By Brian Fuller, Creative Director
Short-form videos, those visual snacks that scroll by on social media, have become the internet’s most infectious means of information consumption. There’s no denying their appeal. Nearly two billion users are on TikTok, where the average video can easily top 30,000 views—whether it has a hasty, homemade appeal or sleek, professional polish. Factor in the billions of views on Instagram, Snapchat’s Spotlight, and YouTube Shorts—plus dwindling attention spans and the trend toward instant gratification—and short-form video sounds like a can’t-miss addition to any marketing strategy.
There’s no doubt that condensing your message into less than 30 seconds can be a challenge. But when done right, it creates a level of interest that delivers real influence. It’s engaging, easy for an audience to absorb, boosts SEO, and has solid ROI due to higher conversion rates. And as a format, short-form video also offers a liberating level of experimentation that can generate the kind of viral buzz any brand craves.
Pretty compelling stuff, right? Before you pull out your smartphone and start shooting, though, let’s lock down a basic understanding of the short-form video story.
What is a short-form video anyway?
If you ask your Magic 8 Ball™, the answer to this question is likely to be, “Reply Hazy, Ask Again.” Each platform has different parameters. On Facebook, a short video is one to three minutes, whereas YouTube shorts tend to top out around 60 seconds. As for TikTok, the place where video has really taken off, posts can be as brief as 15 seconds or as lengthy as 10 minutes.
Are short-form videos effective?
The effectiveness of video as a marketing tool is undeniable. Humans overwhelmingly prefer to absorb information presented visually. According to Sprout Social, when it comes to the impact of a given message, user retention is as high as 95 percent when delivered via video versus only 10 percent when read in text. And consumers consistently express a preference for short form over long form when it comes to video.
Point being, it’s time to strengthen your short-form video game.
How do you get started with short-form video?
For the most impact, aim for a combination of well-produced content plus user-generated contributions. Start with a creative, polished presentation of your key messaging. For a great example, check out the award-winning stop-motion masterpiece we created for Maglio Produce. Then add crowd-sourced video content—often the best way to establish authenticity and gain affinity with a target audience. Other options are as traditional as special promos or product teasers or as practical as explainer or FAQ videos.
To minimize up-front investment, consider simply repurposing your organization’s existing videos and even B-roll footage. Some clever editing and special effects can transform long and clunky content into something quick and captivating. You can create several fresh shorts out of one long video already in your archive!
If giving your social media marketing an injection of short-form video effectiveness sounds appealing—and it should—it’s worth a conversation with our video, content development, and social media experts. Schedule a time to talk. We promise it won’t take long.
