Everywhere you look nowadays, you’ll find video content. And not just any video content, but “short-form” content: videos that usually come in right around the 1-2 minute mark yet manage to be jam-packed with information, personality, production quality, and humor. These videos may not be “sit down with a bowl of popcorn” long, but they’re able to make us laugh, cry, think, and–most importantly for small business operators–influence what sorts of products and services we purchase.
But what makes short-form video content special, and why should you be paying attention as a local business operator?
Short-Form content is everywhere
It’s easy to dismiss short-form video content as “just TikTok.” After all, this platform has almost single-handedly popularized the format and is the poster child for what’s capable with 60-second videos. Yet despite its success, this hyper-popularity is often a reason why small business owners are not engaging with it. For many, they see it as a flash-in-the-pan that’ll just as quickly fall by the wayside.
While it’s true that short-form video is the format du jour for digital marketers and businesses right now, it shouldn’t be dismissed as merely one trendy platform. Pick just about any social media platform nowadays, and you’ll see they’re being built to encourage short-form video. TikTok is obviously the platform most tied to the concept in the public’s eye, but look all around: Instagram has its Reels, YouTube has its Shorts, Twitter allows videos up to around 2 minutes, and more. Even if any one of these platforms falls by the wayside, it’s unlikely that the entire format is going to go away.
Take advantage of short-form video’s dominance
Lots of businesses favor “slow and steady” long-term marketing strategies over “trend-hopping,” and for good reason: well-considered, data-supported strategies are hugely effective, but part of that long-term strategy is paying attention to new trends and adapting to cultural changes.
Regardless of if short-form video content remains the dominant trend, it’s so powerful right here and right now that a savvy business operator would be remiss not to at least consider getting involved. Studies have shown that social media users share video content twice as often as other forms of content, and the ROI for short-form video in particular is higher than any other type of content. If your goal is to steadily and organically build a following, even on a “legacy” social media platform, it absolutely makes sense to keep abreast of the content styles and formats that are doing the best on those platforms.
Short-form video content is (relatively) easy to pick up
One of the nice things about short-form video content is that compared to some other formats, it’s just not all that difficult to at least make a genuine effort. Back when it felt like the entire world was pivoting to video, it seemed so overwhelming: you had to get high-quality equipment, train people to be great on-camera, and rethink your entire marketing style around long-form video content. It just felt hard.
But with short-form video content, it’s easy to jump right in. With in-platform editing tools, you no longer need high-end software and equipment: a decent smartphone with the right app is more than powerful enough to get the job done. The content style is often more casual, with a focus more on authenticity than slick production and professional writing. And there’s the simple matter of time commitment: It’s much easier to make a 60-second video than a 15-minute mini-movie!
Lastly, if you’re having trouble getting inspired, it’s easy to find places to start. TikTok and other short-form video platforms are built around trends: viral challenges, dances, songs, and the like make for pre-structured jumping-off points to insert your brand into the conversation.
Simple doesn’t always mean easy
Short-form video content may be more approachable than past digital marketing formats, but don’t confuse that simplicity with ease. Some people take to it like ducks to water, while others struggle to maintain the pace and keep up with the style required to really build a following–often because they’re so busy running their own business! If you need help navigating the waters of this new trendy content style or even social media in general, Skol Marketing’s team is here to help. For consultations, content creation, and even full social media management, don’t hesitate to contact the social media marketing experts at Skol Marketing.
