Today’s marketing world has completely shifted to short videos for numerous campaigns. Read why they’re favoured over long videos and how you can use them to your advantage.
The video marketing world today is at an all-time boom. About 93% of businesses confirm their batches of new customers were converted through videos posted on social media platforms. And 61% of them reveal that a significant part of their marketing plan employs video content. Unsurprisingly, they’ve been milking this lucrative marketing angle since 2022. A video survey showed that the average viewer spends 100 minutes daily watching videos online!
But as the trend rises and millions become more aware, more brands are shifting towards minimising play time on their video content. And it’s expected since recent statistics show more than half of people prefer short videos when learning about a product or service. But why are they favoured, and what makes them so effective for marketing?
Types of Short Videos
The primary reason for employing short videos is their marketing advantage, which explains why numerous types are available. That said, the countless options found in the business world include the following:
- Brand videos,
- Demo videos,
- Live streams,
- Expert interviews,
- Animated short videos,
- Highlight videos,
- User-Generated Content (UGC) videos,
- Explainer videos,
- What-is videos,
- Viral videos,
- Behind-the-scene (BTS) videos,
- How-to videos,
- Executive videos
- Case study videos,
- Testimonial and review videos,
- Event videos, and
- FAQ Videos.
Of course, the duration of these videos varies with their needs, therefore stretching the definition of “short”. But from the marketing angle, a video qualifies, so it doesn’t exceed a maximum of two minutes, with the sweet spot set between 31 to 60 seconds.
Short Videos vs Long Videos – Benefits
Short videos have amassed a significant amount of superiority in the marketing realm today- a fact visible in the considerable number scored by brands that use them. Many users recognise their numerous benefits and place them above long ones in marketing strategies. Of course, the latter has its uses, but considering our heavily competitive environment, short-form videos have the upper hand in many cases. And here are the reasons why;
Because of their temporary nature, brands can compile their messages as concisely as possible in a short video. This allows the mission to be passed faster, especially in this current world of declining attention among viewers.
The shorter the clip, the easier it is for an audience to remember its details. Compiling much information in a long video means the viewer must try to remember more details. No wonder 73% of viewers prefer short-form videos to longer ones or texts.
And its brevity means most viewers stick till it plays to the end.
Easy to Share
The brevity of short videos means the content comes in manageable and portable sizes, allowing them to spread faster across platforms. Users can pass them between accounts, social media bases, websites, and email addresses while brands attach them to apps, landing pages, and, surprisingly, long videos on other platforms like YouTube!
Higher Engagement and Awareness
It’s no surprise why TikTok has amassed over 1 billion users within six years; the platform thrives on short-form videos from users and brands!
With short videos, messages are passed and spread faster and in a broader collection of platforms, meaning the topic gets higher engagement as less time is spent watching and more on reacting.
Boosts SEO Ranking and Traffic
As they’re great for holding viewers’ attention, short videos have a better chance of boosting your brand’s SEO ranking on Google. The algorithm notes how much time users spend on websites with short videos and positions them higher on the SERPs. It’s why you see YouTube videos pop up easily on searches.
Boosts Community Growth
The speed and brevity of short videos allow brands to generate enough buzz around their presence to spur the development and growth of communities. Consumers and enthusiasts are connected by a common goal and interact through insights, reviews, comparisons, and trends spanned by short-form brand content.
Where to Use Short Videos
While short videos are known to be quite effective for brand awareness and marketing, it helps to understand the right places to put them. Usually, these types thrive in high-traffic, high-buzz platforms, where their speedy message delivery and catchy content can attract the most attention. So, if you’re running a promotion or marketing campaign with short videos, you may want to harness its best potential on:
- YouTube Shorts;
- Instagram Reels;
- Facebook Stories;
- Instagram Stories;
- In-App Ads.
Creating Successful Short Videos
Every short video campaign hinges on mastering how to create them, and to do so, you should follow these hints:
- Keep your target audience in mind always. This allows you to always focus on relevant content.
- Always watch your competitors know what video content works best and use them.
- Keep it short always. Stay within the 31-60 second sweet spots for the best results.
- Follow trends to make your content go viral, but choose those that identify bets with your brand.
- Always keep your videos in line with your brand mission and strategy. If you’re making short videos about company goals, their style may differ from those for sales or explainers.
- Emotion sells, so make sure your video targets this in the viewers.
- Consistently deliver high-quality video content to prove superiority.
Of course, no rule says you must make your videos yourself. If you find the tasks overwhelming, outsourcing a video production firm like Zelios Agency can always work. Their professional team can help you prepare the best short videos to suit your marketing plans.
The visibility and success of your company or product in the market depends on a high-quality explainer video. Zelios team has realized more than 100 successful projects and knows how to turn video into an effective marketing tool.
Want to make your project the next one?