Nowadays, short-form videos are all over the place. Now, as new short-form video platforms like Instagram Reels, TikTok, and YouTube Shorts become more popular, companies are taking note.
According to the BuzzFlick video marketing survey, 51% of marketers that use short-form video aim to expand their investment in the medium in 2022. 38% of those polled plan to maintain their current level of investment.
Then there’s this: 30% of social media marketers aim to spend more time and money on short-form videos in 2022 than on any other social media trend.
So, how can you take advantage of the short-form video trend to expand your company? Also, what can we expect to see as far as fashion goes in the coming year? Find out what marketing gurus at HubSpot recommend below.
Introduction to Short-form Videos
Short-form is defined as a video of less than 2 minutes and 30 seconds.
But there isn’t a universally agreed-upon figure. TikTok, for example, had a time limit of 60 seconds, but it has recently been increased to 3 minutes. A Twitter video may be as long as 2:20 minutes. The time limit is 60 seconds for reels and reelers.
The advent of TikTok, Reels, and Vine means that short-form video is becoming shorter and better suited to 60-second to two-minute clips. Because YouTube video tends to be lengthier and more in-depth, we believe the notion of short-form content on YouTube is really around the 10-minute mark.
TikTok and the like are now the norm when it comes to short-form videos, whereas YouTube is the exception.
Content Marketing: How Short-Form Videos Fit in?
People share videos twice as frequently as any other type of material, according to data from BuzzFlick. 84% of individuals were convinced to buy a product or service because of the video, according to the study.
As a result, it should come as no surprise that video is becoming an increasingly vital component of any company’s content marketing plan.
The culture of short-form video is one of its distinguishing features.
In addition to the duration, short-form video is distinguished by its trend culture. For example, the TikTok app is based on a combination of dances, noises, and group challenges. To appear on TikTok’s “For You” tab, which is akin to Instagram’s “Explore” page, advertisers must often join in on the fun.
Moreover, short-form videos allow artists a new approach to exhibiting their work.
The rise of social media is leading the human attention span to get shorter and shorter. Short-form content may offer you a leg up on your competitors and help you connect with your audience.
As with every new trend or platform, Content Strategist Amanda Zantal-Wiener also underlined the fact that you should always put your audience first.
She thinks it all stems from a simple query, such as:
- Which channels are your audiences using, and for what?
- For which channels does it make the most sense for your business to generate this short-form content?
While the short-form video is recognized for its entertainment appeal, it may be adapted to coincide with your brand’s message.
Short-Form Video Trends Every Marketer Should Watch Out
With every passing year, trends change. Let’s explore the short-form video trends which being a marketer you should follow. Let’s take a look at some of the most popular ones:
A few years, short-form videos started gaining popularity. The content of such videos was based on songs, dances, and sounds.
We believe brand challenges are a significant approach to skyrocket your site traffic, engage you’re your targeted audience and establish your online community.
Colgate has launched the #MakeMomSmile initiative in honor of Mother’s Day, encouraging people all around the world to post videos showing how they showed their moms how much they care.
A clever play on words, as Colgate’s mission, is to make people smile.
Influencer marketing is nothing new for brands; it’s been around for a long time. Short-form video content, on the other hand, is experiencing an increase in its use by marketers.
TiffFoods, a well-known TikTok influencer, recently appeared in an advertisement for the food company Fly by Jing to promote a new product.
To increase conversions, businesses may use videos that are optimized for native advertising and feature short-form content.
Consider the following example of a commercial: In most cases, it’s anywhere from six to sixty seconds. The average length of a short-form video is also this length.
Consequently, short-form video platforms may be used to promote a brand’s products naturally.
You don’t have to spend a lot of money on it, and it has the potential to become viral, which increases interest in your company.
TikTok’s iconic sound and a misleading low-battery indication are used to raise anticipation for KaseMe Design’s forthcoming new product launch.
Because of this, consumers get even more engrossed in the debut because they don’t know what will be revealed.
See Also: 20 Top Product Teaser Video Examples
User-Generated Content (UGC)
UGC is a big hit with consumers. It has a greater impact on their purchase decisions than material from brands or influencers. Brands may broadcast movies that elicit strong emotions without using a lot of cash. Is there a further advantage? It’s cost-effective.
User-generated content may be a powerful tool in your marketing plan. Chipotle teamed up with these content creators to develop a video that went viral.
Chipotle’s target market may be young college students who are seeking cheap meals. The two producers in this video represent the type of viewer they’re hoping to attract. “Will my audience be able to connect to this?” is a question that brands should bear in mind when contemplating user-generated content (UGC). If the answer is “yes,” then go ahead and do something.
Consumers are looking for companies that are both honest and transparent. You just have a few seconds to make an emotional connection with your viewers when using short-form videos.
Just what are the steps? In general, customers are more likely to trust a company when they can see the people behind the brand.
According to a survey, 70% of customers stated they felt more connected to firms whose CEO is active on social media channels.
As a result, in 2022, companies should take a more personal approach to interact with their customers.
Trendy? Check. Informative? Check. Is it a motivator? Check! This video will be a success, but why? Because it contains all of the elements necessary to produce a successful short-format video.
The inclusion of a well-known song and dance number gets the attention of the audience right away. There are issues that viewers may be dealing with, and they are addressed throughout the program. The video is completed by a call-to-action (CTA) in the caption that converts viewers into potential customers.
More Educational & Explainer Videos
This year, companies took a new approach to offering value to their audience. They started using an educational form of content in short videos. Some examples of educational video content can be how-to videos, guided tutorials, and not to forget animated explainer videos.
As per our video marketing research, since the digital marketing landscape is evolving, consumers are now expecting more visual content from their favorite big brands like Facebook, Google, and Apple.
Adding educational videos to a website is a terrific way to increase the value of the site’s content to its visitors.
Lead generation and brand loyalty can both be enhanced if a company prioritizes education in its marketing approach. Additionally, animated explainer videos are aimed at consumers who are in the decision-making phase of the buyer’s journey, which can lead to customers if done correctly.
We believe in brands, and this is a win-win situation since it allows them to address the concerns of their target audience and provide solutions that answer those concerns. What do I mean? Take a look at the following example:
This video was made using the Soy Yo Candle recipe. It’s reasonable to assume that one of the most difficult aspects of owning candles is extending their useful life. An issue was stated, a solution was supplied, and the brand’s product was marketed. That’s all there is to it.
One of the best things about this video is that it appeals to both new and old customers alike. The brand has the potential to naturally expand its customer base due to the added value it provides.
P.S: Looking for an explainer video company? check our list of best animated explainer video companies.
Takeaways for Video Marketers
If you’re looking for a low-commitment marketing strategy, short-form videos are a great option.
A minute or two later, you’ll have learned something new, or you’ll have made someone happy.
On the other hand, because it’s so simple to make, more individuals are able to contribute their own comedy or viewpoints. Therefore, companies need to figure out how they can stand out in the midst of all the noise.
The temptation to be trendy is constantly present. Yamada, Plus, brands should exercise caution when it comes to following trends.
Not every viral TikTok music or meme format will connect with your content strategy or brand, so don’t try too hard to use them.
Prioritize appealing to your target audience and remaining true to yourself. Don’t be frightened to start from scratch since you know trends have to begin somewhere!!
The key is to strike a balance between what’s popular and what’s appropriate for your company.
Best Platforms for Short-Form Videos
At least 47% of TikTok’s users are between the ages of 10 and 29, making it a popular platform among the young generation.
Image Source: TikTok
There are two tabs on the TikTok site, one for videos and the other for stories. The “Following” tab, which displays videos from the user’s followers, and the “For You” page, which is generated automatically depending on the user’s prior activity, for instance, scroll history, what they like to watch, user comments, etc.
TikTok’s “Discover” page highlights popular themes and hashtags, making it a useful tool for content marketers looking for fresh ideas.
Image Source: TikTok
However, it may be because the platform’s success relies on emotional appeal that B2B marketers have been reluctant to embrace it. However, they may be just what they’re looking for in that emotional appeal.
LinkedIn research found that “emotional messaging” is seven times more successful than “logical messaging” in generating revenue for B2B companies.
Is TikTok the right marketing platform for your business, but you’re not sure? You can see how TikTok has become one of the most popular venues for short-form content in the world by watching this video.
I think it’s high time to put those dance moves into practice.
Instagram Reels is being referred to as TikTok 2.0, but it’s proven to be a different beast. Instagram’s Reels feature displays a video chronology that scrolls like the Explore page. Users can access this page by clicking on the music used in the account to see what other reels use that sound.
Image Source: Instagram
Instagram already had the public’s attention, with more than a billion active monthly users. Since its release in August of 2020, Reels has become a viable competitor to TikTok as a marketing tool.
In comparison to TikTok, Instagram has a more diverse user base. In addition to their other marketing options, Reels gives businesses the ability to reach a wider audience in less than a minute.
With YouTube Shorts, the video-sharing website is attempting to expand its long-form video library to include more bite-sized fare.
In September 2020, YouTube began testing it, and it is now available to all users worldwide. Shorts now have their own tab on YouTube’s mobile app if you’re using that. Shorts may be made up to 60 seconds long and can be edited within the app, much as on other short-form video sites.
It is Triller, Tiktok’s musical theater buddy (or adversary) and the one who breaks into song at any given moment, any place, without any apparent reason or cause.
Triller’s homepage resembles those of other short-form video sites. As a result, the app features a prominent category for the most popular and trendy music on the market.
Image Source: Triller
The application is pretty popular among musicians since it allows them to edit 60-second videos within the app. Music, filters, effects, and transitions are all part of this. The popularity of Triller soared earlier this year when there was speculation about a TikTok ban in the US.
Because of the importance of music on the app, marketers should use music in their videos as a means of presenting stories. “You Got It” by Vedo, a song about unleashing your potential, made the rounds on Triller last year, among other places
That sound would have been perfect for a job seeker recruitment video produced by a staffing agency. In addition, the song might be used to promote a business counseling service. There is no limit to what you can do.
The Hippo Video
Hippo Video is a great option if you want to push your short-form video material beyond social media. With the video marketing platform, companies can create, distribute, and evaluate video content from a single location. Forms, CTAs, and notes may all be included in videos to aid conversions.
Image Source: Hippo Video
Marketing teams are utilizing Hippo Video for an email campaign in which they are trying to promote a new product from a SaaS firm.
Existing clients can receive a teaser video and a “Schedule a Demo” CTA on launch day, which directs them to an appointment scheduling page.
Using video analytics, the team can keep tabs on important campaign indicators like total plays and average view time.
Magisto by Vimeo
Artificial intelligence makes social media video marketing easier with the acquisition of Magisto, a video editing program (AI).
Uploading your videos is the first step. The app will then evaluate the videos and put them together in accordance with the type of video editing you choose. For example, they may edit videos for real estate and fitness as well as Facebook and YouTube advertisements.
Image Source: Magisto
Distribution on social media platforms and analytics can be done once you’ve chosen a style and the video is finished.
Businesses that don’t have a lot of time or money to devote to video marketing can benefit greatly from this tool. This program takes care of it for you.
To use short-form video in a time and resource-constrained environment, try Lately.ai.
Long-form audio, video, and text may now be turned into bite-sized social media postings thanks to AI-powered software. How does it know what will be effective? Here, AI comes into play.
Depending on previous data, it develops content based on what your audience is most likely to respond to. It’s an excellent resource for companies just getting started with short-form content and looking to expand on what they already have.
Over 300,000 businesses rely on Wistia to host and distribute their video content and expand their audiences.
Using this platform, you can create a video player that suits your brand, generate leads, and monitor the performance of your videos to learn more.
To guarantee that your content reaches the proper audience, you can also develop bespoke ad audiences for search and social and utilize connectors to sync all of your tools.
Need Help with Your Videos? – Hire BuzzFlick
Whether you’re planning on creating any type of short-form video, you need to ensure the video quality should be nothing short of perfection.
If you need any assistance in this regard, you can always ping BuzzFlick’s video experts for help. As a prime video animation agency, we aim to offer profound video animation and production services.
Be it video editing or making animated videos from scratch, we do it all.
Short-form videos can be used in a countless number of creative ways. However, no matter how many trends come and go, your audience will always be the same. Listen to the facts and try a couple of different ways to see where you should go next.