When looking back at 2020, I’m sure all anyone can remember is the COVID-19 pandemic. But with the rise of COVID-19 cases, 2020 also saw a huge rise in the appeal and consumption of short-form video — especially on the app, TikTok.
Vine walked so TikTok could run
Short-form content — content less than a minute long — is not new to us. It has long existed since 2013, popularized by the now-defunct platform, Vine. This all began when users on that platform would create 6-second looped videos, creating all sorts of content, from synchronized dancing to “meme-worthy” comedy videos.
Consuming content on the go
Now, short-form content is even more popular than before thanks to TikTok, and Instagram’s Reels.
This trend can be attributed to a number of factors, including the shortened attention spans of consumers. In an age of constant distractions and an overwhelming amount of information available at our fingertips, people are less likely to spend a long time engaging with a piece of content. Instead, they want to quickly consume information and move on to the next big thing.
Another key driver is the increasing use of mobile devices. With the convenience that smartphones and tablets bring, more people are consuming content on the go. Hence, they are looking for shorter, bite-sized pieces of content that are easy to consume on a small screen.
Leverage short-form content
Platforms like TikTok, Instagram, and Twitter are designed for quick, snackable content, and they have become a go-to destination for millions of people looking for entertainment, news, and information. And leveraging them is easier than you think!
We previously talked about the power of customer reviews, and how it has the power to influence potential consumer’s purchasing decisions. Instagram Reels makes it really easy for you to share testimonies — simply repost any User-Generated Content (UGC) by getting existing consumers to contribute a video testimonial.
With the increase of users on these platforms each year, demand for short-form content continues to grow. Therefore, the number of users marketers can reach with ads on platforms like Instagram’s Reels feed and TikTok is bound to increase.
Is going viral a bad marketing strategy?
Both Instagram Reels and TikTok present an endless potential; it allows you to reach new audiences that seemed impossible, simply with a trending video.
Now, wanting to go viral isn’t bad. But trying to go viral isn’t a good marketing strategy. The internet and its algorithm are unpredictable, and unless you have the pulse of knowing what the next big thing is, it’s always safer to create authentic content true to your brand.
It is also what makes them hooked. Relatability is the strongest tool in short-form content, and when executed correctly, it helps you stand out in the loud market we’re living in. Remember, audiences want to connect with your content, and that connection is what makes people share your videos around!