Let’s face it, when it comes to social media content, there’s only one aim – to go viral. Thinking back on some old favourites like ‘Charlie bit my finger’ and ‘David after the dentist’, they all had one thing in common: their short-form format. With the rise of TikTok, Instagram Reels and YouTube Shorts, short-form video has only increased in popularity and it’s a trend that’s set to grow, with 90% of global marketers either increasing or maintaining their investment in short-form video for 2023 (Hubspot). It seems not much has changed since the early days of YouTube, as far as video appeal goes.
Generally speaking, short-form videos are less than 60 seconds in length. They’re short, snappy and have been found to be 2.5 times more engaging than long-form video content (Sprout). They’re the ultimate way to connect and entertain – they’re great for being reactive, tapping into trends and capturing in-the-moment content. Plus, their off-the-cuff nature lends them to being low effort and, as a result, low cost.
Another key thing about short-form is that it’s easily shareable; the most successful videos usually funny, emotive or striking a chord in some way. How often have you caught yourself down a late-night rabbit hole, randomly scrolling before stumbling across a nugget that resonates: Click. Share. LOL. It’s just too easy – and great news for brands trying to start a conversation or spread the word.
With most people now accessing social media via mobile devices, short-form content is also perfect for on-the-go. It’s easily accessible, concise, and quick – the ideal format for time-strapped audiences wherever they are and whatever they’re doing.
Our shrinking attention spans may also be a contributing factor to its rise in popularity. In a survey by TikTok, nearly 50% of users said they found videos longer than 60 seconds ‘stressful’, while a third of users watched online videos at double speed. Are we now so conditioned to seek instant gratification, that anything not immediate causes us physical discomfort?
There’s no denying that short-form content is captivating – arguably, addictive. According to TikTok, the average user opens the app to watch videos 17 times a day. Perhaps we’re not so time-poor after all! Our changing habits approach social media like a digital drug, with short-from video being the quick hit to satisfy the cravings.
That’s not to say longer video doesn’t still have a place. After all, longer watch rates equate to higher ad values and, at the end of the day, social media platforms exist to make money. From a brand perspective it’s difficult to communicate in-depth information when you’re limited to 60 seconds and, recognising this, platforms like TikTok currently allow videos up to 10 minutes in length, although only if you’re not recording via the app.
So, what are the short-form trends that brands should be jumping on? Here are our top 3:
1) Product teasers – given a standard broadcast ad is 30 seconds, short-form video platforms are perfect for product promotion. Teasers build suspense and provide a talking point. There’s always the possibility of going viral, plus it’s cost effective too.
2) User Generated Content – word of mouth will never lose sway and UGC is the word of mouth of the digital age. The more people who talk about it, the wider your reach – plus, it’s free content that can be shared and repurposed elsewhere.
3) Authenticity – think behind-the-scenes snippets, spontaneity, and unfiltered content. Consumers want to see the real ‘you’ so make sure your brand is relatable as well as aspirational. There’s a time and a place for polished content but short-form isn’t it.
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