Why Short-Form Video Is Popular on Social Media

The world of social media has grown exponentially over the last decade, and as the online landscape continues to evolve, businesses need to keep up with the latest trends and check if they can use them for their respective social media marketing strategies. In this newsletter edition, we'll explore 6 reasons behind the popularity of short-form videos and how they can benefit businesses.

What are short-form videos?

This type of video is between 60 seconds or even less and 3 minutes. Thanks to their brevity and engaging content, short-form videos have taken social media by storm in recent years. They're quick to view, quick to consume. Platforms like TikTok and the Instagram Story and Reels functions are dedicated to short-form video content. They have surged in popularity, attracting millions of users worldwide - including businesses.

1. Grabbing attention in the blink of an eye

One of the primary reasons why short-form videos are so popular on social media is that they're attention-grabbing. With the rise of social media, our attention spans have decreased significantly. We're always scrolling and swiping, scrolling and swiping. Our timetables are packed. We have no time to waste. Short-form videos provide an excellent solution to this problem, offering users a quick, engaging and immersive experience in just a few seconds. Platforms like TikTok and Instagram have strict time limits for videos, forcing people to be creative and concise with their content. And when it comes to Stories: the fact that they disappear after 24 hours highlights the short-lived nature of this feature.

For businesses, the attention-grabbing nature of short-form videos can be a powerful tool. By producing engaging, punchy content, businesses can capture their audience's attention and keep them engaged with their brand. However, to make an impact with short-form content, businesses need to be creative and think outside the box.

2. The rise of viral content

While there is no secret recipe or magic wand solution for viral content, another factor contributing to the popularity of short-form video on social media is the potential for virality. Short-form videos have a much higher chance of going viral than other forms of content. The algorithms of social media platforms prioritise engagement and regularly promote content that receives high engagement. On Instagram, I have seen for myself that Reels receive far more engagement and interactions than photos or photo carousels.

Creating engaging short-form videos can help businesses increase their reach and visibility, allowing them to grow their audience and get their message out more effectively. However, creating viral content is not easy - it's rather like playing the lottery, and businesses need to be strategic and creative in their approach. Furthermore, short-form videos are not for all social media platforms. LinkedIn tried to introduce its own Stories feature and ended up scrapping it in late summer 2021. Furthermore, LinkedIn will also be removing profile videos starting 26th June 2023.

3. Cost-effective marketing tool

Short-form video content is highly cost-effective when compared to traditional marketing methods like TV commercials and print advertisements. Creating quality video content can be expensive, especially for small businesses. The cost of equipment, editing software and other professional tools can add up quickly. In the meantime, many short-form videos are created using only a smartphone camera and a few editing apps, making the process cost-effective.

Furthermore, businesses can reuse their short-form videos in multiple ways to maximise their value. For example, short-form videos can be repurposed as social media ads, website content or even in email marketing campaigns. The ability to reuse and repurpose content can save businesses time and effort, making short-form video content an attractive option.

However, different kinds of video types are needed for different purposes. Short-form videos will function very well in certain contexts while polished, professional videos will be required for other settings and situations, for instance. In other words, there is no such thing as a one-size-fits-all video type, and video formats come in a vast array of types. You need to pick what's right for the context.

4. Personalised messaging

Short-form videos can be used to create highly personalised messaging - a powerful tool for marketing! By crafting specific messages that speak directly to target audiences, businesses can increase engagement and foster loyalty.

Personalised messaging can also help businesses stand out in crowded markets by tapping into the emotions, pain points and interests of their audience.

And finally, short-form video ads can be customised based on various interests and demographics. For example, the Meta social media platforms Facebook, Instagram and WhatsApp offer highly targeted advertising options that allow businesses to reach specific audiences with personalised content.

5. Boosting engagement rates

One of the key benefits of short-form video content is its ability to boost engagement rates. People are more likely to engage with a video than any other form of content. If a video can capture a person's attention, they are likely to watch it till the end, thereby increasing engagement rates.

Additionally, users are more likely to share videos that they find engaging: sharing content with their friends or family is an opportunity for users to showcase their taste or personality. That's why "sharing is caring" is one of the cornerstones of social media marketing.

6. Increasing brand awareness

One of the most significant benefits of short-form video is the ability to generate brand awareness and increase brand visibility. Short-form video content allows businesses to share their brand message in a clear and concise way.

It doesn't need to be overtly promotional; even subtle brand cues can be used to create a strong brand impression. For instance, branding can be added through the use of brand colours, logos, sound effects and even music. Consumers are more likely to remember and recognise a brand from their short-form video content which can translate into sales and brand loyalty.

Final thoughts

In conclusion, the brevity of the content, storytelling and personalisation make short-form video an attractive marketing tool for businesses. However, businesses also have to analyse and test if this kind of video type will make sense for them and not only use it because it's all the rage.

Have a pleasant June, and the next newsletter will be out on Wednesday, 12th July 2023!