Do you ever feel like your attention span is getting shorter and shorter? Because it is. According to research, the average attention span has fallen from 12 seconds in 2000 to eight seconds today, which is shorter than a goldfish’s nine-second attention span. Not only does the fast-paced world we currently live in shortens our attention span, but it also strengthens our desire for as much information we could take in. Thus, in terms of various online content, many believe that the shorter the content, the better. This is where the need for short-form video marketing comes into play.
The Rise of Short-Form Videos
Short-form videos have been around long before the existence of social media. Most short-form content before were just edited versions of longer videos and was only done with the purpose of highlighting the most essential parts of the videos. These types of short-form videos were typically seen on TV, especially on news and entertainment shows’ introductions.
As the years passed by, people’s habit of digesting information has changed. Generally, we have developed a habit of taking in as much information as we can the fastest way possible. The faster we can access content, the faster we can comprehend them.
In this day and age where people are always on the move and the internet continues to evolve at a faster rate, short-form videos have become part of the norm. From being just a part of long-form content, short-form videos have now turned into visual content of their own.
Benefits of Short-Form Video Marketing for Businesses
According to Hubspot, 58% of marketers say that short-form videos (such as TikTok, Instagram Reels and YouTube Shorts), are the main video format they leverage in their roles. With these statistics alone, it’s clear that short-form videos are a powerful tool that can help businesses build relationships and eventually grow as a brand.
Here are five great reasons to prove how short-form video marketing can be beneficial for businesses:
1. Ideal for social media channels.
One important factor any marketer should consider when producing content is how they can make it suitable for the digital world specifically for social media with over 3.6 billion users worldwide. Since social media platforms have become almost everyone’s source of daily news and information, these channels have been considered the easiest, most efficient way to reach the general public and to spread information on any products or services.
Marketing on Instagram Reels, for instance, is a powerful way to showcase your brand, connect with your followers and attract people who might be interested in your business.
2. Increases engagement rates.
Videos on social media channels tend to get the most likes, reactions, comments and shares compared to basic static ads. This is because videos are more enticing to look at than pictures and pure text. In fact, studies show that an average person stays on a website two minutes longer with integrated video.
Given that moving footage makes it harder for an audience to avoid content, video marketing allows you to capture your audience’s attention enough for them to make an interaction that can lead to higher consumer engagement.
3. Better return on investment.
Is video marketing worth it? It’s no secret that videos have become the most popular choice for content consumption today. In 2020, 96% of consumers increased their online consumption and 9 out of 10 viewers said they are interested to see more videos from brands and businesses. By simply looking at these numbers, it’s clear that video marketing will provide a good return on investment (ROI). In fact, research shows that:
- 89% of video marketers say video gives them a good ROI.
- 83% of video marketers say video helps them with lead generation.
- 87% of video marketers say video has increased traffic to their website.
- 80% of video marketers say video has directly helped increase sales.
- 95% of video marketers plan to increase or maintain video spending in 2020.
4. Perfect for on-the-go customers.
With more and more people consuming content on their smartphones, short-form videos have become more essential than ever. With easy-to-absorb content, short-form videos, allows consumers to comprehend your message while they are commuting or doing errands outside of their homes. Businesses can make short yet memorable campaigns since these videos are brief but straight to the point.
5. Best way to share UGCs, teasers and behind-the-scenes.
Short-form videos are the perfect way for brands to showcase user-generated content, teasers, behind-the-scenes and even bloopers! These types of content give your business a chance to a human side of your brand, making you appear more relatable, transparent and genuine.
With short-form video marketing now dominating the online world, it is best for businesses to find the best way for them to use it to their advantage. After all, the key to surviving an ever-competitive world is to have the willingness to evolve and adapt to the trend.