How to Create Engaging Short-Form Video Content

Short-form video content is a great way to build a dedicated community, but many brands struggle to do it effectively. If you’re reading this, it’s because you want to figure it out. Maybe you’re a marketer, business owner, or maybe you’re just plain curious.

One thing you need to know: Short-form video is not going anywhere anytime soon. (There’s a reason every social platform has rolled out its own take on short-form video — except maybe TikTok; TBD on that.)

Why Should I Use Short-Form Video Content

We’ve seen the rise of short-form videos on TikTok, Instagram Reels, YouTube Shorts, and even Spotify in the past few years. Seventy-three percent of consumers are flocking to these platforms for quick, entertainment-based content.

And not only are they popular — they’re effective, too. They have the highest ROI of any other type of content when done properly.

But what makes these videos so binge-worthy? Keep reading. We’ll cover what makes short-form content unique and how you can use it in your marketing strategy.

They’re Quick

While many argue that the popularity of short-form is due to decreasing attention spans, the content shift comes from the nature of the videos themselves. These videos are short, sweet, and to the point. They emphasize strong hooks and quick storytelling, with a constant stream of content that can easily be skipped, shared, or saved. And they require practically no time commitment to watch.

This shift simply comes from an increasing preference for efficient content: Why would someone watch a 10-minute video when they can get the same information in under a minute?

They’re Memorable

Short-form content probably won’t cover everything you want to say in one video, and it doesn’t need to.

Let’s use an example: Consider you’re in the business of starting businesses. Instead of making a video featuring “10 steps to start a business” (lots of long-form content like this can be found on YouTube), you might make a video discussing just one of these 10 steps to effectively address audience pain points. Which one do you think will impact your target audience more?

Put simply, people like organic content that aligns with them in some way. This same idea is the reason for TikTok’s interest-based algorithm success — IYKYK.

They’re Personal

If you’ve scrolled through any of these short-form platforms, you’ve likely seen content that’s unpolished, close up, and may remind you of a FaceTime call with your friends. This type of content is most commonly filmed through an attainable medium that matches its somewhat casual approach: smartphones.

If your goal is to build a dedicated audience who is passionate about you or your brand, the best strategy is to take notes from influencers and content creators (yes, even if you’re representing a brand). Make your content feel like it’s for a friend, or maybe someone in the same room. It should be conversational, and easy to respond to. Maybe you can share a relatable experience to invite connection; there are lots of ways to go about it. And it varies from brand to brand.

The takeaway: One reason short-form video is popular is because it emphasizes conversation and connection. And the best brands know exactly what type of conversation their target audience is looking for.

They’re Entertaining

Have you ever seen brand content out in the wild that speaks to the “shock factor” of some brand videos on TikTok?

That’s not to say that shock is how your brand should approach short-form video (after all, your brand voice is your own). But there is one really important takeaway from this type of content on some of the best brand accounts (Dunkin, Chipotle, Ryanair, Crocs): People want to be entertained.

Sometimes they like to learn something new, maybe they want to see local news, or maybe they just like dog videos. But generally speaking, this content can be done in an entertaining way.

How To Use Short-Form Video Content in Your Marketing Strategy

Understanding the platform on which you’re posting content is key. TikTok, YouTube Shorts, Pinterest, and Reels will all be slightly different, after all.

Here are some best practices to get you started, and some takeaways for when you’re brainstorming content.

Best Practices for Short-Form Video Content

• Film vertically
• Use a strong hook
• Be consistent
• Keep it short – 60 seconds or less
• Consider trends
• Be SEO-friendly in your caption
• Entertain + Educate

Short-Form Video Content Ideas to Get You Started

1. Emphasize Storytelling
   Every brand has stories: why you started, your thought process behind certain business decisions, how you overcame an obstacle. Your story is what truly makes you unique!
2. Don’t Be Afraid to Hop on Trends
   Your strategy shouldn’t ONLY use trending audio. Jumping on appropriate trends every so often can be a fun addition to your content lineup.
3. Film B-Roll in Your Office
   If you need something quick and easy, try filming in your own office space. Maybe you film your own “Day in the Life,” or events happening in the office.
4. Repurpose Old Content
   Use information from webinars, blogs, websites, or long-form videos, and break it up into bitesize pieces.

One Final Takeaway

Don’t be afraid to try out new formats and fresh ideas — even if you haven’t seen someone else do them. Short-form video is an opportunity for creativity. We’ve given you the foundation to build your short-form strategy, and now it’s time to start planning!

If you’re still feeling unsure on this short-form video concept, contact us and we can help.

Understanding the platform on which you’re posting content is key.

And not only are they popular — they’re effective, too. They have the highest ROI of any other type of content when done properly.