If you check your social media platforms frequently, you've probably noticed that short-form videos are all over the feeds. From TikTok dances to Instagram Reels and YouTube Shorts, you can easily be enamored by these snippets of short-form video content.
While they're fun to see, are they actually influencing consumers and driving business engagement?
The short answer is YES!
For example, YouTube Shorts gets over 50 billion views daily, and TikTok has over 1.6 billion active users monthly. That's a lot of people watching those clips! As a faith-based business owner, these videos can be a great way to connect with your community.
"Short-form videos' popularity stems from their ability to deliver quick, relatable content that appeals to users. For businesses, especially faith-based organizations, leveraging these videos offers an extremely powerful way to connect with your followers, boost visibility, and drive user action," according to Sharon Kirk, Digital Media Director at Radiant Digital.
How did short-form videos get their start?
Few people remember, but a platform called Vine, which launched in 2013, first popularized the idea of short video clips. Although Vine shut down in 2016, it paved the way for TikTok, which danced its way into the scene in 2018. Today, TikTok remains the top social media platform for short-term videos, with over 40% of U.S. users preferring it.
While YouTube has been around for a while with long-form "how-to DIY" videos, YouTube Shorts was created in 2020 to compete with TikTok's success. Currently, 23% of U.S. users prefer it, ranking it second in popularity. Like YouTube Shorts, Instagram Reels was launched in 2020 to compete with TikTok, and it currently ranks third in user preference for short-form videos.
Why are short-form videos so popular today?
Another short answer: people love the short and engaging content. Studies show that:
1. Short videos get 2.5 times more likes, comments, and shares than longer videos.
2. 85% of viewers prefer videos under 15 seconds.
3. The average consumer's attention span is about 8 seconds.
What are the advantages of using short-form videos?
There are numerous advantages to using short-form videos. Here are the top 4:
1. Ease of creation: With smartphones and simple editing tools, anyone can produce high-quality videos in minutes.
2. Higher engagement rates: According to a recent report, 84% of people say they've been convinced to buy a product or service by watching a brand's video. Short videos generate more likes, shares, and comments, which are all key metrics for social media success.
3. Algorithm magic: Platforms like TikTok and Instagram have perfected their algorithms to prioritize short, engaging content. This means even new businesses and content creators can go viral quickly, boosting engagement and reach.
4. SEO reach: Short videos enhance SEO, connecting brands with their intended audience faster.
Which social media platform(s) work best for short-form videos?
When choosing among TikTok vs. Instagram Reels vs. YouTube Shorts, here's a quick comparison to consider:
1. TikTok is best for trends and fast reach to Gen Z, with a maximum video length of 10 minutes
2. Instagram Reels: Best for brand consistency and conversions to Millennials and Gen Xers, with a maximum length of 90 seconds
3. YouTube Shorts: Best for monetization and long-term discoverability across multi-generations, with a maximum length of 3 minutes
If you're looking for the maximum return on investment (ROI), the best strategic approach is to use all three in combination to get the most reach. Here are some additional tips to keep in mind regardless of which platform(s) you use:
1. Mix short and long videos to keep your audience interested.
2. Use trending sounds, challenges, and formats.
3. Focus on storytelling because it makes it relatable and memorable.
4. Repurpose longer content into multiple shorter clips to save creation time.
Get started today!
If you haven't already jumped on the short-form video bandwagon, now's the ideal time. To be successful and engage your audience, you just need some social media talent, good storytelling, and a bit of authenticity.
If you need help with your short-form video strategy, reach out today!
