Why Short-Form?
There are numerous benefits to leaning on short-form video content to tell your story and communicate a message clearly:
Capture Attention Immediately
Our current world is saturated with information, and having attention-grabbing content that is visually engaging provides an effective way to speak to your target audience in seconds. With the average attention span ranging from 6-8 seconds, having bite-sized videos that are easily enjoyed is exactly what works with our modern, on-the-go lifestyle.
Effective Storytelling
With only a few short seconds to get your point across, this forces us to strip away the excess and highlight what really gets your target customers excited- what value does your business bring to the table? What makes your product or service unique to your company and your company only? This encourages clarity and conciseness, allowing you to communicate your brand’s values and offerings in a memorable way.
Boost Engagement (Especially on Social Media!)
Social Media platforms such as Instagram and even Facebook prioritise short-form content like reels because of how shareable they are, and potential for engagement with communities. Even shortened videos on other platforms like Twitter and Youtube Shorts can significantly boost the amount of reach you have, and start building those conversations with your target customers.
How to Capitalise on Short-Form Video Content
Understand Your Audience
Before diving into the creative process, it is key to take the time to step back and analyse the data- who are your target customers? How old are they, and what kind of spending habits and preferences do they have? It is critical to have a thorough understanding of any pain points and behaviours your customers might have, in order to guide your content strategy and ensure your videos resonate with the right people.
Clear Messaging
If you only had 5 seconds to say what you wanted to say, how different would your video look? Distil your key message into a single, focused concept. Whether it is a product highlight, or feature with a quick how-to, or even a behind-the-scenes glimpse, clarity around the topic is crucial for the success of your video strategy.
Having this as a strong base for any brand creative means now being able to leverage on different trends to help get your message across. Keep an eye out for any trending topics, challenges, or even memes within your industry that can add a layer of personality and more importantly, relatability to your product or service offering.
Authenticity
Authenticity builds trust between your business and the potential customer. Don’t shy away from showing the human side of your business: a mini-series where you introduce team members and showcase real interactions will go a long way in connecting with your audience on a deeper level.
Go the extra mile and support this with high quality visuals in your short-form video. This means using visual tools such as graphics and colours to help represent the brand to create an eye-catching, memorable experience.
OUR TOP TIP: Always include a clear Call to Action (CTA) at the end of your video. And here’s the thing- it doesn’t always have to be a sale! It can be a simple callout to direct more traffic to your website, or check out a resource on one of your platforms.
Bolstering your marketing with short-form videos goes a long way in setting your brand up for success in our digital world. Invest the time in developing a thorough strategy that supports consistency and quality, while measuring success with realistic metrics.
Remember: Consistency builds anticipation and loyalty.
Don’t be afraid to experiment with different video styles, tones, and angles for content. It is during the early stages of video-advertising that you would find the most responsiveness in your content. Build from strength to strength by doubling down on angles that your target audience responds to the best, and consistently review analytics to refine your approach over time.
Using short-form video content presents an invaluable opportunity for businesses of all sizes to connect with audiences on a deeper level and drive success. By understanding the power of these punchy videos, you can amplify your brand and engage your audience to stand out above the competition.
Want to get started with short-form video content?
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