The Role of Short Form Video Content in Digital Marketing

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.

Understanding Short Form Video Content

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 Benefits of Short Form Video in Marketing

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.

Trends in Short Form Video 

In 2023 we observed several trends in short form video content that contributed to shaping the digital marketing landscape.

1. Microlearning: This trend sees complex topics broken down into short, engaging, and informative clips. Microlearning videos cater to the audience’s thirst for knowledge in digestible segments.
2. Product Teasers: Brands are using short form videos for teasing new products, sneak peeks, and surprise drops, harnessing the format’s ability to quickly capture audience interest.
3. User Generated Content (UGC): Encouraging audiences to create videos featuring products or services enhances engagement and broadens reach. This approach not only generates buzz around the brand but also fosters a closer relationship with the audience.
4. Influencer Ads: Short form videos are perfect for authentic, engaging influencer campaigns. They offer a blend of relatability and creativity that resonates well with the audience.
5. Behind The Scenes Content: Offering a glimpse into the creation process, this content type builds a stronger connection with the audience by humanising the brand.
6. Challenges: Brands are leveraging challenges to generate user interaction and virality. This format often involves branded hashtags and can include incentives for participation.
7. Customer Testimonials: Moving away from text based reviews, short form video testimonials are becoming a popular way to showcase customer satisfaction and build social proof.

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:

1. Know Your Objective: Be clear about what you want to achieve with your video, whether it’s increasing brand awareness, showcasing a product, or expanding thought leadership.
2. Engage Viewers Quickly: Capture attention in the first few seconds with a strong hook, be it a thought provoking question or an intriguing visual.
3. Ensure Quality Content: Focus on high quality production, including stable footage, good lighting, and tight editing. Remember, your video is a reflection of your brand.
4. Use Quick Cuts: Keep the video dynamic with snappy cuts, especially important for maintaining viewer engagement in content like tutorials and interviews.
5. Optimise for Mute Viewing: Many viewers watch videos without sound, so make sure your content is understandable even on mute, possibly through subtitles or on screen text.
6. Keep It Fun and Engaging: Short form videos should be light and entertaining, in line with your brand’s values and aesthetics. Stay updated with viral trends and sounds for added relevance.
7. Include a Clear CTA: Always end with a call to action, directing viewers on what to do next, whether it’s following your social media, visiting your website, or making a purchase.
8. Cross Promote Across Platforms: Maximise reach by sharing your content across various short-form video platforms, adapting the content as needed for each platform.

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:

1. BRITA and Influencer Collaboration: BRITA’s collaboration with influencer Hope Watson for promoting its reusable water bottle is a prime example. The short, tutorial-style video seamlessly integrated the product into daily life, achieving over 44 million views on TikTok, thereby significantly boosting brand visibility.
2. Dove’s #NoDigitalDistortion Campaign: Dove’s 2021 campaign encouraged users to post videos without digital beauty enhancements. By aligning with the brand’s core values of realistic beauty standards and self love, the campaign resonated deeply with viewers, creating a strong brand connection.
3. Chanel’s Behind The Scenes Content: Chanel offered a sneak peek into the creation of its High Jewelry collection. This behind-the-scenes content provided an artistic view of the design process, enhancing brand allure and customer engagement.
4. Nissan’s #ImprovisewithJUKE Challenge: Nissan Australia’s challenge for the JUKE sports car involved users creating a voiceover for a car commercial. This innovative use of short form video resulted in over a 90% increase in brand awareness.
5. Wix’s Customer Testimonial Videos: Wix used short form videos to showcase customer testimonials, offering a dynamic and engaging alternative to traditional text reviews. This approach effectively highlighted customer satisfaction and the usability of their service.

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.