Posted by Kristine Jacobson

Most of us have become used to video communication for work, school and even play during the pandemic. Behind face-to-face, it’s become our second-best connection to peers, family, friends—and brands.

A Sprout Social study shows 70 percent of consumers feel more connected to brands whose CEO is active on social media platforms.

So, with this in mind, the “new normal” of the long-term marketing game is short-form video content. It’s not a trend or a generational interest—if you aren’t already incorporating snackable content in your marketing tactics, you’re behind the game.

What is short-form video content?

In marketing, short-form videos are generally 30-seconds to two-minutes long—but don’t confuse them with commercials. These videos reveal the wizard behind the curtain, the human and relatable side of your company, and are not geared towards promoting a specific product.

This is the content people can easily consume and enjoy on their lunch break, in waiting rooms, or while their kids take a nap. It’s short, it’s sweet, and if done well, it’s memorable. Ideally, it’s designed with mobile users and muted devices in mind.

Why is short-form video more popular?

There was some recent debate about the attention span of humans becoming less than a goldfish. Either way, short-form video isn’t about keeping an audience’s attention—it’s the best way to attract their attention.

Snackable – short-form content gives the consumer easily digestible information without overwhelming them. No jargon, no long-winded sales pitches, no bombardment of text and graphics. They take what they need and will come back for more.

Engaging – the goal should be to encourage consumers to actively communicate with your brand. Not just the like, share, save and follow methodology—it should welcome two-way conversation in the comments and invite the community to ask questions/discuss topics that relate to your brand.

Relatable – no one is perfect! Show your imperfections, your fun side, your culture. Being genuine and vulnerable allows people to feel empathy, a connection, and relate to you positively.

Types of short-form video content

If dance challenges and stunts aren’t your comfort zone, don’t force them! There are plenty of ways to create successful short-form videos that will attract people to your brand.

Behind the Scenes – pull back the curtain and show the world the people, the places and the processes behind your brand! This is the best way to show and prove your company’s culture and operational achievements.

Product Teasers – emphasis on “tease” for these videos! Sneak peeks and product highlights are great ways to get the audience excited. For more engagement, ask for feedback from users.

Influencer Videos – this is an excellent way to reach a new audience. Followers of an influencer usually trust their opinion and will likely try products/services based on their reviews.

Explainer/Educational Videos – these focus on helping consumers make informed decisions. Address an issue and solve it. Explain the pros/cons of purchase decisions. Break down a complicated concept. All of this will lead to increased curiosity about your brand, strengthen your role as a trusted resource, and build loyalty.

FAQs – give them what they want! Answers to their most-asked questions! Starting with FAQs eases you into the world of video content with content you KNOW the audience is interested in—because the requests come directly from them.

Brand Challenges – show your fun side and encourage the world to create content based on a specific topic or action. It’s entertaining, engaging and can result in a surge of brand recognition.

Stories – use those creative chops to tell riveting stories in bite-sized pieces. If the video stories are only viewable for a limited time, it creates a sense of FOMO (fear of missing out) and is more likely to grab—and hold—attention.

Get started, yesterday

The best way to learn about short-form video content is to watch it! Spend time viewing YouTube Shorts, TikTok, Facebook and Instagram Stories/Reels, LinkedIn Stories, and Snapchat Spotlights.

Once you get a feel for it, you’ll notice the type of content that is a good fit for your brand. Plan to make high-quality, genuine and engaging videos that can be easily accessed, shared and used wherever your audience consumes media. If you’re having fun, the audience probably is, too.

Kristine Jacobson

Kristine Jacobson

Kristine Jacobson has more than 25 years of marketing and communications experience with notable corporate leaders as well as emerging market contenders. She offers expert marketing strategy with a touch of creative flair. Her extensive knowledge of strategic marketing, marketing plan execution, and branding illuminate the big picture without losing sight of the details.