Alice Parsons /
Copywriter
Social media is always changing, which means brands are constantly finding new ways to connect with their audiences. At b4b, we’re all about keeping an eye on the latest trends so our clients can stay ahead of the game.
In today’s blog, we’re diving into one of the hottest trends in social media: short-form video content. We’ll break down why it’s taking over everyone’s phones and share some easy tips to help your brand make the most of it.
The rise of short-form video
If there’s one thing that has exploded in popularity in recent years, it’s short-form video content. From TikTok’s meteoric rise to Instagram Reels and YouTube Shorts, people are increasingly gravitating towards bite-sized, engaging, and easily consumable videos.
But why is this trend so popular? Well, it’s to do with us having shorter attention spans. People want fast, entertaining, and informative content they can consume easily – studies show that short-form videos receive 2.5 times more engagement than long-form videos.
For brands, this is an amazing chance to connect with audiences through quick, captivating content that makes an impact in just a few seconds.
How brands can capitalise on short-form video
As an agency that specialises in crafting tailored digital strategies, we’ve seen how powerful short-form videos can be when added to the marketing mix. Here are some top tips to get started:
1. Create authentic and relatable content
Gone are the days when highly polished and overly curated videos ruled social media. Today’s audiences value authenticity and realness. Brands that feel approachable and genuine are far more likely to build lasting bonds. This doesn’t mean abandoning professionalism, but rather finding the right balance between quality and relatability. Showcasing behind-the-scenes glimpses, user-generated content, or quick, unfiltered snippets can work wonders for engagement.
2. Embrace trends, but stay true to your brand
Joining in on trends can be a fantastic way to boost your brand’s visibility, but only if you choose the right ones. Rather than hopping on every trend, focus on those that truly fit your brand’s personality and values. Staying selective helps keep your brand identity strong and keeps your core audience feeling connected. Look for trends that naturally highlight what your brand stands for or what you offer; these will make a much bigger impact.
3. Leverage the power of storytelling
Despite the shorter format, storytelling is still key. Brands that can weave compelling narratives into these brief videos are more likely to grab attention and spark emotion. Whether it’s an inspiring success story, a helpful how-to, or a funny behind-the-scenes moment, weaving a bit of storytelling magic into your videos is a key step towards success.
4. Use Call-to-Actions to drive results
Engagement is essential, but turning that interest into action is the real win. Short-form videos work best with a clear, easy call-to-action (CTA) that guides viewers on what to do next. This could be checking out your website, downloading an app, or joining a contest, or anything else. With a simple, well-placed CTA, you can help turn curious viewers into excited customers.
5. Make use of TikTok
Many brands once saw TikTok as just a passing trend (and some still do), but the stats show it’s anything but. Half of UK TikTok users are open to buying directly from the app, while 69% feel a stronger connection to brands they interact with on TikTok compared to other platforms.
TikTok’s high engagement and authentic vibe make it a powerful part of any digital strategy, so if your brand is still on the fence, now’s the perfect time to jump in and make the most of it.
4 key social media metrics to track for measuring success
A winning short-form video strategy is about more than just posting and crossing your fingers. To really see what’s working, it’s important to track and analyse a few key performance indicators (KPIs). Here are some to keep an eye on:
- Engagement rate: This helps you see how well your content connects with your audience. High engagement often means your videos are hitting the mark!
- Watch time and completion rate: These metrics show how captivating your videos are. High watch times and completions usually mean your content is both engaging and relevant.
- Share rate: Shares give insight into how relatable and impactful your videos are. High share rates suggest viral potential!
- Conversions: Whether it’s website visits, app downloads, or direct purchases, tracking conversions shows how well your videos are driving real results.
Tracking these KPIs can help fine-tune your approach and keep your strategy on track.
The future of short-form video
With Meta (formerly Facebook) and Google continuing to push Reels and Shorts respectively, it’s clear that short-form video isn’t just a passing trend – it’s the future of social media marketing. Brands that nail the art of creating engaging, relatable, and purpose-driven videos will be perfectly set up to succeed in this new age of digital marketing.
Partner with b4b marketing for social media success
Keeping up with social media trends can be tricky, which is why having the right partner makes all the difference.
At b4b, we team up with our clients to build social media strategies tailored to their unique brand and goals. From content creation and trend analysis to complete platform management, we’re here to help you stay relevant and impactful in a fast-evolving digital world.
Interested in how short-form video could elevate your social media game? Reach out to us online or give us a call on 01202 684400 – we’d love to chat!
