As video becomes more and more entrenched as a tried and true marketing asset, it may be time to notice a shift. Is it becoming more important to move to the short form video? While Instagram remains entrenched such upstarts as Tik Tok have begun to alter the landscape with regard to what is being watched. So, the question remains if you should start to put together a long term strategy for short videos? Some recent intel published by Hubspot might just shed some light on what is happening and where you may need to go:
- A 2020 study by Wyzowl reported that people share videos at twice the rate than any other form of content. It also found that 84% of people were convinced to buy a product or service based on the brand’s video. More recently, short-form videos have taken over social media platforms.
- A video up to 2 minutes and 30 seconds in length is considered short-form. But there’s no universal number that everyone has agreed on. For instance, a short-form video on Twitter can be up to 2:20 minutes. On TikTok and Triller, it’s 60 seconds. On Instagram Reels, it’s even shorter: 30 seconds. So, when you’re thinking of short-form video, Youtube is the exception, whereas TikTok and other growing short-form videos are the rule.
- Aside from length, one thing that set short-form videos apart is the trend culture. This means that while short-form video is often known for its entertainment value, you can adapt it to align with your brand.
- Consumers generally love UGC. In fact, it influences their purchasing decisions more than brand- or influencer-generated content. Without using up too many resources, brands can publish videos that evoke emotion. Another benefit? It’s budget-friendly.
- Consumers seek out authenticity and transparency in brands. With short-form video, you only have a few seconds to connect with your audience. So, how do you do that? Well, there’s no exact science to it, but consumers tend to feel more connected to brands that show the people behind the brand. In one Sprout Social study, 70% of consumers said they felt more connected to brands whose CEO is active on social media platforms. So, going into 2021, brands should pull back the curtain and engage with their audiences on a more personal level.
- In 2021, brands will likely focus on educational content in their short-form videos. Think how-to’s, DIYs, and explainer videos. A 2020 Wyzowl report found that viewers want to see more of this video style from brands. Educational videos are great added-value content because they help audiences in their day-to-day lives. Brands that make education a priority in their marketing strategy can improve lead generation and build stronger brand loyalty. Similarly, explainer videos target users who are at the decision-making stage of the buyer’s journey and, if done right, they can turn decision-makers into customers.
-Written by Kevin Sawyer