With TikTok becoming a huge sensation among global audiences and Instagram pushing Reels, it's easy to notice that this may be the era of short-form video content. Attention spans have been dwindling for quite some time, which means more and more marketers are turning to shorter videos to get their message across.

In fact, a Wyzowl report found that 39% of marketers reported the highest return on investment (ROI) via leads and clicks through short videos of 30 to 60 seconds. Similarly, 18% of the respondents attributed the highest ROI to videos under 30 seconds.

While we've established that short-form video content is the hype nowadays, one thing is unclear for many brands: how to use this content format? Below, we discuss how you can use short-form videos in your content marketing strategy.

What Is Short-Form Video Content?

While the definition of ''short'' might differ across marketers, most agree that short-form videos range in length from 15 to 60 seconds. These videos may be informational or promotional.

An example of a short-form video is a 30-second Reel or TikTok. A 10-second video Story on Instagram or Facebook is also a short-form video.

Why Use Short-Form Video Content for Business?

Make no mistakes, short-form video isn't just a fad. As Don Dodds, founder at M16 Marketing, says, ''It's not just a fleeting trend; it's a powerful testament to changing consumer behaviors and the effectiveness of concise, engaging content.''

If that's what the consumers want to see, as a brand, you're supposed to oblige. But that's not the only reason to use short-form videos. These videos are also:

• Accessible: People can watch short videos on any device, be it phones or tablets. They don't have to perch themselves in front of a TV or a laptop for an hour to consume this content.
• Easy to Watch: It's relatively easy to watch a minute-long video and share it with someone.
• Easy to Produce: Even for brands, short-form videos are easier to produce compared to longer video formats. They require less time and resources, making it possible for even small businesses or startups to use this form of content marketing.
• Free: Unlike longer videos (such as webinars) that are often behind paywalls or memberships, short-form videos are typically available for free on social media platforms.
• Algorithm-Preferred: Social media algorithms typically love short-form video content because it keeps users engaged on the platform for longer periods of time. 

How to Use Short-Form Video Content in Marketing?

Short-form video marketing has become a subcategory of its own, encompassing social media videos, ads, and more. Let's look at some ways to use these videos in marketing campaigns.

1. Use Short-Form Videos in Social Media Marketing

The most common use of short-form videos is on social media platforms, including Instagram, TikTok, YouTube, and Snapchat. You can use these videos to inform, educate, entertain, and engage your audience on these platforms.

Suppose you're an apparel brand with a decent social media presence. You can create many types of short-form videos for social media, such as behind-the-scenes content, process videos, sneak peaks of upcoming collections, product launches, event announcements, and flash sales.

But that's not it. Short-form videos are also suitable for following trends and social media memes. Duolingo is an excellent example of a brand that does this. They use viral TikTok, or Instagram sounds and follow the accompanying trends.

It's due to this content that the brand has amassed millions of followers on their social media pages. Learn about their viral video content strategy from Zaria Parvez, the brand's social media handler, in this video:

2. Create Short-Form Video Ads

In the same Wyzowl report that we mentioned earlier, it was also found that 30% of marketers have created video ads. That means success can be found in video advertisements.

Thanks to the diversification of pay-per-click (PPC) marketing, you are not limited to YouTube ads. You can also create video ads for social media platforms, from Facebook to Pinterest.

For example, Envato's video ad for YouTube is only 19 seconds long. However, it's effective because it carries a hook that would make the audience want to learn more about the company.

As you can see, the ad description is pretty short and precise. Yet, it tells you all that Envato has to offer. Similarly, the video copy also highlights the brand's main offerings, such as creative assets and unlimited downloads.

That's one thing you need to keep in mind when using short-form video content. There's not a lot of room for explanation, so you have to be concise and intentional with every word.

3. Work With Influencers for Short-From Video Content

DIY video production is always an option, but it's not the only one. You can always collaborate with influencers and use the short-form videos created by them as:

• Content for your social media platforms
• Ad creatives for social media ads (such as TikTok Spark Ads)
• Social proof on your e-commerce websites

There are many ways to leverage influencer marketing with a focus on short-form videos. For example, you can send your products to influencers and ask them to review them. Influencers can also create short videos around your products' functionality and usefulness.

Some brands also work with influencers for product launches. Since influencers have substantial followings, they can let hundreds of thousands of people know about your new offering by creating a short video around it. Check out this video to find short-form video examples of influencer-run brand campaigns.

The main benefit of using influencer-generated video content is visibility. People are more likely to follow influencers than brands. A Matter Communications study found that 69% of people trust recommendations by their favorite influencers.

So, when an influencer creates a short video about your product or event, it's likely to get more attention and garner more interest than if you were to create and publish this video yourself. Also, an influencer's approval is like a stamp of credibility for your brand.

4. Leverage User-Generated Short-Form Video Content

Influencers, no doubt, are trustworthy figures among their followers, but they're still paid by brands. Due to this, some people may be skeptical of their recommendations.

However, no such doubt remains in your audience's minds when another user of your product or service raves about it. That's what user-generated content (UGC) does; it acts as a real and raw testimony for your brand.

Nowadays, most people post about their purchases online. For example, they may create a video of their new coffee machine in action or one of them using your skincare product.

These user-generated videos can be repurposed by brands. You can post them on your social media pages, show them as social proof, or even create ads out of them. The following video explains UGC and its implementation in detail. 

5. Create Storytelling Videos

Telling your brand's story with video could just be the way to stand apart from your competitors. It's a great way to connect with your audience and keep them engaged.

For example, you can use short-form video content to share your values and vision with the audience. Show how your product has had a positive impact on people.

The element of storytelling makes these videos relatable rather than boring. Basically, you're showing your brand's human side through these videos, and that helps in building a strong emotional connection with your audience.

You can even use these videos to show your products visually appealingly. For example, Hilton Hotels has a series of videos on YouTube that show their room options. All these videos are under 1 minute, but they exude the luxury and comfort that the brand stands for.

Storytelling videos don't always have to be professionally produced; they can also be created using user-generated content or even through animated videos. As long as they evoke emotions in the viewer, you're golden. 

Best Practices to Make Short-Form Video Content for Business

Maybe you have a ton of short-form video ideas, but you'll only see results if you execute them properly. So, what makes a really good piece of short-form video content? Here are a few elements and best practices.

Use Existing Content

When starting out, you don't have to go with elaborate concepts for your videos. You can start by repurposing existing content and turning it into shorter, more digestible pieces.

For example, you can take a longer product demo video and split it into several shorter snippets to show different features. Learn more about creating short-form videos from this video.

Jump the Trends Bandwagon

Trendy short videos have a large scope for going viral. Algorithms favor videos with higher engagement, and trending topics often have a high engagement rate. So, there's a better chance for your videos to get seen by more people.

However, don't just follow short form video trends blindly. They should align with your brand and message so that your audience finds the end result engaging.

Hook Your Viewers Right From the Start

Since there's not enough time to go on a lengthy introduction in short videos, you have to hook your viewers right from the start. Keep the first few seconds intriguing enough for the viewer not to swipe to the next video.

The hook doesn't necessarily have to be verbal. It can be visual, too. For example, Crumbl Cookies has used mouth-watering visuals in this short-form video.

Also, include a call-to-action in your videos. What purpose does a call-to-action serve in a short-form video? Well, it prompts viewers to take the desired action. For example, if you're introducing a new product, tell the viewers to visit your website or social media for more details.

Optimize the Video for Mobile Viewing

Short-form video platforms like Instagram, Snapchat, and TikTok get most of their traffic from their mobile apps. So, you must optimize the videos for mobile. Here's how:

• Use a vertical aspect ratio (9:16).
• Keep the text large enough to be easily read on a mobile phone screen.
• Include captions, as many people watch videos on their phones with the sound off. 

Use Platform-Specific Video Features

Ask yourself this: in your niche, what platform is known for short-form video content and storytelling? For example, if you're a tech brand, you should opt for YouTube Shorts. If you're a beauty or fashion brand, TikTok and Instagram Reels are your go-to platforms.

Every platform has specific features that can make your short-form video content even more impactful. For example, on TikTok, you can reply to comments with videos or Stitch videos from other creations.

Similarly, Instagram Reels allows users to use different filters and add AR effects. Incorporate platform-specific features in your videos to get them noticed by the algorithm. The following video explains how to create Instagram Reels like a pro.

Your One-Stop For Short-Form Video Marketing Chicago

A look at short-form video statistics shows that the content format is here to stay. To succeed in this vertical while cutting through the competitive noise, you'll need a professional video marketing agency such as Indirap.

Our video production Chicago services range from brand overview videos and social media video content to animated explainers, case studies, and testimonials. We stay on top of short-form video trends to make your content a success on every platform. 

Get in touch with us to start with your short-form video production.

FAQs

What is a short-form video?

A short-form video is any video ranging in duration from a few seconds to around a minute. These videos may be made for engagement, entertainment, promotional, or educational purposes.

What is an example of short-form content?

Instagram Reels and TikTok videos are examples of short-form video content. As for non-video short-form content, short blog posts (under 1,000 words) and social media posts are prominent examples.

How do you short-form a video?

If you have a longer video, you can short-form it by creating short clips of anywhere from 5 to 90 seconds. Make sure you pack value in your video and use a hook to grab attention initially. You can also use editing software to add captions, sound effects, music, and graphics to the video.