With the continuous rise in popularity of TikTok, investing heavily in short-form video content is vital. Studies have shown that Short-form videos rank #1 for lead generation and engagement and 54% of marketers surveyed, stated that their companies leverage short-form videos for maximum conversion. As an important element of your content strategy, understanding short-form videos and how brands are using them is key.
Next, we will dive deeper into what short-form videos are, their benefits, why you should include them in your content strategy, upcoming news, and how this will affect short-form video platforms.
What are short-form Videos?
Short-form videos are a type of video content that is typically shorter in length than traditional videos. They can range in length from a few seconds to a few minutes. Often used as a way to share quick, snappy content on social media platforms like TikTok, Instagram, Facebook, and Youtube. Short-form videos tend to be more informal and personal than longer-form videos. They regularly feature everyday people rather than professional actors or celebrities.
This makes them relatable and easy to consume. This has helped to make short-form videos extremely popular among social media users. While they may not be suitable for every type of content,short-form videos can be a great way to connect with your audience and build brand awareness.
Benefits of Short-Form Videos
If you’re not already convinced that short-form videos are worth your time and investment, here are a few benefits that might sway you:
1. Capture Audience Attention
Short-form videos are more digestible than longer videos. With the limited attention spans of most social media users, you need to make your point quickly and effectively with a short video. People are more likely to watch and retain information from a short video than from a long one. As a result, businesses and individuals are turning to short-form videos to communicate their message effectively and efficiently.
2. Cost-Efficient
When it comes to cost efficiency, short-form video is the clear winner. Unlike traditional television commercials or web videos, short-form videos can be produced quickly and easily without needing a large crew or expensive equipment. They are shorter and less complex. Short-form videos are typically less expensive to produce than their longer counterparts.
Finally, due to their viral nature, short-form videos often have a much wider reach than other marketing materials, resulting in a lower cost per view. For businesses looking to get the most bang for their buck, short-form video is the way to go.
3. Versatility
Short-form videos are versatile. You can use them for everything from product demonstrations to customer testimonials to educational content and beyond. And because of its versatility, short-form video is perfect for just about any purpose. For businesses, short-form video is an excellent way to promote products and services. It’s also great for creating awareness and building brand identity. And because it’s so shareable, it’s a great way to reach new audiences.
When it comes to entertainment, short-form video is also extremely popular. Whether it’s funny clips or catchy music videos, there’s no shortage of content to enjoy. A well-executed short video will help you grab attention and stand out from the rest.
How to Implement Short-Form Videos into your Content Strategy
There are a few different ways you can use short-form videos in your content strategy. The first is by using them to introduce a new product or service. A great way to pique someone’s interest is a quick video showcasing how your product benefits the viewer. You can use short-form videos to give your audience a behind-the-scenes look at your company or product.
This is a great way to humanize your brand and show viewers. You can use short-form videos by using them as part of a larger marketing campaign. For example, launching a social media challenge encourages people to create short-form videos using your product or service. Not only will this get people talking about your brand, but it will also give you a ton of great user-generated content (UGC) to repurpose on other channels.
Meta and Google: Updates and Changes
1. Algorithm Changes
Meta executive in charge of Facebook, Tom Alison, announced in late April of this year, that Meta will be changing the way people are recommended posts in their main feed. Instead of prioritizing those from accounts they follow, Facebook’s new algorithm is going to start to heavily promote posts regardless of where they came from.
Combined with an increasing emphasis on Reels, the planned changes show how forcibly Meta is responding to the rise of TikTok. TikTok has quickly become a legitimate challenger to its dominance in social media. Instagram is already well ahead of Facebook in its push to show more Reels from accounts you don’t follow, or what the company calls “unconnected” sources.
2. Meta’s Post-Loop Ads & Google’s Youtube Shorts Ad Monetization
Youtube and Facebook have been trying to compete with TikTok’s platform’s popularity. A key challenge Meta and Google face is TikTok’s algorithm strength.
In an effort to combat this, Facebook has introduced a new ad format that forces viewers to watch 4–10 second videos after every few minutes of content. These post-loop ads will be incorporated into both Facebook Reels and Instagram reel’s for creator monetization.
For the last 2 years, YouTube has developed Youtube Shorts. Youtube’s strategy replicated TikTok’s creator fund and created a similar one called the “Youtube Creator Fund”. Youtube realized creators did not fully benefit from the fund and decided to incorporate paid ads in between videos to help monetize and shared among creators.
How Will Meta And Google’s Ad Changes Affect Your Short-form Video Content Strategy
Youtube, Facebook, Instagram, and Tiktok have been the favorite channels among consumers when purchasing goods through ads according to a recent study by Digital Information World. And who do consumers trust the most when exploring products? They trust influencers.
The study by Oracle and CRM Essentials illustrated how social media influencers have become a trusted source for consumers. With the capped amount of monetization a creator can make on TikTok, it is possible that Facebook’s post-loop ads and Youtube Shorts will slowly lure Influencers onto their platforms.
The generic format of ad placement between scrollable videos caused a disconnect between influencer buyer trust and branded ads. Utilizing Facebook and YouTube updates are crucial for ads.
Takeaway
Curating ads to translate the same trust as Influencer content will build brand trust with your target audience. However, this will depend on how genuine your content is along with the Influencer you hire to promote your brand.
In short, effective short-form videos are an excellent way to connect with audiences on various levels and can be used for a wide range of content marketing objectives. When creating your strategy, consider how you can best use each social platform’s capabilities to your advantage to maximize the impact of your content. And if you need help getting started, our team is always here to offer guidance and support.