Why Brands Should Be Utilising Short-Form Video Content
Why Brands Should Be Utilising Short-Form Video Content
Short-form video content has been on the rise for some time now, with no signs of its popularity with consumers slowing down. Incorporating new forms of content into your marketing strategy can be intimidating as a brand, but with short-form video content the risk is well worth the reward. So why should your brand invest in short-form video content?
The statistics
As of January video streaming app TikTok, renowned for short-form videos, reported 1 billion monthly active users worldwide and over the past few years we’ve seen Instagram make a shift to prioritise Reels, with many users reporting them performing better than other forms of content on the app.
According to video animation company Wyzowl, 86% of businesses use video as a marketing tool and recent research from Hubspot showed 54% of consumers stating that they’d prefer to see videos from brands over other forms of content.
Why your brand should be using short-form video content
It helps build community and trust
Short-form video campaigns that are a) participating in trends of the moment b) offering a behind the scenes look into a company or c) launching brand challenges and competitions, can give viewers a sense of who the brand is. Videos that are a few minutes long can not only quickly convey brand persona but incentivise users to interact with a brand’s community. The more consumers feel like they know a brand’s values and aesthetics, the more they align themselves with that brand, building trust.
It keeps you relevant
One unique quality of short-form video content, unlike its long-form counterpart, is that it’s great at capturing current trends and moments. Where short-form videos take less time and cost to produce, it’s much easier for businesses to participate in social media trends and share the day-to-day of their operations, keeping at the top of their customers’ minds. On the social media platforms currently prioritising short-form video content, it’s also worth noting that this type of content is likely to rank higher on users’ feeds, being more likely to be seen.
It’s engaging and memorable
Shorter videos require less time from consumers, making them easier to watch through and engage with. And being brief actually makes them more likely to be remembered by viewers, as there’s less information to digest and take in. Users’ attention spans are shorter than ever and short-form video content capitalises on the high content turnover we’re seeing online today by being bite-sized entertainment that’s able to catch people’s eyes.
It boosts sales
A vast majority of consumers have said they’ve been convinced to buy into a brand after watching a video, with many marketers agreeing that it's an invaluable component of their strategy that offers a good ROI. Research has shown however that short-form videos are better at building brand awareness than longer format, and it follows that this greater awareness translates to better sales. Short-form video also provides a new medium to reach potential customers through user-generated content. TikTok launched two new platforms - the Creator Marketplace and the Creative Exchange in 2019 and 2021 respectively, in order to facilitate more brand/creator partnerships through the service. And while these services may not be right for every business it’s definitely a sign of the potential boon to be found within the market.
It’s efficient and adaptable
Short-form videos are relatively cost efficient and easy to produce and distribute. Depending on the kind of video, they can be created in a few minutes, on the go, simply using a mobile device. This allows brands to be more agile. Their shorter length also makes them easy to repurpose across platforms and remix into new content, leading to a higher volume of content for a business overall.
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