Short-Form Video: A New Art Form Driving Modern Marketing

The appeal of short-form videos

The dynamic, quick turnaround nature of these videos is their main appeal. Conveying information in an ultra-concise medium is advantageous in an age with ever-dwindling attention spans. Communicating this information humorously is another advantage in terms of attracting eyeballs. It presents a new way to engage directly with customers, especially millennial and Gen Z audiences, who are the largest demographics on short-form video-oriented apps. Brands can thus reach their niche communities on social media, especially helped by the algorithm. This is followed by easily accessible platform metrics to see where things can be improved. They can also turn the camera around and show audiences what the company’s people are about; relevant especially for two of the most socially conscious generations. By using vocabulary and formats these generations relate to, brands can form more authentic connections with their audiences, leveraging these to convert them into revenue. It also saves time and resources on the creators’ side, as long-form videos can be reused to pick up short-form videos (as ‘hooks’), especially if the former medium is the main conversion site. This allows for efficiency, consistency and platform-specific target plans.

The science of tailoring content to platforms and audiences

With numerous creative concept ideas at their disposal, such as product displays or testimonies, it is up to brands to create trendy, compelling content regularly. Platform-specific content and target plans are also key to leveraging the power of short-form video marketing. According to Forbes, " A significant 91% of Instagram users watch videos on the platform weekly, with 43% preferring Instagram Stories over other types of content. Videos approximately 26 seconds long receive the most comments, indicating the effectiveness of concise content in engaging users.” Similarly, other platforms such as TikTok, Twitter, YouTube and Facebook have different user bases and suitable CTAs vary.

NPS and CTAs: what are they and why do they matter?

Formulating the content and digital marketing strategy depends on factors that define your audience’s persona and others such as your Net Promoter Score (NPS). No matter the audience, crafting content based on empathy, relatability, and inspirational potential will always work. While trend-hopping works, authenticity and a narrative arc should always be prioritised. CTAs are the final nudge to encourage audiences, to turn those eyeballs into sales, revenue, web visits, or similar business goals. Having a strategy and goal for value provided to customers through your content can help it succeed long-term, especially as growth occurs gradually.

Maximising efficiency and creativity with short-form content

Creativity, consistency, commitment, and content (for the right platform) become important, with the additional key element of community, and making a content calendar based on these factors and metrics is a guide to achieving real effects from short-form video content. Based on this data, efforts can be focused on the platforms that you are performing better on, while still maintaining your other accounts. Prioritising keeping content fresh but still consistent with the brand voice keeps viewers engaged, and using various frames, angles, video and voice tools can enhance your messaging significantly. Using AI tools, CRM systems, and social media scheduling systems can make the process more organised and less resource-heavy. Examples of short-form video content include brand challenges, user-generated content, collaborations with influencers, behind-the-scenes and company culture-focused videos that humanise the brand, educational videos with entertainment value, and videos that build anticipation for news products or releases.

The future of short-form video marketing

The boom of short-form video will not end anytime soon, as Hubspot reports, “Short-form ranks #1 for return on investment (ROI).  56% of marketers using TikTok will increase their investment next year. 25% of marketers plan to invest more in short-form video in 2024. 30% of marketers who aren’t currently using short-form videos plan to start in 2024.” This makes it the perfect time for your brand to focus on short-form videos as part of its marketing strategy, and Urja is the right agency to help you with that goal.