In recent years, video has emerged as the king of content. Based on a report from Cisco, video accounted for 82% of all internet traffic in 2022, which is an increase from 75% in 2017.
This major shift is fueled not just by social media platforms, but changes in viewer habits and marketing strategy. Video marketing is no longer “nice to have.” Dynamic platforms like TikTok, Instagram, and YouTube revealed what users want, and that's engaging, entertaining, and value-driven video content.
As marketing undergoes a shift, all brands must embrace video marketing on multiple platforms to engage audiences.
Short-form video and the TikTok revolution
User-generated video content emerged in the early 2000s, but short-form video didn’t rise to popularity until the 2010s with Instagram, Vine, and TikTok.
In 2013, Instagram had 15-second videos, while Vine allowed 6-second looping videos. This coincided with more widespread use of mobile devices, which significantly increased the consumption of short videos.
TikTok was released in September 2016 and became the most downloaded app in the US by October 2018, but its rise really happened in 2020. After the COVID-19 pandemic and widespread shutdowns, short-form video content was just what everyone needed – leading to mass TikTok downloads in the summer of 2020.
The popularity of TikTok has only been growing since its start, particularly among the younger generations. Initially dismissed as a fun social media platform for teens and 20-somethings to record bite-sized videos, sing duets, and take part in viral challenges, the app became a trendsetter and exerted influence on every other social media platform.
@revenue.marketing What is Revenue Marketing? In this TikTok, we briefly outline what revenue marketing is, how it works, and the benefits of adopting a revenue marketing approach. #shorts #marketing #revenuemarketing #marketingtips ♬ original sound - Revenue Marketing Alliance
Since then, short-form video and live streams have been booming all over the virtual world.
While other platforms tried to leverage video content, the influence was seen most obviously with Instagram and YouTube. Gaining traction for visual content and video content respectively, the two platforms sought to compete with TikTok by creating new features that mimic the popular platform.
Following TikTok’s example, Instagram introduced interactive features like video, stories, and live, which provide more dynamic content.
The most TikTok-like feature, however, is Reels, which was launched in the summer of 2020. Reels allow users to create and watch bite-sized videos – just like TikTok – or clips of up to 90 seconds.
YouTube
YouTube, which has always been the go-to for social media video, created YouTube Shorts, a competitor to TikTok’s bite-sized videos. Users can scroll and watch short videos on the YouTube app, just like on TikTok.
Though all three platforms offer short-form content, they all have their own unique characteristics and audience expectations. For example, TikTok favors creative videos that incorporate the app’s editing features, such as music, stitches, and stickers. Conversely, Instagram, always a visual-first platform, favors high-quality, somewhat polished content with visual appeal.
YouTube stands apart, even with shorts, because it’s still the preferred platform for longer, more in-depth content. Shorts can even be used as a way to break up a long video into a series and entice a viewer to watch the full version interrupted – something that isn’t an option on Instagram or TikTok.
Advantages of short-form video content
Why are short-form videos so popular, and how can brands take advantage?
Catering to limited attention spans
In our fast-paced world, we’re exposed to a lot of information from various sources. With so much out there competing for our attention, compounded by shortened attention spans, short-form videos offer a self-contained concept that’s engaging and comprehensible.
Simple to consume
Short-form videos are typically under a minute in length, which is a stark contrast to long-form videos that can take hours to watch.
These short videos are easy to consume on mobile devices while on a morning commute or waiting in line at a store, so people are more inclined to check them out instead of an hour-long video that’ll be interrupted.
Hannah Wesson
Quick attention grabs
Short-form videos are attention-grabbing by nature since there’s so much condensed into such a short space of time. Successful videos have a lot of visual and auditory interest that engages users in the first few seconds, which is crucial to getting a full watch.
Cost-effective video marketing
Producing polished long-form videos can be time-consuming and expensive. Short-form videos are usually easier to produce and edit with minimal equipment – plus they’re cheaper – so they’re a good way for brands to “get their feet wet” with commercial video marketing.
Budget-friendly
As mentioned, short-form videos are generally less expensive to produce than long-form videos, so they’re a good choice for brands on a tight marketing budget.
Startups and solopreneurs can create marketing videos with a lower upfront investment, whether they do it themselves with a video marketing guide or hire a video marketing company.
@revenue.marketing Discover the benefits of experimentation and testing in marketing with Milan Coleman, Senior Demand Gen Manager at LinkedIn. #marketingtips #marketingexperiment #culture #revenuemarketing ♬ original sound - Revenue Marketing Alliance
Short-form video trends
TikTok is setting the standard for short-form videos, but Instagram and YouTube have some tricks as well.
Here’s how you can leverage these features and trends in your video marketing:
Focus on vertical videos
One of TikTok’s unique features was the vertical orientation of videos, which are ideally suited for smartphones. Vertical videos, or videos shot in portrait mode, are easier to view on a smartphone without switching orientation – something that many users need to do with YouTube videos to see properly – and have a 90% higher completion rate than horizontal videos.
What does that mean for you? You’re more likely to have the entire video viewed.
Vertical video is more immersive as well. It takes up the entire screen on a smartphone, ensuring that the user is engaged and not distracted by other video thumbnails, pop-ups, or notifications coming through.
TikTok set the trend with vertical videos, but other platforms followed. Instagram has vertical videos with its Reels feature that allows users to create short-form videos in portrait mode. If you’re creating content for social media, make sure that you’re considering the vertical orientation with new content and adapting existing content to suit it.
For example, if you have a fashion brand, vertical videos are a much better way to showcase a new line and give viewers a full-length view.
Will Whitham
Encourage user-generated content
User-generated content (UGC) is a popular content strategy that’s only grown in recent years. UGC is authentic and engaging, which appeals to younger audiences who can be mistrustful of traditional marketing efforts and corporate brands, and encourages brand awareness by tapping into the audience’s creativity.
TikTok, Instagram, and YouTube are prime platforms for short-form UGC.
Think about the likes of, TikTok challenges, for example, which is when a creator challenges their followers to create videos performing some action, like using a filter or lip-syncing, and publish them to TikTok. They’re a great way to encourage UGC and produce engaging content that fosters a sense of community.
Embrace influencer marketing
Collaborating with influencers has been a vital part of marketing strategy for quite some time.
This involves partnering with influencers to promote a brand, product, or service. The rise of short-form video content platforms has impacted influencer marketing, as these content creators are well-versed in creating engaging, shareable content.
Influencer marketing with short-form video allows you to tap into an existing audience and promote your products or services. Influencers understand their preferred platforms and know how to create shareable content that has the potential to go viral.
If you partner with an influencer, remember to do your research – you’ll want to partner with someone who shares a similar target audience so you can feel the full impact of getting in front of users who’ll truly value or resonate with what you have to offer.
Saima Chadney
Use subtitles and captions
Users may be watching videos just about everywhere, but that doesn’t mean they’re listening to them. About 75% of people watch videos with their phone on mute, especially if they’re watching on a commute, on break at work, or in waiting rooms.
You can make sure your message is effectively communicated – sound on or off – by adding captions or subtitles.
In addition, having captions or subtitles makes your video more accessible to people with hearing loss, widening your audience and improving the user experience.
@revenue.marketing In this short, Tara Robertson, CMO of Bitly, outlines tactics for influencing change in your org. #marketingtips #revenuemarketing #csuite ♬ original sound - Revenue Marketing Alliance
Create “snackable” content
The trend of “snackable” content isn’t letting up, particularly with short-form videos. This type of content may only be a few seconds in length, but it’s extremely impactful because of its digestibility and shareability.
Snackable content is a chance to create engaging videos that cater to short attention spans while getting your message out to a wide audience. For example, you can showcase your brand’s story, highlight a product or service, or share a quick customer testimonial.
The key is grabbing attention from the start.
@revenue.marketing What is agile marketing? We outline the basis of agile marketing and why it's a great strategy to choose. #marketing #agilemarketing ♬ original sound - Revenue Marketing Alliance
Try out new formats
Platforms like TikTok, Instagram, and YouTube have made it easier than ever to produce engaging short-form video content. While this is great for brands, it has a downside – you have to compete with millions of other brands for your audience’s attention.
The key to success with short-form video is to capture attention quickly and get the message out there, encouraging the viewer to want more. Fortunately, these platforms offer an array of features that allow you to adjust the format and depart from traditional videos to create memorable content.
Vertical video is a good example of this, which is ideal for product demonstrations and behind-the-scenes content. Interactive videos are also popular, which allow viewers to engage with the video in real-time to capture their attention.
Clickable elements, quizzes, polls, animations, and other small touches can make a huge difference in the viewer experience.
Hannah Wesson
Live video has also become popular, not just on video-first platforms like TikTok and Instagram, but even on Facebook. Live video offers real-time connection for an authentic and personalized experience, particularly with content like Q&A sessions, tours, and product launches.
Another option with short-form video content is to produce “teasers” or introductions that can encourage a viewer to watch a long-form video.
Not every concept or product can effectively be condensed into something around the 60-second mark, but you can use a short teaser video to drive viewers to your webinar or documentary.
Think of it like a movie trailer that brings audiences to the full-length film.
Don’t forget optimization
Short-form video is flooding the internet and social media, so you can’t neglect discoverability – don’t let your content get lost in a sea of similar videos.
The primary video platforms have tools to improve discoverability, however, such as hashtags, titles, and descriptions, which should all have keywords that are relevant to the content and help viewers find it.
Tags are also important – they’re keywords you can add to your video to help it appear in the related or recommended videos on the platform.
In addition to upfront optimization, it’s crucial to engage with the audience to improve discoverability. Liking and sharing other content, collaborating with creators, and responding to questions or comments help increase visibility on a platform.
Video marketing is here to stay
It’s clear that video marketing has emerged as the most popular media form on social media, thanks in part to platforms like TikTok, Instagram, and YouTube.
More than just a trend, videos provide brands with an effective way to reach and engage with the target audience while also catering to their wants and needs.
About the author
Torrey Tayenaka is the co-founder and CEO of Sparkhouse, an Orange County-based commercial video production company.
He's often asked to contribute expertise in publications like Entrepreneur, Single Grain, and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations.
Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining, and useful videos that enrich the lives of his clients’ customers.
In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.
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