6 Short-form Video Trends

In the 2024 HubSpot State of Marketing Report, it’s evident that short-form video content is dominating the marketing landscape. Marketers are increasingly adopting this format, and it’s projected to experience significant growth in 2024.

Short-form videos are everywhere, driven by platforms like Google, TikTok, Instagram Reels, and YouTube Shorts. But how can businesses leverage this trend to grow, and what should they be on the lookout for in the coming year?

In this article, we’ll delve into expert advice from an Oceanside Search engine optimization company on how to maximize the potential of short-form video content for your brand.

Understanding Short-Form Videos

Generally, any video under 60 seconds is considered short-form, with the ideal length ranging between 31 to 60 seconds. Brandon Sanders, a former digital marketer for HubSpot Academy, notes that the definition of short-form video can vary depending on the platform. With the popularity of TikTok, Instagram Reels, and YouTube Shorts, videos are leaning towards the shorter end of the spectrum, typically lasting between 60 seconds to two minutes.

Before the advent of YouTube Shorts, the optimal length for YouTube content was around 10 minutes due to the comprehensive nature of the platform. However, with the introduction of Shorts, videos are now capped at 60 seconds to fit this new format.

According to the 2024 State of Marketing Report, opinions on the ideal length for marketing videos vary: 36% of video marketers favor one to three-minute videos, 27% prefer four to six minutes, and 15% think seven to nine minutes is best. Despite these differing views, one thing is clear: short-form videos are leading the way in 2024 marketing trends.

The Benefits of Short-Form Videos

People are increasingly pressed for time but still crave content. They want it delivered quickly and efficiently. Here’s how investing in short-form videos can benefit your business:

High Engagement Rates

The decreasing attention span among audiences makes short-form videos an effective tool. During my tenure at Videowise, one client had over 250,000 videos watched on their site, with each visitor spending an average of 1 minute and 40 seconds watching these short videos, totaling over 5,800 hours of viewing time. This high engagement is a testament to the effectiveness of short-form content.

Enhanced Brand Recall

Short-form videos, which combine visual, auditory, and textual elements, are more memorable because they engage multiple cognitive channels. These videos capture attention quickly and create a richer, more engaging experience, leading to better brand recall through frequent exposure and repetition of brand elements.

Increased Reach and Visibility

Social media algorithms favor short-form content, pushing it to a broader audience. Features like YouTube Shorts, Meta’s post-loop ads, and TikTok’s quick, engaging content all highlight this preference. Additionally, the shareability of shorter videos makes them ideal for boosting brand awareness.

Influencer Vipasha Malhotra’s experience underscores this: her long-form YouTube videos garner around 10,000 views, while her Shorts receive 500,000 views. On Instagram, her reels average over 100,000 views, demonstrating the higher reach of short-form content.

Higher ROI

Our survey indicates that short-form videos offer the highest return on investment (ROI) compared to other marketing trends. This is understandable given the audience’s preference for quick, valuable information. Investing in short-form video content meets this demand, resulting in higher returns.

Key Short-Form Video Trends to Watch in 2024

1. Brand Challenges

Initially popularized by viral content featuring dances, songs, and sounds, brand challenges now allow companies to create their own sounds, filters, and challenges to go viral. According to our social media trends report, 20% of marketers have utilized branded challenges, with 42% reporting better-than-expected performance. Announcing winners promptly and showcasing winning videos helps maintain engagement with participants.

2. Influencer Ads

Influencer marketing has been around for years, but its integration into short-form video is gaining traction. With 88% of companies finding influencer marketing effective and 55% planning to invest more in 2024, short-form influencer ads are becoming more prevalent. For instance, TikTok influencer TiffFoods starred in an ad for the food brand Fly by Jing, promoting its product through a short, engaging video.

3. Product Teasers

Commercials typically range from six to 60 seconds, aligning with the average length of short-form videos. Brands can use these platforms to promote products organically without large budgets. Product teasers create suspense and anticipation, building excitement around launches. Rotating product reveals with consistent teasers can effectively build anticipation and engage your audience.

4. More User-Generated Content (UGC)

Consumers love user-generated content (UGC). A HubSpot survey revealed that 92% of marketers using social shopping features believe UGC boosts brand awareness. Additionally, 40% of marketers consider UGC a high-ROI format on social media. UGC resonates particularly well with Gen Z, TikTok’s largest demographic. Brands should ensure their UGC campaigns are relatable and genuine to maximize participation and effectiveness.

5. Behind-the-Brand Videos

Authenticity and transparency are crucial for modern consumers. Short-form videos provide a way to connect personally with your audience. A Sprout Social study found that 70% of consumers feel more connected to brands with active CEOs on social media. Brands should consider showcasing the people behind the brand to foster this connection. A/B testing videos can help determine the most effective approach for personalizing content.

6. More Explainer or Educational Videos

Educational content, such as how-to’s, DIYs, and explainer videos, is expected to be a major focus in 2024. According to a Wyzowl report, viewers want to see more educational videos from brands. Our social media trends report shows that 32% of marketers currently leverage educational content, with 57% finding it highly effective. Educational videos add value by helping audiences with their daily lives, enhancing lead generation, and building brand loyalty.

Conclusion

Incorporating short-form videos into your marketing strategy offers numerous benefits. Regardless of which trends come and go, understanding your audience’s preferences and your brand’s voice is essential. Experiment with different approaches and use an Oceanside SEO company to guide your next steps in leveraging short-form videos for your brand’s success.