The digital landscape is constantly evolving, and social media is no exception. In recent years, short-form content has taken centre stage, captivating audiences and reshaping social media marketing strategies for brands.
With research showing a staggering 60% of viewers watching 41-80% of the total video length, it’s clear that short-form video content is highly engaging. And with 73% of consumers preferring short-form videos to search for products or services, it’s a powerful tool for businesses to reach their target audience.
But is this trend here to stay? Let’s dive into the world of short-form content and explore its impact on social media marketing.
The journey to short form content
Remember those days when YouTube videos were way too long? We’re talking 15-minute morning routines and hour-long gaming walkthroughs.
YouTube was the first social media platform to empower its users with a means of generating income, so they made their videos as long as possible to capitalise on more ads!
Back then, the idea of scrolling through quick, bite-sized content wasn’t really a thing. Sure, we had Twitter and Instagram, but it was mostly for sharing photos and quick thoughts.
Vine’s tiny triumph
Then came Vine, a little app that let you create and share 6-second looping videos. It was the perfect platform for quick humour, catchy phrases, and creative storytelling. While Vine’s lifespan was short, it had a huge impact on the way we consume content.
Instagram’s copycat craze
Instagram, once a photo-sharing app, started to mimic Vine’s success with its own short-form video feature, Instagram Stories. It wasn’t long before they introduced Reels, a TikTok-like feature that let users create short, engaging videos… but we’ll discuss this more in a sec!
Learn more about the time of imagery you should be using on your social media!
TikTok’s 2020 takeover
But it was TikTok that truly revolutionised short-form content. What started as a 15-second video platform called Musically, quickly evolved to accommodate longer formats. As TikTok grew in popularity, other platforms like YouTube and Snapchat followed suit with their own short-form video features.
This ‘copying’ of features from popular social media platforms has created a race to the top. Who is going to be the platform with the most active users? As a result, almost every social media platform has short form content accessible in a swipe to scroll form, just like TikTok – and it has quickly taken over how users consume media, information and entertainment.
So, why has short-form content become so popular? It’s simple:
- It’s quick and easy to consume
- It’s highly engaging
- It’s perfect for capturing attention spans
- It’s literally everywhere!
What are the advantages of short form content?
Short-form content is like a quick hit of dopamine for your brain. It’s fast, fun, and perfect for our increasingly short attention spans. Here are some of the main perks:
- Attention-Grabbing: Short-form content is designed to hook you fast. It’s perfect for capturing your interest in just a few seconds.
- Quick and Easy: Need a quick laugh or a quick learning session? Short-form content has you covered. It’s easy to consume on the go.
- Highly Shareable: Want to share something awesome with your friends? Short-form content is perfect for that. It’s easy to share and spread around.
- Boosted Engagement: Short-form content is designed to keep you engaged. It’s interactive, fun, and always keeps you wanting more.
Is there still a space for long form content?
In a world dominated by bite-sized content, it’s easy to overlook the power of long-form content. While short-form videos might capture attention, longer pieces offer a deeper dive, a chance to truly connect with your audience.
Why long-form content still matters
- Deeper dives: Long-form content allows you to explore complex topics in detail, providing valuable insights and knowledge.
- Niche audiences: For specific niches, long-form content can be a goldmine, attracting a dedicated following.
- Building trust and authority: By consistently delivering high-quality, informative content, you can establish yourself as an expert in your field.
- SEO Benefits: Long-form content can rank higher in search engine results, driving organic traffic to your website.
Podcasts have become increasingly popular, offering a unique platform for long-form audio content. Listeners can tune in while commuting, working out, or getting ready.
Think about the last time you watched long form content? Was it for information? If it was for entertainment, were you doing something else while passively listening and watching?
This marks the distinction between long-form and short-form content – audiences prefer to listen to long form content in the background (unless it’s instructional), while they prefer to actively be on their phone for short form content.
Tip: One effective strategy is to use short-form content to promote your long-form content. For instance, you could create a short video on TikTok or Instagram highlighting the key points of a blog post or podcast episode. This can pique interest and drive traffic to your longer content.
The future of short form content
Short-form content isn’t just a passing trend; it’s the future of digital marketing. With our ever-decreasing attention spans, brands that can captivate audiences in seconds will thrive.
As platforms like TikTok, Instagram Reels, and YouTube Shorts continue to dominate, it’s clear that short-form content is here to stay. So, if you want to stay ahead of the curve, it’s time to embrace this powerful format and start creating engaging, bite-sized content that resonates with your audience as part of your social media strategy.
How brands can use video marketing
Short form content has been around for over a decade, and its boom in popularity has been ongoing since 2020, so we don’t see it falling anytime soon – it’s pretty much here to stay.
So, how can you leverage this powerful tool?
Here are a few ways to incorporate short-form content into your marketing strategy:
- Create engaging video content: From TikTok dances to informative explainer videos, there’s a format for everyone.
- Use short-form content to promote your longer-form content: Use a captivating short video to tease a blog post, podcast, or webinar.
- Collaborate with influencers: Partner with influencers in your niche to reach a wider audience.
- Run paid advertising campaigns: Use platforms like TikTok Ads and Instagram Reels Ads to target specific demographics.
Contact Logic Digital, social media marketing agency for advice
Need a social media boost? Our team of digital marketing experts can help you navigate the ever-evolving world of social media. From crafting engaging content to running effective ad campaigns, we’ve got you covered. Contact us to discuss how we can help you achieve your social media marketing goals.
