Short-form videos have taken over the world.
From TikTok’s latest trends to Instagram Reels and YouTube Shorts, short-form video has changed our content consumption habits. But why is this format becoming so popular, and what does it mean for marketers?
The Rise of Short-Form Video:
Remember back in the old days when blogging and long-form articles were the gold standards for content? Times have changed and now it is all about the typical quick-scrolling habits of younger generations, particularly Gen Z, which have contributed to shorter attention spans.
No one can deny our attention spans are shrinking. A decade ago the average attention span might have lasted several minutes, today it has lowered to just 25 seconds.
This, alongside some other factors, is reshaping the creation and consumption of content.
Understanding Audience Attention Spans:
It seems like our attention spans are getting shorter these days, right? A lot of recent research points to this trend, especially with how fast everything moves online. We’re constantly bombarded with information, so it’s no surprise that snappy, quick-hit content is what catches our eye and keeps us hooked.
This need for speed in our consumption habits means that if you’re creating content, you need to get to the point fast and make it memorable. People just don’t have the patience to wade through anything that doesn’t grab their attention almost immediately.
People With Lower Attention Span + Short-form Videos = It’s a Match
Now the million-dollar question… why are short-form videos so popular? It’s simple: they fit perfectly into our hectic schedules.
These videos give us quick bursts of entertainment or information that are easy to digest on the go. They’re not just speedy; they’re memorable, with a good pace and the right storyline and it’s easy to share, making them incredibly popular with users and an invaluable asset for marketers.
Platform Features and Innovations:
Big social media platforms are all in on this trend. Instagram Reels, YouTube Shorts and TikTok are just a few examples that show how serious they are about short content.
Take Instagram, for example. They’ve rolled out a new feature in Reels called ‘Notes,’ which lets users add comments on their videos. It’s a small change but it adds a whole new layer to engagement. Plus, Instagram has adjusted its algorithm to push content that’s more shareable – typically, these are your Reels, which tend to get around faster thanks to their punchy and engaging format.
They’re always coming up with new ways to make these formats more engaging, helping users and creators connect in fresh and exciting ways.
Why Brands Can’t Ignore Short-Form Videos:
For brands, short-form video content opens up a ton of opportunities. It’s fantastic for grabbing attention quickly, pulling viewers in and boosting brand awareness almost instantly. It’s become a must-have in any marketer’s toolkit because it lets you get your message across quickly and connects emotionally with people right where they spend a lot of their time: on social media.
Apart from catching someone’s eye, this is also about keeping their interest. Short-form videos are perfect for this. They’re just long enough to pique interest but short enough to keep people from scrolling away. They give a taste of what your brand is about and leave viewers wanting more, which is a great way to build excitement and anticipation.
And let’s not forget how shareable these videos are. When you make a video that’s quick and catchy, people are more likely to hit share.
Short-form Videos: Unlock Their Power
Implementing short-form videos in your strategy allows your brand to engage in storytelling that’s concise but still has a strong message.
Each clip is a chance to show off what’s great about your brand, whether that’s your sense of humour, your innovative products or your behind-the-scenes moments. So, why not jump in and start experimenting? If you need any help, you know where we are.
