Short-Form Videos: the Newest Trend to Market Your Business

Aug 11, 2021

We all have experienced getting drawn to a video and realized afterward that we wasted minutes of our life. Be it a poorly acted prank or funny skits can captivate types of audiences. Videos prove to be a very engaging and influential form of content. It’s no wonder why YouTube remains one of the biggest social media sites.

Sharing of videos led to vlogging and streaming. As a result, digital influencers are born, which is another form of marketing taken advantage of in this age. Long-form videos used to thrive, besting those shorter counterparts. However, Tiktok suddenly came and skyrocketed among video-sharing platforms, paving the way for the rise of short-form videos.

What is a Short-Form Video?

A short-form video is no different from what we see in our social media feeds, except that it only runs for more or less 2 minutes. It’s concise, straightforward, and less demanding for viewers. Short video clips already existed before, such as on Vines, which has become defunct.

There came a new format that allows users to create video clips for few seconds and these clips disappear in 24 hours – Snapchat and Stories from different social media networks.

But short-form videos became a huge trend when Tiktok boomed. It forced other social media platforms to adjust some of their features to replicate the new app’s success.

Tiktok

Tiktok reintroduces the trend of snappy, full-screen, vertical videos. For 3 minutes at most, users can upload videos with added creative effects. These camera tools mean music, sound, filters, texts, sound effects, and transitions. The platform also enables users to go Live.

Its unique features include:

  • Duet – resharing the original video with added personal clip side by side (example: literal duet for a song, question and answer portion, reaction videos)
  • Use this sound – You can immediately save the sound of the video and add it as an audio effect for another video.

Videos uploaded are more creative, mostly inspired through social challenges, dance routines, dubbing, tutorials, and funny antics. Its users are mostly 13 to 24 years, making it an avenue for millennials and Gen Z.

Recently, more brands have gone to Tiktok, both by building their following number. They can also connect with Tiktok influencers that can promote their product and services. With the brimming creativity in the addictive app, it also has become a good place for marketing.

Instagram Reels

The news that Instagram is not an image-sharing app anymore broke the internet. But in truth, you can still post those aesthetic photos on your feed. Instagram never changed, except that it added a new feature called Instagram Reels. It serves as a response to the popularity of Tiktok. IGTV serves as a feature for longer videos that the audience can enjoy in series. But Reels work as an opportunity to create high-quality videos, which are more casual yet engaging.

Reels use full-screen vertical videos that can be 30 seconds long. It has these creative editing tools, such as audio, AR effects, align, speed, timer, and countdown.

While IG Reels allow videos of all types, it doesn’t favour the following:

  • Videos with blurred images or low resolution
  • Images with borders and covered by too many texts
  • Reused videos from other apps with visible watermarks and logos 
  • Content violating community guidelines

Instagram knows how to play the game on social media. Its launch of Instagram Stories made success, and Instagram Reels will likely replicate it. Its algorithm is still being figured out by content creators. But there’s no excuse for brands to utilize what Reels can offer.

YouTube Shorts

With the evident trend of user-generated short-form videos, YouTube also dived. In September 2020, YouTube introduced quick and catchy videos taken from mobile phones called Shorts. It is also considered as a counter-response of the giant video-sharing platform to the continuous growth of Tiktok and IG Reels, adding it to its arsenal.

YouTube Shorts allows users to create a video that can last up to 60 seconds. The creative tools have the features you can find with the other two apps, such as speed adjustments, color correction, and countdown.

Users can use audio from the YouTube clips for the Shorts video. But the most convenient feature it can offer is that YouTube allows creators to use soundtracks, instrumentals, songs, and effects from 250 music labels and publishers. Take note, however, that videos using third-party music can only run for 15 seconds.

Previously, putting #shorts was a must for the platform to detect the content that falls under the category. But YouTube confirmed that it’s not a requirement as videos with 60-second length or less will automatically go to the Short Shelf.

While Youtube Shorts lack those gimmicky editing effects, experts expect it to go against Tiktok and Reels nonetheless.

Short-Form Videos as New Content

Tiktok, Instagram, and YouTube are battling as the best platforms for short-form videos. Other platforms offer the same content like Snapchat, Triller, Ticktaku, Likee, Dub Smash, etc. But not all will thrive as how Facebook somehow failed, despite being a social media behemoth.

Through the creative tools each platform offers, content is not limited to dance routines or funny dubbing. You can share educational videos, promote products or services, and anything genuine and relevant to your audience.

Overall, with short-form videos, brands have found a new avenue for marketing and connect with content producers. Monetization also works to maintain a give-and-take system. It goes to show that short-form videos are new content that every business should capitalize on right now.