Short-form video content continues to be one of the most popular elements of any brand’s digital marketing strategy. Why? Video has many possibilities: to explain or introduce features, animations, tutorials, webinars, interviews, live streams, customer testimonial and many more!
Short-form video is trending, cause it is engaging and eye-catching, making it one of the content format that your customers prefer to see. According to Biteable:
- 6 out of 10 people would rather watch online videos than television.
- Mobile video consumption rises by 100% every year.
- By 2022, online videos will make up more than 82% of all consumer internet traffic.
Short-form video content is an excellent means to boost your brand awareness. It is merely “more memorable, and more popular among customers than any other type of content,” wrote Brian Peters, at Buffer.
TOP 5 TIPS FOR BRAND WORTHY VIDEO CONTENT
CREATE INFORMATIVE CONTENT
Tutorial and unboxing videos are great at engaging with the audience. According to Buffer, 81% of people have bought a product or acquire a service by watching this type of videos.
Some of the advantages of tutorial videos? They are great at showcasing the product in action, which is pretty much ideal in lockdown times, where the customer can’t physically interact with the product before purchase.
Another reason why short-form tutorial videos work well is that they are highly versatile. Making a good quality video can take a lot of planning and production. But once done right, you can use one tutorial video across many different channels.
For example, your social channels, your website, in advertising, you name it. It allows you to increase your brand awareness across multiple platforms all at once.
FOLLOW YOUR BRANDING
When creating your short-form video, always remember to follow your brand guide. Social media posts with video have 48% more views. But when it comes to your social channels, always make sure your branding is recognisable.
One of the best ways to overcome this challenge is to share a visual guide with the marketing and content creation team to assure brand consistency across channels.
PDPAOLA, the Spanish jewellery brand has recently gained some significant attention on social media. One of the main reasons for their success is their investment in creating, beautifully video content, specifically for their Instagram account. With over 2.1 million followers, the brand mostly utilised features like Reels, Feed Videos and Stories.
DON’T BE AFRAID OF CREATIVITY
If you want your video content to boost your brand awareness, you have to make it interesting! Social video is known to generate 1200% more shares than regular content (text and pictures). Thus, if you want your brand to reach more customers, make it worthy enough for a re-share, like and comment.
The luxurious fashion brand Dior celebrates its 75th year in business this year. Their digital marketing strategy has been nothing short of amazing, with their Instagram account bringing in over 34,5 million followers. One thing Dior is not afraid of creativity.
Recently Dior has created a series of “We Wear Rouge” short-form videos. Each is focusing on the history of its iconic Rouge Dior lipstick. The video is fascinating and historical, and immediately attracts the user’s attention. To further encourage brand engagement and awareness, they have created a trending hashtag #wewearrouge, to encourage customers to share their rouge lipstick looks.
KEEP IT SHORT AND SWEET
As the name implies, short-form video content has to be short. The ideal time falls somewhere between 60 – 120 seconds. The reason for this? User attention spans are short-lived; if they don’t like what they see in the first 2 or 3 seconds, they will keep scrolling. However, the length of each video can vary according to the platform:
Between 30 – 60 seconds. Best features to share short-form content are Reels, Stories and the feed.
Between 24 to 90 seconds. The home feed and Facebook Stories are useful features for short-form video.
YouTube is a bit more challenging because videos can run up to 12 hours. However, in the beginning, it is recommended to upload videos no longer than 4 minutes. This will help you to build up a loyal viewer base and spread brand awareness first.
Additionally, with YouTube, you have to think about ads in your videos. We suggest sticking to 15 to 20 seconds if you’re using pre-roll ads, or six seconds for what are known as bumper ads (intended for brand awareness).
Back in 2011, Snapchat became the king of short-form video. Since then, hundreds of brands have used the platform to reach GenZ and millennials. To this day, the time limit on Snapchat videos is 10 seconds.
This may seem short. However, it is perfect for leaving your audience wanting for more. For example, add a link, hashtag, or URL to find out more information.
Also a rising star of short-form video content, the platform has a video length limit of 60 seconds (initially was only 15 seconds). But according to Influencer Marketing Hub, it’s best to keep your video length between 9 and 15 seconds.
QUALITY BEFORE QUANTITY
The short-form video content created for your brand should always be of high quality. People view 1 billion hours of video each day on YouTube alone. Thus, it would be best if you produced something unique and worth the viewers time.
One of the easier ways to reduce the cost of developing a high-quality video, but increase brand awareness is by collaborating with another brand or influencer. Influencer marketing is 89% effective in achieving campaign goals.
Wolven, a sustainable fashion brand specialising in activewear, is always creating engaging, high-quality short-form videos on Instagram and TikTok. The primary strategy behind these is their collaborations with influencers. Wolven has developed its ambassador programme. As an ambassador, you can teach others about sustainability, create beautiful content, and be featured on their social channels.
Short-form video content can officially be named the most consumed form of online media. Most of your customers want to know more about your brand via video. 71% of people watch more video than they did a year ago and moving forward, 83% of marketers would increase their reliance on video as a critical component of their digital strategy.