In the swiftly evolving landscape of digital marketing, the spotlight in 2023 has firmly on short form video content. This dynamic format has transformed from a fleeting trend to a dominant force in the digital space.
Platforms like TikTok, Instagram Reels, and YouTube Shorts are not just capturing, but commanding the attention of millions globally. Their meteoric rise in popularity underscores a fundamental shift in content consumption patterns and preferences.
As we navigate through this rapidly changing digital world, understanding and leveraging the power of short form video content becomes crucial for marketers and content creators alike. In this blog, we delve into the essence of short form video, unravel its growing significance in 2023, and explore the myriad of ways it is reshaping the digital marketing landscape.
Short form video content, typically defined as any video under 60 seconds, has become the linchpin of modern digital storytelling. This format varies slightly across platforms: YouTube Shorts caps at 60 seconds, TikTok videos range from 15 seconds to a surprising 10 minutes, and Instagram Reels can be anywhere from 15 to 90 seconds long.
This variation offers a canvas for creativity, allowing brands and creators to tailor their message in bursts of concise, yet powerful content. In a world where time is a luxury, short form videos fit perfectly into the fast paced lifestyle of digital consumers, providing a snackable way to consume information and entertainment on the go. This adaptability makes short form video a versatile tool in any digital marketer’s arsenal.
The allure of short form videos lies in their ability to captivate and maintain viewers’ attention. In an era where the global attention span is dwindling, this format excels by delivering quick, impactful messages that resonate with audiences.
Nearly half of TikTok users find videos over a minute stressful, emphasising the appeal of concise content. YouTube also reports that videos under 60 seconds account for a significant 57% of total views, a clear indication of the format’s popularity.
Short form videos are not just attention grabbing; they’re easily digestible. They offer bite sized entertainment or information, perfect for on the go consumption. This brevity is crucial for time pressed audiences who seek quick answers or moments of leisure in their busy schedules.
Additionally, these videos are inherently shareable. Their brief and engaging nature makes them ideal for viral trends, sparking conversations and rapidly spreading brand awareness. By tapping into the social aspect of these videos, brands can significantly enhance their engagement and reach.
The spontaneity often associated with short form content also adds to its charm. While some creators invest significant time in production, the format generally lends itself to quick, candid filming, which is essential for capturing viral trends and sharing authentic, unfiltered opinions.
Key Statistics on Short Form Video Consumption
The rising dominance of short-form video content is not just a subjective trend but is backed by compelling statistics. A staggering 73% of consumers prefer watching short-form videos to learn about a product or service, indicating a strong preference for this format in the decision making process.
Interestingly, viewers are not just skimming through these videos; 59% of short form videos are watched for 41-80% of their length, indicating a high level of engagement. Moreover, 30% of these videos boast an even more impressive average watch rate of over 81%.
The commitment of marketers to this format is also evident, as short-form video is poised to see the most growth among different marketing strategies in 2023. Notably, 21% of marketers are planning to explore short-form video for the first time this year, highlighting its increasing importance in the marketing mix.
These statistics paint a clear picture: short form video content is not just a fleeting trend, but a key player in the digital marketing landscape, capturing and retaining consumer attention effectively.
In 2023 we observed several trends in short form video content that contributed to shaping the digital marketing landscape.
Each of these trends underscores the versatility of short form video content, offering myriad ways for brands to connect with and engage their audience.
Best Practices for Creating Short Form Video Content
To make the most of short form video content in 2023, here are some best practices:
By following these practices, brands and creators can craft engaging, effective short form videos that resonate with their target audience.
Short Form Video Campaigns
To illustrate the impact of short form video content, let’s look at some successful campaigns:
Short form video content is not just a fleeting digital trend but a fundamental shift in how audiences consume online content. Its ability to adapt to the fast paced digital environment, coupled with its high engagement rates, makes it an indispensable tool for digital marketers in 2023 and beyond. Whether it’s through creative storytelling, leveraging influencers, or engaging with users directly, the potential of short form video is boundless.
Want to explore how short form video content can help to skyrocket your brand? Book a FREE marketing consultation with Marketing Together.