When it comes to content marketing, less sometimes really is more.
From blogs to podcasts, brands are obsessed with getting as much of their content in their customers’ hands as possible, but which content actually works best? Most would agree that video reigns supreme; according to one study by Oberlo, 88% of marketers are happy with the ROI they get from video marketing.
There’s only one problem: Video marketing can be expensive.
Short-form videos for marketing, on the other hand, can be much more inexpensive to produce, and, when done right, can be even more effective than longer videos.
The best part is that most of the platforms you’re already active on offer short-form videos. Facebook and Instagram reels are examples of this type of content, and Youtube recently unveiled their “Shorts” as a way to compete.
And, of course, there’s Tik-Tok, the reigning champion of short-form video content.
Don’t worry, you don’t have to be a mega-influencer to make short-form video effective. There are other benefits your company can receive simply by embracing this medium.
What is short-form video?
As the name suggests, short-form video is any kind of video-based content that is “shorter” than the average length. Anything from a few seconds to a couple of minutes is allowed, although each platform has its specific guidelines for what’s acceptable.
Short-form video works because it captures attention without a huge time commitment. This makes it perfect for implementation at any stage of the buying journey, but especially in the early stages where you’re just trying to generate awareness.
There are lots of examples of short-form video, but here are some of the most common:
- Frequently Asked Questions – Either a live Q&A or answering a few common questions in rapid succession works well.
- Product Tutorials – If a product or service is more technical, you can do a product demonstration, like this one that explains data center infrastructure. Short-form video is a great way to make a complex subject much more accessible.
- Teaser Videos – Instead of trying to show everything a brand offers, teaser videos discuss a very specific part of the product or service. American Trucks, for instance, has several videos that explain pickup parts or truck accessories.
- Behind the Scenes – Take your audience behind the curtain of your business and show them what really happens. This creates an air of authenticity and connectivity that your audience will really love.
- Showcase – Instead of just showing video, companies like HelloRache mix both images and video that highlight the benefits of using their services.
- User-Generated Content – Not every short-form video has to be created by you! Ask your audience to submit videos that are relevant to your brand (or run a contest), and create a quick compilation video of the best ones.
Three benefits of including short-form video in your marketing strategy
The appeal of short-form video is a reflection of the culture we live in. Everyone wants more content faster, and the only way to do that is to deliver it in as concise a package as possible.
Although short-form video seems like it should be easier to create, in reality, it takes a lot of foresight to get your message across in a matter of a few seconds. Nail it though, and you should be able to reap several benefits from your efforts.
Higher engagement
It’s no secret that videos work better than just about any other form of content. Our eyes are trained to capture anything that is in motion, so video of any kind “stops the scroll” and makes it harder for people to turn away.
But video also has the benefit of being much more personal in a way that text simply can’t achieve. You don’t just read about the people in a brand, you see them and how they operate. You get a feel for who they really are; even silly videos can reflect a company’s culture.
People make the choice to watch a video, which creates a buy-in right off the bat. They then have some kind of reaction to it – either sharing it, liking it, or commenting on it – that all adds much needed social proof to the video itself. Stack enough of that together, and you’ll start to see your engagement stats pile up like a gigantic snowball. Once one person likes it, more people are sure to follow.
This initial engagement inevitably leads to some kind of secondary action, such as clicking on a link or signing up for a newsletter. That’s just one reason why 89% of video marketers say video gives them a solid ROI, and 83% claim it helps with lead generation.
The best part is that you don’t even need to use dedicated channels to show your short-form video. Sure, they can work as a standalone video on social media platforms – which is arguably where they work best – but they can also be embedded inside of blog content to break up the flow. When used alongside high-quality blog images, short-form video can create more time on page, which equals more engagement from a consumer to the brand.
Brand expansion
Every brand should have a target audience in mind. MOS, for instance, is a great example of a fintech turned neobank who understood that as their target audience (young adults) use social media channels regularly, they had to create relatable content. Being a bank for college students and teens they consistently create short-form videos which they then upload to Tik-Tok or Instagram Reels.
Tik Tok, by the way, is one of the fastest growing platforms on the planet, claiming a new member every eight seconds. If you haven’t considered short-form video content for its millions of users, that’s definitely something you should consider as soon as possible.
The power of short-form video is in its ability to go viral. When something grabs attention and becomes shareable, you instantly reach a wider section of your audience than you thought initially. Best of all, you didn’t even have to use paid ads to reach them!
But that doesn’t mean you need to rely solely on the whims of the general population to drive traffic. Using short-form video content can be very effective in content marketing for SaaS. If you are aware that your audience is searching for specific keywords on YouTube or TikTok, for instance, and in a high volume, it might be a good idea to add some straightforward and engaging video content to your strategy. That way you drive intentional traffic to your page and reap the passive, organic traffic that is sure to follow.
Video marketing for some brands is inescapable, though. If your product is kid’s debit cards, then you absolutely need to be on social apps like TikTok and Instagram so that you can reach that audience in a medium that they recognize. This approach forces them to develop a more holistic brand image that is consistent with their audience. In other words, they find their “voice” – and when they find their voice, they’re likely to reach more of their audience.
Better Content Creation
Almost every brand struggles to consistently create content that their audience wants to consume. Since most social algorithms prefer consistent posting, having a steady stream of content on your channel is a great way to boost your visibility. That’s just one of the reasons that experts recommend dedicating between 25-30% of your marketing budget solely to generating more content.
Another reason why short-form video is so valuable to any brand is that it allows you to create content once, then share it across different mediums. A TikTok video that performs really well can be cross-posted to Youtube and bring in a completely different audience. Or, if you want, you can cut a snippet out of a longer video to create a “short” version to use elsewhere. Video is incredibly versatile.
When crafting your short-form video, try to think of a single message that you really want to focus on (if pulling from a longer video, create multiple short videos with a single message each). Try it on different platforms with different copy to see if that message resonates. If it does, create more videos along the same lines.
Just remember to protect your business and your intellectual property. This means trademarking your logo and slogan and obtaining patents for your product or design. If you fail to protect your property, other businesses can discover and steal from you once you begin to gain momentum with your marketing.
What video will you create?
Video marketing does not have to be complicated and expensive. There are a variety of resources on the internet that allow you to create excellent videos without having to outsource a video marketing team. You can use services like Easil or Wave.video if you are a novice to video editing.
About the author
Andy’s the co-founder of Orbit Media, an award-winning 40-person digital agency in Chicago. Over the past 20 years, Andy has provided digital marketing advice to 1000+ businesses and written 500+ articles on content strategy, SEO, visitor psychology, and Analytics. He’s also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
