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Are you still not sold on short-form video for your business? Do you roll your eyes at Reels and refuse to download Tiktok? Do you feel WAY too awkward to ever get on camera?
I hear you - but I'm here to tell you that it's time to learn to love it.
In an era of ever-dwindling attention spans, businesses need to get creative (and learn to be relateable) to capture the hearts and minds of their audience. Enter short-form videos, the pocket-sized content superheroes that are taking the world by storm.
Often dismissed as "silly dancing videos," short-form video is a powerhouse tool when it comes to marketing. Those viral dancing videos may be the bane of our uncoordinated existence, but they're an incredibly effective community-building tool. In short, they make people feel like they're a part of something - and that's important. Let's be real, though. There are far more than dancing videos out there. If you scroll long enough, you'll find beautifully crafted cooking videos, hilarious storytimes, WW2 survivors telling their stories with their grandchildren, and Ryanair poking fun at competing airlines.
So, how else does short-form video benefit us?
Quick Consumption
Let's face it – we're all in a hurry. People are constantly on the move, and their time is precious. Short-form videos are the perfect solution because they pack a punch in just a few seconds - in fact, you have 3 seconds to hook your audience's attention. With the right content, you can convey your message, showcase your product, or tell your story in the blink of an eye. And because they're so short, people are more likely to watch them till the end.
Top tip: Longer watch times tell algorithms that your content is worth boosting.
Increased Engagement
Short-form videos are like little nuggets of entertainment. They're fun, visually appealing, and often shareable. This means that your audience is more likely to engage with your content by liking, commenting, or sharing it with their friends and followers. The more engagement you get, the more your brand visibility increases.
Social media is a fantastic tool for driving awareness, and short-form videos are the perfect vehicle.
Platform-Friendly
Social media platforms adore short-form videos. They're perfectly suited for platforms like TikTok, Instagram Reels, and Youtube Shorts, which are designed for bite-sized content. When you tailor your content to fit these platforms, you're more likely to gain traction and go viral.
Top Tip: With Instagram specifically, even though they have begun to prioritize still images again in the algorithm, user behaviour still heavily favours Reels and stories.
Cost-Effective
Producing high-quality, long-form videos can be time-consuming and expensive. Short-form videos, on the other hand, can often be created with minimal resources. With the right idea and a smartphone, you can create engaging content that resonates with your audience.
There is a massive opportunity here. All of those mega brands on Tiktok who are creating cinematic commercials are wasting their time. If they'd simply get on their audience's level, they'd see much more success. Ryanair and Hootesuite are perfect examples of this. They're using popular Tiktok trends and adapting them to their niche in funny ways - and it's working.
Storytelling Magic
Storytelling is an essential element of marketing, and short-form videos are excellent storytelling tools. They allow you to tell a compelling story in a concise and captivating way. Whether you're introducing a new product or sharing a behind-the-scenes glimpse of your company, short-form videos can help you weave a narrative that connects with your viewers.
Top tip: Use interest-piquing language to drive interest.
POV You own *insert your business here* (for a day in the life video)
Start a storytime video with "Put a finger down if you ..." and then use the punch line or emotional impact as your hook before circling around to the start of the story and actually telling it. Don't forget to put a finger down so people know you're talking about yourself
SEO Boost
Search engines love video content, and short-form videos are no exception. When you optimize your videos with relevant keywords and hashtags, you're more likely to appear in search results, increasing your profile's visibility and driving organic traffic, which in turn builds awareness.
Top tip: More and more people are turning to social media to use as search engines instead of going to Google - don't forget your captions when you're making short form video.
Showcase Your Personality
Short-form videos provide a unique opportunity to showcase the personality of your brand. Inject some humour, showcase your team, or give a sneak peek into your company culture. Remember, people want to buy from brands they feel represent them in some way. The best way to make that connection is to highlight the humans behind the business. In the same vein, remember that your audience consists of people, not little numbers on the screen.
Adapt to Trends Quickly
Trend cycles have been speeding up for years, but with the advent of Tiktok they've come and go in the blink of an eye. You have a week or two at most (and sometimes less) to jump on a trend. Short-form videos allow you to jump on the latest trends quickly. Whether it's a viral dance challenge or a popular meme, you can join the conversation and keep your brand relevant.
Smaller businesses have an advantage here. They're more maneuverable, and don't have to go through several different layers of approvals and legal teams the way large corporations do. Just remember only to use the business-approved sounds, and you're read to start creating.
TLDR; Short-form videos aren't just dance trends you can handwave away – they're a powerful tool for businesses of all sizes. They engage your audience, boost your SEO, and help you stay relevant in today's attention economy. It's time to grab your smartphone, unleash your creativity, and do your little dancy dance.
Ok - you don't have to dance, but you DO have to make sure your lighting is on point. Want some tips on how to film your content? Check out 10 Tips for Filming Short Form Video! At a loss about how to get started with social media, or just don't have the time in your busy schedule? Get in contact and let's chat about how I can help you take your social media to the next level.