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Video Content is now – But in 2021 is Short Form Video Content really dominating the Digital Space?

Believe it or not, for many brands, 2021 is all about video.

Videos, if crafted correctly, are addictive, and give users a personal connection to what they’re watching. Marketing through video allows businesses the opportunity to quickly showcase important features of their business while integrating fun graphics, engaging music, or stylistic pictures. We are always coming across new ways to engage with consumers and tailor video content to specific business goals. Therefore, it’s not surprising that last year, 85% of marketers say that video is an effective way to get attention online. (Animoto)

Video allows you to push your products and services to the next level and get ahead of the competition – don’t believe us? Then look at these statistics from 2020:

84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl)

Viewers claim they retain 95% of a message when obtained via video. (Social Media Week)

93% of brands got a new customer because of a video on social media. (Animoto)

Let’s face it, who doesn’t love videos?

Cats, Dogs, dances, food, games, you name it – there’s a video of it. Video content is without question one of the most influential mediums in the digital space and it’s only growing. 

Social media has stirred a great change in how we consume information. Short-form video is how many people, especially younger consumers, seek entertainment and stay informed. But what started as an emerging trend has now become a permanent fixture in how people engage with the world. Short-form video content continues to dominate the digital space because it can be incredibly short. You can consume more video content across different platforms from multiple creators. 

What constitutes a short-form video exactly? Well, anything that’s under 3 minutes is considered short. However, with the next generation of social media apps, short-form video content typically falls under a minute if not less. In 2020, the short-form video platform TikTok quickly rose to become one of the biggest players in the social media space, with its U.S. users alone soaring to over 91 million months into the pandemic. Many other giant social media platforms have followed suit to accommodate the demand for interactive short videos by adding their own similar TikTok features.

In recent news, YouTube Shorts is going global.

Shorts are 15-seconds long and allow users to compile multiple video clips together, adjust video speeds, and record alongside music hands-free.

Image Source: YouTube

The TikTok competitor has rolled out to all the regions where YouTube main is currently available. That is in more than 100 countries where creators in all can expect access to Shorts, YouTube says.

In an article published by tubefilter.com they discuss that YouTube is focused on creator monetization for Shorts content as well as adding features to help viewers discover Shorts content. Namely, it introduced a Shorts-specific row on desktop YouTube’s homepage and has recently added a new Shorts tab on mobile.

The world of content marketing is constantly on the move — adapting to new technologies and more complex content means that traditional content, such as video has had to adopt new formats and push boundaries to engage people in today’s frenetic world. 

Videos are eye-catching, they’re easy to watch, and they tell a story – which keeps audiences hooked until the end. But with 300 hours of video uploaded to YouTube every minute and 500 million people now using Instagram Stories daily,  it’s more important than ever to stay on top of the latest video trends and understand the top short-form video platforms to ensure you’re ahead of the curve, YouTube Shorts, being one of the many for you to consider in your marketing strategy:

TikTok Videos

TikTok is the leading platform of today’s short-form video movement—its videos are most commonly associated with trending music and dance challenges. Instead of following specific accounts, TikTok users watch a continued sequence of videos on the “For You” page which is personalized by the TikTok algorithm. To be on this page as a brand, you have to participate in the trends and social challenges.

Example:

HP did a great hashtag challenge at Coachella this year. It was called the #HPCoachellaDreamland challenge. They enlisted some big TikTok influencers to help kick off the challenge. Check out HP’s TikTok page here.

The average TikTok user spends 26 minutes on the platform per day and according to AdWeek, TikTok generated the most downloads for any app ever in a quarter. TikTok has also published a new report which suggests that TikTok ads are more memorable than those on other platforms, and even TV campaigns, while emotional response measurements show that TikTok ads are more likely to drive purchase response, based on key triggers. So if your brand is targeting a younger audience, then what more are you waiting for? Consider getting behind TikTok as part of your marketing strategy. 

Instagram Reels

Instagram Reels is very similar to TikTok in that it allows users to create 15- to 30-second video clips set to music. Just like TikTok and Snapchat’s Spotlight, Reels auto-plays one video after another to create an immersive experience for viewers. Reels are the best place on Instagram to reach people who don’t follow you and a growing global stage where brands and creators can be discovered by anyone. Its algorithm is based on what Instagram users have expressed interest in from accounts they already follow.

Example:

The owner of OUAI, Jen Atkin, uses her Reels to share hair hacks and styling tips as well as new product launches. Instagram Reels are a great place to share tips with your followers and create a community and brand awareness.

Snapchat Spotlight

Snapchat announced that its daily average users have increased to 280 million and that they have recently launched 3D Bitmojis, another step in its digital fashion push on the platform. The new 3D Bitmoji characters will include over 1,200 different combinations of facial expressions, poses, backgrounds and gestures.

Snapchat’s “Spotlight”—a feature showing short videos in a continuous loop—was created to compete with TikTok and added as a new tab in the platform. According to Stackla.com, Snapchat offers daily monetary incentives for the best videos (decided based on the number of views) and over 125 million Snapchat users watched Spotlight videos in February 2021.

Now that you know that Short-Form Video Content is for the future and are aware of the top Short-Form Video platforms in 2021, you might be wondering how other companies are approaching video marketing and whether other marketers see this as important? 

According to Animoto in 2020 96% of marketers placed ad spend on video. That’s not surprising when Hubspot reports that Video is the #1 form of media used in content strategy – overtaking blogs and infographics.

We have rounded up 5 tips for you to follow to create custom video content for your brand!

1. However short, produce content that helps the viewer learn something or solve a problem. Clearly show WIIFM (What’s in it for me?) from the viewers’ point of view.

2. Go Behind the Scenes – People love to see behind the scenes content snippets! It’s a way for them to feel more connected to the brand and lifestyle they’re buying into. 

3. Be Yourself With a Valuable Message- TikTok is a great platform for short videos that allow users to be creative and, most importantly, themselves. It is very difficult to hide behind a picture or caption on TikTok because it forces the creator to put themselves on camera and to share a valuable message in a short 30-second span.

4. If you are struggling with creating video, stock video footage can be a great option to have onboard to tell your story better. It can help you frame your production, fill in gaps, and maintain quality. We recommend using Pexels, a website that contains free stock photos & videos shared by talented creators.

5. High-quality video editing software doesn’t need to cost the world! We recommend using Canva. With Canva you can make high-quality videos without being a professional video editor. You’ll find it easy (and fun) to create video content. Canva offers a simple drag-and-drop tool that lets you make compelling short videos in minutes.

So, if you haven’t already, will you be considering Short-Form Video content as part of your content marketing strategy for the foreseeable future?