Discover the Secret to Effective Video Marketing

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Video has become one of the most popular and effective forms of content marketing. Whether it’s a promotional video, a brand awareness campaign, or just a funny cat video, people love watching videos. However, as technology advances and people’s attention spans decrease, short-form video is quickly becoming the future of video content.

In the past, video content was primarily consumed on televisions and computers, but now with the rise of smartphones and social media, video has become more accessible than ever before. The majority of internet traffic is now video traffic, with platforms like YouTube, TikTok, and Instagram leading the charge. But as video becomes more accessible, people are becoming more selective about what they watch.

What are short-form videos?

The length of a short-form video can vary, depending on the platform you use. For example, on Facebook, a short-form video can be anywhere from 60 seconds to 3 minutes long. Meanwhile, on YouTube Shorts, the length can range from 15 to 60 seconds. TikTok has a similar range, with videos lasting from 15 seconds to 10 minutes.

• 73% of consumers prefer to view short-form videos to gain understanding
• 59% of consumers continue watching short-form videos for 41-80% of the length
• 30% of consumers have an average watch rate greater than 81% for short-form videos

These statistics demonstrate the increasing popularity of short-form video content. By 2023, short-form video is expected to become the go-to option for many businesses and marketers.

Benefits of using short-form videos

Short-form videos are becoming increasingly popular for several reasons.

Catch attention: They are known for keeping viewers’ attention, as evidenced by the high engagement on platforms like TikTok.

Easy to watch: They are quick to watch and can be easily consumed on-the-go, making them ideal for busy viewers who don’t have the time for longer videos. They also provide information quickly and directly, without the need for extensive viewing time. This makes them an ideal format for creators and brands that want to bring real value to their audience, no matter where they are.

Highly shareable: Making them a great option for businesses and brands that want to raise awareness. They can be shared quickly and easily with friends and followers, and their social element makes them a fun way to engage with your audience.

Spontaneous and ideal for viral trends: Although the editing process can still be time-consuming for some creators, it is generally faster and easier to make short-form videos because there is less content to film and edit. For the average user, short-form videos are just a few seconds of footage filmed fast and spontaneously, making them a fun and spontaneous way to share your thoughts and experiences.

Best short-form video platforms

YouTube Shorts

A short-form video service offered by YouTube, users can create snappy videos on their mobile phones. Currently, video length can be up to 60 seconds. Advantages of using YouTube Shorts include:

• 1.5 billion monthly users of YouTube Shorts as of June 2022
• Drive viewers to longer-form content on YouTube channel
• Shorts automatically play in users’ feeds, no clicks needed
• Starting 2023, eligible for YouTube Partner Program to earn ad revenue with 1,000 subscribers and 10 million views in the last 90 days.

TikTok

A popular social app for sharing short videos, TikTok offers up to 10 minutes for artistic expression. The advantages of using TikTok include:

• TikTok’s target demographic is young people aged 11 to 26 years, making it an ideal platform for reaching this age group.
• The platform’s “For You” page (FYP) algorithm suggests new content, leading to increased organic discovery and engagement.
• TikTok’s focus is on quick, short-form videos.
• The platform offers powerful in-app editing tools for fast video creation.
• It has a vast library of music and unique sounds to enhance videos.

 Instagram Reels

Instagram Reels showcase who you are, promote your business, or have fun with Reels on user profiles and shared on various tabs. Advantages include:

• Instagram Reels are easy to create with its in-app editing tools such as filters, audio, and AR effects.
• Tagging products in Reels allows for direct sales on the platform.
• Reels have greater visibility compared to other Instagram content, appearing as recommended videos in user’s feeds, promoting brand awareness.

In conclusion, while video is still a popular form of content, short-form video is quickly becoming the future of video content. Brands and businesses that embrace short-form videos will be well-positioned to reach their target audience and stay ahead of the competition. So if you haven’t already, now is the time to start incorporating short-form videos into your content marketing strategy. Need help with your strategy? Let’s connect!