The Short Form Video Buzz
Example Instagram reel created for a client
It seems everyone has been buzzing about the skyrocketing popularity of short form video and its power to attract and engage viewers. What makes short form video (often defined as videos one minute or less in length) so appealing?
Forbes suggests that it encourages participation from both creators and viewers. Essentially, the nature of short form video allows creators to quickly produce content that relates to trends, current events, and current conversations/cultural moments. Because they’re faster to produce, creators can be more flexible with them than with longer videos.
The platforms that offer short form videos (think TikTok, Reels on Instagram and Facebook, YouTube Shorts, etc.) have made it extremely easy for people to create and upload their own videos, often providing audio and filters for creators to use. The algorithms of these platforms have been prioritizing video, ranking them higher than static posts, and many of them offer a personalized feed of potentially interesting content to each viewer without the need to search for it.
Why does this matter for small business marketers? A 2020 study by Wyzowl found that people share videos at twice the rate of other content. It also found that 84% of people were convinced to buy a product or service based on a brand’s video. Because video is often favored by the algorithm, your content reaches far outside your followers to people who have never heard of you, essentially providing free advertising – exciting news for small businesses who may not have the marketing dollars to spend on paid ads.
So how can you take advantage of short form video for your business? First, think about what channels your audience is using, and what they are using it for. How can you create video content that makes sense for your brand and for your ideal customer? HubSpot suggests brand challenges, product teasers, behind the scenes looks, how-to or DIY videos, or prompting user generated content, as some examples. Jumping on trends is a great way to get more eyes on your video, as long as you can put your own spin on the trend so that it fits both your brand and your audience.
Rinehart Marketing specializes in maximizing your marketing for the biggest impact possible for your time and budget. Whether you need help developing a marketing strategy, or you want a seasoned professional to handle the ongoing creation and publishing of your digital content, or you just need access to some excellent tools to help your in-house team member schedule and publish more efficiently, we can help. Contact us and we’ll get in touch with you to discuss your options. We love coming alongside our clients and helping them succeed!