In recent years, video shorts have become one of the most popular and effective forms of social media marketing. Video shorts (aka "short-form videos") are typically defined as videos that are under 60 seconds in length. With so many messages vying for the average consumer's attention, video shorts can help your brand stay top of mind for your audience without losing their concentration.
With that in mind, how can you make video shorts a successful part of your social media marketing strategy? Here are ten tips that can help:
1. Understand your target audience
An essential first step in developing compelling video shorts is understanding who your target audience is. What interests them? What are their goals and pain points? How will your product or service benefit them?
You'll be better positioned to post your video shorts on the right social platforms as you define your target audience. For example, TikTok's core demographic tends to skew younger (Gen Z), while LinkedIn typically attracts business professionals.
2. Keep your video short and sweet
It's been said that the ideal length for a video short on social media is between 15 to 30 seconds. With the human attention span shorter than ever before, you want to convey your message quickly and concisely, so viewers don't lose interest.
3. Grab attention early
It only takes a few seconds to create a lasting impression on a consumer — for better or worse. Ensure that your video short's intro immediately appeals to the viewer. If you create an engaging "hook," it's much more likely that consumers will stay around to watch the entire ad.
4. Make it visually appealing
Your video must be visually appealing to your intended audience. Use bright colors, bold fonts, and interesting camera angles to keep things fresh.
High production value can help create a positive and lasting impression on your viewers. A video that looks and feels professional and polished is more likely to capture and retain the audience's attention. This can lead to higher engagement rates, increased brand awareness, and improved conversion rates.
Video shorts with high production value often incorporates elements such as high-quality visuals, clear and crisp audio, smooth transitions, and thoughtful editing. All of these elements work together to create a cohesive and immersive viewing experience that can make a lasting impact on the viewer.
5. Incorporate branding and messaging
Have you ever watched a commercial and, after its conclusion, wondered what exactly it was advertising or which company was behind it? Your shorts should be very clear about their purpose and which brand they're representing.
One way to do this is to always incorporate key branding elements in your video ads. These may include your company logo, a specific color scheme, and your business' tagline. Paying attention to these details in every video will ensure consistency across all social platforms you use.
6. Use subtitles
Many social media platforms autoplay videos on mute, meaning you can't always count on your ad's audio elements to capture the viewer's notice. Consider doing two things:
- Develop your ad creative to focus more on visual elements of interest
- Use subtitles to convey your message effectively
7. Optimize for mobile
Most social media users today view videos on their mobile devices, whether smartphones or tablets. For that reason, optimizing your video for mobile viewing is absolutely essential for maximum audience engagement. Here's one specific action you can take: use a vertical or square aspect ratio so that your video takes up the entire screen.
8. Tell a story
Humans love stories. We can quickly get emotionally involved in a compelling, well-told narrative. If you want to forge a powerful emotional connection with your audience, make sure your short video tells a story that will resonate with your viewers.
9. Include a Call to Action
You've developed an exceptional video short that your consumers will love. Now, what do you want them to do next?
This is where a clear call to action (CTA) comes into the picture. Ensure you end your video with a CTA that encourages viewers to take a specific, desired action — whether visiting your website, subscribing to your channel, or making a purchase.
10. Promote and optimize videos
Explore ways to promote your short-form videos through paid social media advertising. (For instance, some platforms allow you to "boost" videos to the top of user feeds.) Optimize your videos for SEO by incorporating relevant keywords and hashtags into your content. Continue to monitor video performance, and be willing to make adjustments as needed.
Partner with CoxNext for all of your short-form video needs
In summary, video is crucial in social media marketing. It can grab consumers' attention, keep your brand at the top of their minds, and motivate them to action.
You can see exceptional results from your video shorts by implementing the ten best practices discussed above. Of course, working with an experienced media agency will help. Contact our team of digital marketing experts at CoxNext today to schedule a consultation and learn how we can help you develop successful video shorts for your brand.
