Using short-form videos to drive local engagement

Now is the perfect time to starting using short-form video to drive local engagement! With the high number of users on social platforms, engaging with video can help attract a younger audience and build deeper connections with customers and the community at large. Not to mention the fact that our attention spans are shrinking and we are spending more and more time scrolling, so short-form content is even more impactful.

More and more people are getting information from short-form videos, or videos of 5-90 seconds (or less!), with 98% of respondents in one survey admitting they use explainer videos to get more information about products and services from brands before buying. Of those same respondents, 87% said they bought a product or service after watching a video. The numbers speak for themselves! It’s time to get moving on short-form video, and we’ll walk you through the process in this article.

Choosing the right platforms

While a lot of your decision around which platforms to use will be connected to your audience and where they get their information, you should still consider TikTok and Instagram Reels. Those platforms were built for short-form content. According to a recent survey, Instagram Reels have higher reach and engagement rates than other forms of marketing, and SocialInsider reports that 50% more businesses are using Instagram Reels to drive traffic and engagement this year vs last year.

Similar to engaging micro and nano influencers, Instagram Reels and TikTok provide endless opportunities for brands to engage with local audiences in unique and quick ways. What used to be solely the realm of entertainment is now a hotspot for marketers and brands.

Tips to create unique and entertaining short-form videos

Short-form videos are great because they do not require the same amount of editing and fancy equipment as longer form or more professional engagements. In fact, some of the fun of short-form videos is how personal and approachable they are compared to more serious advertising or sponsorships. However, that does not mean you should slack off on short-form videos or do them without the proper equipment.

To get the most from your videos, consider applying the following tips:

Use a high-quality camera and microphone – Some phones work better than others for recording video, and you want your videos to appear crisp and vivid when posted to platforms. Employ the latest phone to make the videos and make sure to invest in a high-quality microphone. These days, small microphones are easy to find and will not break the bank. If you have the budget and you know you will be making video content for a while, considering investing in a high quality camera.
Focus on mobile-first content – Most people are not viewing Reels and TikTok videos on a browser, they are watching on their phones, so make videos with that in mind. The one expectation to his may be YouTube, but the videos require the same aspect ratios and measurements as other platforms so you do not need to make any special adjustments.
Add value! – We have short attention spans, so we are very willing to scroll right past something if it does not catch our eye quickly. Brands have to be creative and engaging from the beginning. Make it very clear what the video is about, stay true to your brand, and be bold in your approach to content because no one wants to watch the same thing over and over again. Creating valuable and impactful videos will require a deep understanding of your audience and what they are looking for so you can craft material that appeals to them or solves a pain point. Most importantly, be authentic and honest.
Set goals and a content schedule – No ad hoc posting here! With a regular schedule and goals, your brand will flourish when it comes to short-form video. A schedule allows you to tailor the experience to your audience rather than jumping on every trend and hot-take you see on social as not all of them will be relevant to your goals. It also helps keep your team priorities clear when you establish goals, rather than investing time on things that aren’t moving the needle.
Measure your results – Once you set goals, be very clear on the metrics you need to track to achieve them. Also, consider documenting best practices and the different tools or methods you used to create the videos, as you may need to make adjustments or incorporate new ideas.

How to repurpose short-form videos across multiple locations

Another wonderful thing about short-form videos is that they work well in other locations as well! You can use short-form videos to tell a story in multiple parts, then link them all together and put it on your website. This is a great idea for testimonials or building brand awareness with general brand videos. Another option is to use the videos you create for product or services reviews and then include those reviews in different places, including the product or services page of your website or on your Google My Business profile. Additionally, you might consider sending video links to people that may have left their cart unpurchased or as a feature in a brand newsletter. You can also use short-form videos for tutorials or onboarding for clients. Really, the sky is the limit with short-form videos!

Examples of brands that excel at short-form videos

GoPro – It makes sense that a camera brand does great short-form video content. They also receive a lot of user-generated content which makes for an epic marketing strategy! If you want some inspiration, check out their Instagram channel.

National Geographic – The brand uses Reels to highlight new tv shows, deliver engaging educational content about cultures and places around the world, and offers an inside look at cool professions, like expedition doctor.

Duolingo – Most likely, you know someone invested in keeping up their Duolingo tally. The company is also really good at using short-form videos to drive more language learning and keep current students engaged.

Today is the day you should start creating short-form videos! From building brand awareness to driving increased local engagement, short-form videos are a great addition to any marketing strategy. Contact the MDG team today for more ideas.