Less Is More: Crafting the Perfect Short-Form Videos
According to studies, the average attention span of an adult internet user declined from 12 seconds in 2000 to only around 8 seconds in 2015. This 15% decrease in less than two decades is attributed to the rapid change in technology and has affected how we consume the media we encounter. Video platforms such as TikTok, Snapchat, Instagram Reels, YouTube Shorts, and more have led to an increase in the popularity of short-form video content.
Short-form video content started as a trend during the era of Vine in 2012, and it has only continued to become more popular as the years passed. This form of content is able to temporarily hold viewers' attention, allowing users to share relevant information and messages in a span of a few seconds. Because of this, short-form videos have become an essential tool for businesses to engage with consumers in this digital age.
While creating these short-form videos for your business may seem easy, there are several important points to remember before you start.
Keep It Balanced
When asked what video length works best for businesses, 39% of marketers said that 30-60-second short-form videos are most effective. This means that within this timeframe, you'll have to capture your audience's attention while expressing the purpose of the video. Hence, it is important to balance fun and entertaining hooks or gimmicks while still relaying relevant information to your viewers.
Making use of common formats, such as a vertical view with catchy on-screen texts and music, is a good starting point for your videos. Apply the steps of good storytelling when sharing news, tips, information, and any relevant news about your business to maintain your audience's interest. While following trends and creating new schticks can spark curiosity from new audiences, it is still your valuable content that will make them stay and foster brand loyalty.
San Diego Zoo provides an example of balancing entertainment and education in their TikTok videos.
Identify Which Trends to Follow
If you frequently use these short-form video platforms, you know that there's always a new trend or two that becomes inescapable in your timeline for the entire week. Joining the hype by applying these trends to your business is an excellent way to draw your audience and also increases the chances of appearing on people's timelines due to the algorithm. However, you don't always have to follow these trends.
You will usually encounter many forms of trends, such as new dances, music, animations, filters, dialogues, memes, and more. It is essential to understand that not all of these trends will fit your brand. Now, the challenge is to filter all the popular trends and identify which ones you can follow that are relevant to you and your audience. When applying these trends, always consider how to relate them to your products, services, and customer experiences.
Duolingo has accumulated a massive following of 10 million followers by consistently doing this.
Stay Authentic
While creating high-production videos with the perfect lighting and editing is a bonus, it is not necessary when creating short-form videos. In fact, many viewers actually tend to gravitate more to videos that are simple, usually just taken by people on their phones, and authentic. People love to watch videos where they can have a sense of connection due to shared conditions and experiences.
One of the most effective ways of showing authenticity is by sharing videos of your products and services used by your customers. By showing glimpses of how your brand can impact their daily lives, you are able to pique their interest. Explainer videos showcasing your unique characteristics, the process of developing your products and services, and a brief look into your company culture are exemplary forms of showing authenticity.
Vessi shares examples of showing a brand's authenticity on their Instagram Reels.
The emergence of new tools and platforms might seem intimidating, but with the right help and resources, you can easily apply them to elevate your business. Understanding how these new tools and platforms work is vital in analyzing how to adopt them effectively. C2 Communications has the expertise and experience to guide you through the process of creating more appropriate marketing strategies. We work together with our clients to develop new content that will showcase their identity and offers and attract positive audience engagement.