As our attention spans continue to shrink and mobile devices become an increasingly dominant force in our daily lives, it is clear that short-form video content is poised to take over the digital landscape in 2023.
With its ability to capture and hold viewers' attention in bite-sized, easily digestible chunks, this format is quickly becoming the new standard for digital content. It is now more important than ever to embrace the power of this trend and start incorporating short-form videos into your content strategy.
According to 83% of marketers, the best short video length is less than 60 seconds (HubSpot 2023 marketing report). However, the definition of short-form content can vary depending on the platform and typically ranges from videos that are 60 seconds to 3 minutes in duration. It's important to keep in mind that the specific optimal length of a short-form video may also depend on the type of content being shared and the preferences of the intended audience.
Our tip is always create shorter content, the shorter the better! Short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts share videos that are typically less than 15 to 60 seconds, making them a perfect fit for the decreasing attention spans of today’s audiences.
Short-form videos are highly effective in capturing and maintaining viewers' attention. Whether it's through the popular TikTok app, where users often find themselves spending hours watching short-form videos, or on YouTube, where videos under 60 seconds now make up 57% of all views, short-form videos are quickly becoming the most popular content type for engaging audiences. In fact, nearly 50% of TikTok users find videos longer than a minute to be "stressful."
As our collective attention spans shrink and video content grows, short-form videos provide an excellent solution for keeping viewers engaged and interested in the content being presented.
Short-form videos offer a snackable and concise viewing experience, making them perfect for watching on the go. Instead of requiring viewers to sit down and focus for extended periods of time, short-form videos quickly deliver the information needed to inform or entertain in a fraction of the time it takes for long-form videos to achieve the same goal.
Short-form videos cut to the chase, presenting the essential nuggets of any topic immediately so that viewers don't have to wait around to get the answers they're looking for.
This format is ideal for brands & organisations looking to provide real value to their time-strapped audience, wherever they are.
One of the reasons short-form videos are so appealing is their shareability. With just a few clicks, viewers can quickly and easily share their reactions via short-form videos, tapping into the social element that makes them so popular.
For brands, this is a powerful feature as short-form videos can spark conversations and spread awareness much faster than other forms of content.
By encouraging your audience to interact with your business through short-form videos, whether by tagging you or using a branded hashtag, you can cultivate engagement and foster a sense of community around your brand. The possibilities for growth and increased engagement are limitless.
According to wyzowl, 90% of consumers watch videos on their mobile devices. And short-form videos are the perfect format for mobile devices! These bite-sized videos are designed to load quickly and be consumed easily, making them an ideal choice for viewers on the go.
Their shorter length also means they have smaller file sizes, which translates to lower data usage, making them more accessible for viewers with limited data plans. Knowing that more people are watching videos on smaller screens, it’s important to optimise your videos accordingly.
Short-form videos are the perfect tool for product teasers, and this trend will continue in 2023. Brands recognise the power of short-form videos to engage viewers and educate them on new products.
Expect to see more surprise product drops, unboxing videos, and sneak peeks hitting your Discover page. Short-form videos allow for more data and insights into consumer needs, making it easier for brands to target their ideal audience and drive sales.
Getting your audience hooked on short-form video content is easy when you encourage them to create their own. Invite your audience to make short-form videos featuring your products and showcase them on your social media channels.
User-generated content (UGC) is a powerful marketing tool, as it generates buzz around your brand and builds a closer relationship with your followers or customers. Whether it's product reviews or DIY tutorials, UGC in the form of short-form videos can reach a wider audience and make your social media advertising more effective.
In 2022, microlearning emerged as one of the top online learning formats, and this trend is expected to continue into the new year. Microlearning videos are designed to offer short, succinct lessons in a bite-sized format, as the name suggests.
Unlike traditional video-based lessons, microlearning sessions are typically only 2-5 minutes long. These concise videos break big topics down into tiny bursts of intense and highly engaging training clips, packed with valuable information for eager learners.
By providing easily digestible content in a format that is optimised for retention and recall, microlearning videos have become a highly popular tool for those seeking to acquire new knowledge and skills quickly and efficiently.
In 2022, social media saw 70% of U.S. consumers following at least one influencer, with a third of them reporting online personalities influencing their purchasing decisions.
As this trend gains momentum, brands are turning to short-form video content to create more impactful and engaging influencer campaigns. The bite-sized format of short-form videos adds an extra punch to influencer ads, while still delivering the authentic and relatable elements that make them so effective.
This trend is expected to continue to grow in 2023, as brands recognize the power of combining influencer marketing with the attention-grabbing format of short-form videos.
Regardless of whether you're a content creator or a brand, showing glimpses behind the scenes can foster a stronger bond with your audience and pique their interest.
These videos provide an exclusive view into the behind-the-scenes world of your products, services, or content that they adore.
Additionally, behind-the-scenes footage can showcase the effort and innovation that goes into producing your content and growing your business. With the shareable nature of short-form videos, you can transform more viewers into brand ambassadors.
Online challenges have become some of the most viral video trends on the internet, and brands are seizing the opportunity to harness their potential.
By encouraging user-generated content through challenges, businesses can boost engagement and generate buzz around their products. Branded hashtags associated with these challenges can further amplify their reach and impact.
As we move into 2023, expect to see even more creative and engaging social media challenges from brands of all kinds.
In 2023, it seems it’s all about short-form video testimonials! By featuring your customers on camera, you can bring your testimonials to life and add authenticity to your social media profiles. Short-form video testimonials are incredibly versatile, from short interviews with satisfied customers to compilations of multiple testimonials.
These clips can be reposted and shared on social media, enticing potential buyers to make a purchase by showcasing the positive experiences of others.
Are you ready to incorporate short-form video trends into your 2023 content strategy? Here are some tips to help you produce the best possible content and achieve the desired results:
In 2023, short-form video content continues to reign supreme as the go-to social media trend. With platforms like TikTok and Instagram Reels leading the way, there's no doubt that bite-sized videos are here to stay.
For organisations and businesses alike, short-form videos present a prime opportunity to capture your audience's attention, build brand recognition, and increase engagement.
By creating entertaining and informative content, you can expand your online reach and gain a whole new following. So, start creating those short-form videos and let your creativity take centre stage!
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