Creating videos for your business is a tried-and-true way to boost engagement with your audience. In fact, it can increase conversion rates, email click-through rates (CTR), brand association, and audience engagement.
But the question isn’t if you should use either short-form or long-form video for your brand. It’s how you should incorporate both into your video marketing strategy.
Long-form video is unsuccessful outside of YouTube.
60 percent of all videos released online in 2020, according to Vidyard, a provider of video hosting software, were under two minutes long.
This statistic provides context for social media platform video length.
Long-form video seemed to be the way of the future two years ago with the launch of IGTV and Facebook Watch (not to mention the purported extinction of Snapchat).
Longer educational films on YouTube were rewarded because the platform is known for them. Facebook also wished to participate in this competition.
TikTok then made its way to North America. Late in 2020, Instagram introduced Reels in reaction, and the rest is history.
@khaby.lame If @50 Cent had to do a casting in the 19th century. 🤣 #learnfromkhaby #learnontiktok @tiktok @tiktokcreators ♬ sonido original - 0riginal_G7
Let's go to the fall of 2021.
IGTV has been abandoned by Instagram. Facebook Watch isn't mentioned anymore. Even YouTube, the final remaining social media platform for long-form video, has debuted a new structure. YouTube Shorts, you guessed it.
Reels and TikTok's popularity come after Stories (another short-form video format), which had a surge in user adoption from 2018 to 2020.
@therock Many of you know my pain (and joy)🤣🕷❤️ We act annoyed, but secretly, us daddy’s never want this kinda stuff to end 😉 I’ll sleep next year 💀😂#BringItOn ♬ original sound - The Rock
We can't really tell if it has increased because Facebook hasn't updated the 500 million user figure for Stories since the launch of Reels in 2020. However, attempts to replicate the vanishing short-form video format on LinkedIn and Twitter failed in 2021.
RIP, LinkedIn Stories and Fleets.
if you see a Fleet no you didn't https://t.co/4rKI7f45PL
— Twitter (@Twitter) August 3, 2021
This implies that not just any short-form video will be watched by social media users. They must also be interesting and compelling. Additionally, perhaps the allure of disappearing content has diminished.
Nearly 40% of those surveyed claimed to utilise short-form video to market goods and services.
Task List You Should Implement Now for Being Left Out:
- Try out TikTok videos if you want to gain more followers.
- Get an account for your brand on TikTok.
- Explore TikTok to get a feel for the app and discover some inspiration.
- Create a rough draught of your TikTok marketing plan.
- To effortlessly plan your TikToks, manage comments, and assess your performance on the network, use a social media management application.
- Try using Reels if you want to re-engage your current Instagram audience.
- Try it on other platforms if your short-form videos are successful there. And be sure to note the outcomes. You should translate videos for each channel as usual. Please don't put TikTok watermarks on Reels!
