What is Short Form Video?
In the fast-paced world of digital media, short form video has emerged as a dominant force. Defined as vertical video content that spans between 5 and 90 seconds, short form video is favored on platforms like Instagram, TikTok, and YouTube. It caters to users with increasingly short attention spans, which, let’s face it, includes just about everyone nowadays. But why is this format so compelling, and how can businesses harness its power effectively?
Why Should You Use or Invest in Short Form Video?
Short form video isn’t just a passing trend; it's the preferred content type across most social media platforms. This content is often thought of as “silly” or “uncomplicated”, but it takes a high level of skill and strategy to be able to captivate your audience with a story in under 90 seconds. Consumers now expect brands to consistently produce high-level content for social media. Here’s why investing in it can be a game-changer:
- Algorithmic Favorability: Social media algorithms prioritize short form videos, pushing them to larger audiences and thus increasing their visibility.
- Engagement: These videos capture attention quickly, making them perfect for users with limited attention spans. They deliver your message succinctly, making it more likely to be retained.
- Entertainment Value: Short form videos present your products or services in an entertaining manner, which feels less like advertising and more like engaging content.
- Efficiency: Short form videos get to the point swiftly, making them highly effective.
What are the Different Categories of Short Form Video?
Short form videos can typically be categorized into three main types: informational, instructional, and behind-the-scenes. Each category serves a unique purpose and engages audiences in different ways. No matter what category of video you are making, it should always be interesting and entertaining. Your audience won’t buy in if there is a lack of entertainment value.
Informational Short Form Video
These videos address the "who" and "what" questions. Their primary goal is to provide audiences with facts and details about various topics, concepts, or terminologies. Informational videos offer valuable knowledge, highlight your expertise, and establish you as a credible source of information.
Examples:
- Quick facts about a trending topic
- Brief introductions to new products or services
- Snippets of industry news or updates
Canva, an online graphic design platform, has a video series called “What’s New” that they post monthly, explaining new features available on the platform. By doing this, they are highlighting that they are on the forefront of innovation when it comes to graphic design software. Check out an example here.
Instructional Short Form Video
Instructional videos answer the "how" and "what" questions, offering step-by-step guidance on specific processes or frameworks. These tutorials are often related to your brand and position you as a thought leader in your field. The key here is to keep the instructions clear and concise.
Examples:
- DIY tips and tricks
- Product usage demonstrations
- Short tutorials on using a particular service
Poppi, a popular prebiotic soda brand, consistently uploads videos of different drink recipes on their Instagram. These videos position their soda as a multi-use product, something that’s good on its own but it’s also customizable to an extent. In this example, they made a quick and easy strawberry lemon slushie.
Behind-the-Scenes Short Form Video
These videos provide a glimpse into your company’s culture and daily operations. They answer questions like "who are you," "how did you get here," and "what are you working on." Behind-the-scenes videos humanize your brand, fostering a deeper connection with your audience.
Examples:
- A day in the life at your company
- Sneak peeks of upcoming projects or events
- Employee spotlights or team introductions
Adobe frequently highlights their employees and their creative projects and creates trendy content featuring their team. They also make sure to showcase the industry events they are involved in, establishing themselves as a leader in the field. Here's their take on one of this year’s most popular social media trends.
Conclusion
Incorporating short form video into your content strategy is more than just a smart move; it’s becoming essential in today’s digital landscape. By understanding and leveraging the different types of short form videos, you can effectively engage your audience, convey your message, and enhance your brand’s presence across social media platforms. So, whether you're delivering quick insights, providing helpful tutorials, or offering a behind-the-scenes look at your company, short form video is a powerful tool that can drive your business forward.
Are you ready to add short form video to your social media strategy but don’t know where to start? We have a team of social media pros that can help! From brainstorming to pre-production to execution, we’ll be here every step of the way.
Get in contact with us here!
