This month, we will be discussing the rising popularity of short form, vertical videos in the marketing industry.
Platforms such as TikTok, Instagram, and YouTube are now being used not only for personal enjoyment, but also for businesses to connect with their viewers in concise yet engaging ways.
As companies take to various social media platforms, it is the short-form video that results in the most audience engagement.
44% of those surveyed prefer to watch a short video to learn about a product or service. –Wyzowl
In this issue of Marketing Playground, we will share how creating short-form videos can elevate your organization’s marketing strategies.
What are short-form vertical videos?
Short-form videos are videos that range in duration from five to 90 seconds. These videos are typically filmed and edited vertically so that, when posted, they fit the layouts of TikTok, Instagram Reels, and other platforms. Consumers are constantly being hit with notifications and alerts, but studies have shown that they retain more information from watching these videos compared to the information they read. Audience’s attention spans are found to be decreasing, down to 45 seconds from 2 ½ minutes over the past twenty years (APA).
From interviews with senior management to employee “Day in the Life” videos, companies can develop a more personalized relationship between the business and its target audience. Leveraging this content helps companies stay relevant while simultaneously maintaining a level of professionalism and credibility.
Why are they effective?
Short-form videos are designed to quickly capture the viewer’s attention. Because these videos are accessible and easy to consume, they are also easily shareable. If someone finds a video engaging, they can instantly share it with dozens of people through messaging or other social media platforms.
Increasing the traction that any video receives plays into the algorithm found on most social media platforms. This means that creating short-form content can increase the chance that your brand will gain popularity on social media and reach a larger audience.
According to a survey conducted by HubSpot, short-form video has the highest ROI (return-on-investment) compared to other marketing tactics like image and blog posts.
Viral TikTok and Instagram videos can result in higher web traffic, sales, and general brand awareness, creating more discussions around the business behind the video. This draws in more viewers and increases engagement between a brand and its audience.
Social Media Platforms
TikTok
TikTok started as a platform primarily used to post lip-syncing videos, dance trends, and funny challenges. With over 1 billion monthly active users around the world (SEO.ai) it has now transformed into a space for businesses to promote their offerings, as well as grow a large following.
Instagram gets more popular each year as it releases new features, like Reels, which allow users to create, share, and discover short videos that are up to 90 seconds long. 67% of the Gen Z population say they search on Instagram, rather than a typical search engine, which makes the use of Instagram, especially Reels, for business promotion vital (Forbes).
YouTube
Following the rise in use of short videos across many social media platforms, YouTube came out with Shorts to stay competitive. These are exactly what they sound like – short videos, unlike the typical 10-minute YouTube video. At C&A Digital, we utilize Shorts to post snippets from our podcasts on our social media platforms.
Other outlets
Social media are the first marketing outlets that come to mind but short-form video can (and should) also be leveraged on websites, internal training, and any digital platform that supports it.
What We Do
At C&A Digital, we have an exceptional team that can curate viral-worthy short videos to be posted across numerous social media channels. From TikTok, to Instagram Reels and YouTube Shorts, our digital media experts can level up your social media presence and produce innovative, attention-grabbing videos, elevating your audience engagement and boosting your brand’s visibility across platforms.
Until next time, thanks for coming to play.