease with which it can be repurposed, and you have a really invaluable medium to explore.

If you have any questions about the uses of short-form video, or about specific short-form video trends, we’d love to talk with you further. Reach out to the team at enCOMPASS any time you’d like to chat about marketing strategy.