The Rise of Short-form Marketing Videos and How It Affects Your Campaign

July 11, 2023 Content Marketing no comments

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Short-form marketing videos are a powerful tool for businesses of all sizes. Typically less than 60 seconds long, they’re easy to watch and share on social media.

In this article, we will discuss the benefits of using short-form marketing videos, how to create effective short-form marketing videos, as well as how short-form marketing videos can improve your SEO.

As digital marketers, we’ve got a robust catalog of digital marketing channels to choose from — Search Ads, Emails, Search Engine Optimisation (SEO), Display Ads, Websites and so on. Often, social media is one of, if not the top choice for many marketers.

Millions of people use platforms like Facebook, Instagram, LinkedIn, TikTok, Pinterest, Twitter and YouTube daily. And the creative freedom you have as a marketer allows you to reach these individuals in various ways. Today, short-form videos have emerged as one of the most powerful ways to market your business on social media, and other channels.

Let’s look at how short-form marketing videos on social media platforms can be a significant part of your campaigns, and overall marketing success.

How Short-form Marketing Videos Change Marketing

According to Hubspot, “Short-form videos is the top social media format used by 54% of social media marketers, followed by live streaming, live audio chat rooms, and user-generated content.”

People’s attention spans are getting shorter. And research shows that they’re more likely to absorb video content faster than written content. So, to appease short attention spans and leverage video content’s quick absorption time, marketers rely on short-form video content.

Static images and stellar photography are still a thing on social media. But if you want to truly reach your audience and generate consistent results, short-form video content is the way to go.

In addition, using short-form marketing videos on social media can help you establish an online presence that facilitates growth in other areas of your marketing, like search engine optimization (SEO).

Social Media’s Influence on SEO

Social media videos can have a profound effect on your marketing strategy, generally.

Instead of treating social media marketing and content marketing as two separate entities, you should use each to elevate the other. Promote the content you create in your content marketing strategy on social media and use your social media content as part of your content marketing strategy.

Social media can also boost your SEO efforts. As you grow your brand awareness on social media, people will be inspired to learn more about your brand. They’ll visit the link in your bio to your website and view your blog content, boosting organic traffic to content that search engines rank.

When search engines see that people are visiting your site regularly and engaging with your content and sharing it, they deem your brand trustworthy and your content relevant. Two things that are integral to how well you rank.

Ultimately, your SEO efforts can benefit from a solid social media presence.

But how can you leverage short-form marketing videos on social media to build that presence and, in turn, enhance your SEO efforts?

The answer: influencers.

Leverage Influencers and Short-Form Marketing Videos to Boost Your SEO Efforts

Marketers, business owners, and customers publish short-form marketing videos about their experiences with a company. However, when influencers do it, it hits differently.

Influencers post a whole lot of videos and other content on behalf of and in support of various brands. They’ve built a reputation so strong that their followers are likely to act on the simplest suggestions from them.

Influencers can boost your social media presence with short-form videos and creative content that shows off your products and services.

They can also enhance your SEO efforts by increasing awareness of your brand. In doing so, they drive traffic to your website and content and boost engagement, signaling to search engines that your site is of high quality and reputable.

When it comes to short-form videos, specifically, successful influencers have mastered creating ones that convert. So, you can leverage the power of influencer marketing and short-form videos all in one.

Tips for Creating Short-form Marketing Videos for Social Media

Ready to create short-form marketing videos that elevate your social media marketing campaigns and strategy overall? These three tips will help ensure your videos make an impact.

Get to know the platforms you’re posting on

Of course, getting to know your target audience is essential to your success with short-form videos and should be one of the first things on your list before you ever hit “post”. However, it’s just as critical to get to know the platforms you’re posting on.

What kind of videos are being published on the social media platforms you’re on? How often are they published? How long are they? What kinds of videos and topics are getting the most engagement?

Each platform will be unique in how short-form videos are received on them. The more you know about this, the easier it will be for you to produce videos that convert on each specific platform.

Appeal to multiple generations

Chances are there are multiple generations within your target audience. You must appeal to all or most of them with your social media content to get the best chance at consistent engagement.

Try using each social media platform to appeal to a certain generation. Create short-form video content that attracts the generation you’re hoping to connect with on that platform. Diving into trends, using cultural references, and creating community-focused content that speaks to the interests and behaviors of specific generations can also help.

Be exceptionally creative

Short-form videos may be short. But that doesn’t mean you can’t pack a lot of creativity in them. You must be exceptionally creative with your short-form marketing videos because new content surfaces for your target audience every minute on social media platforms.

Stand out with your brand’s personality and visual identity. Cover unconventional or controversial topics to spark meaningful conversations. Use bold colors and animation with purpose. Teach people things and add value.

When you see the content box that most marketers are in, step way outside of it and tap into your creativity.

If you’re still clinging to static images and written content in your marketing, it’s time to transition to short-form marketing videos. Use them relentlessly on social media, and the results will come.

Ainsley Lawrence

BIO: Ainsley Lawrence is a freelance writer from the Pacific Northwest in the United States. She enjoys writing about better living through education and technology. She is frequently lost in a mystery podcast.

By Walter
Founder of Cooler Insights, I am a geek marketer with almost 24 years of senior management experience in marketing, public relations and strategic planning. Since becoming an entrepreneur 5 years ago, my team and I have helped 58 companies and over 2,200 trainees in digital marketing, focusing on content, social media and brand storytelling.

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