“To improve is to change; to be perfect is to change often.” These words, once uttered by former British Prime Minister Winston Churchill, can still resonate, especially when discussing today’s marketing industry.
Businesses and industries are constantly trying to find ways to set themselves apart from their competitors. To maintain or grow their market share, companies must evolve and embrace changes. They need to let go of outdated practices and embrace new ideas and technologies that align with emerging trends.
Understanding Short Form Video Content
Ever since the COVID-19 pandemic, I’ve seen a shift in people’s attention spans. Gone are the days when people would legitimately sit down and watch the 6 p.m. news or the late-night sportscast to get caught up. Short-form content is now the main way of communication for all companies.
Short content does not have an exact definition; it’s a 15-to 60-second video, depending on the platform, that focuses on a few main characteristics. These include elements such as fun and interactive messages that relate to a target audience and drive engagement. This shows that authenticity and empathy are integral to a company’s building trust with customers and clients.
We’ve seen a shift over the last 10–15 years, with video content now the most engaged, liked, and shared content on social media. With people’s attention spans shortening every day, it’s imperative to grab the viewer’s attention within the first five seconds; otherwise, you risk falling into the abyss.
Identifying the Best Platform For Your Business
I am sure you or anyone you know has fallen susceptible to the famous TikTok wormhole. Again, one of the biggest social media platforms that benefited from COVID-19 was the short-form video platform. Gen Z has taken TikTok to another level, and it’s increased its market share, which has forced both Instagram and YouTube to create their own short-form video platforms in Reels and YouTube shorts, respectively.
There are many different variables when deciding which platform to post content to, as shown below.
Demographics
Although each platform produces identical content, there are stark differences in who uses and views content. The 18–24 age group has taken over TikTok; according to data from Strikesocial, 36.7% of TikTok’s age demographic falls within those ages.
While Instagram is popular with this age group, it’s more prevalent with a slightly more mature audience. YouTube shorts reach a broader audience, from young to old.
Source: Unsplash
Engagement & Reach
Engagement and reach are critical to growth. TikTok’s algorithm casts content to a wider audience, even if you are a relatively new user. Instagram Reels are great for discoverability; however, to get maximum engagement, you must already have a decent following. YouTube shorts focus more on Google search results, which means keywords are crucial.
Platform Features
Each short-form video platform has different features and capabilities to offer users. TikTok is built for more fun content. This is probably why many of you have seen or even participated in one of the million dances or trends the platform has created. Instagram caters to more lifestyle content, whether it is beauty, DIY, or restaurant recommendations. As for YouTube shorts, similar to their demographic, they support a wide range of content.
When deciding to produce and create content, figuring out which platform will give your content the most significant exposure. That’s why it’s essential to determine what aligns best with your brand and short-form video marketing strategy.
Monetization
If you want to make money off your content, each platform offers unique ways to monetize it.
To generate revenue on YouTube, you must have a minimum of 1,000 subscribers and 10 million public engagements over 90 days.
Revenue sharing varies based on ad placement, content type, or viewers’ location. TikTok and Instagram Reels have a revenue-sharing agreement, and TikTok has a 50/50 split between creators and platforms. At the same time, Instagram has a 55/45 split in favour of the creator.
How to Stay Ahead in the Marketing Industry
It’s one thing to create content, but another thing to create content that sets you apart from the competition. Many may think their original formula can last forever, but that’s not true. Experimentation is the game’s name, whether it’s different camera angles, including text captions, images, or music. You also want to, in some form, educate your audience. Following Google’s latest algorithm update, content that provides some educational value or service gets promoted in a higher regard.
Here are some tips to consider when trying to create the best short-form video content:
- Consider your target audience and which channels are the most popular with your customers and buying personas.
- Leverage successful types of video content, whether customer testimonials, product or event teasers, demos, or behind-the-scenes user-generated content (UGC). UGC is the best as it allows your customers to share their experiences, acting as word of mouth.
- Being concise is integral to short-form content; ensure the concept is simple and highlight the benefit.
- Be aware of what’s trending on the short-form video platforms. If it’s TikTok, then it would probably be trends such as dances or social challenges.
- Quality is critical for aesthetics when producing content. Take your time to make sure the background of the video is clean, as your presentation is essential. Be aware of your body language and tone, and ensure it comes across as open and welcoming.
- Touching on your customers’ emotions will make you seem more personable and help you reach and gain followers.
- Lastly, see what’s out there in terms of competition. Watch your competitors and other successful platforms to learn how to grow your audience.
Measuring Success in Short-Form Video Marketing
When posting short-form videos, it is important to analyze and decipher the analytical data to adjust your marketing strategy or company growth. You must understand the KPIs (Key Performance Indicators). Take a look at some of them below:
- Engagement Metric: This demonstrates exactly how long a viewer tuned to your video. This is important because if you have something such as a call to action, it shows you what percentage of viewers legitimately watched your video until the call to action.
- View Count: While this is the most basic metric to track, it may also be the most important one. Each platform has different criteria; for example, on Meta platforms, such as Instagram reels, it takes three seconds of viewing to count as a view, whereas YouTube requires an entire 30 seconds.
- Sharing on Social Media: Sharing demonstrates how many people share your content with other viewers. If you have a large number of shares, it is a great barometer of how successful your video is. Once one person from your target audience shares your content on their social media, others from their following and audience will get exposure to your brand and messaging.
Source: Unsplash
Future Trends
As the digital marketing landscape continues to evolve, as discussed above, staying ahead of the curve is imperative for businesses to maintain a competitive edge. As we stride into 2024, video marketing continues to be a powerhouse in capturing audience attention and conveying brand messages effectively.
New marketing trends are always important to stay up-to-date on. For example, silent videos are gaining momentum. It’s been studied that including subtitles in your videos can increase the video’s view-through rate by 80%.
Another trend that has exploded over the last year is live-streaming. Platforms like YouTube and Twitch have opened a new avenue for people and companies to generate content and money. Streaming’s biggest key has enabled real-time interactions, which keep viewers engaged and increase the chances of sharing and growing to new audiences.
User-generated content (UGC) is a prime avenue for authenticity. Companies should encourage their customers to create and share videos about their experiences with their products or services, as UGC promotes trust and credibility.
By embracing trends like short-form videos, live-streaming, personalization through AI, shoppable videos, and user-generated content, businesses can engage audiences more effectively and drive results. Integrate short-form video advertising with concepts like Programmatic Advertising, Real-Time Bidding, and Visual Reporting to further enhance the impact of your video campaigns.
Wrapping Up
In conclusion, embracing short-form video content is crucial for capturing today’s audience. Understanding the nuances of platforms like TikTok, Instagram Reels, and
YouTube Shorts are essential, as each offers unique opportunities for engagement, reach, and monetization.
Experimentation and adaptation are key to the success of your brand. Leveraging different video types that have performed well, such as user-generated content, product teasers, and customer testimonials, can help create relatable and shareable videos. Keeping up with new marketing trends like live-streaming and silent videos with subtitles ensures content remains relevant and engaging.
Quality and emotional resonance are critical in video production. High production standards and a personable presentation can enhance the viewer’s experience and build trust. Monitoring competitors and incorporating successful strategies provide valuable insights into audience preferences.
Measuring success through engagement metrics, view count, and social media shares allows for continual refinement. Understanding these metrics helps craft effective calls to action and adjust content to maximize impact. Staying ahead of trends and continually innovating can harness the full potential of short-form video advertising to drive growth and maintain a competitive edge.
For more information about our video marketing services or to book an appointment, reach out to one of our certified digital marketing experts today. Call 866-208-3095 or contact us here.
