Short-Form Video Content Surging in 2022

For those following the latest digital marketing trends, you probably noticed the sudden burst of short-form video content in 2022. What began with large corporate brands indulging in a series of TikTok videos, has now expanded to small businesses.

While many seek “to go viral”, others employ short-form content to garner engagement and spread brand awareness. And, as a marketing tool, the approach works very, very well.

Companies Focus on Short-Form Video Content

Many organizations have thrown around the phrase “content is king”. The continual saturation of social media platforms proves it. Generally, content marketing shows that authentic experiences and genuine content are the keys to unlocking a loyal customer-base. As one of the premier marketing tools, content marketing directly engages with audience members, while simultaneously spreading the positive word about business activity.

In 2022, the latest content marketing trends fully revolve around short-form video content. Generally, this form of content holds one major competitive advantage over other types: It quickly connects with the audience in an authentic manner. Brands that are able to be brave with their content and show a more fun, passionate side can reap the benefits of two of the most popular social platforms—Tik Tok and Instagram. In doing so, they build strong brand awareness and a larger digital following.

Short-Form vs. Long-Form Video Content

Short-form video content allows businesses to authentically connect with people. By generating a safe space for creative expression, brands develop personalities behind their company’s story.

This exciting new form of customer communication is exciting because it has massive potential. As a matter of fact, the right video easily reaches millions around the world because people share short form videos at twice the rate of other content forms. Additionally, it provides ample opportunity for brands to join and create culture-shaping conversations.

Types of Popular Short-Form Video Content

The rise of short-form video content produced a few formats and trends with high success rates. For brands diving into TikTok, Instagram, and Twitter, these reflect solid starting points.

Videos Highlighting Products & Services

Many brands launch their social media channels with short-form video content explaining or highlighting their products and services. Typically, this content cuts to the core purpose of the social media mission: increasing sales.

Businesses explore answer frequently asked questions, explain complicated topics, or resolve issues using a fun, fast-paced format. More so, highlight videos don’t ask as much of your viewer, and tend to be easily produced.

User-Generated Content

User-generated content represents the most personalized variation of short-form video content. Moreover, user-generated content influences more purchasing decisions than any branded content. As a highly effective brand tool, user-generated content not only engages with audience members, it encourages them to become customers.

Many brands partners with influencers for product placement videos, such as the Oceanspray skateboarder. However, other companies utilize more of a grassroots approach, prompting audience members to post pictures or videos based on a certain theme.

Viral Trends

Once again, the word “viral” is widely used throughout the digital world. For those lost in the shuffled, piggybacking off popular digital trends represents a safe avenue for getting into the short-form video content game. Because the trends are widespread around the world, viral video content quickly increases impressions and engagement across popular social media channels, like TikTok and Instagram.

One big example of this is popular language learning website, Duolingo. Over the course of a year, Duolingo used a costumed version of their famous owl mascot to recreate and use trends in their own way. As a quick tip, be sure include appropriate hashtags to help get your videos on the discovery pages of your chosen platform.

Short-Form Video Content is Just the Beginning

Moving forward, short-form video content quickly dominated social media feeds. At present day, 68% of people “will happily” watch a business-branded video if it’s under one minute. This presents businesses with new and innovating ways to express their brands, connect with audiences, and build an organic following. As a new business frontier, opportunity awaits for those brave enough (and creative enough) to explore it.

For help with launching your short-form video content strategy, book a Planning Session with the digital marketers at Rizzo Young Marketing.