The use of shortform video content has been steadily growing in the digital marketing and social media world, and now Google is hopping on the trend! Google are reportedly testing a ‘Short Videos’ filter on the google app for Android devices, where users can find content related to their search in TikTok, Instagram Reels and YouTube shorts.
What is shortform video and how do you make it?
Short form video content is video that’s usually between 5 and 90 seconds long, getting to the core of the message quickly. In the modern age of search, more and more people are turning to social media and visual content to find out more about topics they’re interested in. There is an appetite for short, easily digestible content and video is one of the best ways to deliver this, with some arguing that TikTok has been driving this change since its inception in 2016.
Shortform videos can be incredibly simple to create as it doesn't need the full production treatment needed for longform video content. The majority of short form videos are filmed on a phone with simple editing. TikTok is known for encouraging editing within its platform. This means that you don’t need a big budget to make it work, you just need to create engaging content that’s compelling!
Why are Google considering serving shortform video search results?
Having all videos relevant to a users search created on TikTok, Youtube and other platforms curated in one Google feed would create a centralised hub for the user to explore, making it easier for them to find related content to their search, while keeping them on Google rather than leaving users to explore other platforms.
This will save the users time and it increases the shareability of content that is quick and easy to consume.
Can short form videos work as part of an advertising campaign?
From a marketing perspective, short videos are designed to quickly grab users attention and make a point. For example, on TikTok, users will scroll past a video they aren’t immediately connecting with and which isn't giving them the right result.
Advertisers need their content to blend in with someone’s ‘For You’ page and grab their attention to raise brand awareness. Brands that we have seen fly on TikTok include Duolingo, which is known for engaging their viewers with their content, and interacting within the comments section and across videos they have been tagged in or been mentioned in.
Although the creation of shortform video may be fairly straightforward, getting it seen by users can be incredibly difficult. You’re competing with millions, if not billions, of videos attempting to do the same thing, so how do you ‘go viral’? The answer isn’t simple as there isn’t a straightforward guide on it, there’s only a few factors you can control. Some key advice would be:
- Post when you know your customers will be actively looking to engage. Perhaps they working during the day so more likely to catch up on socials when they get home and are relaxing.
- Use hashtags to ensure your content is being shared with relevant audiences. If you post a video with no hashtags, there’s only so much that the platform can determine who should be viewing the video.
- Follow trends! Depending on your target audience, consumers love to see a brand having fun as it makes them more relatable. Social media is an escape from everyday life a lot of the time, so try and make them smile. Show them 'behind the scenes' and try something new. Very rarely do people go to TikTok or Reels to see corporate messages.
- Know your platform; who’s on it and who’s engaging. TikTok and Instagram reels can be used to reach new audiences, whilst YouTube shorts are more niche and most likely to be seen by an audience that is already engaged in your brand, so adjust your content to suit the platform.
- Be consistent. Set a posting schedule and stick to it. If you’re posting fresh content and you’re reaching out to a new audience, make sure that you’re in their mind. They may not 'like' it the first time or follow you, but they may the second or third time they see a video in a week!
There isn’t a ‘one size fits all’ solution for social media shortform video success. You can do all the above and not get results for months, then one video will hit a sweet spot and get all the interaction. It’s a matter of trying new things to engage the audience and go from there; but make sure each video tries to grab their attention right away!
Success comes in different guises for each business and individual. Reviewing your content to see what delivered good engagement and what didn’t perform so well can help you learn. The key thing is to not give up and not to compare your work to other brands or creators as your success will look entirely different.
equimedia offers a social-first video consultancy service to help you get started with creating short-form video. Whether you need help creating engaging content, or training to upskill you and your team, get in touch with us to find out how our experts can ensure you maximise this opportunity!
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| Author | Chloe Hall |
| Channel | Media |