You’ve heard the saying before: “Change is the only constant in life.” Sometimes, it seems that this ancient maxim was coined to describe marketing in our very modern era. After all, trends are always shifting as the preferred mediums for advertising adapt; where the audiences go, marketers are sure to follow. How’s one to know where advertising dollars should go? Which platform? Which target audience? Why?
It can be challenging to pin down what form marketing efforts should take for which audience, yet it’s never been more important to do so. That’s why we’ve decided to devote this particular blog to a trend that’s been fairly dominant across the board lately: short-form video advertising.
Why is Video Content So Important?
Because it drives engagement, and it’s shareable! The numbers speak for themselves:
- Some studies suggest that 91% of marketers are choosing to use video content in 2023.
- Others assert that video content is shared at double the rate of any other content form.
- Approximately 84% of users were persuaded to purchase goods and services based on videos put out by their brand.
Ok…So What Counts as a Short Form?
It depends on the platform. With the continuing success of mediums like TikTok and Instagram Reels leading the way, the duration of what is actually considered “short” has been significantly reduced. Sure, a 10-minute YouTube video might not feel long, but it is actually an outlier these days.
On most platforms, “short form” could mean that the content ranges from 1-2 minutes. These are the kinds of videos that are driving change in marketing right now, and they have unique advantages:
- Short form takes first place when it comes to engagement and production of leads.
- This type of content also boasts a higher ROI than others.
- It’s accessible by smaller brands and businesses, not just big-time players.
How Can It Work for Me?
Short form video has many applications and use cases, and the low cost of production means that the barrier to entry is fairly manageable all around.
Testimonials and Reviews
Short form video gives you another option to work with other than just responding to negative and positive posts with the occasional stock phrase. Video testimonials are more likely to be shared with other users, so your successes will generate more value over time.
Demos, Services, and Product Reveals
Seeing is believing, and when it comes to spending hard earned cash, consumers value video. After all, nothing demonstrates the capabilities of recently acquired, cutting-edge technology like actually showing your clients how it works. Less is more: 30 seconds will be enough to pique interest and generate leads in most cases.
Responsive Content
Quick production of short form content allows for responsive marketing that incorporates ongoing challenges, trends, and other opportunities to build brand awareness. When viral content makes the rounds, short form video lets you ride that wave and direct some of the attention toward your brand.
Still wondering what you can do with short form content? Call us at 203-746-5901 to find out! You can also email us at sales@BlueOrchidMarketing.com today to schedule a consultation to discuss our digital marketing services.
