With the decline in attention spans, short-form video is expected to have the most growth in the digital marketing arena in 2023. Platforms like Tik Tok and Instagram Reels are leading the charge in this space, meaning that if you want to be scrolled, it’s time to make these part of your content marketing strategy.
“85% of marketers say short-form videos are the most effective format on social media”.
TikTok is the major player in the short-form video game. Millennials and Gen Z are time-poor and want to consume content quickly and casually. Therefore, higher engagement will only be awarded to brands with bite-sized and easily digestible content. Brands that are making their presence known in the TikTok realm are Gym Shark, Ryan Air and Scrub Daddy.
“Short-form ranks #1 for lead generation and engagement.”
Injecting humour and relatable situations into their clips has taken them leaps and bounds within the TikTok community. Ryan Air turns the most common aspects of flying, especially flying a cheap airline, into funny videos that passengers are likely sitting in the airport experiencing at that very moment. Flights that are cheaper than a taxi ride home, but people still complain all the way up to acknowledging the undesirability of charging for absolutely everything, Ryan Air has taken it in its stride. They have become authentic and transparent, and people love them literally and metaphorically!
The older millennials haven’t lost their bearings in the short-form video world yet. You’ll find them hanging out on TikTok 2.0, more commonly called Instagram. Instagram reels are the late adopters of all the trends happening in the younger, more hip TikTok realm. Remember that TikTok that was trending a month ago? Instagram Reels have finally caught up, and you’ll see older millennials jumping on the bandwagon. It doesn’t matter, though, because all we can take away from this is that short-form video works! Scrub Daddy even adapts their videos to tap into each market differently. Generational references and content ideas are tweaked for Instagram Reels.
Trending culture will live on, and attention spans are only getting shorter. Brands will be or continue to be relevant if they attempt to connect with consumers and humanise themselves across social media. Short-form video content will have further growth in the year to come. Don’t get left behind! It’s time to ensure you have a strong strategic digital marketing plan to kickstart the year.
If you have ideas that you want to turn into results, come and chat with us to discuss what you want to achieve. At Chilli, we enjoy becoming an extension of our client’s teams, and it all starts with a coffee! Book your discovery session today.