DRawing of content forms including writing, images, video

Do you think video content is beyond your budget, especially as a small or medium-sized enterprise (SME)? If you do, you’re not alone in this perception. However, here’s an enticing statistic: 91% of businesses are harnessing video as a crucial marketing tool now more than ever. The reality of video content marketing is much different and far more exciting than you might think. Welcome to the world of short-form video—a cost-effective solution that’s revolutionising the digital marketing landscape.

The Unstoppable Surge of Short-Form Video

Every day, billions of people worldwide engage with the multiplying video formats for short, captivating video content on social platforms like Facebook, TikTok, Instagram and YouTube. These platforms, which offer businesses an affordable entry point into video marketing, have seen an unprecedented surge in popularity. Short-form videos are videos that are 60 seconds or less in duration—an ideal time frame, according to 83% of marketers who successfully utilise them. High engagement videos types include brand and product showcases, special offer promotions, product demonstrations, how-to guides and customer testimonials. 

The key social platforms where short-form video is supported and heavily used by audiences are:

  • Facebook: Facebook offers numerous short-form video formats, including Stories, In-Feed Videos, Reels, Live Videos, Instant Articles, Facebook Watch and Video Ads, providing a diverse range of options for users to create and consume engaging video content. This range of formats cater to various content preferences.
  • TikTok: With its maximum video length of 60 seconds, it can be argued that TikTok started the widespread popularity of short-form video.  The in-app editing features enable high-quality video production even with a zero budget.
  • Instagram: Instagram Reels is an effective and efficient way to leverage an Instagram presence. Reels lets you create 15-second videos and repurpose them across your Instagram feed and Facebook, optimising your content’s reach without stretching your resources.
  • YouTube: YouTube Shorts is an affordable way to tap into their massive user base. Concentrate on creating short, valuable content, such as product demonstrations, 

Leveraging AI in Short-Form Video Marketing

What are the key factors driving this trend towards short-form video? The answer is partly due to the continuing rise in user preference to consume content on mobile devices. 65% of web traffic is now on mobile devices. Whereas few people would choose to watch extended video lengths on the small format of a mobile device, most people are willing to view short videos.

Another factor is that Artificial Intelligence (AI) powered algorithms on these platforms ensure the right content reaches the right people at the right time. These algorithms learn from user behaviour, maximising the likelihood that your content will reach viewers interested in your product or service.

Furthermore, AI offers exciting possibilities for content creation itself. AI-based video creation and editing tools help SMEs produce high-quality videos with a moderate budget and much less technical skills. By democratising video production, AI is making it easier than ever for SMEs to tap into the power of short-form video marketing. Mason Analytics provide short-form video creation packages to suit a range of needs and budgets. Contact us today for a free, no obligation consultation.

The Resounding Impact of Short-Form Video Marketing

Short-form videos are not only economical to produce, but they also yield significant returns. Research shows that these concise, impactful videos generate more engagement than any other content type, providing an excellent return on investment (ROI).

By making videos short, it requires less commitment from the viewer, so they are more likely to watch to full video, and less likely to swipe or click away. Customer expectations and preferences also play a crucial role. 56% of people want to consume information as a video rather than any other content, and a significant 66% of consumers have watched video content to learn about a brand or product. Audiences now expect to find and view high-quality video content from brands, and have higher trust in brands that provide good quality and useful videos.

Prioritising Strategy in Affordable Marketing

So we now know that customers expect to, and want to view useful videos from brands. We know that marekters are discovering that short-form viudeo is a cost effective method of communication, and most importantly that it generates the highest ROI of all activity types. These are all great reasons to embrace short-form video.

It is critical to acknowledge that effective marketing requires more than just following trends—it needs a strategic approach to generate the available benefits. Although businesses recognise the importance and usefulness of video, 43% do not have a video marketing strategy. At Mason Analytics, we work with businesses to integrate and align their video marketing activities with their broader marketing strategy, ensuring a consistent message that resonates with their target audience and drives maximum results. Contact us today for a free, no obligation consultation.

The Promising Future of Short-Form Video Marketing

Video-based social media platforms are growing. More people are watching short videos on mobile devices. They prefer content that is visually appealing. This trend suggests a bright future for short-form videos.

AI, augmented reality (AR) and automated tools are revolutionising how businesses create and share content. These technologies, with their potential to personalise, innovate and automate, are set to drastically reshape short-form video marketing, particularly for small and medium-sized enterprises (SMEs). Here’s a few ways these key technologies can be harnessed:

  1. AI-Driven Personalisation: AI can help you create customised short videos. For example, a clothing boutique could use AI to learn what styles its Instagram followers prefer and tailor videos accordingly.
  2. Interactive Content: Augmented Reality can make videos more engaging. A furniture retailer could create videos allowing viewers to virtually ‘place’ furniture in their homes, increasing customer engagement.
  3. Automated Video Creation: AI can automate video production. A small bakery, lacking a marketing team, could use AI tools to quickly create engaging videos about trending products such as sourdough.

 

Case study – Harnessing the Power of Short-Form Video Marketing for Impactful Restaurant Promotion

Our success story with Kazmicks, a cherished family-owned café and restaurant nestled in Dunstable, showcases the power of short-form video marketing. In just 30 seconds, our carefully crafted promotional video encapsulates not only the distinct personality of Kazmicks, but also the rich tapestry of gastronomic experiences it offers.

Through the compelling lens of short-form video, we conveyed Kazmicks unique narrative in a captivating fashion. This striking representation, brought to life by Mason Analytics, testifies to the agility and impact of short-form video, all accomplished within a condensed timeframe. Pinned to the top of their Facebook page, and featured as a website banner, Kazmicks 30-second video will inform and entice potential patrons, effectively communicate their unique offerings, and facilitate direct table bookings.

Intrigued by the potential of short-form video for your business? Don’t let misconceptions about cost or production complexity hold you back. Reach out to Mason Analytics today. We are committed to helping you navigate the world of short-form video by crafting a bespoke, results-driven strategy that aligns with your budget, meets your goals and resonates with your audience.

Boost your marketing strategy with short-form videos for outstanding results. Elevate brand visibility and engagement affordably. Ready to supercharge your marketing? Contact me for a free initial consultation today!

 

Sources include

  1. * HubSpot: ‘The State of Video Marketing 2023’ 
  2. Wyzowl-Video-Survey-2023.pdf
  3. Chart: Marketers Double Down on Short-Form Video in 2023 | Statista
  4. ** Wistia: ‘2023 State of Video Report’

 

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