Short form videos are everywhere these days and as their fan base grows, so do brands expand their interest in them. More and more brands are incorporating these forms of video into their strategies. Some estimates say that more than 50% of world-famous brands plan to increase their budget for short videos, while slightly more than 30% remain at the same level. And in what way these videos can help the brand grow and what trends should be paid attention to? Read about it in the rest of our blog.
Short videos as part of brand promotion strategies
Let’s first define more closely what is meant by a short video. No, it’s not just any few seconds clip, but one that lasts between 30 and 60 seconds. This is the rule when it comes to Reels and TikTok videos, while YouTube videos are slightly longer, around 10 minutes, but they are the exception, not the rule.
When brands shoot such videos, they are shot with a professional camera, carefully edited, and made to quickly and easily grab the customer’s attention. We’ve all noticed that the average customer’s attention span has shrunk significantly, so it’s no surprise that short videos are so popular.
Research has shown that short videos are shared twice as much as other content. Even the fact that 84% of people decided to buy a product based on one such video speaks of their popularity. We have already written about which of the most popular options to choose, so take a look at our blog – YouTube Shorts vs. TikTok vs. Reels.
What else do the numbers tell us, why should we include short videos in our strategy? Let’s take a look at the top 3 reasons, we came up with by tracking the analytics of several brands we’ve worked for:
- They are number one for generating leads and better engagement,
- More than 40% of such content becomes viral,
- Short videos are shared 50% more than photos or stories.
Short video recording trends to look upon
1.Challenges designed by brands
At one point, short videos became famous, during the period when dance challenges were recorded or certain tunes and sounds were popular. Today, brands can design their own filters, challenges, or tunes. If they are interesting enough to the audience, they will go viral. Brands confirm that such challenges bring results, better than expected by some 40%.
We also have a good and cute example from TikTok (of course). Colgate toothpaste, a brand known around the world, launched the #MakeMomSmile challenge on the occasion of Mother’s Day. The task of followers around the world was to do something special for their mother and show it in a short video. A lot of emotional and touching videos were recorded, and emotions are exactly what binds customers to the brand, so the rating for them is 5 plus.
If you liked this challenge on TikTok, it’s the right time to learn the 3 most important things about TikTok in 2022. And if you want your brand to be successful on TikTok or Instagram, contact us and we will prepare proposals that will suit your brand best.
2.Influencer marketing and ads
It’s not like we’re unfamiliar with this concept and haven’t seen it before. Of course, we did, but it was only in a different form via posts or a series of stories. But now it’s a little different because influencers have the opportunity to show their creativity even more in a new video format. This is especially the case with fashion and lifestyle bloggers. All those ‘transitions’, jumps from one environment to another in a second, etc. social network users adore and literally grasp.
Influencers and content creators diligently follow all trends and therefore successfully know how to create a video that will go viral. Besides, they have a high level of influence on their followers, who love to listen to their advice. Especially if they present a product in an original way. Native forms of content creation are the best way to present a product without direct advertising. In collaboration with influencers, the Reels or TikTok videos they create will easily attract attention and bring popularity to the brand.
3.Even more UGC (User Generated Content)
If there’s one thing consumers love more than well-shot and edited influencer videos, it’s UGC videos. Probably because they consider such content to be authentic, raw, and unrefined, so they trust it more. And it encourages them to buy products much more than the previously mentioned influencer videos. UGC has proven to be the most effective social media format, delivering excellent ROI.
If you are promoting a product through TikTok, you should know that Gen Z, which is the largest audience on this network, appreciates these videos very much. This is probably also because they like to record such content themselves and secretly wish that some big brand would use their video on their profile.
4.More “behind the scenes” videos
By now, you’ve probably realized that brand authenticity and transparency are valued the most. Customers somehow relate more easily to brands that share the entire process of production and creation of products with them. That’s why short videos are a great opportunity to show in less than a minute how your product is made and how it reaches the customer.
In addition, our experience shows that customers respond very well when they see a brand owner on a profile promoting a product. But also when an owner personally is active on social networks. This gives them an additional feeling of connection with the brand because they can hear from the mastermind behind the idea of how their favorite product is created.
5.Educational and explanatory videos
We’ve got entertainment covered, and personal branding too, but customers also like to watch educational videos. That way you can give them that famous “value” that we marketers always talk about. Brands that make educational videos a priority in their social media strategy can expect to build a stronger connection with customers and greater loyalty. When videos like this target customers who are considering whether to buy a product or not, if they are done right, customers will make a decision at the right moment and make a positive purchase decision.
Remember this – these types of short videos that explain how to do something, step by step, are the dream of every social media user. This way, they get an easy tutorial of only a few tens of seconds, which does not take up too much of his time, and brings huge value, because it teaches them how to do something. Even better, how to use a certain product to make a dish, dress up like your favorite TikTok star, or do makeup like your favorite Instagram influencer.