We let the facts do the talking.

How short-form videos are changing the face of digital marketing

Part 2

In the first part we talked about why people are engaging with short-form videos. The next question is how to book your piece of the cake. In this part, I’ll discuss what are the most trending short-form video types and how to make them.

Soundless videos

While it seems irrelevant to design, a video without sound or with faded musical content is chosen by a large segment of users who do so with speakers off. Such videos can be made with the help of descriptions, subtitles, or even without any info.

Challenges

Challenge videos are one of the main factors that contributed to short-form videos going viral from the beginning. Large brands are creating new challenges to motivate users getting into the trend and maximize sharing.

User-Generated Content (UGC)

Personalised videos are always winning. Users are most willing to engage with emotionally personalised videos affecting their shopping patterns even more than the branding or influencers’ content. This explains why these budget-friendly videos are performing well and just go viral in a blink.

Evergreen Content – With A Twist

Evergreen content is the type of content that users can watch multiple times as DIY, tutorials How to, explainers, and educational videos. This type of content is a pillar on all platforms as an SEO enhancement factor. Now it’s also a pillar providing the same type of content but shorter, quicker, and more focused.

Advertising videos

This segment ties below social media ads’ videos, influencer paid partnership videos, product launching teasers, and more. While we cannot tell that this form of content can go viral or not, yet, it still works as a powerful marketing tool that marketers are using every day.

4 tactics to consider while creating your short-form videos

If you are a marketer who is considering implementing short-form videos in your strategy, be aware of these small tactics because it has influential effects.

A) Don’t sell, let your customers be eager to know about your product with teasers, and don’t use the tone of voice of a salesman, it does not work.

B) Stay authentic and don’t copy others’ ideas. Originality is one of the main factors for success.

C) Stay abreast with the current trends and challenges and even viral musical segments to use them on time.

D) Tailor special videos to each platform. If you are an influencer who captures moments to create short videos please don’t do so between different social platforms because each channel comes with special aspect ratios, trends, filters, and tags that are required for video success.

Finally, short-form videos are a game-changer. One video requires 20-30 minutes to film, edit, finalise and you end up posting a 30 secs video. It’s better to use this time and these efforts wisely

Alaa ElMongy is Senior Account Executive at Cicero & Bernay Communication Consultancy, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me