How to master short form video content

Short form content: a digital phenomenon

With the emergence of platforms like TikTok and Instagram, short form videos have become a digital phenomenon. Read on to learn about short form videos for small businesses and ways you can embrace this type of content marketing.

What is short form video content?

Short form videos are a type of content creation. It refers to videos that are typically under 90 seconds in duration. They’re those quick and engaging videos you see everywhere on social media. In Australia and globally, short form videos have become a digital sensation. According to Hubspot’s ‘The State of Marketing 2024’ report, short form video content will offer the highest return on investment (ROI) above any other content formats in 2024.  

Consider TikTok, Instagram Reels, and Snapchat Stories – they're all about using short form content to engage with viewers. Why? Because in today's fast-paced world, online audiences love accessing information and entertainment in bite-sized doses.

Short videos capture attention swiftly, making them perfect for today’s on-the-go digital lifestyle. Whether it's a funny skit, a quick tutorial, or a memorable moment, short form video content provides an avenue to connect with your audience.

Why is short form video content important for businesses?

Short form video content can be a game changer for small businesses. This is because of the associated high returns on investment of around 17% to be according to Hubspot’s ‘The State of Marketing 2024’ report. This is more than influencer marketing campaigns and selling on social media (12%). This creates an opportunity for small businesses playing in the digital space.

With the rise of platforms featuring short form videos like TikTok, Instagram and Youtube, your small business can benefit from using quick, attention-grabbing videos. They're like digital elevator pitches - fast, effective and memorable. Using short form videos can help tell your story quickly and leave a lasting impression on your audience that may help you drive conversions.

Learn more about video marketing for business

4 Effective types of short form content

Short form video content is a dynamic and versatile way to communicate with your customers. Below we explore four distinct ways you can integrate short form videos into your content creation process.

1. Explainer videos. These little gems can help you break things down for your audience in a simplistic way. For example, a cafe might create and share a short video explaining their unique coffee brewing process to drum up interest and show off their skills.
2. Product demos. Consider showcasing your product or service in action. For example, a local skincare brand could create a snappy demo highlighting the ease of applying their latest skincare range to encourage people to give it a go.
3. Behind-the-scenes footage. Offer a peek into a day in the life of your small business. For example, a boutique bookstore might share a short video capturing the hustle behind preparing for a new book launch to help with evoking a sense of intimacy with their audience.
4. Customer-generated content. Encourage your customers to share their experiences. For example, a clothing brand could compile and share short videos of staff members trying on their latest finds from the label to promote the popularity of certain products.

As you can see each type of short form video serves a purpose: explaining, demonstrating, connecting or showcasing. It's important to be clear on your purpose when creating short form video content. Experiment with different ideas to create engaging content that resonates with your audience and adds a personal touch to your online presence.

Learn more about ways to use TikTok for business and how to create a social media strategy.

A guide to creating short form videos

As we’ve uncovered, short form video content can be a potent tool for your small business. However, creating compelling videos requires some finesse. Below we explore some practical tips on how to make your short form videos engaging.

Stay on top of trends

Staying current with what's topical on platforms like TikTok and Instagram can help you tap into popular challenges and viral trends. This can help boost the visibility of your videos.

Skill up on social media platforms

Social media platforms continuously evolve, so it’s worth investing time into getting familiar with them. Consider which channels your target audience is using. Stay across new features and updates. And consider learning some basic video-editing techniques to enhance your short form videos.

Optimise for each platform

Consider tailoring your videos for each social media platform. For example, videos in vertical formats suit Instagram Stories. While other video dimensions can work really well on say, Facebook or LinkedIn. Adapting your short form video content to suit the specific platform can help improve the user experience.

Plan ahead

For increased chances of success, plan your content. Think about what you want to share and how you want to execute these messages or stories.

Distribution and promotion strategies for short form videos

Short form video content can work wonders for small businesses, but getting your videos seen requires a few smart strategies. Below we list some practical tips to help get your videos in front of the right audience.

Leverage social media platforms

Make the most of platforms like TikTok, Instagram and Facebook. You can tailor your short form content to each platform's audience, using hashtags, trends, and interactive features to increase the visibility of your short form videos on each platform. Remember to also engage with your audience through comments and collaborations, as this will foster community growth on these channels.

Collaborate with influencers

Influencer marketing can help amplify the reach of your short form videos significantly. Search for influencers relevant to your industry or local area and consider collaborating on video content for mutually beneficial exposure.

Explore paid advertising options

Investing even a modest amount of your marketing budget into targeted paid advertising can help to boost your short from videos so they reach specific demographics and in turn, help expand your audience.

Analyse your short form video metrics

Keep an eye on performance metrics like views, engagement and shares. Understand what videos and techniques work and what don't. You can then use these insights to refine your future short form content and distribution strategies.

Short form videos can help your small business excel in the digital marketing landscape. To help maximise your chance of success, stay on top of trends, optimise for different platforms and plan strategically. When you’re happy with your short form video content, consider widening your distribution through influencer collaborations and paid advertising. Start experimenting, iterating and adapting for lasting success.