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What do goldfish and humans have in common? Attention spans. In light of the introduction of new technologies and social media, the average human attention span in 2021 has become significantly shorter than in 2000. But rather than seeing this as a marketing obstacle, we can use this information to create optimally lengthed marketing videos, or short-form videos.
According to Geri Mileva of Influence Marketing Hub, “Short-form videos convey messages in a fun and interactive way, making them more relatable and engaging for target audiences. Short-form branded content that project authenticity and empathy increases consumers' willingness to trust a company.” The definition of short-form videos vary from platform to platform, but average between 60 seconds and two minutes. On TikTok, videos can be up to 10 minutes, but average 47 seconds. Youtube shorts allow for 15-60 second videos. And Instagram Reels can be up to 90 seconds long.
Short-Form Video Benefits
Increased engagement: short-form videos on social media receive more likes, comments, and shares than static content. Research has found when a website includes a short-form video, users stay two minutes longer.
Multiple social media platforms: short-form videos can be posted to many different social media platforms, creating a consistent presence and connection with your audience.
Highest return on investment (ROI): Out of all the social media marketing strategies, short-form videos have risen to the top with the highest ROI.
Higher search engine optimization (SEO) rankings: short-form videos hold a viewer’s attention longer, leading to higher rankings in Google search results.
Easily digestible: Consumers prefer quick and easy information. Short-form videos provide this.
TikTok
TikTok is a social media platform where users can post and interact with videos that are 10 minutes or less, growing rapidly with eight new users every second. It has amassed 1 billion active monthly users, with 80 million of those users located in the US. Sprout Social gives some interesting user statistics:
61% of TikTok users are female
47% of TikTok users are between 10-29 years old
37% of TikTok users have a household income of $100k+
43% of users try something new after seeing a TikTok
TikTok has a creative fund budget of $200 million
53% of TikTok creators are between 18-24 years old
Partnering with creators boosts view-through rates by 193%
The hashtag #entertainment received 535 billion views in 2020
Instagram Reels
Instagram Reels are 90-second or less videos that can be posted to a user’s account feed along with static images. Instagram has over 2 billion monthly active users. According to Sprout Social:
53.9% of Instagram users are male
31.7% of Instagram users are between 25-34 years old
60% of Instagram users have a household income of $100k+
71% of people associate Instagram with celebrities
Viewed favorably by 50% of adults
91% of luxury brands work with Instagram influencers
Youtube Shorts
Youtube Shorts is a function of Youtube where you can post and watch videos that are 60 seconds or less. They use your Youtube viewing history to customize your Shorts feed. Out of the 2 billion monthly users,
56% of Youtube users are male
81% of Youtube users are between 18-25 years old
80% of parents have children under 11 that watch Youtube
83% of Youtube users have a household income of less than $30k
$100 million creative fund
Over 100 billion hours of gaming was watched in 2020
72% of people use Youtube for exercise
Choosing the Best Platform
Based on your product/business, some platforms will work better than others. For instance, women’s clothing businesses should consider primarily using TikTok since more than half of the users identify as female. If you are marketing a new video game, try posting on Youtube shorts. If you have a more expensive product, focus on posting Instagram Reels. However, keep in mind that you should still post on all three platforms, if not others (like Facebook and Twitter) to maximize viewer reach and traffic.
PRO TIP: try to keep those short-form videos under 2-3 minutes, and enjoy creating!
Need help with short form video strategy, let us do a free audit of your current social media accounts. Contact us!
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