Short Form Video: Why It Matters and How to Get Started

Over the last few years, digital content consumption has changed a lot. And it just keeps evolving. 

One of the biggest trends in today’s mobile-first landscape is the growing popularity and impact of short-form video, especially among Gen Z. If you aren’t already creating short-form video content as part of your social media marketing strategy, now is the time to start. 

Just because these videos are short and snappy doesn’t mean they’re simple. Explore what short-form video is, where to use it, and how to start creating it effectively in this guide.

What Are Short-Form Videos and Why Do They Work

Short-form videos are generally less than three minutes long and sometimes as short as 10 seconds or less. These are the kinds of videos you see on platforms like TikTok, Instagram Reels, and YouTube Shorts. 

Because they’re limited to very short run times, short-form videos are often snappy, exciting, and focused on one key point rather than diving into too many details. They’re usually vertical videos to accommodate mobile users. 

For audiences, the appeal of short videos is that they cater to their preference for quick content and instant gratification. They can easily watch these videos on their mobile devices and get some quick entertainment or information without investing too much time. 

Users are constantly bombarded with content online, potentially contributing to shorter attention spans. Short-form videos easily fit within those shorter attention spans and lead to higher engagement rates on mobile. If you’re targeting a Gen Z audience, short-form content puts your brand front and center on sites like Instagram and TikTok, where they already are.

Top Platforms for Short-Form Video

Finding the right places to post your short-form video content is key. More and more social media platforms support short-form video marketing, but they probably aren’t all suited to your business goals. Select short-form video platforms that fit with your target audience and can help your business grow. 

TikTok

TikTok is arguably the biggest of the short-form video platforms since it’s entirely centered around short videos. With around two billion global users, most of whom fit into younger demographics, TikTok is ideal for brands targeting younger customers. 

On TikTok, there’s a big emphasis on trends and putting your own spin on what’s popular at the moment. For example, you could take a trending TikTok audio and create a video that connects the audio to your services in a humorous way to capitalize on its popularity. Hopping on these viral trends is a great way to expand your reach on TikTok. 

Since many TikTok users are part of Gen Z and even Gen Alpha, don’t be afraid to use flashier filters and editing techniques that spice up videos. TikTok allows longer videos, up to 10 minutes long, so you can dig deeper into a topic. Still, try to keep the video short and engaging so that users don’t get bored and scroll away.

Instagram Reels

Instagram Reels is the feature on Instagram dedicated to short video content. Within the platform, you have access to lots of editing tools, like stickers, filters, and text overlays, to make your content creation easier and more engaging. Reels can be up to three minutes long.

Make sure to add captions for the narration and audio effects in your videos, as many users watch Reels on mute. You don’t want them to miss out on your videos just because they have the sound off. 

Compared to TikTok, Instagram’s user base skews a bit older, with the majority of users between 18 and 34 years old. The Instagram algorithm favors Reels, which can help boost your reach to the platform’s massive user base.

 

YouTube Shorts

Like TikTok and Instagram, YouTube is a platform with a huge existing user base that you can tap into by posting YouTube Shorts. And, if you want to share long-form content as part of your video marketing strategy, YouTube allows you to link Shorts directly to your longer videos. 

Like Instagram Reels, YouTube Shorts must be less than three minutes long. 

Content That Works: Formats That Drive Results

Three main types of content drive results as part of a short-form video strategy: educational, entertaining, or emotional videos. 

• Educational: Teach your audience something valuable related to your business offerings, like expert tips and tricks. These videos show off your expertise, solve problems for the audience, and help them grow to trust your business. 
• Entertaining: Share engaging content that’s funny, fascinating, or otherwise entertaining. These videos draw in wider audiences and get them interested in the rest of your video advertising content. 
• Emotional: Don’t be afraid to pull at your audience’s heartstrings with your videos. Showcase your highs and lows and be vulnerable—that honesty and emotion will strengthen your relationship with your audience.   

Create Without a Crew: DIY Short Video Tips

Unlike with more formal, long-form video content, you don’t need a whole professional crew to create short-form video that performs well online. In fact, DIY short-form video can come across as more authentic and trustworthy, improving your digital marketing success. 

To create polished and professional videos on your own, focus on using good lighting and recording clear audio. When possible, work with a simple, clean background to help your content shine. Start with a compelling hook to grab interest, and keep the video short and snappy. Take advantage of the built-in editing tools within the platforms you use for the final touches, like adding captions and trending audios. 

You can even repurpose longer videos by clipping them into short-form snippets to make the most of your online social content and expand your reach to audiences that avoid long-form videos.

Use Short Videos to Move People Through the Funnel

Short videos are more than just a tool for building brand awareness—they’re actually useful at each stage of the marketing funnel. 

Top of the Funnel

To attract viewers at the top of the funnel, create videos that help introduce your brand and the solutions you offer. You could show off your most popular products or services, make a “day in the life” video of someone at your company, or compare your products in a few bullet points. Try to showcase your brand’s personality and what you can do for customers. 

Middle of the Funnel

In the middle of the funnel, nurture leads by posting videos with more information that will help them trust your brand and make their purchasing decisions. Share customer testimonials, behind-the-scenes videos of your team at work, and detailed comparisons of your different offerings. Show your potential customers the unique benefits and value your company provides.

Bottom of the Funnel

Then, at the bottom of the funnel, create short videos that prompt users to take action. These could be videos about limited-time offers, clear calls to action, or other details that show your audience why they should take the next step toward becoming customers. 

Adapt, Analyze, and Keep Improving

A short-form video strategy takes time to start delivering results. Stay patient and consistent as you get the hang of the process and start growing your audience. Learn by analyzing your results and iterating over time. Focus on metrics like:

• Watch time
• Shares
• View rate
• Call to action responses
• Conversion rate
• Follower growth rate

Steadily, your content will improve, and you’ll start seeing even stronger results.

Bring Strategy and Creativity Together With Video

Short-form video is the perfect avenue for exercising your creativity to drive results for your business. But if you’re still not sure how to get started and develop your short-form video strategy, Optimize Digital Marketing is here to help.

Our team of digital marketing experts will work with you to develop a tailored social media strategy for your brand. 

Book a demo today to see how we can help take your video marketing to the next level.