What is a short form video?
Short-form video content refers to videos that are typically less than 10 minutes long and are designed to be easily consumed and shared on social media platforms such as TikTok, Instagram, Twitter, and Snapchat. The importance of short-form video content has grown significantly in recent years due to the rise of social media and the increasing use of mobile devices for entertainment and communication.
One of the key advantages of short-form video content is that it is easy to consume and share, making it ideal for social media platforms where users have short attention spans and are looking for quick and engaging content. Short-form videos are more engaging and memorable than longer videos, as they can quickly capture viewers’ attention and convey information in an entertaining and visually appealing way.
In addition to being easily shareable and engaging, short-form video content can also be more cost-effective to produce than longer videos. Many brands and content creators can create high-quality short-form videos using just smartphones and basic editing softwares, which can significantly reduce production costs.
This guide will walk you through 10 short-form video trends to watch out for in 2023.
Trend 1: Vertical Video Format
The vertical video format is a trend that has gained significant traction in recent years and is expected to continue growing in popularity in 2023. Vertical videos are filmed and designed to be viewed on smartphones and tablets in portrait mode.
The popularity of vertical video is driven by the fact that people increasingly consume content on their mobile devices, and vertical video content is optimized for this viewing experience. Vertical videos take up the entire screen of a mobile device, providing an immersive and engaging viewing experience that is highly effective at capturing and retaining attention.
Example of a brand using vertical video to its advantage:
Airbnb: Airbnb used vertical video in an Instagram campaign to promote its “Experiences” platform, which offers unique travel experiences led by locals. The campaign featured short, vertical videos showcasing different experiences, with captions and graphics providing additional context and information. The campaign generated over 7 million views on Instagram and helped to increase awareness and engagement with the “Experiences” platform.
Trend 2: Live Video
Live video has become popular as a form of short-form video content trend. This trend is driven by its unique and engaging way of connecting with audiences in real-time, making it an effective tool for building brand awareness and engaging with customers.
One of the key benefits of live video in short-form content is that it creates a sense of urgency and exclusivity. Viewers know they are watching something happening in real-time, which can create a sense of excitement and anticipation. Live video also allows for real-time interaction between the brand and the audience, which can lead to increased engagement and loyalty.
Examples of brands using live video to their advantage:
Red Bull: Red Bull, an energy drink company, is known for its extreme sports content, and the brand has been using live video to bring its events to viewers worldwide. Red Bull’s live video content includes everything from live music events to extreme sports competitions, and the content is highly engaging and shareable.
Trend 3: User-Generated Content
User-generated content (UGC) is any form created and shared by consumers or users of a particular product, service, or platform. This can include social media posts, reviews, comments, photos, videos, and more. UGC has become increasingly important as consumers turn to social media and other online platforms to share their experiences and opinions about products and services.
One of the key benefits of UGC is its authenticity. Because real consumers create UGC, it can be more relatable and trustworthy than traditional marketing or advertising content. UGC also provides social proof, as it can demonstrate to potential customers that others have had positive experiences with a particular product or service.
Example of a brand successfully utilizing user-generated content:
GoPro: GoPro, a popular action camera brand, has built its marketing strategy around UGC. The company encourages users to share their GoPro videos on social media using the hashtag #GoPro, which the company reposts on its channels. By showcasing the incredible footage captured by its users, GoPro can generate buzz and build a passionate community around its brand.
Trend 4: Short-Form Video E-Commerce
Short-form video content has become increasingly popular among consumers, particularly younger generations, who are more likely to consume content on mobile devices. As a result, many brands are now leveraging this trend to create engaging, informative, and entertaining e-commerce experiences for their customers.
One of the key benefits of short-form video for e-commerce is its ability to showcase products in action. By creating short videos that demonstrate the features and benefits of their products, brands can provide a more immersive and engaging shopping experience for their customers. This can be particularly effective for products that are complex or require a bit of explanation, such as electronics or home appliances.
The rise of e-commerce in the short-form video represents a major shift in how brands engage with customers and sell their products. By leveraging the power of video to showcase their products, drive engagement, and create more personalized shopping experiences, brands can tap into the growing demand for convenient and engaging e-commerce solutions and build stronger relationships with their customers.
Examples of successful e-commerce campaigns on Instagram and TikTok:
Fenty Beauty on TikTok: Fenty Beauty, a makeup brand founded by pop star Rihanna, has become a hit on TikTok by creating fun and engaging short-form video content that showcases its products. The brand’s “Cheeks Out” campaign, which promoted its cream blushes and bronzers, was particularly successful on the platform. Fenty Beauty created a series of short videos featuring influencers and customers applying the products and showing off the results. By incorporating product links and calls to action into its videos, Fenty Beauty was able to drive sales and engagement among its target audience.
Trend 5: Short-Form Video Ads
Short-form video ads have become popular with platforms such as TikTok, Instagram Reels, and Snapchat, providing the perfect space for advertisers to reach audiences through bite-sized, engaging content.
One of the main drivers behind the rise of short-form video ads is the changing habits of consumers. People spend more time on their mobile devices than ever before, with a significant portion of that time spent on social media platforms. Short-form videos are ideal for capturing people’s attention in these brief moments of scrolling, as they can quickly convey a message or showcase a product visually appealingly.
Also, short-form video ads have become a powerful tool for reaching younger demographics. Gen Z and millennials, in particular, are highly engaged on social media platforms, and short-form videos align with their preferences for quick, entertaining content. Advertisers must adapt their strategies to reach and engage with them as these demographics continue to gain purchasing power.
Example of a successful short-form video ad:
Apple – “Shot on iPhone”: Apple’s “Shot on iPhone” campaign is another successful short-form video ad example. The campaign features a series of short videos that showcase the capabilities of the iPhone’s camera. The ads are visually stunning and capture everyday moments in a way that is both relatable and aspirational. The campaign has been running since 2015 and has won numerous awards.
Trend 6: Interactive Video Content
Interactive video content is a form of multimedia that allows viewers to engage actively with the video, making it a more immersive and engaging experience.
Interactive video content can take many forms, including quizzes, surveys, clickable hotspots, and interactive games. The key feature of this type of content is that it requires viewer participation, providing a level of engagement that traditional video content cannot match.
Interactive video content is also a powerful tool for gathering data and insights about viewers. Businesses can gather valuable information about their audience’s preferences and opinions by incorporating surveys and quizzes. This data can inform future marketing and content strategies, allowing businesses to target their audience better and increase engagement.
Example of a brand using interactive video in their marketing strategies:
IKEA: IKEA created an interactive video campaign called “Cook This Page,” which showed viewers how to prepare a meal using IKEA products. The video included printed instructions on parchment paper, which viewers could follow as they watched. This interactive element made the cooking experience more immersive and engaging, resulting in a successful campaign for the brand.
Trend 7: Behind-the-Scenes Content
Behind-the-scenes content has become popular as audiences have grown interested in seeing their favorite brands’ personalities’ inner workings. This type of content offers a glimpse into the creative process and can help build a more personal connection between audiences and the brands they follow.
As audiences become more discerning about their content, they seek more genuine and relatable experiences. Behind-the-scenes content allows brands to show their human side, revealing the hard work and dedication that goes into creating their products and services. The rise of behind-the-scenes content reflects changing audience preferences and the growing importance of authenticity in marketing.
Example of a brand using behind-the-scenes content to connect with its audience:
HBO: HBO regularly releases behind-the-scenes content for its popular shows, such as “Game of Thrones” and “Westworld.” This content includes interviews with the cast and crew and glimpses of the filming process, providing fans with a deeper understanding and appreciation of the shows they love.
Trend 8: Short-Form Video Series
Short-form video series have gained popularity, particularly with the rise of social media platforms like TikTok, Instagram, and Snapchat. These series typically consist of multiple short videos, often less than a minute, that are released regularly.
People have shorter attention spans, and short-form video series fit this trend. They provide bite-sized content that can be consumed quickly without requiring significant time.
Examples of successful short-form video series:
TikTok: TikTok is the king of short-form video series, and there are countless examples of successful series on the platform. One of the most popular is the “Ratatouille: The Musical” series, which started as a meme and grew into a full-blown musical featuring original songs and choreography.
Trend 9: Influencer Marketing in Short-Form Video
Influencer marketing has become an important aspect of short-form video content. Influencers are social media users who have amassed large followings and use their platforms to promote products and services.
One of the main reasons why influencer marketing is so important in the short-form video is that these videos are highly shareable and have the potential to go viral. This is particularly true on platforms like TikTok, where the algorithm is designed to promote content that will likely be shared and engaged with.
Examples of successful influencer marketing campaigns:
Daniel Wellington: Watch brand Daniel Wellington has used influencer marketing to great effect on Instagram. The brand has worked with several fashion influencers to promote its watches, and the influencers often share discount codes with their followers. This has helped the brand increase sales and establish itself as a trendy watch brand.
Trend 10: Increased Focus on Brand Storytelling
Brand storytelling in short-form videos is a trend that has gained momentum in recent years. This approach uses video content to tell a brand’s story that resonates with audiences and helps build emotional connections with customers.
One of the reasons why brand storytelling is so effective in short-form videos is that it allows brands to convey complex messages in a way that is easy to digest and memorable. By using creative visuals and compelling narratives, brands can convey their values, mission, and purpose to help establish trust and credibility.
Overall, the trend toward brand storytelling in the short-form video is driven by the need for brands to differentiate themselves and connect with audiences on a deeper level. This can increase brand awareness, loyalty, and sales, making brand storytelling in short-form videos an increasingly important aspect of modern marketing strategies.
Example of successful brand storytelling in the short-form video:
Dove: Dove’s “Real Beauty” campaign is a great example of using short-form videos to tell a brand’s story in a way that resonates with audiences. The campaign featured short-form videos that told stories about the importance of real beauty, using real women and girls to challenge traditional beauty standards. The videos were highly shareable and helped to establish Dove as a leader in the beauty industry.
In conclusion, short-form video content has become essential to the digital landscape, offering brands and creators a powerful tool to engage with their audiences. With the trends toward personalized, authentic, and immersive experiences, it is more important than ever for brands to adapt to these trends and create content that resonates with their audience.
By staying up-to-date with the latest trends in short-form video content, brands can create a more meaningful and impactful experience for their viewers, increasing engagement and loyalty.
Ready to take your social media marketing to the next level with video content? BeeSeen Solutions has got you covered. Know how we can help you leverage these trends in your social media strategy. Contact us today to get started.