Riding the Wave of Short-Form Video

Picture this: you’re back in middle school and your 3rd period history teacher is digging into you about not paying good enough attention. Back then, this was grounds for lunch detail (or worse—a call to your parents) but today, a short attention span is simply the sad reality for many of us.

As professionals, we operate in an environment that is in constant competition for our attention:

Instagram carousels sharing the 5 most effective cold-calling techniques, blog posts pointing us in the direction of a credit card we probably don’t need, and yes, email marketing newsletters from your friendly neighborhood creative agency. But the most effective tool?

Short-form video.

Let’s dive into why this content—often spanning just a matter of seconds—is on the rise, and firmly here to stay.

How It Began

TikTok started to gain popularity in 2017 and has revolutionized the way we consume and create content, now with over one billion actively engaged users – and it’s still growing! Raise your hand if you’ve fallen down the TikTok rabbit hole. ✋ 

Once TikTok proved the concept, social giants like Meta & Instagram released their own iteration: Reels. While it’s still fairly new, it has opened up a host of new opportunities for users already knee-deep in the platforms.

Why You Need to Jump In

It’s all about keeping up with your audience. Again, consumers are bombarded with information, and attention spans are shortening. Because of this, users are attracted to these short-form videos. They’re captivating and easy to digest. Need some numbers to prove it? 

• Users are 1.5x more likely to immediately go out and buy something they discovered on the platform.

• 49% of users say TikTok is a source for discovering something new.

• Users are more than twice as likely to comment or engage with a brand after making a purchase.

From TikTok’s Creative Center

Short-form is captivating, but it’s also a unique tool that is unlike anything we’ve seen. Businesses can easily connect with their audience in a more personal way, building and strengthening these relationships. You can do this by showing behind the scenes, giving tips and tricks, creating new challenges, and even remaking popular memes. The best thing to do is play around with different types of videos. Every audience is different, so try new things and learn what they like! 

Video memes offer brands an opportunity to engage with their audience in a fun, entertaining way.

Now What?

Keep it simple: be creative, consistent, and follow the trends. 

Now’s your chance to explore short-form videos so have fun with it and let your creative side show! Remember, it's not just about marketing, but connecting with your audience in a new, authentic way. 

Short-form is here to stay and continues to make waves in the marketing world. So, don’t be fashionably late to this party – embrace it! Dial it in, roll up your sleeves, and let your creativity show.

(Or, you can always ask a seasoned marketing agency to do it for you 👀).