In the 00’s the human attention span was measured at 12 seconds. And fast forward to today out attention span has markedly decreased. As a consequence, short form video is now more popular than before.
The average human attention span is now shorter than a goldfish’s, it is estimate to be just around 8 seconds (one second below a goldfish).
TikTok, YouTube Shorts and Instagram Reels among many other similar applications are now trending and showing no sign to slow down that decrease.
For marketer, this has opened up new avenues to reach the consumer. As a result, that short-form videos are one of the most in-demand social media marketing tools in 2022.
In 2021 Google was the most popular website worldwide. However, towards the end of 2021 TikTok surpassed Google. I now even use TikTok as a search engine rather than I use google.
These videos have higher retention rates, making them more likely to capture the viewers’ attention and for longer in comparison to long-form videos’, notes and graphics.
It is difficult to define how short a short video is. As this variates form platform to platform. It differs from 15 seconds long to 60 seconds to 3 minutes. But on YouTube they talk about short-form video when a video is 5-10 minutes long. Research suggest that the length at which engagement is highest is just under 60 seconds.
TikTok
There is a possibility to upload 3-minute videos but all indicators show that shorter videos are still dominant. TikTok’s algorithms compute the average watch time.
Facebook
Facebook is more a sharing platform rather than a place to build original content. But now competing with Instagram, YouTube shorts and TikTok. With possibility of interacting with websites, this has been seen as a viable medium for marketers to reach the consumers.
YouTube Shorts
YouTube has come with a ‘’Short fund” to pay creators for making content for YouTube Shorts. The advantage that YouTube has over other platforms: an extremely wide target group.
Shorts’ content has already yielded success in commercial advertising, with brands receiving a high volume in reach and engagement with their intended audiences.
Instagram Reels
Following the success of TikTok and YouTube also Instagram also moved towards video. With first IGTV but now changed to Reels. And have plans to focus primarily on growing Reels.
Content Trends
User Generated Content
Capturing content from followers and fans gives them to have a voice and speak on their behalf of the brand.
Behind the Scenes
Consumers are seeking personalization and authenticity from brands. A short video of a normal day in a company could provide insights that would otherwise more often be over looked at.
Educational and informational
Tutorials and DIY videos are the key things to consider when passing out educational videos. Short video can provide quick and doable solutions to normal day-to day situations and problems
FAQ’s
Commonly asked questions and various commonly misunderstood industry related issues can be easily cleared up with a short video
New product Teasers
By announcing a new products and service brand can pull more traffic presenting an opportunity to sell the products and or services.
Starting a Challenge
A fun and engaging form of short video. And connects the consumers on a personal level.
Conclusion Short form Videos are all about quick, snackable, digestible content. We are constant learning, and staying on level of improvements, marketing trends and updates to keep the clients ahead of the game.
Resource:
Mwandango, G. (2023). Short Form Video: The Most Powerful Marketing Tool Today. Digital Marketing Content Services | Training Data | Data Management – Reactionpower. https://reactionpower.com/why-short-form-video-is-the-most-powerful-marketing-tool-today/
