Video boasts the highest ROI of any social media strategy, and, when you look deeper into how it drives engagement online, it becomes easy to see why. People share videos at twice the rate of other types of content, and people watch an average of 19 hours of online video each week — up from 16 hours in 2020 and 10.5 hours in 2018, according to marketing company Wyzowl’s State of Video Marketing 2022 research report.
Short video has also become a critical part of the buyer’s journey. Nearly all (94%) of customers have watched an explainer video to learn more about a product or service, Wyzowl reports. What’s more, 88% of people have been convinced to buy a product after watching a brand’s video, and 78% have been convinced to buy or download a piece of software or app.
However, as more and more marketers leverage the power of short video to drive sales, and competition increases for customer attention, it becomes essential to not just include short video marketing in your strategy — but to do it well. Here, we’ll discuss some of the best practices for marketing via short video that will help set your business up for success.
Find the right mix of content for your brand
Ultimately, “short video” can encompass a wide range of content, from 3-minute explainers to 6-second memes. Getting to know some of the most commonly-posted types of short video can help you find formats likely to resonate with your audience.
As you brainstorm short video ideas, keep an eye to these common formats:
- Explainer videos: Educational videos and tutorials that help customers solve pressing problems, and better understand how your offerings can help.
- Product demonstrations and announcements: Ensure new launches make a splash by using video to unveil new offerings and show them in action.
- Behind-the-scenes footage: Help viewers connect with your brand with a glimpse into what’s happening behind closed doors.
- Brand challenges: Engage viewers by hopping on viral trends and taking part in — or inventing — your own challenges.
Create a consistent schedule
Gaining traction on social media calls for posting consistently, and short video is no exception. Build short video into your editorial calendar, creating a “baseline” posting schedule that can be ramped up during promotions and product launches.
If you’re new to video marketing, or you’re working on a tight budget, consider adapting high-performing existing marketing materials into short videos to fill out your editorial calendar. A top-performing blog post, for instance, could make for a series of 1-minute animated explainer videos, while a video testimonial could be re-edited into a short clip.
Leverage your following for content
Ultimately, the goal of video marketing is to engage with your audience — so include your customers and followers in your editorial calendar. Posting customer-generated content, such as videos featuring your products or fan-made demonstrations or tutorials, not only strengthens your bond with your customers, but also provides social proof by showing your offerings in action. And, as a bonus, user-generated content can also help fill out your editorial calendar, helping you meet your video marketing goals on a budget.
Invite followers to post video content featuring your brand under designated hashtag, or host a giveaway that allows customers to enter by submitting a short video. Finally, reach out to customers who have posted outstanding content, and ask permission to repost their video on your accounts.
Make every second count
Editing can make or break any video, but it’s especially important when you may only have a few seconds to convey your message. Cut down your videos ruthlessly — removing uhs, ums and dead air — to ensure each moment adds meaning to your video. If you’re struggling to trim your content into a platform’s time limit, consider speeding up your videos to 1.25x or 1.5x to make them fit.
Keep up with trending topics
Part of the fun of short video is showcasing your brand’s personality — and, if it works for your brand image and customer base, that may occasionally mean taking part in viral trends. Trending challenges and sound clips can engage your audience and help you get found on social media, so regularly check the “discover” or “trending” section of your chosen platforms to understand what’s buzzing online and look for video opportunities.
However, hopping on a trend without the appropriate research can spell trouble. Before you participate in a trending challenge or use a trending sound, take time to understand its context to ensure it's appropriate for your brand and to avoid a potential social media faux-pas. Further, trend-hop sparingly: viral trends should spice up your feed, not become your main offering.
The bottom line
Short video marketing can be a powerful tool to connect with new customers and drive sales, but it’s important to do it well. Stay true to your brand image, and focus on delivering helpful, informative and entertaining content to viewers to excel.
This article is intended for general informational purposes only and does not constitute legal advice or an opinion on any issue. It should not be regarded as comprehensive or a substitute for professional advice.