In recent times, short-form videos have become increasingly vital to marketing strategies. The year 2021 expanded the world of video marketing. It was a year during which video content on social media outperformed all other types of content.
According to a Wyzowl report conducted In 2021, 86% of businesses stated that they were using video as a marketing strategy to promote their products or services. The significance of both long- and short-form video marketing has been made very evident by these data.
As a result, you need to keep up with the latest video marketing trends for 2022. This guide will walk you through 10 short-form video trends to watch out for in 2022.
Top 10 Short-Form Video Trends to Watch:
What Are Short-Form Videos?
As far as length goes, a short-form video lacks a clear-cut definition. This is since different platforms define "short" differently. A short-form video on Facebook might be anywhere from 60 seconds to 3 minutes long.
Videos on YouTube shorts can range from 15 to 60 seconds. Similar restrictions apply to platforms like TikTok, where videos can last from 15 seconds to 10 minutes.
Benefits of Short-Form Video Marketing
Short-form videos convey messages in a fun and interactive way, making them more relatable and engaging for target audiences. Short-form branded content that project authenticity and empathy increases consumers' willingness to trust a company.
It is an excellent method of attracting people's attention and encouraging them to spread the word about your brand. It also compels marketers to reduce the amount of time needed to pass a message to their audience.
Here are some benefits of short-form video marketing.
💡 High Levels of Engagement
Compared to static images, short-form video posts on social media tend to attract more likes, shares, and reactions. Using short-form videos to engage your target audience is a tried and tested digital marketing tactic.
💡 Digestible Information
In today's fast-paced world, audiences prefer bite-sized amounts of information that they can digest quickly. Most users only spend a few seconds on a video before moving on to the next one. Of course, the ability to retain viewers’ attention increases significantly when the video is more engaging.
If they are correctly used, it is possible to replace long-form videos with alternatives that can be launched on YouTube Shorts and Instagram Reels.
💡 Better SEO Results
Your website's search engine optimization (SEO) can be improved by adding short-form videos to keep users scrolling for longer periods.
When a visitor spends a significant amount of time on your website, Google places it higher in search results. Short-form videos can also be incorporated into email campaigns.
💡 Easier Content Repurposing
Cutting and splicing longer videos can make them more useful. Creating a short slide video may be as simple as combining images, audio, and text.
Using the same short-form video and making slight modifications to the formatting requirements allows you to post to several social media networks. You can use different free video making platforms to re-edit and change your video dimension.
💡 It Yields Good ROI
Because of the high conversion rates associated with short-form video content, many marketers have begun to pay more attention to it in the last few years.
The average individual now spends more than an hour every week watching videos on social media platforms such as Facebook and YouTube.
It is beneficial to your business to have a well-planned, high-quality video to show customers when presenting your products.
The Top 10 Short-Form Video Trends in 2022
Here are top 10 short form video trends you should watch out for in 2022
1. User-generated Content
User-generated content is more likely to be trusted than other forms of marketing, so it will continue to thrive in 2022. Authenticity is one of the key reasons behind this, since people tend to trust other users of the same products more than marketers.
Instagram videos, TikTok videos, and online podcasts on items users have personally tested are all examples of user-generated content.
Your product is likely to be well-received, and you will receive helpful feedback and approval by people who love your brand. Here is an example of user-generated content from Calvin Klein.
2. Soundless Optimization
Social media has entirely transformed how people think about video marketing. While watching videos, many people turn down the speakers on their phones. If they watch videos on mute, you'd have to come up with strategic ways to get their attention.
Subtitles and on-screen instructions or information can be used to ensure that video material reaches the target audience.
Make video content more accessible to a larger audience by optimizing the soundless playback. Here is an example of a soundless video from the YouTube channel Tasty.
3. Behind the Scenes Videos
It may be beneficial to your customers to get a behind-the-scenes peek of your company’s processes. This can demonstrate to them that there are passionate individuals who work hard to produce the items or services they use.
When it comes to producing behind-the-scenes videos, there are different angles you can explore. Your customers may enjoy a quick tour of your facility, a demonstration of how your products are made, or a team-building exercise. Blooper reels that are amusing and relevant that businesses can explore, for instance.
4. Social Media Video Ads
One of the most prominent marketing strategies is social media video advertising. Businesses that wish to reach a broader audience can benefit from social media networks with billions of users.
For social media advertising, videos are more effective than static images or text since they are more appealing to viewers. Creating social media video ads can help increase brand recognition and drive traffic to your website or online store.
5. Product Teasers
Using product teasers is an effective method to develop excitement about your products or services.
The best places to post them are where the short-form video format is already used. Platform-specific videos like these tend to be more popular. TikTok, Instagram reels, and YouTube shorts, to name a few, are excellent places to start.
To further increasing customer engagement, you can ask for feedback from customers about what they think of a new product. Here is an example of a product teaser video done by Baby’s Brew.
6. Influencer Ads
Working with influencers can help your company gain exposure, but it is more expensive than user-generated content. Influencer marketing has been around for a long time. It may be beneficial to combine the two when creating a campaign.
With the help of social media influencers, your brand can reach a new audience. Also, their followers would be more likely to test products or services recommended by personalities they already trust.
7. Explainer or Educational Videos
Educational animated explainer videos are a great way to convey complicated concepts and delicate issues to all audiences. Brands can generate more leads and build stronger brand loyalty by prioritizing education in their marketing plan.
If an explainer video is well-crafted, it can influence customers who are in the process of making a purchase decision. Content that educates and solves consumers' problems can increase trust and brand loyalty.
Making educational content available on all your social media platforms can spark curiosity among your audience and encourage them find out more about your brand. It can also supply them with the knowledge they need to make an informed decision.
By creating an educational video library, you can assist your company in becoming the go-to resource for customers who wish to solve a problem on their own.
8. Frequently Asked Questions (FAQs)
FAQs are used to make it easier for customers to find brand or business information that they would most likely need. Creating a summary of answers to the most common questions sent by customers can make the customer buying journey smoother for your audience.
9. Brand Challenges
TikTok became one of the most popular social media platforms in 2020. In 2021, a prominent trend was "challenges," in which advertisers encouraged people to make videos on a specific topic or feature a particular action or situation.
10. Short-form Videos in Social Media Stories
Social media platforms strive to provide the best possible experience for their users. Using video content in social media stories is the newest trend in video marketing. Instagram, Facebook, and Snapchat all allow users to post short, vertical videos that expire after 24 hours.
As a result, video marketers now have a new way to reach their target audience. Because they can be viewed easily on mobile devices, unlike some traditional video material, social media stories are ideal for grabbing people's attention as they navigate through their feeds.
Viewers who watch them are more likely to give you their full attention because they expire after a day.
Best Short-Form Video Distribution Platforms
Here are some of the best platforms you can use to roll out short-form videos.
- YouTube Shorts
YouTube has launched its first short-form video service. The video-sharing network's Shorts feature is available to anyone who wants to generate short, snappy videos using just their mobile phones. YouTube's Shorts video length has expanded from 15 seconds to 60 seconds at the time of writing this article.
TikTok has recently witnessed a surge in popularity as a social networking app for sharing short videos. It is easy for users to spend more time on the app because there's a seemingly never-ending stream of videos to browse through. On TikTok, there is much room for artistic expression in the 60-second to 3-minute time spans available.
- Facebook Stories
Using Facebook stories, you can share a link to a video you have recorded or post it directly. The Facebook story's length span is 60secs, and it disappears after 24hrs of posting.
- LinkedIn Stories
While LinkedIn's Stories function has been discontinued as of September 30, 2021, it is still a platform to keep an eye on. Video is a cornerstone of LinkedIn content, and LinkedIn has promised users more excellent editing capabilities with a more professional setting.
- Instagram Stories
Connecting with your followers is easy with Instagram Stories. 15-second multi-clip videos may be recorded and edited using this app. Audio and effects can also be added to make your stories look catchy and attention-grabbing.
- Instagram Reels
In August 2020, Instagram officially unveiled its latest video feature, reels. It used to have a limit of 15 seconds, but the duration limit was increased to 30 seconds.
If your video is going to be longer than 60 seconds, you'll need to switch to IGTV. There are no differences in the requirements for photos and videos other than the aspect ratio.
- Snapchat Spotlight
Snapchat Spotlight is a new feature on Snapchat that showcases its users' most popular videos and pictures. It works in the same way that TikTok's “For You” page serves a random selection of videos.
Before being published, snaps are put through an algorithm-based vetting process in Spotlight. Snaps that are accepted by the app's global audience are then made available to the general public.
Common Short- Form Video Marketing Mistakes You Should Avoid
❌ Lack of Creativity
Creativity relies heavily on storytelling. Your videos will not have the same impact on viewers if you don't have a fascinating story to tell.
Creativity isn't just sparked by eye-catching graphics in your videos. Even if you're using stock video, you can apply an overlay or animate select portions to make it more interesting.
Involve a non-industry expert who can communicate their knowledge and skills through examples based on their personal experiences. Your videos will have a greater appeal to viewers if they are more relatable.
❌ Creating Lengthy Videos
Producing too long or short videos can make your audience lose interest quickly. An effective video should not exceed 3 minutes. The first few seconds are vital to ensure you grab your audience’s attention.
The duration of your video is influenced by a variety of elements, including the intended audience, message, aim, and the platform on which it will be distributed.
❌ Adding Excessive Information
Users may become overwhelmed if you provide them with too much information, and they may choose to scroll away from your video to something more witty and fun.
Find a way to cut-out unnecessary information filled with industry jargons. If you have a lot of information to convey, create tiny bits of videos instead of compiling everything into one material.
Attempting to cram too much information into a video may dilute the message and make viewers confused. Additionally, remove any graphic elements that might divert the user's attention away from the main material.
❌ Hidden Call-to-actions
Call-to-actions are usually added within or after a video instructing viewers on what they should do next. These concluding remarks are critical to the video's success since they help to convert leads.
While making your short-form video, include a clear call to action (CTA) at the end of each video so that viewers know what to do next after watching it. Don't keep the audience wondering about what they should do with the information you provided.
❌ Focusing on The Product Rather Than the Audience
Instead of focusing on all technical features, it is best to concentrate on the value or advantage that buyers can gain from using your product. Before you can figure out how your product will benefit your customers, you must first study what your buyers want.
Do they frequently ask you questions about a particular feature? If so, what answers can you provide? While working on your video script, think about how you can persuade people to notice your product.
It is necessary to support the consumer throughout the purchase experience or the sales funnel to keep the emphasis on the target audience at all times.
❌ Expecting Immediate Results
The most common mistake video marketers make is their expectation that a new campaign would yield immediate results. Most marketing campaigns take time to develop traction and generate returns. Videos are no exception.
Videos are often launched with a strategy for distributing and dissemination. It is possible to achieve significant success with video marketing even if you don't have a huge internet following.
Increased traffic to your social media account, including views, shares, and visits, will show you positive outcomes as more people discover and engage with your content. Remember that video marketing is a long-term project that will bear results that compound over time.
❌ Lack of Branding
When you have an ongoing campaign, you want people to remember your brand and your videos. Customer awareness, trust, and loyalty are all strengthened by branding.
Add your company's logo, or tag line at the beginning or end of your short videos to make them memorable to your viewers. It is good to use the same color scheme, typography, and voice throughout all of your video content to ensure consistency.
Short-form Video Best Practices: How to Use it in Your Marketing Plan
In producing short-form videos, follow these best practices:
✅ Plan Ahead
Short-form videos may be an excellent method to communicate with your consumers if you know exactly what you want to say and how you want to say it. Determine your video objective, establish your target viewers, set the creative tone, and solidify a story flow before producing content. If applicable, your short-form video should also have a call to action at the end.
✅ Properly Edit Your Content
Follow online, social media editing methods since your short-form video is primarily directed at social networks.
For example, cuts between images can be hidden by placing them on words with intense consonant sounds or in sync with the music. Transitions in the middle of action may also peak your audience's interest.
If you want to stand out on social media, use large graphics that can be seen clearly on any screen size. Make sure that your video tells a coherent story and that all elements work together.
✅ Create Videos for Each Platform
Customers want content that is tailored to each social media site, so it is important to evaluate what types of short-form videos work best on your platforms of choice.
✅ Join Trends at The Right Time
The sooner you create and distribute your video, the more likely it is that you will be able to take advantage of a popular dance challenge on TikTok or a particular trendy style of editing.
It is likely that your target audience will perceive you as being out of touch with what’s in vogue if your short-form videos are based on an out-of-date trend.
✅ Make Use of High-Quality Content
When recording short-form videos, make sure your frame is free of unwanted distractions before pressing the record button. You should also shoot at least 720p resolution or higher.
Note that the camera on the back of a smartphone mostly outperforms the camera on the front of the device. You can also go a step further by using digital cameras.
Reduce and minimize distracting background noise, talk loudly and clearly, and don’t keep the microphone too close to your mouth. This can help you get the most outstanding audio quality possible.
✅ Don't Focus on Just Sales
Short video content should not only be used as a tool to promote your products but rather as a way to engage with your audience. When your customers decide to buy the product you offer, they would think of you.
✅ Strive to be Genuine
If a short-form video viewer isn’t able to connect with a brand's content, they will not respond positively to it. Don’t be afraid to show the public the unfiltered processes of your company. When you show your humanity and imperfections, viewers find you more relatable.
Marketing campaigns are incomplete without video content. It is easy to see why when you look at trends and data. Since videos have many advantages, they have become an essential part of content marketing.
As a marketer or a brand looking to enhance your online presence, short-form videos can pay off and scale your brand, especially if you want to get your point across faster.