Over 68% of viewers prefer short-form videos.
Attention spans are shrinking, and digital users crave quick content. According to a recent HubSpot marketing report, short-form video is slowly becoming the champion of social media content. In fact, a whopping 33% of marketers plan to dedicate more resources to short-form video than other social media strategies.
Want to boost engagement and increase sales? We’ve crafted a comprehensive guide to short-form video content. Level up your social media presence and captivate your audience with short-form videos that will have your audience hitting that replay button.
What is Short-Form Video Content?
Short-form video content has become the social media snack across the globe.
Think Instagram Reels, TikTok, or YouTube Shorts – videos that typically last between 15 seconds and a minute. These bite-sized bursts of video goodness typically clock in at under 60 seconds, although some argue the sweet spot can extend to three minutes. Imagine easily digestible pieces of content, perfect for scrolling through social media feeds and consuming on the go.
Short-form video is a game-changer for everyone. Whether you’re a business owner or a social media influencer, or even just someone with a creative streak, mastering this format can be your key to stand out.
Short doesn’t have to mean simple! Use your creativity with user-friendly video editing software. Add transitions, effects, and royalty-free music to make your videos visually captivating and instantly shareable.
7 Eye-Opening Statistics On Short-Form Video
Short-form video content isn’t just a trend — it’s quickly becoming the undisputed king of social media engagement. If your brand isn’t already using its power, you’re missing out on a massive opportunity.
Here’s why:
The Numbers Speak for Themselves:
- Almost 2 Billion Users: Look no further than TikTok, the king of short-form videos. This platform amassed a staggering 1.53 billion users in just seven years – which goes on to show how popular bite-sized videos are!
- 96% Viewers Want Information Fast: Consumers prefer short-form video to learn about products and services. A whopping 96% reveal they’d like to have information delivered in a quick and digestible format.
- Short videos = Big Results! Bite-sized videos get the BEST ROI compared to other content. Plus, 80% of viewers are more likely to buy a product after watching a short video about it. Boom!
- 81% Say Videos Get More Viewership: Nearly a third (30%) of short-form videos hold viewers captive for a whopping 81% of their runtime. In short, 3 in 10 people watch almost the WHOLE video — that’s some serious engagement!
- 47% Say Videos Get More Virality: Marketers are catching on. Nearly 47% of marketers agree that short-form videos are more likely to explode online, launching your brand to social media fame.
- 46 Minutes Or More Daily: TikTok has taken over Gen Z. Adults in the US spend up to 46 minutes to an hour a day watching short videos, and it’s only growing! Time to grab their attention with short videos of your own.
- 73% Of Viewers Prefer Short Videos: Short videos are captivating, informative, and they get results! 73% of viewers prefer them to learn about products, and 47% are more likely to buy after watching one.
The majority of social media consumption happens on smartphones. Short-form videos are tailor-made for mobile viewing, offering a seamless experience for viewers on the go.
The Big 3 of Short-Form Video: Where to Create Engaging Content
Short videos hook viewers instantly, pack a punch of information, interrupt the scroll and keep viewers glued, unlike lengthy content that risks getting lost in the feed.
Designed to be interactive, they encourage viewers to like, comment, and share, creating a strong connection with your brand and building a loyal community. In the past decade, many short-form video platforms have come and gone (remember Vine?), but three social media giants dominate the scene.
Here’s how to craft a winning strategy to engage your audience, boost brand awareness, and achieve your marketing goals – all in a snack-sized format!
TikTok
Launched in 2016, TikTok exploded in popularity with its addictive mix of music, dance, comedy, and creativity. It boasts over 1.5 billion users worldwide, making it a massive platform to reach your audience.
Unlike its competitors, TikTok goes all-in on short-form content, offering a platform dedicated entirely to bite-sized entertainment. Recently, they even added a new feature called ‘TikTok Now’ to keep things fresh.
Here’s a quick breakdown of how TikTok works:
- For You Page: This is your personalised feed, curated by TikTok’s algorithm to show you videos it thinks you’ll love. Get ready for a rabbit hole of endless entertainment!
- Following Page: Here, you’ll see content from creators you’ve chosen to follow, ensuring you never miss a beat from your favourites.
- Discover Section: Dive into the Discover section by tapping the magnifying glass icon to explore trending topics, learn new skills, and unearth hidden gems on the platform.
Instagram Reels
Seeing TikTok’s success, Instagram jumped on board with Reels in 2020. Reels allows you to create engaging 15-to-60 second videos with music, effects, and creative tools. Since millions are already on Instagram, Reels offers a great way to reach your established audience with a new format.
Finding Reels is very simple. You can either:
- Tap the centre icon at the bottom of your home screen, or
- Simply scroll through your feed – reels are often displayed prominently these days, thanks to their popularity.
Just like on TikTok, once you tap a Reel, you can get sucked into a world of short-form entertainment. Swipe down to discover even more Reels and see what the Instagram community is creating.
YouTube Shorts
The new kid on the block, YouTube Shorts launched in 2021. Thanks to YouTube’s massive user base, Shorts lets you create catchy short-form videos directly within the platform. If you’re already creating YouTube content, Shorts is a fantastic way to expand your reach and experiment with a new format.
Catching Shorts is super easy. You can either:
- Stumble upon them while browsing your personalised YouTube homepage, or
- Tap the Shorts icon on the bottom menu for a dedicated feed.
- Just like on other short-form platforms, swipe up after each video to discover a never-ending stream of short-form goodness on YouTube.
10 Best Practices to Captivate Your Audience
Ready to unleash your inner short-form video creator?
Here are 10 battle-tested best practices to craft captivating videos that will have your audience hitting repeat:
- Hook ‘Em Fast: Attention spans are shorter than ever, so grab viewers in the first few seconds. Start with a question, a surprising fact, or a captivating image to reel them in and keep them glued to their screens.
- Keep it Short & Sweet: While the exact length can vary by platform, aim for videos under 60 seconds. Remember, you want to deliver your message in a quick, digestible format.
- Vertical is the New Horizontal: Short-form video is primarily consumed on mobile devices, so film your videos vertically. This ensures they’ll display perfectly in viewers' feeds.
- High-Quality Matters (But Not Too Perfect): While fancy editing bells and whistles are nice, prioritise good lighting and clear audio. Strive for a polished look, but don't get hung up on achieving Hollywood-level production value.
- Embrace Trends and Challenges: Each platform thrives on its own unique trends and challenges. Jump in and participate! It's a fantastic way to tap into a wider audience and boost engagement.
- Tell a Story (Even in a Short Burst): Every great video tells a story, even if it's just a glimpse. Evoke emotions, make viewers laugh, or spark curiosity. Leave them wanting more!
- Music is Magic: Music adds energy, sets the mood, and enhances your message. Choose tracks that complement your video's theme and vibe, but be sure to check licensing restrictions.
- Text Overlays are Your Friend: Don’t underestimate the power of text overlays. Use them to add key points, calls to action, or witty captions to grab attention and reinforce your message.
- End with a Bang: Leave a lasting impression with a strong ending. Include a call to action, ask a question, or use a surprising twist to keep viewers engaged long after the video ends.
- Be Authentic & Have Fun! Let your personality shine through. People connect with genuine content, so loosen up, have fun with it, and showcase your brand’s unique voice.
Once you follow these tips, you’ll be well on your way to crafting short-form video content that captivates your audience and propels your brand to new heights!
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
