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.