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Short Form Video
As social media has taken over the marketing landscape, brand promoters have had to find ways to condense their messaging into increasingly smaller formats. First, it was the limited wall post, then the 140-character tweet. The Instagram photo, the pinnable image, the hashtag, we communicate to the public in every briefer broadcast. It was inevitable that this culture of brevity would make its way into the realm of video.
Instagram Reels
When Instagram announced in 2021 that it was “no longer just a square photo-sharing app,” the platform took a major step forward by introducing Instagram Video, which replaced IGTV and enabled videos to be posted as in-feed content. This shift makes sense from a user perspective, as 91% of active Instagram survey respondents told us they watch Instagram videos on a weekly basis.
In order to capitalize on the popularity of video content, Instagram offers a range of formats including Stories, Reels, Live, and In-feed. Each type of video format has different length recommendations, with Stories being up to 15 seconds, Reels lasting up to 60 seconds, and In-feed lasting between 3 and 60 seconds. By providing users with a wide variety of content options, Instagram is ensuring that everyone is able to find the content that resonates best with them.
Youtube Shorts
The world of video content has seen a paradigm shift in recent years, as the demand for snackable, bite-size videos has skyrocketed. And one platform that has embraced this trend is YouTube, with the launch of their revolutionary YouTube Shorts feature.
Designed to be 15-second clips easily created within the YouTube app, YouTube Shorts offer creators a new avenue to reach an engaged audience and monetize their content. With millions of potential viewers using the platform, there are limitless opportunities for any creator looking to dive into this new format.
In addition, as YouTube begins to monetize Shorts, there is real potential for creators to see a return on their creative efforts. This could represent a major shift in the financial landscape of content creation and production, offering more stability and reward for those who are willing to invest in bite-size video creation.
As technology continues to evolve, so will the tools available for bite-size video production. In the coming years, we can expect to see new platforms and software specifically tailored towards these quick, convenient pieces of content.
Creators should take note of this trend and start incorporating bite-size videos into their content production plans. By embracing this new format and leveraging the power of YouTube Shorts, creators can reach new audiences, tap into fresh revenue streams, and grow their personal brands more effectively than ever before. So if you’re looking for creative success in the digital age, bite-size videos are an invaluable tool that you cannot afford to ignore.
TikTok
It is undeniable: TikTok is now one of the biggest social media platforms today, and its influence has shaken up the industry. From 15,000 billion media impressions in a single month to 8 million streams of a Fleetwood Mac song and even celebrities such as Mick Fleetwood creating their own versions of viral videos, it’s apparent that the capabilities of this app are far-reaching.
What makes TikTok so successful is its ability to capitalize on the “snackable” format, providing short videos with an incredibly wide range of genres ranging from comedic to informative videos, for users to enjoy. This quickly led to a broader appeal and a surge in downloads, with more than 2 billion reported worldwide since 2018 and 100 million in the U.S. alone.
Moreover, brands and businesses have jumped on the opportunity to create content tailored to this platform, bringing out the “genuine” side of their companies and utilizing tools like filters or soundtracks to make engaging videos. In addition to simply creating content, they’ve also been able to get creative with giveaways or collaborating with other brands through duets or challenges like Chipotle’s #GuacDance which was incredibly popular with 250,000 submissions and 430 million views.
Thus, it’s clear why TikTok has been successful – it offers agility and creativity in the perfect package. And for marketers, there is no better time than now to jump on board. With a little research and finesse, any company can use this platform to create powerful campaigns that engage viewers and spark conversations.
Snapchat
Snapchat has long been recognized as one of the major social media players, boasting a massive 530 million monthly active users and 18 billion video views daily. The platform’s unique short-form video format has made it a popular choice for many users, and its recent Spotlight feature has cemented Snapchat’s status in the world of TikTok-like experiences.
When it comes to advertising on Snapchat, the platform recommends keeping videos between three to five seconds in length in order to maximize engagement and conversions. This brief duration gives marketers a great opportunity to capture their audience’s attention quickly and effectively. With the right creative approach and a well-crafted message, marketers can leverage Snapchat’s large user base for success.
Facebook Reels
In February 2022, Facebook unveiled its own take on Reels and Stories to a global audience. Meta, the parent company of Instagram, also claimed ownership of this platform, as they sought to capitalize on the rising popularity of video-oriented social media. Studies conducted by Facebook revealed that videos account for 50 percent of the user’s time spent on the platform, with users able to post clips up to four minutes long. For optimal content, however, Facebook suggested creating videos less than one minute in length and no longer than fifteen seconds for Stories. This move would allow the platform to challenge competitors such as TikTok, Instagram, and Snapchat in the ever-changing evolution of social media.
So, which service to use, and what to do with it? That’s what we’re here for! Stick around and we’ll go through some tips for the best ways to engage.
The More the Merrier
Short videos are designed to capture the attention of an increasingly distracted audience, providing maximum engagement and comprehension. Furthermore, their quick production time and versatility make them a valuable asset for brands looking to stay ahead of the curve.
The rise of TikTok has presented an interesting opportunity for marketers. Famous personalities are often seen partnering with brands to develop fun challenges that engage users while still getting the brand message across without being overly promotional. For example, Post Malone collaborated with Crocs on the #ThousandDollarCrocs challenge which resulted in over 3 billion views and a record-breaking 10-minute sellout of limited edition Crocs. This demonstrates how TikTok is able to harness the power of humor, authentic connection, and relatability to catapult a brand message into the public consciousness.
It’s clear that as more platforms incorporate short-form video into their offerings, strategic use of this type of content will be key to successful digital campaigns. By joining forces with influencers and tapping into the lightheartedness of social media, marketers can build meaningful relationships with today’s younger generations, ensuring their brand remains top-of-mind even amidst increasing competition.
Take Your Time, And Have Fun!
Shooting an attractive video is a lot more difficult than shooting an attractive photo. With Instagram, the filters did a lot of the heavy lifting, but a marketing video requires planning. It needs to tell a story while walking the fine line between promoting a brand and pushing too much. Keep it simple, you don’t have time for elaborate concepts. Be creative, be funny, and make content whose primary purpose is to engage people’s interest. Once you have an idea of what you want to produce, practice, practice, practice! Don’t broadcast the first thing you shoot. Make sure you have your video exactly right before you send it out into the world.
Be Great, Participate
You know the deal. Social Media is a back-and-forth environment, and in order to see the best return on your time investment, you need to actively engage with the community you are sharing content with. Find other users of the services who you think share an affinity with your brand (and who might promote it), and follow them. When they post, comment, and like their stuff.
Techniques and Tricks
There are a few specific things you should know before you begin to shoot with your camera. First, be careful before you decide to include any kind of a pan, tilt or other camera move in your film. Time is precious when you only have seconds, and those kinds of moves can take a lot of time. If you must utilize a camera move, then make it snappy.
Don’t worry about using professional lighting, natural lighting will suffice. Don’t expect to get great results at night, and don’t put extremely bright light sources behind your subject.
Though it has a reputation as time-consuming, consider using stop-motion. In such short segments, you can actually create stop-motion videos with relative speed, and they add wonderful style to the finished product when done correctly. If you are doing stop-motion or any other video you don’t want audio, don’t forget to cover the mic on your phone with your thumb or a piece of tape.
Some Fun Examples
Vine and Instagram videos can be an incredibly fun social media experience to participate in, and the posts can show a wide variety of creative ideas. Don’t take my word for it! Here are some great examples of the kinds of things that are possible.