Short-form video has surged in popularity recently due to people’s appetite for engaging video content and the immediate satisfaction from concise content bites.

For instance, TikTok boasts over 1.5 billion monthly users, making it an excellent platform for marketers to connect and influence through video content.

Short-form videos may not suit all brands, but they’re perfect for those aiming to showcase personality and captivate a growing younger audience. In 2024, TikTok introduced ‘creative bravery’: a mindset encouraging content creation blending curiosity, imagination, vulnerability, and courage, fostering deeper community connections.

To craft impactful short-form videos that yield results, strategic planning and vigilant data monitoring are crucial.

What is short-form video?

In essence, short-form video comprises content lasting 5–90 seconds. This duration aligns with platforms like Instagram, TikTok, and YouTube, catering to users’ shorter attention spans and desire for instant gratification. While long-form videos provide detailed information, short-form delivers quick fixes. In fact, 96% of consumers prefer short-form content.

Despite their brevity, short-form videos must narrate compelling stories and follow a clear narrative flow, often tapping into current social trends to resonate with viewers.

Platform specifics

Short-form video platforms include TikTok, Instagram Reels, and YouTube Shorts.

TikTok, launched in 2018, reshaped online video dynamics, presenting content based on user interests rather than followers. Instagram Reels, Instagram’s response to TikTok, offers content tailored to followers. YouTube Shorts, introduced in 2019 and publicly released in 2021, facilitates trendsetting, challenges, and humor.

Choosing platforms

Instagram offers diverse content, a robust influencer base, and a massive user base of 2 billion. TikTok’s unpredictable algorithm and appeal to younger demographics make it potent for viral marketing. YouTube Shorts, integrated with YouTube’s extensive reach, presents significant opportunities despite potentially cannibalizing the platform’s core business.

Short-form video formats

Short-form videos are typically shot or cropped vertically, optimizing viewing on mobile devices.

Platform-specific aspect ratios and resolutions accommodate vertical, square, or landscape videos, ensuring compatibility across platforms.

Benefits of short-form video

Short-form videos enhance engagement, reach, and brand awareness, offering easy creation and fostering community bonds. They elevate brand authority and serve as hooks to long-form content, driving conversions.

Challenges and solutions

Creative fatigue, lack of consistency, and underperforming videos are common challenges. Solutions include seeking inspiration from creative support sites, leveraging past successes, and maintaining a consistent posting schedule.

AI integration

AI tools streamline content generation, video production, and ad copywriting, optimizing resources and time. Platforms like ChatGPT, Canva MagicAI, and Synthesia offer various functionalities tailored to marketers’ needs.

Best practices

Effective short-form videos maintain viewer engagement, narrate compelling stories, and provide tangible value. Adapting content to platform specifics and maintaining consistency are key to success.

Final tips

Strategic planning, value-driven content creation, consistent scheduling, and data-driven insights are paramount for short-form video success. Analyzing performance metrics aids in identifying successful strategies and refining future approaches.

Source: Digital Marketing Institute