Insight July 14, 2020

The Buzz Behind Short-Form Video


Integrating video content into marketing initiatives is nothing new. But what is new is the growing popularity of short-form video content and the increasing number of videos consumers are seeing on a daily basis.

Short-form video content is easier to distribute, remember and repurpose. Thanks to platforms like TikTok, brands such as Chipotle and the NBA are using short-form video to connect with Gen Z and talk to consumers through thumb-stopping content in an accessible and affordable environment.

If short-form video isn’t already part of your content strategy, here are three reasons why it needs to be.

1. It accommodates a spectrum of budgets

Brands don’t have to hire professional production crews for every video project. Short-form videos are a cost-effective option that can be created to meet a spectrum of budgets. In addition, camera technology and editing suites have become more affordable, removing barriers to the ability to create engaging, high-quality content. Engaging social videos can also be made quickly and cost-effectively with even an iPhone. And to seal the deal, 68 percent of users prefer a short-form video as a vehicle to learn about a new product or service. Talk about bang for your buck.


2. The engagement speaks for itself

Short-form videos give you more freedom to produce engaging, relatable videos that get to the point. People make impulse purchasing decisions when they feel connected, so appealing to their emotions in a short period of time can help you make the sale. Short-form video can come in a variety of different forms, including live streams, Snapchat Snaps, teasers, branded content, TikToks, GIFs and animations.

The average human attention span is decreasing as social media dominates the world with visual experiences. This means you need to stimulate the interest of your audience, and short-form video content does the job for you. To back this up, just take a look at Instagram feeds. Instagram claims that showcase videos generate more engagement than any other content type on the app.

In addition, the rise of popularity in TikTok – now 80 million monthly active users in the U.S. – indicates that audiences are seeking out content that is quick and easy to watch. These 15-60 second clips have the highest engagement rates per post, more than both Instagram and Twitter.

3. It brings personality and awareness to your business

Short-form video content offers an opportunity to humanize and personalize your brand identity. You’re giving people bite-sized pieces of content that tell them what your business is about, what you have to offer, and why you’re better than the other guy. And one natural way to do this is through email marketing. Research shows that adding video to email can boost click-through rates by 200-300 percent.

Short-form video also helps with your Google and SEO ranking. YouTube videos tend to rank high in Google search results and the most popular type of videos on YouTube are short-form. Additionally, embedding videos into your website’s landing pages can help increase the time visitors spend on your site, which contributes to search engine rankings.

As you can see, this tool is just as flexible as it is effective for your business. Do you need help creating and sharing short-form video content that reaches your audience? inferno provides creative, award-winning video work that gets great results. Talk to our team to see how we can help.