Short-form video has taken the social media world by storm in recent years. Just think back to 10 years ago when Instagram was merely a curated highlight reel. However, since TikTok entered the social media scene, it’s caused an explosion of short, “snackable” content that has led to some fantastic, hilarious and utterly bizarre videos going viral. Other social platforms have hopped on the bandwagon with the introduction of their own short-form video formats – Instagram Reels, Facebook Reels, and YouTube Shorts.

Today people come to social media to share and engage with personal stories rooted in authenticity. With people craving deeper interactions with brands now more than ever, leaning into video has huge payoffs for brands looking to build long-term relationships with people. Read on for three reasons why video is an essential marketing tool.

Video content improves discoverability.

Sharing short-form video can help you reach new audiences. Because of TikTok’s popularity, the algorithm on other platforms has shifted to favor short-form video over other types of content. For instance, Reels appear in the Home Feed, in Stories, on user profiles, in the Reels tab, or on the Discover page. This means Reels can reach a much larger audience, whereas in-feed posts and Stories can only reach your followers.

Video content strengthens brand loyalty.

TikTok thrives on relatable and genuine content. Brands that show passion and personality in their videos tend to resonate more with people. Keep them coming back for more by making them laugh, giving them a glimpse behind-the-scenes, or teaching them how to do something new.

Video content increases engagement.

Video posts on social media get 48% more views. Regardless of how many followers you have, any video has a chance at going viral if it’s relevant, engaging, uses audio, and has well-chosen hashtags. And the more people you reach with video, the more likely you are to see your follower count and engagement rate grow.

Best Practices for Short-Form Video Content Marketing

Short-form video is revolutionizing the way we consume content and leverage our social media marketing efforts. Take advantage by developing an innovative video content strategy. Here are some things to consider:

  • Lean into what’s trending. While developing a following is a worthy goal on any social platform, it’s not a prerequisite for creating a viral video. It’s more important to closely follow trends and popular hashtags and create videos that fit those elements.
  • Capitalize on the binge factor. It’s all about the first three seconds. People spend 1.7 seconds on average on a piece of content, so if you want to grab your viewers’ attention, the first seconds of your video count the most.
  • Engage like a user. Use creative tools native to each platform like text overlay, filters, or camera effects. And use music from the platform’s music library or even create your own original audio to stand out.
  • Tailor your strategy to each platform. Recycling content from platform to platform is a big no-no. Videos with watermarks from other platforms won’t be recommended as often, so avoid uploading a video on multiple platforms without removing the watermark first. But it’s always best to create unique content for each platform.
  • Don’t overthink it. Even though creating a video might sound time-consuming, you shouldn’t miss out on the opportunities that interactive content can offer. You don’t need to blow your whole budget on a big production. A lo-fi approach can also be a great way to forge a deeper connection with your audience.

So, are you ready to start creating?