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73% of customers prefer watching short form video to learn about a product or service than any other type of media. At RedPandas, in the last 7 days alone, we’ve had over 100 hours of watch time on our short videos on YouTube. The reality: buyers are using short form videos to educate themselves and make buying decisions.
If you’re eager to delve deeper into what short-form video is, understand why it’s a must-have, and gain valuable tips for embarking on your short-form video journey, continue reading.
Short-form video: What is it?
Short-form videos, or “snackable videos”, are bite-sized video content designed for quick consumption. They’re like those swift shots of energy that keep you going throughout the day.
These videos typically clock in at 30 seconds or less, although some may stretch up to a minute or even 90 seconds. In a world where time is precious, they’re the perfect digital snack. They often loop or glide into the next video effortlessly, capturing your attention in the blink of an eye.
Here’s an example of a Short Form Video that got over 1 million views at RedPandas:
Taking a cue from TikTok’s skyrocketing popularity, social media platforms are rolling out the red carpet for short-form videos. Instagram introduced Reels in 2020, and YouTube jumped on the bandwagon with Shorts globally in 2021, giving these snappy videos prime real estate to maximise their reach and impact.
Earlier this year, HubSpot conducted a game-changing study. They found that most marketers hailed short-form videos as the champions of Return on Investment (ROI), beating out other media formats.
Why, you ask?
Well, it’s all about catering to the crowd. With more than 70% of YouTube traffic coming from mobile devices, short-form videos are like the smartphone’s best friend—quick, engaging, and tailor-made for the device that never leaves your side.
The Power of Reaching Buyers Pre-Awareness
Picture this scenario: You’re casually scrolling through your social media feed when suddenly, you stumble upon a product you never knew existed. It’s something that addresses a problem you didn’t even realise you had. Intrigued, you decide to make a purchase right then and there.
Sounds familiar, right? It’s a relatable experience because social platforms have an uncanny knack for understanding us. They’ve gathered a wealth of information about our preferences, from the brands we follow to the posts we’ve liked. And they use this knowledge to curate content that perfectly aligns with our interests and needs.
Now, here’s the fascinating part: when you’re browsing on social media, you’re in a completely different frame of mind compared to when you’re using a search engine.
When you type a question into Google, you usually have a specific idea or need in mind. You’re actively seeking a solution or information.
But social media is a different ball game altogether.
It’s where you go to unwind, catch up with friends and family, and maybe stumble upon some intriguing content along the way. It’s a platform for exploration, where you’re open to discovering new things, whether it’s your sister’s vacation photos or the quirky political musings of a long-lost high school friend.
Some marketers even refer to social media as “discovery platforms.”
And here’s where the magic happens: short-form video, thriving on these discovery platforms, opens up a remarkable opportunity. It lets you connect with people who haven’t even entered the awareness stage of the buyer’s journey yet. They’re in the pre-awareness phase—a treasure trove waiting to be tapped.
By the time someone reaches the awareness stage, they’ve already begun narrowing down their options. For instance, if they’re Googling “best chiropractors near me,” they’ve essentially decided that a chiropractor is what they need, as opposed to a massage therapist or an acupuncturist.
However, discovery platforms allow you to engage with a vast audience of potential buyers before they’ve even defined their problem or needs. You’re essentially there at the inception of their buyer’s journey, ready to guide them towards the solution they didn’t know they were looking for.
And short form videos are great at doing just this because they’re snappy, short and get your buyers attention quickly. It’s an opportunity that’s nothing short of a goldmine for savvy marketers.
In this way, short form video can be used to grab buyers before they even land into the awareness stage.
How to make short-form video
Short-form videos, unlike their more elaborate counterparts, often require less production. This doesn’t mean compromising on quality; it simply means a shift in approach.
Think of them as akin to creating a snappy social media post rather than penning a lengthy blog article. Short, swift, and highly consumable—those are the key ingredients.
Here are some essential tips to guide you through the process:
- Embrace the Casual Vibe: Short-form videos are inherently less formal. They give you the creative freedom to be funny, light-hearted, or even a tad quirky. However, always stay true to your brand’s identity. Straying too far from your brand’s essence can be a misstep. Remember, authenticity is key
- Know Your Audience’s Haunts: It’s crucial to understand where your target audience spends most of their time online. Engage with your customers, conduct surveys, and gather insights to pinpoint their preferred platforms. Instead of stretching yourself thin across every channel, invest your time and resources wisely in the channels where your audience thrives
- Mind the Relevance: While it’s essential to be where your audience is, it’s equally crucial to ensure your content remains relevant. Just because a platform is popular doesn’t mean it’s the right fit for your content. For instance, discussing payroll software might not resonate well on Instagram, just as fashion content may not find its place on LinkedIn
- Embrace Experimentation: In the world of short-form videos, experimentation is your friend. Not everything you try will yield the desired results, and that’s perfectly fine. Be prepared to test different approaches, formats, and styles. What works will stand out, while what doesn’t will gracefully fade into the background
- Leverage Platform Tools: Most social media platforms offer native video editors and filters. Using these tools can work in your favour, as platforms tend to give a boost to content created within their ecosystem. Instead of producing your video externally in software like Adobe or Canva, consider crafting it directly within the platform of choice. This can enhance your content’s visibility and reach
- Try breaking up your long form content: A really great way to develop short form video is to produce long form content, like a podcast, and then take short snippets from the long form video and re-produce into short form video. One tool you can use to help you do this is Opus Clip
- Consider scripting and have a teleprompter app: With short-form video it’s important to say the words in a succinct way because you don’t have long to get your message across. Scripting may sometimes work well if there is a specific message to convey in a limited time. However, sometimes its not so important and the organic nature of unscripted is better because it can come across as more authentic
Remember, the beauty of short-form videos lies in their spontaneity and ability to capture attention swiftly. Embrace the simplicity, keep the audience in mind, and let your creativity shine through in these bite-sized video gems.
So, What’s Next?
As you dive into the world of short-form video content, it’s essential to remember your primary goal: to educate your audience. While short-form videos can be playful and humorous, authenticity should always be at the core of your content creation strategy.
Your videos should serve as trust-building tools for your brand.
If you’re uncertain about which types of videos will resonate most with your audience, check out our guide on the 7 best videos to produce (all of which could be repurposed into short form content of course).
