14/10/2022
We just entered the final of the year and yes, a short-form video is the most powerful marketing tool in 2022. According to the extensive survey, among others, short video has the highest ROI compared to any other content format.
Why?
Well, consumers' attention span has shrunk tremendously in the past decade. This trend particularly accelerated over the last couple of years. The combination of technological conveniences, and hectic lifestyles where individuals have little to no time, has brought about a major shift in how people consume content.
This is one of the reasons why short-form videos have become so popular and platforms like TikTok, Youtube Shorts, and Instagram reels, dominate social media space.
This also opened new gateways for , with becoming one of the most powerful social media marketing tools right now.
How?
Well, in an age where everything is in hyperspeed, those who are the quickest & most agile often win. Your doesn’t have time, and whether you like it or not you must respect that. Short-form videos are of great help in this regard. According to statistics, about 68% of users will happily watch a business video with a duration of under one minute, about 93% of businesses have landed customers through short-form social media videos. This results in 85% of marketers believing that short-form videos are the most effective content out there and the majority of them increased their 2022 budgets accordingly.
Current trends and most popular short-form videos formats
Animated videos - The use of animated explainers has been there for quite a while, and it's not going away any time soon. Why? Because everyone has problems + complex solutions, especially in tech, financial or consultancy industries need to be explained in a simple, easy-to-digest way. Bonus: there’s always a way to integrate your brand message, artwork, and colour scheme within and there are many styles that you can opt for.
Behind-The-Brand videos - running on the idea that the brand connection and authenticity become more important than the product itself, this approach allows for the working mechanism, office environment, company ethos, and its people to be shown to the audience. 72% of consumers love the company leadership interaction with the client base. The fact that the User-Generated-Content style footage can be used together with professionally produced branded overlays allows for great messaging flexibility and affordability.
Other impactful short-video formats: Product Teasers, User-Generated Content (UGC), Brand Challenge Videos, Event videos.
Pay attention to:
Consistency, consistency, consistency. Put those brand guidelines to good use! Ensure the company logo and colour scheme become instantly recognisable. If you use live-action video format (e.g. user-generated video), use consistently designed animated overlays and appropriate editing style. This is the brand's personality and voice, so to speak, do not make it sound and look like multiple people speaking at once.
Hints & Tips:
Don't be shy to use stock footage and stock imagery. Skilfully colorised, processed, and edited these are great and quite inexpensive media assets that you can combine with your brand's animated artwork overlays, animated text, or animated logo sequence. There is a huge and industry out there with millions of assets produced by studios that specialise in particular thematic shots. Properly applied they will look great whilst not taking any notion of authenticity away. You're selling a service, idea, or product, not sunset in a particular place on a particular day. On the other hand, sending out a crew just to film a couple walking down the sandy beach isn't awfully sound budget decision, is it?
What now?
Speak with your marketer and see how you can utilize short-form video content and incorporate it into your budget. It can work on its own or as a perfect teaser for more comprehensive and in-depth content it is linked to. In any case, it will be shared tremendously more than any other format.
All the best,
Creomedia Team
Visual Media Production Agency - Dublin
