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The Rise of Short-Form Video: How to Use TikTok and Reels for Marketing

As the number one social media format, it’s no wonder that 44% of marketers use short-form videos in their marketing content.

With platforms like TikTok, Instagram Reels, and YouTube Shorts, creating short and engaging videos captures people’s attention, differentiates a brand, and increases engagement.

However, with so many people jumping on the short-form video content marketing bandwagon, standing out is more important than ever. So, if you’re looking for ways to create unique and compelling content, you’ve come to the right place.

You will explore short-form video marketing and everything related to it. Stay tuned!

What Is Short-Form Video Content?

Short-form video content is about brief and engaging video clips, typically lasting between 5 and 90 seconds. This type of content is intended to capture the viewer’s attention quickly, convey a message or story concisely, and impact fully.

Short-form videos are viral on social media platforms like TikTok, Instagram Reels, and YouTube Shorts, where quick, easily digestible content aligns with users’ fast-paced browsing habits. ‍



The Short-Form Video Content Success

The appeal of short-form video lies in its ability to engage audiences with compelling, to-the-point storytelling. It often leverages creative visuals, catchy music, and snappy editing to make an impression within a limited timeframe.

This format is highly adaptable and can be used for various purposes, including entertainment, education, brand promotion, and user engagement.

It’s effectiveness in today’s digital marketing landscape is attributed to the growing preference among internet users for quick-to-consume yet memorable and shareable content.

Here are some things that make short-form video content marketing so successful:

Easy To Watch And Share:

A report by Wyzowl says that people share short-form videos at twice the rate of any other form of content.

Free And Easy To Produce:

Short-form video content is generally easy and cheap; you only need a smartphone. Plus, TikTok and Instagram are both free to use.

Prioritised By The Algorithms:

Social media platforms like TikTok and Instagram Reels are flooded with short-form video content. TikTok’s algorithm suggests videos based on what users like to watch, and Instagram’s Explore page helps users discover new short-form videos that align with their interests.

Preferred Format:

Another report by Wyzowl says that 73% of consumers prefer to watch short-form videos when learning about a product or service.

Why Use Short-Form Video?

Let’s just consider why you need to use short-form video to help boost your brand:

Increasing Your Engagement And Reach:

Every video you post is a chance to learn what works best at engaging your audience, and it’s a chance to reach new people.

Easy To Create:

Short-form content can be quick and easy to create, even on your smartphone. To foster a sense of community with your audience, you can create a lot of content around their questions, as larger brands like Home Depot do.

For instance, if you monitor what questions people ask on social media or chatbots, you can craft content that answers these questions and helps pre-empt future ones.

Boosting Brand Awareness And Authority:

A great video can do so much for your brand, especially if it gets engagement and is shared. Video content can also help you become an authority in a particular area, making your brand the go-to for when people want to learn about it.

A Short Hook To Long Content

Short-form video is a great way to hook people and draw them to your long-form content (and ultimately to a conversion).

If you do it right, then you can put out limitless hooks (more short-form content) as per your preferences and needs in order to draw people to where you want them to go, such as:

  • Videos on your website
  • Blogs
  • Custom landing pages
  • Your YouTube channel
  • Your podcast or webinars 

Short-form video content is like a fishing hook. It’s a way of pulling people in because platforms like TikTok are brand awareness-heavy, but long-form content converts.

So the more you put out as short-form, the better your chance of pulling them into your brand. They can experience everything else you have to offer. If you want services for your business like this, you can contact White Key Marketing, the best digital marketing company in Sydney!

Getting Started With Short-Form Video

So, the questions are always: how can you get started with your short video content strategy? You have to consider the 5 C’s:

Commitment

How much can you commit to? You must be real about how much effort you will put into creating and promoting your short-form videos.

Creativity

Where will you produce the ideas? You may be able to create perfectly suitable videos yourself, or you might have to outsource production to a creative agency.

Content

Is it easier for you to create the right content for the right platform? Study what types of video work best on each platform (by using your data) and hone your video strategy accordingly.

Consistency

How often can you show up? Always set up a consistent posting schedule and stick to it. A content calendar will help you with this.

Community

Is your community on the platform, and do you know how to speak to them? Posting videos on a platform where your target audience isn’t even active is pointless. If you are posting, make sure to keep a check on it and engage.

Scheduling Your Video Content

It’s important to maintain a consistent posting schedule for any video strategy. This allows your audience to become accustomed to your posting pattern and anticipate new content regularly.

To achieve this, create a content calendar to plan the specific amount of content to be posted each month, divided by the number of content pillars or topic areas. Each post should align with a chosen pillar and provide valuable content.

People tend to overcommit to social media, which can be quite stressful. You’ve got to choose a posting volume that you can stay consistent with, even if it is only twice a week. Keep tracking and monitoring activity and performance on social networks.

This will help you to:

  • Know how your videos are performing.
  • Get insights into what content resonates.
  • Make some changes in your schedule and social channel frequency based on what’s successful. 

For example, if a video you post on TikTok outperforms Instagram and YouTube, dedicate more time, budget, and energy to that channel.

However, don’t rely on one platform because social media is fickle. Check the other platforms to see if social media video trends emerge or if you get a boost in an activity you can tap into.  

A video with a higher engagement rate than the previous ones will help you learn how to improve your short-form videos.

The numbers don’t lie, and that’s the beauty of analysing data. A month-to-month metric is useful to see when you’re improving and declining.

Tips For Creating Engaging Short-Form Video Content

Read these tips on how to create good video content:

Use Vertical Content

Most short-form video content platforms, such as TikTok and Instagram Reels, are designed vertically to view videos on mobile devices.

Vertical videos take up the full screen, creating a more engaging and immersive experience.

On social media platforms such as Instagram and TikTok, users are used to scrolling through vertical feeds and are likelier to watch your content if it’s in the same format.

In other ways, horizontally aligned videos are more difficult to watch, resulting in lower engagement. It is one of the best marketing strategy for TikTok and Instagram.

Hook Your Audience

Since short-form video content is so short, you only have a couple of seconds to draw your viewer’s attention.

Within the first three seconds of your video, you must grab the viewer’s attention with on-screen text, eye-catching visuals, or a compelling story to keep them engaged.

Pay Attention To Trends

Just like you need a hook within the first three seconds of your video, the window of opportunity to capitalise on trends is just as short. Regarding short-form videos, the best creators stand out and stay ahead of the curve.

Is there repetition of songs or voice clips? If so, they are probably trending. The easiest way to see if a sound or song is trending on Instagram is if there is a little arrow next to it.  If the song or sound has less than 7,000 reels created with it, jump on it as soon as possible!

Audiences are attracted to trending videos, so incorporating current trends into your content will increase the likelihood of reaching a broader audience.

Keep It Short

Short-form videos are supposed to be short. In fact, it’s been reported that TikTok users find videos over 60 seconds stressful. The social media platforms have stated that the optimal video length has to be between 11 and 17 seconds.

On the other hand, Instagram Reels can be up to 90 seconds long, which is equal to 1 minute and 30 seconds. However, a report on Hootsuite found that the sweet spot is a video between seven and 15 seconds.

Be Consistent

When it comes to short-form video content, consistency is key. It has been found that social media platforms like TikTok and Instagram prioritise accounts that post between 3 and 5 times per week.

Posting short-form video content every other day will keep your audience engaged and give the platform’s algorithm enough content to pick from when suggesting your videos to potential viewers and followers.

However, it’s important to remember that quality is just as essential as quantity. When you post your videos, ensure the resolution is good and that they offer your viewers quality information.

Marketing Strategies For Short-Form Video Content

TikTok, Instagram Reels, and YouTube Shorts are the three most famous short-form video content marketing platforms. So, how can you do good on all three of these platforms?

Know What Works And What Doesn’t

While all three social media platforms mentioned above prioritise short-form video content, one video may not work well on all three.

Each platform has its own set of rules, preferred video formats, and audience behaviours. If you want to thrive on all three, you can tweak and customise your videos according to each platform to ensure their performance.

Engage With Your Audience

It’s no secret that engagement expands your video’s reach. Therefore, responding to comments, encouraging user interaction, and creating content that prompts users to participate by asking questions or challenging them is important.

Partner With Brands And Influencers

Partnering with brands or influencers can be extremely beneficial if you want to extend your reach. Choose influencers and brands whose audience aligns with your target market for more effective collaborations.

Leverage User-Generated Content (UGC)

Leveraging user-generated content is a great way to get more views on your short-form video content. This can be anything from customer reviews and testimonials to first-hand video clips of your customers using your product.

UGC engages your community and provides additional content that can be shared on your channels.

Analyse And Adapt

Use analytics tools to check up on the performance of your videos. Analyse what works well and what doesn’t, and adapt your strategy accordingly. Focus on metrics like engagement rates, view counts, and audience growth.

Final Thoughts

Choose the right platform for your business goals, and be guided by the 5 C’s. You can use AI to support your content creation and ensure you will create a content schedule to help you stay on top of your posts.

You have to set a pace that you can manage. Also, learn what works for your social media marketing and what doesn’t.

You’ll understand how to reach your social goals faster when you understand the data. Stay updated with new trends and everything related to short-form video content.

This will increase views and audience growth, which can increase sales; short-form video content marketing is a fantastic way to promote your brand, products, or services.

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