3 Short-Form Video Trends to Follow in 2021
Written by Courtney Raguso, Social Media Content Creator
Video content has been on the rise for quite some time now, but short-form videos are what’s really taking off. So, what is a short-form video exactly? It’s a video that typically lasts up to 2 minutes and 30 seconds in length and is an effective way to get across your message in a more concise and engaging manner. Not all videos are successful, and not every type of video will fit into every marketing objective. For instance, you can use different types of videos throughout your sales funnel. In the awareness stage, you might want to attract users with how-to or behind-the-scenes videos; however, in the converting stage, you might want to use testimonials and product demos instead. Regardless of what stage you’re at, it’s important to note that your video must have a goal in mind and that it should focus on getting to the point in the most concise, interesting way possible. With the fact that 84% of people are convinced to buy a product or service based on the brand’s video, there’s no doubt that video is something in which you should be investing.
When it comes to using video to leverage your business, looking at what’s trending is always a good place to start. Start by looking into what apps your target audience is on the most, then diversify your mix accordingly because if you only pursue one channel, you will be limiting yourself. When deciding to figure out which app to use, you should also realize that each platform is a little different. The differences we’re referring to can include the culture on an app as well as its limitations and audience. For example, TikTok is run by dances, sounds, social challenges, and appeals to younger demographics. In order to get noticed on the For You Page, you’ll have to partake in what’s trending and join the fun. After TikTok started taking off last year, competitor apps such as Instagram and Snapchat were taking notice and started introducing similar features on their apps that allowed more short-form video. What makes this trend worth hopping on is the fact that it caters to a shorter attention span, which is diminishing every year. In 2000, Microsoft conducted a study revealing the average person’s attention span was 12 seconds. About 15 years later, it dropped to 8 seconds. Now, it’s even shorter.
While short-form video is often known for its entertainment value, you can adapt it to align with your brand and message. The first trend worth pursuing is user-generated content, which can be highly successful in short-form video. It’s cost-effective because it requires minimal resources, and it’s an excellent way to build trust and credibility for your brand. Studies have shown an estimated 90% of consumers say user-generated content holds more influence over their buying decisions than promotional emails and even search engine results because it’s real users that are promoting a brand instead of paid influencers. The second trend we see value in is giving people an inside look into your brand, which can include storytelling, behind the scenes, and educating on company culture. Consumers value authenticity and transparency more than ever and expect brands to show it. In fact, recent studies have shown that 70% of consumers said they felt more connected to brands whose CEO is active on social media platforms. If what the CEO is saying feels authentic and addresses the pain points viewers may be experiencing, then expect your video to do well. The third trend we see worth trying out this year is educational videos. Short-form videos tend to do better when they offer some form of value, whether it’s answering a question or showing a demo. Explainer videos not only offer an answer to their question but also target users who are at the decision-making stage of the buyer’s journey. It’s about presenting a problem and offering a solution, and if you can do that in under 90 seconds, you’re golden.
At MSM DesignZ, we put in the time and energy needed for success, so you can ensure you are using every dollar for maximum return. With over 20 years in the business, we have watched marketing evolve from traditional to digital. Whether you need a website refresh, more attractive email, or a quality online presence, we can do it all. When we take on a client, we put in 110% and treat every brand as if it’s our own. We will always continue to place our clients’ needs at the heart of our operations. From web development to social media management, we’ll work directly with you to build a personalized strategy to not only retain but also gain business. We are assisting in all areas for our clients. Visit our contact page at https://www.msmdesignz.com/contact/, and we’ll work with you to devise a custom plan that will keep your brand alive and well. We look forward to working with you!