If you didn’t jump on the short-form video bandwagon in 2020 to market your brand, then 2021 is your year. From TikToks to Instagram Reels, it’s almost impossible to scroll through social media without coming across these videos.
I know what you’re probably thinking, “I can’t and/or don’t dance, so this isn’t for my brand or me,” but don’t stop reading. These videos have evolved into more than just dance challenges. Let’s talk about why you should and how you can incorporate short-form videos into your marketing strategy this year.
Why short-form video
Typically, a short-form video is any video from 15 seconds to around two minutes long. So, aside from Youtube and Facebook, these are limits you should keep in mind when creating videos for most of the other major social media platforms. In 2018, Statista found that 85 percent of all internet users watched a video on their devices. And if that isn’t convincing enough, you should also know that “33 percent of viewers lose attention and will stop watching a video after 30 seconds, 45 percent by one minute, and 60 percent by two minutes,” according to 50Wheel. The bottom line is, the shorter, the better.
You also don’t have to have much video editing experience to make these quick videos. The apps give you everything you need in one space, including original sounds. These simple-to-use features allow you to create a low maintenance video that could significantly boost your brand awareness.
How to incorporate in your marketing
It is very tempting to over-explain while creating videos, but you’ll never be able to get your point across if users aren’t watching the full video. Here are some ways you can incorporate short-form videos into your marketing strategy.
Educational/Behind the Scenes
There’s always room to teach your audience something new. Educational videos don’t have to be overproduced – just one person, a popular sound, and simple text on the screen will do the trick. Make the video simple or go as far as a do-it-yourself (DIY) tutorial.
Bringing people into your world is another easy way to grab attention. It makes the user feel more connected to your brand and eventually get them back to see more. Think about all of the hands-on processes you go through daily. Although it may take you hours in reality, on TikTok or Reels, you can show it in 30 seconds or less.
User-generated content
Sometimes you don’t even have to do any of the work. You can rely on users’ videos that help to promote your brand. Sharing user-generated videos can be done with a simple retweet or share on your page’s story. If you want to use their video in a more truly marketing sense, though, the first step is getting proper permission. Companies do this in many different ways, but one of the easiest ways is to prepare a statement and placing it in the comments section of the post. The conversation can be moved into your direct messages, and once you have the go-ahead, you now have great content that you didn’t have to produce.
Of course, short-form videos aren’t appropriate in every situation, but they are worth considering. Find what works for your brand, and get into the habit of creating short-form videos because they don’t seem to be going anywhere.
