Short-form video content has taken the digital marketing world by storm. With the rise of platforms like TikTok, Instagram Reels, and YouTube Shorts, brands are leveraging this highly engaging format to capture audience attention and drive conversions.
The data shows 21% of marketers say short-form videos deliver the highest ROI and 73% of consumers prefer short-form videos to search for products or services. With growing popularity, if you’re not using short form video content as part of your digital marketing strategy, you could be missing a huge trick.
In this article, we’ll explore why short-form video is so effective, how to create engaging content, best strategies for incorporating it into your marketing strategy and social media PPC ads.
Why short-form video is the future of digital marketing
You might’ve seen the trend in short form content but are unaware about why it’s dominating the social media landscape. Well, here are a few reasons why digital marketers are incorporating short form content into their digital marketing strategy and why short form video content is the future of digital marketing.
Increased user engagement
Short-form videos are highly engaging due to their concise, visually stimulating nature. Studies show that users are 2.5 times more likely to engage with short form content than long-form videos.
Higher retention rates
Since short-form videos require minimal time commitment, viewers are more likely to watch, like, comment, and share. In fact, 60% of short-form videos are watched for 41% to 80% of their length. This increased interaction helps boost your content’s visibility and helps get your message out there.
Platform algorithms favouring short videos
Social media platforms prioritise content that keeps users engaged. With the rise of TikTok, many other platforms are beginning to compete. Instagram, YouTube and even Snapchat all push short videos to wider audiences. This means, in order to increase your brand’s reach, creating short form content helps stay favoured by the algorithm, otherwise, you could fall behind.
How to create engaging short-form video content
Okay so now you’re convinced short-form content should be a part of your social media marketing strategy. Now it’s time to really get to grips with the art of making short form content. Although it can be easier than long form content, there’s still a few things to consider.
Understanding your audience
Before creating content, research your audience’s preferences, pain points, and interests. Consider which platforms they’re more likely to use. Not every business is best suited to certain platforms, so it is best to research your demographic, then tailor your videos to what resonates most with them.
Storytelling in under 60 seconds
Even in a short format, storytelling remains key. Structure your video with:
- A catchy hook
- A clear main message
- A clear call to action
Hooks are one of the most important aspects of short form content, they take up the first 3 seconds and these 3 seconds are crucial for grabbing a viewer’s attention before they scroll.
Top tip: try not to make your content all about selling to your audience, instead, provide information that is of value to them and build a community, the sales will come in time!
Capitalise on trends
Jumping on viral trends, sounds, and challenges helps increase your video’s discoverability and engagement. Even if the content itself isn’t a trending format, it’s important to use trending sounds to appease the algorithm.
Remember: not every video will be viral and that’s okay! Not every video needs to be chasing a new trend, in fact, this can often come across as inauthentic. Keep it at a balance and remember to create videos that are of value to your audience!
Recycle content
Recycling content is a smart way to maximise your efforts. If you’ve written a blog post, turn it into multiple short-form videos. Highlight key points, break the article into smaller sections, and create engaging visuals for each part.
From one blog post, you can easily generate three different videos:
- One summarising the entire article
- Another focusing on a key insight
- A third providing actionable tips.
Example: If you wrote a blog post about “How to Improve Social Media Engagement,” you could create:
- A 30-second video summarising the top engagement strategies.
- A quick clip explaining why replying to comments boosts visibility.
- A tutorial-style video showing how to create interactive polls and quizzes.
7 best practices for short-form video marketing
1. Hook your audience in the first few seconds
The first 3 seconds determine whether a viewer keeps watching or scrolls away. Use attention-grabbing visuals, bold text, and engaging sound to capture their interest instantly.
2. Use captions and text overlays
Many users watch videos without sound, so captions ensure your message is conveyed. Additionally, text overlays help emphasise key points and keep viewers engaged.
3. Incorporate brand identity
Maintain consistent colours, fonts, and logos to strengthen brand recognition. Make sure your content reflects your brand’s tone and style to create a cohesive experience for viewers.
4. Optimise posting times
Different platforms have peak engagement hours. Research when your audience is most active and schedule posts accordingly. For example, evenings and weekends often see higher engagement rates on social media.
5. Engage with your audience
Short-form videos thrive on interaction. Encourage viewers to like, comment, and share. Respond to comments, ask questions, and create polls to foster a sense of community.
6. Experiment with different video formats
Try different styles such as tutorials, behind-the-scenes clips, product showcases, customer testimonials, and storytelling formats. Testing various approaches helps identify what resonates best with your audience.
7. Keep videos concise yet impactful
While short-form videos are meant to be brief, they should still deliver value. Avoid unnecessary fluff and ensure each second serves a purpose – whether it’s entertaining, educating, or inspiring your audience.
Integrating short-form video into your overall marketing strategy
To effectively integrate short-form video into your marketing strategy, focus on cross-promotion, influencer collaborations, and performance tracking. Repurpose your short videos across TikTok, Instagram Reels, and YouTube Shorts to maximise exposure.
Partnering with influencers helps expand your reach and build trust with potential customers. Additionally, tracking key engagement metrics like views, shares, and conversions will help you refine your strategy over time.
By consistently creating and distributing short-form content, you can enhance brand awareness, engage your audience, and drive measurable business growth.
Short Form Video Content FAQs
What length is ideal for short-form video?
Typically, 15-60 seconds works best for most platforms.
Which industries benefit most from short-form content?
E-commerce, fitness, beauty, education, and entertainment see high engagement with short videos.
How do I make my videos go viral?
Use trending sounds, engage with comments, and post consistently at optimal times.
Is short-form video effective for B2B marketing?
Yes! Thought leadership clips, behind-the-scenes looks, and testimonials work well for B2B audiences.
How often should I post short videos?
Posting at least 3-5 times per week helps maintain engagement and reach.
What budget is needed for short-form video marketing?
You can start with £0 using free tools, but investing in paid ads and professional editing can enhance results.
How can I incorporate short form content into my social media ads strategy?
Short-form video content demands immediate brand alignment, especially when running ads on social media. Within the limited timeframe, your videos need to quickly and accurately represent your brand’s core identity. Whether your objective is brand awareness or conversion, prioritise content that visually communicates your brand’s essence.
If the focus is product or service promotion, leverage dynamic visuals and concise messaging to highlight key features and benefits within the initial seconds. This strategy ensures viewers quickly grasp your offering and its relevance.
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