September 4, 2023

Why short-form video marketing is a big deal: get the gist in a jiffy

Why short-form video marketing is a big deal: get the gist in a jiffy

Why short-form video marketing is a big deal: get the gist in a jiffy

Short-form video: a blockbuster movie in a tv commercial

Let’s talk short-form videos! They’re the full-screen, immersive vertical videos that can be found on many of the major platforms now, like TikTok (the pioneer), Instagram, Facebook and YouTube.

Remember when a tweet felt like the most fleeting content you could post? Ah, the good old days… Now, with the growing popularity of short-form video, we’ve got to capture our audience’s attention in seconds.

Think of it as trying to cram the entire plot of an Indiana Jones film into a TikTok video. Yikes! That’s why understanding the importance of short-form video marketing is so… well, important.

A short history of short-form videos

Just like any content format, our understanding of the importance of short-form video marketing started somewhere. Let’s jump into our Delorean and head back to 2013. Vine, the Michael Jordan of the short-form video world, came onto the scene, and people went bananas over 6-second looping videos. While Vine didn’t survive the turbulent terrain of social media, its legacy lives on. TikTok, Instagram Reels, Facebook Reels, YouTube Shorts and Snapchat jumped on the bandwagon, each adding their own flavor to the short-form video stew. Their popularity exploded and so did the importance of using it as part of your social media marketing.

Micro-moments: the perfect snack for your audience’s attention

Let’s face it, most people have the attention spans of a goldfish. We’re living in the era of ‘micro-moments’ where people check their devices for a minute or two. It’s in these tiny pockets of time where the importance of short-form video marketing becomes apparent. The faster you can serve up juicy, relevant content, the better.

Epic wins with short-form videos: who did it best?

Let’s look at some success stories that’ll show you the power and importance of short-form video marketing. These brands did the social media marketing equivalent of hitting a home run…

First, let’s taco ’bout Chipotle. Their #GuacDance challenge on TikTok was a huge success. With over 250,000 entries, this guacamole-themed boogie led to a serious upswing in guac sales. Talk about making some serious guac-a-moolah!

Then, we have Louis Vuitton. They’re not just about stylish handbags; they also have Reels which regularly achieve millions of views. Their short-form videos are a work of art, firmly planting a LV flag on the peak of the Reels marketing mountain.

And let’s not forget about Gymshark. This UK fitness apparel brand sweated it out on TikTok with a mix of workout videos, behind-the-scenes peeks, and downright hilarious content. Their efforts earned them a swoon-worthy fan base of over nearly 5 million followers.

Why short-form video marketing is the bee’s knees

If you’re still not convinced about the importance of short-form video marketing, let’s look the benefits:

  1. Audience Engagement: Would you rather listen to a three-hour story or a punchy, hilarious anecdote that leaves you laughing? Short-form videos are the digital equivalent of a punchy anecdote. They engage audiences, hook them in, and deliver the message fast.
  2. Authenticity: Short-form videos give brands a chance to pull back the curtain and show off their goofy, authentic selves. This is where the magic happen. It’s real, and audiences lap it up.
  3. Storytelling: It’s powerful stuff. With short-form videos, you can condense epic tales into bite-sized content that audiences love.
  4. Conversion Rates: Whether you’re demoing a product or sharing a customer’s happy dance after using your service, short-form videos can be great for turning views into sales.

Future-proof your marketing: the rising importance of short-form video marketing

So, where is short-form video heading? To more and more marketing opportunities. Instagram Reels, YouTube Shorts, and other similar platforms are skyrocketing in popularity and leading the future of social media marketing.

The beauty of this format is that it’s as versatile. Launch a viral challenge, share behind-the-scenes snippets, demo a product – all on the go. It’s like having a marketing superhero in your back pocket.

With social media becoming more video-centric and users craving bite-sized, engaging content, short-form video marketing is an area all social media marketers need to embrace. Those who understand the importance of it and adapt to this format will come out on top.

Parting words

If you’re not onboard the short-form video, you’re missing out on some major marketing benefits. This format is no longer just a ‘nice-to-have’; it’s a ‘must-have’.

So, it’s time to get out your camera and start filming, or build them using stock media in Canva. Remember, while these videos are short, they’re proportionately more impactful. It’s not the size of the video that matters, but how you use it.

Jonathon Tanner

Jonathon Tanner

Co-CEO and Co-Founder

Co-CEO and Co-Founder of SMC, earned Social Media Educator of the Year from SMMI. With vast experience in social media strategy and content marketing, he's also a co-founder of other businesses. Specialising in growth strategy, Jon has a background in management consulting specialising in M&A.

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