If you’re active on social media, then you’ve probably already encountered the new undisputed king of entertainment and marketing: short-form video content. Short-form video was popularised by the massive success of social networking app TikTok, which is expected to reach 1.5 billion users by the end of 2022.
Now, the medium is suddenly everywhere on our screens, with Instagram releasing Reels in 2020, and recently announcing the combination of IGTV and feed videos into their new Instagram Video feature. Also in 2020, YouTube introduced the beta version of YouTube Shorts which gives users the ability to create and share short videos, and similar to TikTok, sample audio from billions of videos across its platform. Google, LinkedIn, and Pinterest are also working on short-form video content offerings for their respective platforms, only reinforcing the marketing power and expected longevity of this trend.
Whether you attribute it to our smartphones, the rise of social media over the past decade, or the decline of the human attention span, online video is currently dominating the media landscape. According to a 2021 video marketing survey by Wyzowl, people are watching an average of 19 hours of online video per week, and over 2.5 hours of online video per day. People are also twice as likely to share video content with their friends than any other type of content, including social media and blog posts.
So, should you consider adding short-form video content to your marketing strategy? According to the latest stats, definitely! 73% of customers say they prefer to watch a short video over any other type of content to learn about a product or service, 88% of people have been convinced to buy a product through a short video, and 96% of people have watched an explainer video to learn more about a specific product or brand. But before you embark on your journey to make your business the next viral TikTok sensation, here are some tips for creating successful short-term video content:
SHORT-FORM VIDEO TIP 1) KEEP IT SIMPLE
The first thing you need to keep in mind when creating short-form video content is the time limit. Depending on the platform you choose, you may only have 60-90 seconds to get your message across and entice potential customers to further engage with your business. Don’t try and squeeze too much information into a single video – that’s where linking to long-form content like blog posts or product landing pages comes in handy. Ensure that your video has a strong, easy-to-understand central message and convey it clearly. Remember: all a short-form video needs to do is capture the interest of your audience. Simple human curiosity will do the rest!
SHORT-FORM VIDEO TIP 2) KEEP IT SMART
You don’t need to have a filmmaking degree or access to the latest equipment to create compelling short-form video content. All you need to design engaging videos or animations is a bit of creativity and access to PowerPoint. Most of us already have basic PowerPoint design skills to draw upon, so you can utilise the program’s various features and plug-ins to add motion to static slides or existing presentations. You can also create amazing animations using PowerPoint at a significantly cheaper price compared to other animation or video editing software. And if you want to take your video design to the next level, you can always call on the experts at Synapsis to create something truly special.
SHORT-FORM VIDEO TIP 3) KEEP IT SINCERE
Finally, make sure that your short-form video content reflects your brand identity. It’s easier than ever before for customers to click away from content and keep scrolling, so you want to focus on retaining their attention using humour, clever design, or an emotive connection. Overwhelmingly, customers want brands to be more human, and video is a very effective way to reach people on a personal level. Cultivating an approachable, sincere, and grounded social media presence is the best way to build lasting trust and loyalty between you and your audience.
Want to add some movie magic to your online marketing, but not sure where to start? Contact the team at Synapsis Creative today – our experts can help you develop short-form video content that will reflect your brand, reach the right audience, and get you noticed!