The Art of Short-Form Video Content: Short & Snappy

Over the past few years, short-form video has skyrocketed in popularity, with platforms like reels and TikTok leading the charge. Chances are, you’re considering, integrating it into your strategy, if you haven’t already. Short-form videos offer an excellent opportunity to connect with your audience and inject some personality into your brand. However, let’s take a step back and ensure we’re all on the same page when discussing short-form video.

What is a short-form video? 

Short-form video is video content that is 5-90 seconds long. It’s important to note that different platforms have different length requirements.  For instance, Instagram allows short-form content up to 90 seconds long, whereas YouTube Shorts currently limit videos to 60 seconds before they default to regular length. It’s essential to understand that short-form videos should offer immediate gratification and swiftly convey the essence of your content. Unlike long-form videos, which cater to those seeking detailed explanations or in-depth analysis, short-form content provides a quick video fix. Despite their brevity, short-form videos must still uphold quality and deliver impactful messages.

Where can you use short-form video content?

The primary platforms for short-form video content include Instagram Reels, TikTok, and YouTube Shorts. Regardless of the platform you’re using, the most prevalent aspect ratio for short-form video content is 9:16, akin to a portrait orientation rather than landscape.

TikTok: 

The original disruptor, emerged in 2018, revolutionizing the digital landscape. This platform is renowned for its expansive user base, making it an ideal choice for increasing your reach. TikTok’s “For You” page algorithm tailors content recommendations based on individual interests. Over time, the platform has evolved its video length restrictions, initially favoring short clips but now accommodating longer-form content. However, ongoing legislative scrutiny raises questions about its long-term viability and sustainability.

Instagram Reels: 

This new format on Instagram emerged as a direct response to TikTok, offering a platform where content visibility is often influenced by user interactions and preferences. Reels present an excellent opportunity to expand your audience reach while also allowing for more targeted approaches to driving sales.

YouTube Shorts: 

YouTube Shorts represents yet another response to TikTok’s influence. According to YouTube, Shorts serves as the “destination for shooting, sharing, and binge-watching short videos.” It’s essential to recognize that a huge benefit to Shorts is that they integrate seamlessly into the broader YouTube ecosystem. Utilizing Shorts presents an excellent opportunity to bolster your brand awareness and engagement efforts.

Why use short-form video? 

There are several compelling reasons to incorporate short-form video content into your strategy.

Attention spans

It’s no secret that attention spans appear to continue to decrease. Short-form videos cater to this by providing content that can be digested quickly and easily which in turn makes them more likely to be watched.

Brand awareness & Engagement 

Since these types of videos are good at quickly capturing attention and keeping them engaged, it leads to higher retention rates. Additionally, people are more likely to share short videos which in turn increases reach and engagement. Furthermore, they serve as effective entry points to longer-form content, drawing viewers towards videos on your website, blogs, landing pages, YouTube channel, or podcasts/webinars. Leveraging short-form video content is an effective method for enhancing brand awareness and enticing audiences.

Accessibility

Due to the fast nature of our world, these types of videos are easily watched by users as they require less time commitment making them more accessible than their long form counterparts. Users are able to watch this in the short amount of time they have available whether it’s standing in line for a coffee, on public transportation, during a lunch break, or even before bed. 

Cost-effective

Short-form videos are typically more budget-friendly, demanding fewer resources, time, and production values compared to their long-form counterparts. They can be easily created using a smartphone or by extracting segments from existing long-form videos.

How do you start creating short-form video content?

The first step involves sparking creativity and engaging in a brainstorming session. Identify the type of content to shoot and determine what will add value or captivate your audience. Following this, establish realistic timelines and objectives. Though short-form content creation may not be time-consuming, it still necessitates a commitment. Consider the amount of time and effort you can dedicate to both content creation and promotion. Determine your posting frequency, aiming for consistency without the need to post daily. Consistency is key across all social media endeavors. Establishing a regular schedule allows for adequate time and content preparation. Furthermore, engagement with your audience is crucial. Promptly respond to comments and queries, as this enhances brand visibility and fosters a sense of community.

Keep in mind: 

Change it up

While there’s some trial and error as well as time commitment associated with creating short-form videos, it’s also important to brainstorm a variety of ideas so that people do not always see the same thing from your brand. Short-form videos are designed for short attention spans, be sure to switch it up so that it doesn’t look monotonous and boring.

Provide value

Short-form content should continue to offer value to the audience, whether it’s inspirational, educational, motivational, or entertaining. There must still be a purpose behind the content you produce, resonating with your audience in meaningful ways.

Creative fatigue can happen

It’s essential to acknowledge that generating ideas can be daunting. Utilize creative support websites or draw inspiration from fellow users to ignite your creativity. Explore trending topics and consider how you can contribute to the ongoing conversation.

Look at the analytics

While certain videos may outperform others, it’s crucial to assess the performance of each one. Did any particular aspect deeply resonate with the audience? Did experimenting with a new format yield positive or negative results? Is there a particular short-form video garnering significantly more attention and engagement? Take note of these observations and recognize that not every video will be a hit, and that’s perfectly acceptable. Every experience offers an opportunity for learning and growth.

In Conclusion

In conclusion, short-form video content presents an invaluable opportunity for brands and creators to connect with audiences. By leveraging the power of short videos, businesses can captivate viewers, drive engagement, and increase brand awareness. However, success in the realm of short-form content requires creativity, consistency, and a deep understanding of audience preferences. As you embark on your journey of creating short-form video content, remember to stay authentic, experiment with different formats, and continually evaluate performance to refine your strategy. With dedication and innovation, short-form video content can serve as a powerful tool for storytelling, engagement, and brand growth.