Let's face it, we love videos.
Videos of cats, babies trying lemons for the first time, food recipes – you name it, we love it. And when it comes to marketing, this still sounds right. Recent data shows that video content is one of the most influential forms of marketing.
A 2020 study by Wyzowl found that people share video twice as often as any other form of content. It was also found that 84% of people believed they would buy a product or service based on the brand's video.
More recently, short videos have taken over social media platforms.
How can you use short-form content to grow your business? And what trends should you look for in 2021? Read what HubSpot marketers are saying below.
What are short videos?
A video up to 2 minutes and 30 seconds in length is considered a short form.
But there is no universal number that everyone has agreed on. For example, a short video on Twitter can take up to 2:20 minutes. With TikTok and Triller it's 60 seconds. It's even shorter on Instagram Reels: 30 seconds.
Brandon Sanders, a digital marketer with HubSpot Academy, points out that the short form can also vary depending on the platform.
"With the advent of platforms like TikTok, Reels, and Vine, short-form videos are actually getting shorter and more suitable for 60-second to two-minute videos," he said. "I think the perception of short-form content on platforms like YouTube is actually at that 10-minute sweet spot, as content on YouTube tends to be larger and longer."
So when you think of short form videos, Youtube is the exception while TikTok and other growing short form videos are the rule.
How do short videos fit into your content strategy?
Aside from the length, one thing that sets short videos apart is the trending culture. TikTok, for example, is guided by dances, sounds, and social challenges. So, to get to TikTok's "For You" page – that's the same as the "Explore" page on Instagram – Brands often have to participate.
According to Sanders, short videos provide an innovative way for developers to showcase their content.
"The growth of social media means that people's attention spans are getting shorter and shorter," he said. "So when you take advantage of the power of short-form content, you can differentiate yourself from the competition and engage your audience."
As with any new trend or platform, Amanda Zantal-Wiener, Senior Content Strategist at HubSpot, says you should always consider your audience first.
"Everything goes back to a very old question: which channels do your target groups use and for what?" She said. "And for which channels does it make the most sense for your company to create this short-form content?"
This means that while short-form videos are often known for their entertainment value, you can customize them to suit your brand.
Short Form Video Trends To Look For
1. More user generated content (UGC)
Consumers generally love UGC. In fact, it affects their buying decisions more than brand or influencer generated content. Without using too many resources, brands can post videos that evoke emotions. Another advantage? It's budget friendly.
Example of a short video: Chipotle
Out of this world delivery ha @cheekyboyos #chipotle #burrito #space #fyp
♬ Original sound from Chipotle
This is a great example of how you can use user generated content in your strategy. In this case, Chipotle worked with these content producers to create a fun, virus-worthy video.
One of Chipotle's target audiences could be young students looking for inexpensive meals. This video shows two creators reflecting the audience they want to attract. Brands should take this into account when thinking about UGC and ask, "Will my audience relate to it?" If the answer is yes, please continue.
2. More videos behind the brand
Consumers look for authenticity and transparency in brands. Short videos give you just a few seconds to connect with your audience.
So how do you do that Well, there isn't an exact science, but consumers are more likely to feel connected to brands that show the people behind the brand. In a Sprout Social study, 70% of consumers said they feel more connected to brands whose CEO is active on social media platforms.
Starting in 2021, brands should pull the curtain back and engage with their audiences on a more personal level.
Example of a short video: Sierra Nicole
Text grows to 81257 for tips on business loans ☺️ #entrepreneur #businesstiktok
♬ Sean Kingston feat. Chris Brown & Wiz Khalifa- "Beat It" – TBT 24/7 🎵
Stylish? Check. Informative? Check. Calls for action? Check! This video works because it has all the ingredients for an effective short video.
It first catches the viewer's attention by including a popular song and dance. The content addresses vulnerabilities that viewers may face. The call-to-action (CTA) in the caption completes the video by converting viewers into potential leads.
3. Further explanatory or learning videos
In 2021, brands are likely to focus on educational content in their short videos. Think of instructions, DIY and explainer videos. A 2020 report by Wyzowl found that viewers are looking to see more of this style of video from brands.
Educational videos are great value added content as they help audiences in their daily lives. Brands that make education a priority in their marketing strategy can improve lead generation and build greater brand loyalty. Similarly, explanatory videos are aimed at users who are at the decision-making stage of the buyer's journey and, if done correctly, can turn decision makers into customers.
It's a win-win situation: brands can address their audience's vulnerabilities and offer solutions that they (surprise!) Are. Not sure what i mean? See the example below.
Short-form video example: soy yo candle
Soy Yo Candle used this formula to create this short video. Probably one of the biggest problems with owning candles is making them permanent. In just a few seconds, the brand presented a problem, offered a solution, and promoted their product. It can be so easy.
Another highlight in this video is that it is aimed at viewers who may be discovering the brand and those who already know it. Because of the value it offers, the brand can organically reach a wider audience.
Food stalls for video marketers
Short-form videos require a more authentic, human, and creative approach to marketing. Kelsi Yamada, associate marketing manager who works on HubSpot's social media campaigns, says this is an engaging and engaging way to connect with your audience.
"On TikTok or Reels, you can have a good laugh or learn something new in a minute or less," said Yamada. "On the flip side, it's also relatively easy to create, which means there are more people out there who can share their humor or point of view. Because of this, brands should find out what their unique point of view is and how they can stand out there Noise. "
The desire to be on trend is always tempting. However, Yamada emphasizes that brands should be selective about which trends to participate in.
"Not every TikTok viral sound or meme format fits your content strategy or brand. So don't force it," she said. "Focus on serving your niche and staying authentic first. Don't be afraid to do something completely new – trends have to start somewhere!"
With that in mind, it's about finding the balance between the trends and branding features for your business.
Best platforms for short videos
- Tick tock
- Instagram roles
- Hippo video
- Magisto from Vimeo
With 69% of users between the ages of 13 and 24, TikTok is definitely the platform for the Millennial and Gen Z populations.
The TikTok home page has a timeline of videos divided into two tabs. The Follow tab with videos posted by the user's followers and the algorithmically driven For You page based on user behavior (what they like, comment on, scroll by, etc.)
The "Explore" tab in TikTok highlights trending topics and hashtags. This is an excellent resource for marketers to generate new content ideas.
B2B marketers have been cautious about using the platform, but this could be because success on the platform depends on emotional appeal. However, that emotional pull may be just what they need.
According to a LinkedIn study, B2B strategies that address emotions are seven times more effective at generating revenue than "rational messaging".
So it may be time to practice these dance moves.
Some call it TikTok 2.0, but Instagram Reels is proving to be its own beast.
The Rolling tab on Instagram is a scrollable video timeline, similar to what users see on their Explore page. On this page, users can click on the account's music to see which other reels are offering that sound.
With over 1 billion active monthly users, Instagram already had consumer attention. When they launched Reels in August 2020, it became another marketing tool for brands and a worthy opponent for TikTok.Instagram caters to a wider age group than TikTok. And when you factor in the other marketing functions, reels are another way for brands to expand their reach in 30 seconds or less.
Triller is Tiktok's music theater friend (or rival) who breaks out into a song anytime, anywhere for no reason or notice.
Triller's homepage is similar to other short-form video platforms. However, they made music a standout feature in the app by making top and trending music a main tab.
The platform is popular with musicians and allows users to edit 60 second videos from within the app. This includes music, filters, effects and transitions. Trills grew in popularity earlier this year when there was some uncertainty surrounding a US TikTok ban.
The app claims to have 13 million active monthly users who spend an average of 20 minutes per day on the app. With music playing a key role in the app, marketers should use music as a storytelling element in their videos.
For example, Vedo's song "You Got It," a song about unlocking your potential, made its rounds on trills. A recruiting company could use this sound to create a short video for job seekers. The song also makes a great setting for a business coaching company promoting its services. The limit doesn't exist.
4. Hippo Video
If you want to capture short-form video content beyond social media, there is Hippo Video. The video marketing platform offers brands a single point of contact for the production, distribution and analysis of their video content. Users can also embed forms, CTAs, and annotations in the video for easy conversion.
For example, let's say a SaaS company is launching a new product and the marketing team is using Hippo Video for their email campaign.
On launch day, they can broadcast a product teaser video to current customers and include a “Schedule a Demo” CTA that will take users to a meeting schedule page. During the campaign, the team can track key metrics such as total games and average observation rate – Take video analysis to another level.
5. Magisto from Vimeo
Vimeo recently acquired Magisto, video editing software that simplifies video marketing through artificial intelligence (AI).
The first step is to upload your videos. The software then analyzes the videos and compiles them based on the desired video editing style. You have 10+ editing styles that range from real estate and fitness to Facebook and YouTube ads.
Once you have chosen the style you want and finished the video, you can distribute it on social media platforms and follow the analysis.
This platform is ideal for brands that don't want to spend too much time or resources on video marketing. This app makes it so you don't have to.
There are hundreds of ways to include short videos in your marketing strategy. But no matter what trends come and go, it will always return to your audience. Try a few approaches and listen to where the data takes you next.