The days of viewers being satisfied with the same video across all platforms are long gone. Today’s viewers expect to see videos of different lengths on different platforms - and on social media they want short-form videos. Here are 5 tips to help you understand what short-form video is and how to use it for effective social media marketing.
Short-form videos can be stand-alone, or they can be re-editsYou can set out to film short-form video specifically for social media, like we did for TD Bank. They needed a series of videos spotlighting their branches’ participation in the TD Bank Bring Change campaign to gather donations for worthy nonprofits and individuals.
Here’s an example of one of the TD Bring Change social media videos - this one is 55 seconds long:
But you don’t have to go out and film for every short-form video
You can re-edit from existing material. If you’re developing a new video project, you can include one or more short-form videos in the scope. These should be inexpensive, as they’ll be re-edits of the footage captured for the main video.
Here’s an example of a 13-second re-edit we did for TD Bank, for Instagram.
Short-form videos are very good at helping you satisfy the endless demand for fresh content
You know the content beast will never be satisfied. It’s always hungry, and it’s always going to be hungry. Even as you’re posting fresh content, you’re thinking about what new piece of content you’ll be creating so you can feed it again.
Short-form videos can help because they can take a larger story and break it down into smaller snippets. If you have a larger video project, you can include editing for one or more video snippets for social media. Do that and voila! You’ve got fresh content – maybe several pieces.
Here's another example of a series of short-form videos we created from one event - a Christmas gathering featuring adorable kids .
Short-form videos can provide an effective way to market your event or production
If your organization hosts a conference, or produces a live event, filming the entire production provides plenty of material for a series of short-form videos for your social media marketing.
Here’s an example: last Christmas we filmed the annual Christmas Celtic Sojourn show at the Cutler Majestic Theater in Boston. We edited that 2-hour show into a master version, and also into more than 40 short-form videos like this one, which is an amazingly joyful 1 minute and 58 seconds.
These snippets are used throughout the year to remind people of the event, and as the holidays approach, to drive ticket sales.
Using short-form videos on Facebook can help your performance
You know you need content. Did you know that video as social media content will get you more performance?
Facebook has begun prioritizing videos in its news feed. Not only will you make viewers happy by providing short videos for them – you’ll also earn better positions for your posts.
You can use short-form video to drive traffic to the longer version
You already know that social media needs to be a core platform for your marketing efforts. In case you need a little more convincing, here are some numbers for you: There are 157 million daily facebook users in the US and Canada, 217 million in Europe, ad 253 million in Asia.
All those people don’t want to see longer videos on social media. That doesn’t mean they don’t want to see longer videos. Posting short ‘teaser’ video versions on social media lets you get the word out about your longer videos – and lets viewers sample before they follow your link and commit to the longer version.
‘Sample before you buy’ is a time-proven strategy to increase sales (or in this case, consumption of your content). Short-for video on social media is a very effective way to leverage that strategy.
Particularly on social media...
...today’s viewers have less time and less patience. But they still prefer video. Short-form video allows you to deliver content in the format your social media viewers want and prefer. It needs to be a key part of your marketing strategy.