Social media platforms like Instagram and TikTok have changed the way people consume information. Now, people are more interested in watching videos about a product or service than reading a long document. In fact, a survey conducted by Wyzowl has shown that around 91% of the respondents wanted to watch more brand videos online in 2023. But attention is one of the most important elements affecting video marketing. Many people, particularly younger consumers, have a very short attention span. They prefer to watch short videos that can cram a lot of information into a minimal time frame. Businesses can leverage short-form videos to attract the attention of potential customers in the global online marketplace and grow their brand. There are some tips businesses and marketers can use in short-form video production to increase customer engagement and boost brand awareness. Some of them include:
Tell engaging stories
All videos, including short-form ones, are a means to communicate with your audience. It is a fantastic tool to promote your brand and let people know what it stands for. Telling engaging stories is one of the best ways to ensure that your marketing video is successful. Use short-form videos to show your customers what makes your brand unique. Show them the passion and commitment your team has put into developing your goods or services. This way of storytelling will forge an emotional connection between you and your potential customers. This technique works especially well when emphasizing the advantages of a product or service your brand is offering.
Use short-form videos as teasers
We are all aware of how the entertainment industry creates buzz among people by releasing intriguing movie teasers. Businesses across different industries can use this idea to pique people's curiosity about your company without disclosing excessive information. Short-form videos as teasers are also great when your company is releasing a new product or service. Post short-form videos on social media platforms like Instagram with a link that will lead them to longer explainer or product introduction videos. You can also encourage the viewers to tag their family and friends in the comment section so that the reach of the video increases.
Offer your viewers a behind-the-scenes sneak peek
Effective customer engagement is critical in deciding the success of a brand. You can connect with your existing and potential clients easily by giving glimpses into the different operations of the company by creating short-form behind-the-scenes videos. These videos can be anything like different stages of your product's manufacturing, a warehouse tour, or how your different machines operate. This can assist you in distinguishing yourself from your rivals. It also shows the viewers that you care about the experience of the clients and enhances customer loyalty.
Be consistent
Many people unwittingly overlook the importance of consistency when making and posting video content. Being consistent in video production will project your brand as a reliable one to your customers. The algorithms of social media platforms will also more frequently recommend your video content if you follow a regular posting schedule. Pick a reasonable schedule that your video production and marketing team is comfortable with and adhere to it. It is also important to remember that the more engaging videos you post, the chances of your videos going viral increase. This significantly impacts your audience reach and boosts your brand's awareness.
Follow trends
As soon as you see an industry-related trend on social media platforms, jump on it and develop a short-form video marketing strategy around it. Following a trend will increase the chances of your video getting recommended to people across different demographics. You can also use trending audio clips on your short-form video content to attract the attention of the target audience. Remember to observe the way other creators and marketers are adopting the trend and analyze the reaction of the viewers to these videos. This will help you create short-term video content that appeals to more people.
Create content libraries
Consistent posting will inevitably leave you with a ton of short-form videos that users will be able to access when they visit your profiles. If a new user sees one of your videos and enjoys it, there is a higher chance of them visiting your profile to look at similar videos. In fact, there are many people who binge-watch videos they like, earning them more views and likes. They may also recommend your social media channels to friends when they find a lot of engaging and intriguing short-form content. This increase in views will also prompt the algorithms of social media platforms to recommend your content to similar audiences.
Focus on the better-performing short-form content
This is a strategy as old as marketing itself, and it works well for video marketing as well. If you have a well-maintained content library, you can easily analyze the performance of different short-form videos and identify the better-performing ones. Determine the elements in these short-form videos that the users like and design your next video marketing content around these elements. You should also regularly check the comments under the short-form videos, as many viewers share aspects of the content they particularly enjoy or find noteworthy. You can use this knowledge when you are developing the content for the next marketing campaign.
Reuse your video content
A short-form video that is successful on one platform can easily become successful on another. So, if you have posted short-form video content on a platform like TikTok and received great responses, you can reuse it. Just download it, erase the application's watermark, apply the current trending audio, and post the content on a different platform. This not only reduces the effort needed to create good short-form video content but also boosts your presence across platforms.
Conclusion
Using short-form marketing videos is a great way for companies to grow their brand and attract more clients. Though this technique takes a lot of effort and time to be successful, it can help business owners connect with like-minded clients by telling short, yet engaging stories.
