Short-format video has surged in popularity for several reasons, driven by technological advancements, changes in consumer behavior, and the unique advantages this medium offers.

Short-form is not suitable for all brands, but it is ideal for brands looking to show personality and being bold to engage with a growing audience of younger people. In 2024, TikTok coined “creative bravery”, a transformative mindset of creating content that blends curiosity, imagination, vulnerability, and courage – leading to deeper community connections.

The Key Factors Why Short-Format Takes All The Glory These Years

1. Shorter Attention Spans. In the age of information overload, people have shorter attention spans. Quick, concise videos cater to this by delivering content efficiently.

2. Instant Gratification. Short videos provide immediate satisfaction, making it easy for viewers to consume content quickly without a long time commitment.

3. Rise of TikTok and Similar Platforms. Platforms like TikTok, Instagram Reels, and YouTube Shorts are designed specifically for short videos, popularizing that format.

4. These platforms often promote short videos, enhancing their visibility and encouraging more creators to produce them.

5. Short videos are mobile-friendly because they are easier to watch on mobile devices, which are the primary way many people access content on daily basis.

6. Viral Potential. Short videos are easily shareable, increasing the likelihood of them going viral and reaching a wider audience quickly.

7. Higher Engagement Rates. Short videos tend to have higher engagement rates because they capture and hold viewers’ attention better than longer formats.

How Do You Get Started With Short-format Video?

So, how can you get started with your video strategy?

Consider the 5 C’s:

1. Commitment

How much can you commit to? Be realistic about how much effort you can devote to creating and promoting your short-form videos.

2. Creativity

Where will you produce the ideas? You may be able to create perfectly suitable videos yourself or you might have to outsource production to a creative agency. Check out this creativity checklist for some guidance.

3. Content

Can you create the right content for the right platform? Study what types of video work best on each platform (by using your data) and hone your video strategy accordingly.

4. Consistency

How often can you show up? Set a consistent posting schedule and stick to it. A content calendar will help you with this.

5. Community

Is your community on the platform and do you know how to speak to them? There’s no point posting videos on a platform where your target audience isn’t even active. If you do post, make sure to monitor and engage.

What Are The Best Practices For Short-Format Video?

How can you optimize your short-form videos for success on TikTok, Instagram, and YouTube?

1. Change it up

– Keep the viewer engaged by changing the angle or setting for the video.
– Short-form videos are designed for short attention spans, and nothing loses more attention than a video shot on one single frame.

2. Tell a story

– Although it’s short, your video still needs to have a narrative arc and a clear focus.
– Structure the video with a beginning (hook), middle (development), and end (climax), with a call to action (CTA) to prompt engagement.

3. Provide value

– Short-form video content always has a clear take-home point of value.
– This value could be inspiring, educational, motivational, and so on.

Bonus tip: Use your own staff and colleagues to showcase your brand. You could do behind-the-scenes (BTS) content or emotionally resonant stories to show your brand in action. This helps to build brand trust and authenticity.

How Can You Position Yourself For Success With Your Short-Format Videos?

Here are some suggestions we filtered:

1. Plan before posting. Choose the right platform for your business goals, and be guided by the 5 C’s.
2. Create content that adds value. Leverage AI to support your content creation.
3. Develop a content schedule. Use a content schedule to help you keep on top of your posts. Set a pace that you can manage. And batch your content in advance, when possible.

Find out what’s working. Learn what works for your social media marketing – and, more importantly, what doesn’t work. When you understand the data, you’ll understand how to reach your social goals faster.

Ultimately it’s about looking at what made your short-form video perform.

If you find this blog post useful, check out our other blogs, too!