Like it or not, short-form video has taken mainstream social channels by storm, and it’s burrowed itself so deep into consumer psyches that it’s definitely here to stay. Though TikTok may have started the trend, short-form video is now a dominant content format across nearly every major social media platform, from IG Reels and YouTube Shorts to Snapchat Spotlight and even LinkedIn video posts.

The omnipresence of short-form videos has already begun to reshape consumer behavior and engagement with products and brands, which means businesses that want to stay relevant must choose to adapt, because the alternative is bleak: Users will skip your posts without a second thought.

Keep your company and its profits out of the doom-scroll dungeon by following the tips and guidelines for short-form video marketing we’ve outlined below. We’ll explore how short-form video is evolving, what’s driving the shift, and how brands can adapt their content strategy to include short-form video that maximizes engagement and reach.

Ride the Wave: The Rise of Short-Form Video Across Platforms

TikTok first launched in the U.S. in 2018, but the platform exploded into the collective digital culture in 2020 as pandemic lockdowns and mass social isolation drew users toward online connection by the thousands. Using addictive algorithms and creator-driven culture, TikTok revolutionized short-form video and inspired competitors to follow suit.

By the fall of 2020, IG Reels hit the social media scene, Snapchat Spotlight rolled out quickly after, and YouTube Shorts joined the bandwagon in early 2021. Today, marketers are facing statistics like these when attempting to capture their audience's attention:

Decoding the Short-Form Algorithm: AI Is In, Followers Are Out

It's no secret that the social platforms we mentioned above, along with nearly every other major social channel, rely on finely tuned algorithms to serve up relevant content, keep eyes on screens, and keep users scrolling their platform. At their core, algorithms prioritize and display content based on factors like recency, likes, comments, shares, saves, frequency, and relevance to interests…but what's really noteworthy here is how social media algorithms have undergone significant shifts that are extremely relevant to marketers, and that those shifts aligns perfectly with today's short-form video movement.

• Followers no longer equal reach. The number of followers a brand retains is no longer the deciding factor for how many shoppers your content can reach.


• AI is now king. Modern social media feeds are not just driven by algorithms; they're propelled by AI-powered rules and signals that significantly increase user engagement by meticulously analyzing user data, activities, and preferences.


• Short-form video follows suit. Platforms are also prioritizing quick videos with their AI algorithms since this type of media holds consumers attention and leads to higher ad revenue. Your brand can play this game just as strategically by posting its own algorithm-friendly short-form visuals – and below, we'll show you how to do it.

Short-Form Video Strategy: The Basics

Brands that want to stay competitive must develop a video strategy that tailors content to different audiences and master unskippable, engagement-driven storytelling. Wondering how those key facets of short-form video marketing look in action? Here’s a snapshot.

Create tailored content.
Now more than ever, it's critical to tailor your brand's video content to suit your demographic's preferred social platforms. Each platform comes with its own strengths and content formats, but as we discussed above, most prefer short-form video. Choose platforms where your audience members (and likely your competitors) spend the majority of their time to maximize ROI.

Devise an unskippable opening.
Short-form video is bite-sized and easy to digest. Grab viewers’ attention in the first three vital seconds with strong visual cues or risk losing them entirely. Think movement, bold text, or a compelling solution to a common pain point, then follow up with a resonant narrative to keep viewers engaged.

Play to sound-off storytelling.
Most social media videos are viewed without sound, because honestly, there's only so many times a person wants to be bombarded with Blood Orange's "Champagne Coast." Attract sound-off shoppers by adding captions, stickers, and high-contrast text overlays to make your message clear and increase visibility in platform algorithms.

Take It to the Next Level: How to Boost Your Video Marketing

It's all well and good to encourage brands toward short-form video and provide undeniable statistics that illustrate its efficacy, but Leap isn't here to leave you hanging. Let's discuss three key video marketing tactics you could start integrating today as you journey toward a more video-driven social media strategy.

1. User-generated content, or UGC, goes hand-in-hand with social media. It's not a new trend, nor will it go out of style, but there are tangible best practices your brand should adopt to maximize its UGC impact. First, collaborate with creators who align with your target audience and can help boost your brand’s reach. Then, consider cross-branded videos and calls for user-submitted video, which has been proven to increase web conversions by as much as 29%.
   
2. Nearly every social media platform offers internal analytics tools, or you can subscribe to free or paid versions of stand-alone analytics platforms like Sprout Social, Hootsuite, or Brandwatch. Leverage those assets and insights to see which videos, days, times, hashtags, audio tracks, and messages are performing best. Pay special attention to key metrics like completion rates, shares, saves, and engagement.
3. Short-form video marketing isn't a one-and-done, which means you have ample space for trial, error, and correction. Just like you would in every other marketing scenario, experiment with A/B testing to find the best-fit thumbnails, captions, and video lengths for your audience. You can also investigate your competitors to spot gaps they aren't filling or opportunities they've missed.

Let's Take Your Short-Form Video Game to the Next Level

Short-form video is no longer just a TikTok trend – it’s the dominant content format across platforms. The future of digital marketing is short, fast, and highly engaging, and brands that adapt now will gain the upper hand.

Your brand's success in this short-form arena depends on continuous experimentation, trend adaptation, and data-driven optimization, all of which can be incredibly time-consuming and resource-draining to undertake on your own. If you’re feeling overwhelmed and don’t know how to launch your brand’s short-form video strategy, or you simply want a little support taking your existing video marketing efforts to new heights, contact the experts at Leap for a free consultation.