What you’ll learn about short-form video marketing: 

• Short-form video platforms present an opportunity for marketers
• Not all video platforms are the same
• You should pick the right short-form video tool for your brand and your prospects/customers

This certainly isn’t the first, second, or even third time we’ve talked at length about video marketing — but we promise this time it’s different.

After over a year on the scene, TikTok has transformed how individuals and brands think about video content. Not only is it a fantastic app for teenagers to showcase their dance moves, it’s also given marketers an easy-to-use tool to churn out digestible, bite-sized video that’s perfect for the ever-dwindling attention span.

And what happens when new technology darlings change the world? Old technology darlings take notice. Replicating the TikTok model, Instagram introduced Reels, YouTube developed #shorts, and new short-form video marketing apps are emerging by the handful. Byte, Dubsmash, and Triller are just a few examples.

Today, we’ll be focusing on how you should think about short-form video marketing and use it to win over new audiences. Let’s get to it.

TikTok vs. Reels vs. #Shorts — A Quick Overview

Not all short-form video marketing platforms are created equal. It’s important to know how each one operates and how it can fit into your broader content marketing strategy. For instance, TikTok’s ‘For You’ page is where all organic reach starts. To get on here you’ll want to repurpose a trending template or song to increase your chance of reaching new viewers.  Additionally, TikTok has a 3-minute time cap on its videos. On the other hand, Instagram’s reels can only be 30 seconds, and currently take up about one-third of the real estate on the ‘Explore’ page.  Finally, YouTube’s solution is to actively promote short-form video content with a #shorts tag. These videos are between 30 seconds to 1 minute, and while they aren’t monetized, they are a great strategy to increase traffic on your channel.

How to Incorporate TikTok into Your Content Strategy

TikTok sets itself apart from its competitors with the ‘For You’ page. This is where their algorithm shines, generating videos based on a combination of what you’ve previously liked, and what is globally trending. Here are some great ways content creators can provide free value:

• Address frequently asked questions via a trending template or song.
• Address common myths within your industry or chosen field.
• Collaborate with other like-minded creators to cross-promote across multiple audiences.
• Create short explainers on micro topics delivering short information that is likely to be saved or liked (boosting your relevancy in the algorithm).

What you shouldn’t use TikTok for is to introduce or try to sell your products. Because of the nature of the platform, people who see your content will likely be in-between top trending videos. As they enjoy fun video content, they’re not looking to have something sold to them.

How to Incorporate Instagram Reels into Your Content Strategy

Instagram Reels plays a very different role to TikTok. This is the platform where you can promote new products and directly engage with your community. This is because the people who follow you on Instagram are already privy to your product and service. As such, Reels is a great place to create eye-catching attractive video content that leads back to your profile and grid.

Use Instagram Reels to:

• Introduce yourself and your team members to your community. Give followers behind-the-scenes insights into your office or day-to-day happenings to create a deeper connection with your audience.
• Feature new products and new and exciting information through demos and highlight reels.
• Share educational content or laterally themed content on your company ethos and values.
• Build hype around new releases with teasers, dates, and links to your IG-integrated store.

What should you stay away from when incorporating Reels into your strategy? For one, don’t use old and dated references. These platforms are all about relevancy — if you think a meme might be old, it most certainly is. Continuity is also important, so make sure you have an authentic, appealing voice across all your content.

How to Incorporate YouTube #shorts into Your Content Strategy

Even though shorts don’t have the same viral tendencies as TikTok, they shouldn’t be ignored or overlooked. Many content creators are repurposing TikTok and Reels content on YouTube and adding the tag #shorts. There are some theories that YouTube is promoting this content and the proof seems to be in the numbers: creators with just a few thousands of subscribers get millions of views. And while YouTube hasn’t figured out how to monetize these videos, the watch time can still contribute to the hours needed for your channel to be approved for the YouTube Partner Program (their monetization platform).

To capitalize on #shorts:

• Reuse or repurpose old content into bite-sized 30-59-second bits with the #shorts tag.
• End screen optimize your #shorts to direct your watchers to longer-format videos.
• Research trends on YouTube that you can capitalize on via Google Adwords and optimize your videos accordingly.

What you shouldn’t do with #shorts is veer away from the authentic voice that you’ve established on your channel. Continue to provide the same value with your authentic brand — just format it into the bite-size snippets the world is craving.

Short-Form Video Marketing Trends to Watch

1.Behind-the-Brand Videos

These short formatted videos are a great way to reach your audience and establish a lasting human connection. Showcase your team, tour your office, or take them through the process of creating products.

Inspiration creates connection. Tell your origin story and promote engagement — then ask for feedback. Social Media is a great place to A/B products and messaging, and short-form video content is a rapid-fire way to create that engagement!

2.User-Generated Content

Repurpose content that your audience uploads using your service or products. A video of someone unboxing your product or reacting to a TikTok in a positive way makes for a great testimonial. It reinforces that the decision the prospect is making — choosing your products – is the correct one.

The bonus? User-generated content is often free!

3. Explainers and Educational Content

Short-form video marketing can be used to explain the advantages of your product and explore the hidden features that your audience might not know about. Educate them on insider tips or hacks that make life easier.

How-to and DIY videos also provide free and fast relief to little inconveniences. Got a website you rely on for fashion updates? Share it with your audience and point out your favorite feature. Providing this type of content generates more leads by building on your expertise. As a leader in your space, your day is riddled with little work hacks and insider tips — share them and win over your audience.

If you liked this article, and you’re getting excited to start creating short-form video marketing content, check out our guide to getting 20+ social media assets from one single video and you’ll be well on your way to the tip-top of the ‘For you’ and ‘Explore’ pages!