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February 2021

Your Guide to the Next Big Marketing Trend: Short-Form Video

By General

With more than two-thirds of marketers utilizing video in 2020, it’s safe to say video is here to stay. However, the question isn’t whether or not video will stick around, but how video marketing trends will refine in the years to come and how we, as marketers, can leverage the content to grow our business. What should we put in our videos and how long should they be? New research reveals that when it comes to video marketing, less is more and short-form video content is the future.

What is short-form video content?

Short-form video typically falls between the 15 second to 2-minute time frame. These videos are long enough to get the point across in an engaging way, but short enough to hold the viewer’s attention span. Short-form video was also the best performing content in terms of engagement across every industry in 2020. Why does this content perform so well? Human attention spans have rapidly decreased over the years. A study by Microsoft reported that Millennials have an attention span of roughly 12 seconds while Gen Z has an attention span of about 8 seconds. Another thing that differentiates short-form videos is the trend culture. For example, TikTok reflects trends through short videos of dancing, using specific sounds/music, and taking part in social movements. In order to land on the ‘For You Page’ or the Instagram ‘Explore’ page, brands will make their own version of a trend through short-form video.

Why are we shifting to short-form?

We live in a fast-paced mobile world and short-form content fits with the busy lifestyles of our society, so gone are the days where the entire family gathered around a single screen to watch their favorite show. With the introduction of mobile devices and apps like TikTok, more people are choosing ‘bite-size’ or ‘snackable’ content to fill their time. One of the reasons short-form content has gained in popularity is because it’s primarily user-generated. User generated content (UGC) is the shining star of social media marketing because the average Joe is no longer impressed by pushy sales tactics. Instead, we’re finding consumers crave stories, connection, and interaction with real people.

How to make effective short-form video content for your brand

Don’t overthink it: remember to keep it short and to the point while also making it meaningful to your audience. Videos that create an emotional response are more likely to be shared on social media. Most short-form social videos incorporate creative humor, so don’t be afraid to have some fun with it.

Short-form video does especially well when it’s utilized for social and optimized for mobile. TikTok videos and Instagram Reels are currently the main platforms for creating user-generated short-form videos. Ask yourself: what channels are your audience using the most and for what? The maximum length of your video will depend on the platform. Twitter can be up to 2:20 minutes, TikTok is 60 seconds, Instagram Reels is 30 seconds, and YouTube tends to be longer. Determine which social channels make the most sense for your business and use its entertainment value to align with your brand.

Short-form video trends to look out for in 2021

  1. User Generated Content

As mentioned, UGC is rapidly growing as a successful marketing tactic. A data report by Stackla uncovered that 79% of people say UGC highly impacts their purchasing decisions and are 2.4 times more likely to say it’s authentic compared to brand-created content. Not only do user-generated videos cost less, but they bring authenticity and evoke emotion in a way brand-sponsored video can’t.

A great example of a successful UGC campaign is GoPro’s #MillionDollarChallenge which was used to celebrate the launch of their product, the HERO7 Black. They challenged their customer base to create a video highlight reel made from clips shot on GoPro. They then encouraged their audience to share their videos using the hashtag. The campaign saw huge success with over 25,000 video submissions from loyal fans.

  1. Behind-the-Scenes

Show your audience what your business is really like through behind-the-brand short-form videos. Through social media, brands have a unique opportunity to engage with their audience in genuine ways. Instead of showing your business through a filtered lens, show your consumer base there are real people behind the brand. This helps your audience humanize your company, builds trust, and gives a deeper understanding of what makes your business unique.

Chipotle is a great example of a brand who’s been taking advantage of short-form video content on TikTok. The popular fast-food chain shares videos on everything from making burritos to fans enjoying their food, all while aligning their content to fit well with the platform by using popular sounds and incorporating trends.

Chipotle's TikTok

Brands are constantly trying to guess what’s next in the marketing world. By incorporating short-form video into your marketing strategy, you’re meeting consumers where they are—on their phones watching videos. Consumers crave stories, connection, and interaction with real people. Short-form video allows you to connect to your consumers on a different level that evokes trust and emotion. Get ahead of the curve and consider short-form video as a way to keep your content fresh and your audiences tuned in.

Regain Your Creativity

By Uncategorized

Since the start of the pandemic, something many of us realized that we took for granted was the opportunity to have intentional conversations or even the brief farewells from co-workers while saying goodnight to the office. Thankfully as time has passed, things are starting to change and with the proper precautions, we are able to still live our lives and do the things we love, even if it may look different than before.

Keep your mind sharp by applying these tips at work or in your personal life to regain your creativity today!

Communication is key

In the world of marketing, working alongside a team is crucial to develop a final product that you and your client will love. Taking the time to brainstorm and talk through the steps in order to execute a project can be incredibly helpful. Verbally processing and getting on the same page as your co-workers can help you see the bigger picture. Schedule a time in your day to call or meet up with a co-worker to exchange your creative ideas — even if it doesn’t get anywhere… two (or more) heads are better than one!

Try something new

Whether it’s knitting, painting, trying out a new recipe, or finally picking up your dust-collecting guitar and learning a few chords, doing a hands-on project can prompt the creative juices to start flowing.

Stay connected by writing letters – the old fashioned way.

In the digital world we live in, taking the time to write a letter can be a forgein concept. Even if it’s writing to an old friend, yourself, or jotting down your thoughts, the act of sitting down and putting a pen to paper can be so powerful and motivating to get out of a creative funk.

An outsider’s opinion

As the target audience for a business, interacting with an advertisement or scrolling through social media can be way more impactful for them in the first few seconds they see it.

If you’ve hit a roadblock in your creative execution, find a fresh set of eyes. Seek out someone who isn’t a part of your team, explain the project to them, and ask them what their initial thoughts are on what they are critiquing. You never know how helpful that can be!

This season of life has had us all learn how to think more outside the box. In-House runs on creativity everyday and we’ve seen it pay off. With marketing strategies, communicating with clients, and everything in between, a creative mind is essential when doing our job! Try these tips today to bring your creative side back to life!