Studies suggest that millennials typically have an attention span of around 12 seconds, while Gen Z has an attention span of just eight seconds. This may seem crazy but honestly, we’re surprised it’s not less! In this article, join us as we explore why short-form video content is the way to go in 2022.
According to a Cisco study, by 2022, 82% of all online content will be video content. Well, we’re here now… and video is only growing and growing as it becomes more accessible and more affordable. If you run a business and don’t want to get left behind you need to be considering how video marketing can help you scale as it's the most popular sort of content on practically all internet platforms.
If you can creatively find a way to educate and entertain your customers on social media platforms like TikTok or Instagram it’s a surefire way to brand success.
HubSpot suggests that short-form videos are up to 2 minutes and 30 seconds long. Here’s a summary of the top social media platforms: that support short-form videos and their length:
Our opinion? This isn’t short enough, especially in the realm of advertising. We define short form as anything under 30 seconds. This allows you to REALLY consider the message you are sharing at a higher stage in the buying cycle. Most video content that gets created is typically used to engage at the awareness stage. The audience doesn’t know you exist, so why on earth do you think they will pay attention for three minutes?
They won’t.
Short-form video content is so popular because most people just don’t have time to watch content that takes longer than a few minutes. If you run a business, keeping your videos short is essential. It’s also the reason why Instagram Reels and TikTok perform so well.
If that doesn’t convince you of short-form video content’s superpowers the statistics will! Research shows that 68% of viewers watch videos entirely if it’s less than 60 seconds. Another 25% will finish if it’s under 20 minutes. Hootsuite recently proved that engagement stats shoot up every time they publish an Instagram Reel!
When the content is short, the messaging is typically more applicable to paid advertising channels, such as Youtube Pre-Roll or Facebook Ads. This gives a single video, more mileage. Longer videos are typically being created for very specific reasons, meaning their usage is limited.
Brands across all industries – from gaming to food to retail – recognise the reach and scalability of video across platforms like Facebook, Instagram and Twitter.
Grabbing the attention of an audience quickly and establishing instant engagement is the name of the game. So, it’s no surprise that short-video content is the second most effective trend marketers are currently leveraging. More than 31% of global marketers currently invest in short-form videos. 46% of them consider this strategy effective in terms of performance and engagement. 89% of global marketers plan to continue investing in it or increase their investment in 2022.
Aside from their length, one thing that sets short-form videos apart is the trend culture. TikTok, for instance, is run by dances, sounds and social challenges. So, if you want to get your brand on the “For You” page on TikTok — equivalent to the “Explore” page on Instagram — your business may need to get comfortable with expressing some personality.
Leveraging short-form video content to engage, educate and inspire consumers sees businesses take on a more authentic/human approach to video marketing.
Campaigns like those we’ve seen in the form of TikTok challenges also bring about a sense of community, where people are trying new things together, sharing insights and participating in global trends and competitions. The global appeal of these types of short-form videos is that they are immersive, creating the feeling of a one-to-one connection.
Well-executed short-form videos provide even small brands with a new medium to reach audiences in ways that were not previously possible. They have opened up a world of possibility as far as how brands can participate to become part of where today’s culture-shaping trends and conversations are now taking place.
Facebook is probably the first platform that comes to mind when you think about video marketing content. For example, Samsung’s Facebook page has a whopping 159 million fans and the brand engages with them regularly through video (from 10-second clips to three-minute videos).
As brands move away from the more traditional means of advertising, short-form video content that leads to engagement and shares is vital to help brands reach a new audience.
Short-form vertical video has boomed, thanks to the rise of TikTok and Instagram Reels. When you’re creating a video, you need to factor in where it is showcased so it’s optimised for the algorithm. Video isn’t just widescreen anymore, it comes in all shapes and sizes!
Not only is video content an engaging form of storytelling and a way to drive sales, but it’s also a major growth hack, as follows:
Over 430M people in the world are deaf or hard of hearing, and 85% of video on Facebook is watched without sound. So, use subtitles (or captions) on your videos to make them more accessible.
With just 2.7 seconds to grab a consumer’s attention, it’s imperative that brands make sure their message is clear and appealing, especially in video form.
People scroll quickly, only stopping on truly eye-catching content. To stand out in such a competitive space, marketers need to be proactive and identify the most strategic platforms for their audience. Whether it’s Facebook, Instagram or YouTube, users do not actively seek out branded content.
Brand storytelling via short-form video content is ideal for every marketing challenge presented because of its adaptability. Below are a few ideas on how you can use short-form video content as part of your marketing strategy:
An explainer video is a short-form video usually used for marketing or sales purposes that highlights a company’s product, service, or business idea in a compelling and efficient way. Explainer videos are usually more visually interesting than a salesperson. They can also incorporate the use of an infographic to help visualize the service or product.
According to Hubspot, explainer videos have seen huge success. An overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase.
SurfShark’s Eric Carrell suggests offering behind-the-brand videos that take people behind the scenes. He also recommends testing the waters with user-generated videos like testimonials and tutorials. Or, providing quick valuable tips for people following your social media profile.
Short-form video content will continue to be popular as more people move towards watching videos on their mobile devices. Furthermore, with the ever-shortening attention span of consumers, short-form videos are the perfect way to grab their attention and engage them with your brand. In fact, marketing trends show that over half of marketers who use short-form video plan to increase their investment in that strategy in 2022.
You need to look at your customers' buying journey and look at how you can help individuals progress through varying stages. Short-form video really helps customers at the awareness stage, as you can really focus on key messages and challenges to pique their interest.
Want to implement more consistent short-form videos for your brand? Get in touch with us today and let's get the conversation started!
