How Short Form Video Content is Becoming More Popular

What is Short Form Video Content?

Short form video content is quite self-explanatory. As opposed to the longer videos we may have become accustomed to over the years, short form video content is usually kept concise in its coverage of the information. Essentially, short form video content in general is defined as being around 2 minutes in length. The length of what defines short form videos can even depend on the platforms used. This is because the way people use various platforms can differ, and thus the level of engagement they manage to maintain over a period of time can differ too.

For example, we use TikTok expecting to see those short little clips that can evoke laughter within seconds. Originally, TikTok clips were previously limited to just 60 seconds per video. While this has been raised to 120 seconds, the majority of Tiktok video content is still short form. Many are stating that those younger generations growing up with TikTok are almost being conditioned to develop much shorter attention spans, since they’re so accustomed to these mini clips of video content. However, in this case, it could be argued that they’re simply able to derive what they need from even shorter clips. This could potentially lead to future improvements in productivity as people can grasp more information in such a short space of time. It’s a big argument, and one we can’t dwell on too much now – you’re likely to have your own opinions on it too.

Moving on with another example that many of us are probably much more familiar with, we use YouTube in a very different way to TikTok. We might go on there looking for lengthy video content such as tutorials, gaming techniques, and more creative content.

The Rising Popularity of Short Form Video Content…

It’s the unprecedented rise in popularity of such platforms like TikTok, and previously, the much-missed Vine app, that have seen the popularity of short form video content soar. Your own definition of how long short form videos should be will depend on your preferences and the platforms you use. Whichever way you define it, there’s no denying that video content alone is the way forward for many marketers and brands alike.

HubSpot pulls together studies on video content and its impressive marketing potential. The 2020 version of the annual Wyzowl survey, ‘The State of Video Marketing’, they found the pandemic had impacted our consumption of marketing media. 91% of marketers stated they felt like COVID-19 had made creating and distributing video content more important for the brands they worked within.

It was also discovered that 87% of video marketers stated video content gives them a better ROI. This statistic was up from just 33% in 2015. 94% of marketers went on to agree that videos are a great tool for explaining products in both an informative and visual way – with the ability to give enough information that the number of queries received when using video content went down. It’s expected that by 2022, online videos will account for 82% of consumer internet traffic.

With these highly convincing statistics, it’s easy to see just why short form video content has become much more popular amongst brands. They’re here to sell a product – and if short form video is the best way to do it, so be it.

On a more entertainment-based level, it remains true that people don’t just consume video content to buy a product or service. We’re still here for the laughs. One amazing statistic is that more video content is created and uploaded every month, than the video content that all major US TV companies have developed in the past 30 years.

After reading these stats, you might be tempted to put things into action and get yourself involved in making some short form video content. Here are a few tips to get you going.

Short Form Video Content Tips

  • Product promotion. Short form clips are an excellent way to showcase just one product that’s likely to get people talking. It’s the perfect amount of time to give a sneak peek, or even to explain some of the product’s key qualities. You can even create an element of suspense for upcoming releases by hiding parts of the product with graphics.

  • Behind the scenes videos! These are a great way to reveal how things work within your brand, making consumers feel more like they’re a part of the story too. Engagement is now vital in marketing, and these types of video content give the potential to secure more meaningful relationships with customers, building trust.

  • Educational content. A rising trend coming in 2022, we’re expecting to see more brands generating educational content. Short form video content that explains something well is valuable – it doesn’t waste your time, but you learn a lot from it. On the plus side, consumers that understand how your product works inside and out are more likely to trust it too. Knowledge can help cement that purchasing decision.

  • Encourage user generated content. Pretty much a free marketing tactic, you can set challenges for your followers to get involved with. Short form video content is a great way to share things easily, and those heartwarming moments or funny scenarios often go viral. As an example, Colgate put out a #MakeMomSmile challenge on TikTok – an engaging, relatable sentiment that’s easy for users to get involved with.

  • Problem – Solution – Product – Short form videos give the ability to quickly explain what your product does, and the problem it solves. Putting this into a visual format also helps consumers see exactly how it works, so there’s no confusion about how to use it. With ingenious solutions to problems solved with your own product, these snippet-like videos can quickly go viral if they’re clever enough.

Follow the above short form video content trends and get posting on TikTok, Reels, even Facebook. You might be surprised with just how much this rising video content trend can help your marketing techniques evolve, reaching more customers.

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