How to Use Short Form Video in Digital Marketing
Short form video is growing popularity because people enjoy engaging video content and the rapid happiness that short, snappy entertainment provides.
For example, TIkTok has over 1.5 billion monthly users (and counting), making it a great platform for marketers to interact and influence consumers through video content.
Short-form is not fit for many businesses, but it is ideal for those who want to demonstrate uniqueness and be strong to interact with a growing audience of young people. TikTok coined the word ‘creative bravery’ in 2024 to describe a transformative mindset for creating content that includes curiosity, inspiration, vulnerability, and courage, resulting in stronger community ties.
If you want to make engaging and bold short form videos that produce results, you must carefully examine your strategy and track your statistics.
Let’s dive into the world of short form video and investigate the following questions:
What is short form video?
Simply put, short form video refers to video content that lasts between 5 and 90 seconds.
This is the preferred duration on Instagram, TikTok, and YouTube, as it is appropriate for consumers with short attention spans. Remember the value of quick satisfaction. People want to get to the heart of your material quickly!
People prefer long-form videos for explanatory material, detailed how-to instructions, or in-depth analysis. The goal of short-form writing is to get something done quickly. In fact, Influencer Marketing Hub reports that 96% of consumers favour short-form content.
Even though the videos are short, they must present a captivating story and follow a clear narrative flow. They frequently reference contemporary social trends in order to appeal to viewers, such as when AirBnB capitalised on the Barbie Dream House fad.
What exactly does that mean in practice? For TikTok, consider using a minimal description and a vertical shot video. However, you might take use of Facebook’s longer form video content and post horizontally. Alternatively, on Instagram, you might share a static image.
Let’s go over the primary platforms in greater detail.
What platforms use short form video content?
There are several video channels available online, but we’ll focus on the three most popular short form video platforms: TikTok, Instagram Reels, and YouTube Shorts.
TikTok was a game-changing video platform that debuted in 2018 and has since become the source of many viral videos we see on the internet. The videos you view on TikTok are mainly based on your interests rather than who you follow.
IG Reels was Instagram’s (trembled) reaction to TikTok. The platform evolved from a mostly image-based platform to a multimedia one. Unlike TikTok, the videos you view on Instagram are mostly determined by who you follow.
YouTube Shorts was launched in 2019 to compete with TikTok, although it was only made available to the public in 2021. According to the platform, Shorts is “the place to shoot, share, and binge short videos (of 60 seconds or less)”. Videos that establish trends, test out a dancing challenge, or are just humorous or provocative are all effective.
So, which platform should you focus on? Instagram features a wide range of material, a large number of influencers, and 2 billion active users. However, do not underestimate TikTok’s viral force, which stems from its unpredictable algorithm and its allure to the younger population.
Remember that YouTube Shorts benefits from being part of the YouTube universe, which is the second most prominent social platform after Facebook in terms of user numbers. Furthermore, YouTube Shorts has become so popular that senior workers have worried that it may “cannibalise the core YouTube business,” according to the Financial Times.
Ideally, you should be on at least two platforms, but keep in mind the resources and time required. Some would distinguish between the benefits of each platform as follows:
If your primary goal is to improve reach, you should concentrate on TikTok.
If your primary goal is to increase sales, you should concentrate on Reels.
If you want to increase brand exposure and interaction, you should focus on YouTube Shorts.
Short form video formats
Short form video is recorded (or edited) vertically, in portrait format rather than landscape mode.
TikTok short films and Reels have aspect ratios of 9:16 (vertical), 1:1 (square), and 16:9 (landscape). The minimum required resolution is 540 x 960, 640 x 640, or 960 x 540 pixels.
The Instagram video and Reels upload size is 1080×1920 pixels, with a 9:16 aspect ratio. (Note that the aspect ratio on the Instagram feed is 4:5.)
YouTube videos and YouTube Shorts have a resolution of 1080 x 1920 pixels and a 9:16 aspect ratio.
Why use short form video?
Let’s look at why you should use short form video to improve your brand.
Increase engagement and reach: Each video you release offers an opportunity to learn what works best for engaging your audience while also reaching out to new people.
Short-form content is quick and easy to generate, even on a smartphone.
Create a sense of community with your audience by creating a big amount of content around their questions, as companies such as Home Depot do. For example, by tracking what questions people ask on social media or through chatbots, you can create content that answers these questions and helps predict future ones.
Increase brand awareness and authority: A fantastic video may work wonders for your brand, especially if it receives engagement and is shared. Video content can also help you establish yourself as an authority in a specific subject, ensuring that your brand is the first choice when people want to learn more about it.
A short hook to long content
Short form video is an excellent technique to entice folks to read your long-form content (and eventually convert).
When done correctly, you may create unlimited hooks (additional short-form material) to direct visitors to where you want them to go, such as:
- Videos on your website.
- Blogs
- Custom landing pages.
- Your YouTube Channel
- Your podcasts or webinars
Short form video content is similar to a fishing hook. It’s a technique to draw people in because platforms like TikTok prioritise brand recognition, but long-form content converts. So, the more short-form content you create, the better your chances of attracting them to your brand. From there, they can explore all else you have to offer.
How do you get started with short form video?
So, how can you get started with your video strategy? Consider the 5 C’s:
Commitment
What number of hours can you commit to? Be realistic about how much effort you can put into developing and promoting your short form videos.
Creativity
Where will you generate the ideas? You may be able to make perfectly appropriate videos yourself, or you may need to outsource production to a creative agency. Check out this creative checklist for more ideas.
Content
Can you develop relevant content for the appropriate platform? Investigate which forms of video work best on each platform (using your data) and tailor your video approach accordingly.
Consistency
How frequently can you show up? Create a consistent posting schedule and stick to it. A content calendar can help you with this.
Community
Is your community on the platform, and do you know how to contact them? There’s no purpose in releasing videos on a site if your target audience isn’t active. If you do post, be sure to monitor and engage.
How should you schedule your video content?
A constant publishing schedule is crucial for any video strategy. Your audience will get used to your posting schedule and expect new content on a regular basis.
Create a content calendar to outline the exact amount of material you intend to post each month, divided by the number of content pillars (or content topic areas) you’ve decided on. Fill each post with an idea that is both relevant to your pillar and valuable.
People have a tendency to overcommit to social activities, which may be highly stressful. You must choose a posting volume that you can consistently maintain, even if it is only twice a week.
You should also keep track of your social network activities and performance.
This will help you:
- Understand how your videos are performing.
- Gain insight on what material resonates.
- Adjust your timetable and social channel frequency based on what works.
For example, if a video you post on TikTok outperforms those on Instagram and YouTube, invest more time, money, and effort in that channel. However, don’t rely on a single site because social media can be unpredictable. Keep a watch on other platforms to see if any trends emerge or if there is an increase in activity that you can take advantage of.
A video with a greater engagement rate than previous ones can teach you how to improve your short form videos. The numbers do not lie, which is one of the advantages of data analysis. A month-to-month statistic might help you see when you’re improving or deteriorating.
How can you use AI in your short form videos?
As with most types of digital marketing, if you don’t use artificial intelligence (AI), you’re not getting the most out of your short form video approach. Marketing teams are frequently under pressure to generate content rapidly for a variety of reasons and media.
However, developing outstanding content requires time and effort, and many marketers lack both time and resources. AI tools can assist you in developing content ideas, designing and producing films, and writing effective ad copy.
Here are some of the AI tools you can use:
- ChatGPT: Create ideas and content for your videos.
- Canva MagicAI: Help you design your videos.
- Opus: Streamline production of your short form videos
- Hour One: Create AI-generated talking head videos.
- Fliki: Make videos on social media sites.
- Opus Clip: Converting Long-form to Short form Video
- Runway: Enhance videos with generative AI
- Synthesia: Create digital avatars if your budget doesn’t allow for a real human.
- AdCreative.AI: Create appealing ads to promote your short form videos and brand.
Using these tools saves both time and money. However, make sure to review every content before publishing it to ensure it has personality and is consistent with your brand voice.
Pro Tip: Watch our video tutorial on getting started with ChatGPT.
What are the best practices for short form video?
How should you optimise your short form videos for success on TikTok, Instagram, and YouTube?
Change it up!
Keep the viewer captivated by shifting the video’s viewpoint or environment.
Short form videos are intended for short attention spans, yet nothing distracts more than a video shot in a single frame.
Tell a tale!
Despite its brief length, your film must have a narrative arc and a clear purpose.
Structure the video into three sections: beginning (hook), middle (development), and conclusion (climax), with a call to action (CTA) to encourage participation.
Provide value.
- Short form video material always provides a clear takeaway value.
- This value could be inspirational, instructive, motivational, and so on.
Pro tip: Use your own employees and coworkers to promote your brand. To demonstrate your brand in action, consider creating behind-the-scenes (BTS) content or emotionally engaging stories. This promotes brand trust and authenticity.
What are the challenges for short form video?
Short form video, like any other type of digital marketing campaign, takes time, work, and imagination to produce. And occasionally these are in low supply. The most prevalent difficulties include creative weariness, a lack of consistency, and underperforming films.
Creative fatigue
Coming up with ideas might be difficult, and creative tiredness will hamper your development. You may use a variety of ways to overcome this tiredness.
What can you contribute to the conversation?
- Find out what works: Your reports and data analysis will provide you with insights into the performance of different sorts of content. Use previous success as inspiration for future content.
- Ask your followers: Keep track of the questions your followers are raising. Simply ask them questions to help shape future content.
- Lack of constancy: Never underestimate the value of a consistent blogging approach! This does not need you to post new content every day. Consistency does not equate to frequency.
Find a schedule that works for you and stick to it. Even if you just post twice a week, do so every week to establish a consistent rhythm.
Under-performing videos: Growth on social media requires time and effort. Although this is short-form information, you must be committed to the long term.
When your results don’t meet your expectations, you may be tempted to change your plan. However, only focus on the 1% gains. If your videos are only reaching three people at a time, aim to reach four the following time.
When you’ve accomplished that improvement, identify the various factors that contributed to the success.
Social media glamorizes amazing outcomes. You have to stay in your own track and focusing on those 1% gains. Growth on social media requires both time and attention.
Short Form Video: Final tips
So, how can you set yourself up for success with your short form videos?
Prepare before posting: Choose the best platform for your business objectives, guided by the 5 C’s.
Create material that provides value: Use artificial intelligence to help you create content.
Create a content schedule: Create a content schedule to help you stay on top of your posts. Set a pace that is manageable. Also, batch your content when possible.
Find out what works: Discover what works for your social media marketing – and, more crucially, what does not work. Understanding the data will help you achieve your social goals more quickly.
Finally, consider what contributed to the success of your short form video. Did you use a popular song? Was it the video quality? Was the shot setup better? Was the illumination better? Did you use a professional camera instead of an iPhone?
- Use creative help sites: When you’re stuck for ideas, check out Answerthepublic.com and TikTok Creative Centre.
- Check out the feeds: Check out the content that other people are posting. What are the current trends?
