Why Short-Form Video is Critical for Your Brand’s Success

/ Thoughtspace - Blogs, Channels and Tactics, Programmatic Video


Short-form video marketing is becoming increasingly important for brands to reach consumers. Online video consumption has been growing steadily year over year. In fact, the average person spends over 100 minutes per day watching online videos.

Short-form videos are what consumers want to watch – whether on TikTok, Instagram Reels, YouTube Shorts, or Snapchat Spotlight. The social media giants know this and have shifted their algorithms to prioritize users who utilize these features.

Keep in mind – each social media platform has different placement options and nuances. One video asset copied and pasted on every channel will likely be ineffective.

Find Your Hook

Whether you’re using display video or paid social media, short-form video increasingly wins the day. One study found that attention spans last an average of eight seconds, so getting your brand and message across in an “elevator pitch” increasingly is becoming the norm. 73% of people want to see “entertaining” videos on social media so your content needs to hook consumers immediately.

Gain Authentic Engagement with User-Generated Video Content

Consumers are exposed to over 5,000 ads daily. User-generated content has become crucial to break through the noisy digital landscape. One study found that 75% of consumers don’t accept advertisements as truth, but that 70% do trust other consumer’s opinions. Utilizing user-generated video content for organic or paid social media will help your brand become authentic and approachable to consumers.

GoPro does a great job of using video as a part of their marketing strategy. They use each social media platform for a different purpose, catering to the audience by placement. GoPro shares UGC photos and videos on Instagram, tutorials on YouTube, product announcements on Twitter, and connects with users on Facebook.

Short-Form Video Drives Full Funnel Results

Video is more than an awareness tactic for paid social media efforts. It is crucial to include video at all stages of the marketing funnel. Animoto surveyed 580 consumers, 93% of which said video is helpful when purchasing a product while 71% have purchased a product or service after watching a brand’s video on social media.

One study shows six-second awareness ads are just as effective as a 15-second video for a mid-funnel strategy. Another study found that 25% of TikTok users purchase or research a product after watching TikTok and 92% of users take action, e.g. liking/commenting, sharing, following, or purchasing. Video is now a full-funnel play and a necessary investment to build ROI.

View our Video Marketing Trends and Best Practices here for more tips!

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