How Short-Form Video is Revolutionizing Influencer Marketing
As attention spans continue to dwindle, marketers are having to utilize short-form content to make their mark online. Since the pandemic and the rise of TikTok, short-form video content has taken social media by storm. Now, with the introduction of Instagram Reels and YouTube shorts, the options are endless for brands to immerse themselves in all spaces. However, they also have to understand how to use this new trend to their advantage. If used well, brands will see increased engagement, authentic connections with their audience, and an easier collaboration process.
We’re Seeing an Increase in Engagement
The rise of digestible and quick content is increasing engagement across all platforms, especially on TikTok and Instagram. The constant stream of short content triggers a dopamine release, making the experience addicting and rewarding. This also allows for increased engagement within the comment section, through sharing videos, and more, because they’re more excited to connect with the content due to the rush. In fact, 90% of marketers using short-form video, planned to increase or maintain their investment in 2023, according to HubSpot. Additionally, 21% of marketers planned to leverage short-form video for the first time in 2023.
Videos are likely to have increased engagement through shares as well because people are more willing to take a few seconds on a commute or while waiting for a friend to watch a short video than committing to a longer piece. Statistics show that short-form videos (under 90 seconds) retain audience attention significantly better than longer videos, with 50% of viewers watching until the end. When brands collaborate using short-form videos on TikTok and Instagram, people are less likely to swipe away because they know the content will only be so long. For creators in the health, wellness, and lifestyle spaces, the short-form video marketing provides a fantastic opportunity to share tips and products, easily and efficiently as well.
Authenticity is the Trend
With Gen Z continuing to dominate social media, specifically TikTok and Instagram, brands using video marketing must understand what they are connecting with and the current trend of authenticity. Followers want to feel like they’re getting the behind-the-scenes experience with their creators and short-form content allows for a more genuine parasocial relationship. Influencers on Instagram tend to show the details of their daily life through short-form content, appealing to the desire for authentic content. Showing what type of supplements they take in the morning or their latest skincare routine brings a great opportunity for authentic product approval.
Due to followers’ desire to emulate the lives of influencers, they are more likely to buy the products shown in daily life than a more traditional ad. Or if an influencer takes the time to talk about a product aside from their typical content, then audiences know they genuinely love the product and recommend it. According to ESW, 70% of shoppers say they will exclusively shop with brands and retailers that the shopper believes is authentic. Partnering with creators whose content and online values match your brand allows for authentic collaborations and endorsements.
Production at its Simplest
Short-form videos are an easy type of video marketing to produce, most obviously because they aren’t long. With less video time comes a more straightforward editing process, a filming session, and a faster render time. This allows creators to create a higher quantity of videos without asking them to work longer hours. Brand presence on Instagram and TikTok increases without labor increasing. It’s a win-win for brands and creators in their collaborations.
How to Optimize the Short Form
We’ve talked a lot about the benefits of short-form content, but it’s just as important to know how to best produce short-form videos. Knowing the intricacies of each platform is essential, especially when producing short-form videos that have to be quickly engaging and efficient. Some platforms have different aspect ratios, user interfaces, and even time limits for videos. Understanding each will ensure the highest quality of content is posted.
Adding in text overlay, voice-over, or using popular sounds is another way to keep content digestible and engaging. Oftentimes, viewers enjoy voiceover and subtitles, sometimes adding additional or supplemental information through either one. Using this tactic forces the audience to engage with the content and creates excitement around discovering new information through engagement. Additionally, Yaguara suggests keeping short-form videos between 11 and 60 seconds for optimal engagement.
Creating product teasers, FAQs, production montages, and customer reviews are great ways of utilizing short-form videos on Instagram and TikTok. Giving the audience a deeper look into the world of the brand in bite-sized content provides convenience and ease for customers, increasing brand interest. These types of videos play into the increasing demand for authenticity while also appealing to ever-valuable attention spans.
It’s Here to Stay
Just like social media marketing, short-form content is here to stay and it’s important to know why and how to begin participating in the trend. If you want to learn how your brand can implement this tool into your influencer marketing strategy, stay connected with the team here at Creators Entertainment Group.
