Short-form Video Content Marketing
Social media has stirred a great change in how people consume information. Today, content consumption across digital media has become an infinite scrolling habit. To break away and grab attention, content which acts as thumb-stoppers is the priority. But how do these marketers do it? Short-form video content is the…
What are Short-form Video Ads?Short-form video content is an effective marketing tool. Developing a solid video content strategy for a business is a needful marketing armour that marketers shouldn't dismiss. Any video up to 2.5 minutes in length can be considered short-form. It is short enough to hold a viewer's attention span but long enough to get your brand vision across in an engaging way. Short-form video content is usually found on popular social media platforms like Facebook, Snapchat, YouTube, and Instagram. Brands can also leverage this type of content for their websites & blogs. A Facebook research showed that 6-second ads had 11% higher ad recall, granted a 12% rise in return on ad spend, and improved video completion rates by 271% than longer-form ads.
Trends to Hop OnWhile the short-form video is mainly known for its entertainment value, you can adapt it to align the trends with your brand. It requires taking a more authentic, human, and creative approach to marketing. People love to consume User-Generated Content. Instead of using too many resources, brands can publish videos that evoke emotion in consumers as they relate to it. It's also a cost-effective method. Educational videos like DIYs & How-To's, work great with viewers, as they present excellent value addition. Making education a priority in marketing strategy, brands can improve lead generation & build brand loyalty. Behind the scenes (BTS) videos offer authenticity and transparency to consumers. They tend to feel more connected as businesses pull back the veil and engage with the audiences much more personally.
Popular Short-form Video FormatsEveryone is bombarded with a variety of short-form video advertisements today. They vary in terms of timing, content, and the message they impart. Therefore, it’s recommended to keep experimenting with all formats. Three popular ones are mentioned below.
- 6 seconder Bumpers: These are unskippable video advertisements spanning 6 seconds which we usually come across on YouTube.
- 15-30 seconder vertical videos/thumb-stoppers: These span anywhere between 10 to 30 seconds. They employ power-punched info intending to change your perception towards the said product or service.
- Reels/Dubs/TikToks: These are short videos accompanied by hashtags that people make across different platforms to create entertaining and unifying content. Similarly, marketers use it for promotional purposes.