In a world where we have entertainment on demand, let’s face it: attention spans have dwindled. It’s transformed the digital landscape and, as a result, we see short-form content trumping over its longer counterparts.
Platforms that provide it, such as TikTok, Facebook, YouTube, and Instagram, are go-to’s for those looking for a rapid bit of gratification. Statistics show that the majority of digital content consumers prefer a faster pace, with 43% of internet users preferring Instagram Stories over other content.
If businesses can master their short-form content, they can tap into an effective way to market and connect with audiences and maximize their ROIs.
However, it requires considering a range of aspects to get it right and see productive results. Today, we’ll take you through those aspects and discuss the techniques businesses can use to optimize content with a bite-sized approach.
Short-Form Video Success
Short-form content is easy to digest and social media holds an important place in many modern lives, making it a great platform for advertising to those with shorter attention spans.
73% of consumers prefer short-form to long-form videos when it comes to learning about products and services.
The numbers don’t lie – an attention-grabbing video has the power to generate far greater engagement. They’re also far more likely to go viral, bringing brand awareness to higher heights.
Bite-Sized, But Powerful
Modern mobile users consume content rapidly. Videos that come under the one minute mark are almost always watched in full on apps like TikTok and Instagram.
The way these platforms work means that watched videos are boosted, further extending the reach and propelling content further to a broader audience.
Higher User Engagement
When TikTok came onto the scene, it encouraged shorter entertainment, pioneering the short-form video trend. To succeed, users are forced to get creative, which is more engaging and appealing to audiences.
Instagram cottoned on quickly, with its Reels feature helping users to do exactly that. And, according to Hubspot, short-form videos rank number 1 for engagement and lead generation.
Platform Choices
Both TikTok and Instagram Reels have millions of users and can be used as marketing tools to boost brand awareness like never before.
Each also has its own strengths and benefits. However, deciding between the two or whether to use both boils down to your brand’s targeted demographic.
To decide which is right for you, or whether to embrace the two in unison, requires a little understanding of the audiences and the app’s daily users.
TikTok’s Users
While not exclusive to Gen Z, the demographic base of TikTok’s leans toward younger users. If that is the customer base you want to target, then growing a following there is a no-brainer.
Granted, this means the content you create needs to appeal to the youth and you have to understand how the algorithm promotes growth. TikTok favors quirky, playful and original content and viral trends, so staying in the loop is essential for success.
The Broader Appeal of Instagram Reels
If you have a more serious brand, then the versatility that Instagram Reels is known for might be a safer bet.
Instagram has a broader appeal, with a wider demographic of users. The content uploaded differs heavily from account to account. The platform also has features aside from its short-form Reels, such as Stories, IGTV, and regular social media profile posts on hand that can be utilized simultaneously.
Short-Form Content that Resonates
Rule number one for short-form content is keeping it relevant. It might be just seconds long, but it mustn’t be a waste of time.
To capture a short attention span, it needs to be engaging and, most importantly, of all – shareable! If no one wants to interact, then it is pointless, regardless of how to the point a shorter video might be.
The First Few Seconds Are Critical
Platform users can scroll past your posts with a swift thumb motion, so those first seconds need to compel them to stick around. Think bold visuals, fast-paced intros, and interesting hooks.
Striking A Balance Between Entertainment and Promotion
While your end goal is product or service promotion, social media users don’t want to feel like they are being pitched to, so finding the balance between entertainment and promotion is a tough but important skill to master when creating your content.
The story-telling approach is a great way to build and elevate a brand; you don’t have to have a product in the faces of your audience – just being humorous can naturally attract users to investigate your online presence further.
A good tip is providing behind-the-scenes footage or sharing bumps in the road to make your brand seem accessible and human.
How To Maximize Your ROI
An improved Return On Investment is the end game with any marketing strategy and with video marketing, that means reaching the right audiences. You could have the best short-form video in the world, but it doesn’t matter if your demographic doesn’t get to see it.
Timing is a crucial element in optimizing your posts, and analytics play a huge role in getting your content to those it will resonate with. Let’s discuss some strategies to optimize video performance and boost returns!
Tracking Performance With Analytics
TikTok and Instagram Reels come with on-board analytical tools that track your content performance metrics.
They show insights into views and engagement and by monitoring it correctly, you can determine when is the best hour to post and what type of content receives the most interaction.
A/B testing models work really well if you regularly review and analyze their performance.
Get It Trending
Contrary to popular belief, hashtags aren’t dead – relevant hashtags can still boost your reach. Following trends is particularly important when it comes to TikTok, as the algorithm gives trending content better visibility.
Enhancing Reach with Cross-Platform Sharing
To truly maximize ROI, you need to leverage multiple platforms. Instagram Reels are part of the wider Meta family and can be shared simultaneously across Facebook with automation.
To enhance the reach of your TikToks, you should share content wherever possible and embed it widely, not just on your personal websites.
Larger companies might want to consider content teams with dedicated members managing and scheduling posts for each platform based on geography and demographics, especially since timing is crucial when operating globally.
The remote workplace model works exceptionally well for digital marketing, but don’t overlook the importance of cybersecurity. Protect your team by using reliable tools like antivirus software and by understanding what a VPN service is to keep your remote connections secure.
Conclusion
When used creatively, brands have a powerful growth tool at their fingertip with short-form video content created for platforms such as TikTok and Instagram Reels. Each presents a huge opportunity for brands for audience engagement and brand awareness.
The strengths and algorithms need to be understood to make the most of them, but if you master short-form content creation, then your ROI has the potential to grow exponentially!
By harnessing the potential of these snappy and engaging bite-sized videos, businesses can really boost their online presence and drive their ROIs sustainably.
