Are Short Videos the trending format on social media? Like it or not, everything points to yes. The demand that started on TikTok has now reached other well-known social networks like Instagram, YouTube, Pinterest and even Twitter.
But what exactly are short videos? In short, they are videos with a maximum length of 30 seconds, in a vertical format. And here’s the focal point for brands: awareness of trends is crucial. After all, it’s not just about format, but also mood and production dynamics.
It’s worth remembering that short videos go way beyond choreographed dances – which, admittedly, have a loyal audience and can be very effective depending on the strategy.
Solid research and creativity make it easy to create an assertive strategy across different segments and themes. Videos of just a few seconds can cover everything from recipes to makeup tips, inspiration for looks, crafts, tips for walks, and more.
When considering a brief, pay attention to the importance of entertaining before selling. Fun content attracts attention and wins over users.
The recipe for successful short videos involves striking tracks and quick cuts in editing. You can’t be too professorial, too serious, or too long.
Is there an ideal duration for Short Videos? In general, platforms recommend that they last between 10 and 30 seconds. This length typically has the best View Through Rate results.
To convey an assertive message in such a short time, focus on your objective with short videos.
The format is effective for drawing attention to your brand and acting as a starting point for a larger discussion across other formats and content.
What will make users stop and watch your full video, in the midst of so much content available on their timeline?
In a short video, we have very little time to maintain creative retention. And that’s why the first five seconds are so important.
During this time, you should present the theme, brand and phrase – the famous “call to action” – to encourage viewers to stick with you until the end.
Creators and content makers are digital natives. They understand what works on each social network, and have plenty to contribute. In addition to their demonstrable ease, they can add value to your message.
Influencer Marketing is important here. In our report on media consumption in Latin America, 59% of Brazilian respondents say they trust influencers.
Different audiences behave differently. Gather insights, and study how your target audience consumes content related to your segment on each social media platform.
Pre-established formats, trends, and specific hashtags will be very helpful for creating and reaching your audience.
For example, people seeking and providing reading tips already belong to communities such as #booktok (a portmanteau of “book” and “TikTok”) and #booktube (“book” + “YouTube”).
Major platforms like Instagram, TikTok, and YouTube have trending pages and newsletters. It is worth keeping up with these publications to gain insights, take advantage of trending topics and enter conversations in real-time.
Short videos are a hit in Latin America: in 2021, Exame noted that Brazil and Mexico are home to the second and third largest TikTok audiences in the world respectively, for example.
Consider intercultural issues when producing content, and use specific rationales for each country in the region – the same script is unlikely to work well in every market.
A Think With Google article focused on YouTube recommends exploring all formats.
Short and long videos each have their space, audience, and role when it comes to building your community on the platform.
In conclusion: short videos are a starting point. Short videos should be one of many formats in your communication strategy, and successful social media campaigns integrate Short Videos into a larger strategy.
