Share Your Story in Seconds: Utilizing Short-Form Content
TikTok and Reels and Shorts, oh my! The world of short-form content can seem intimidating, and it might feel difficult to stay afloat in the rapidly changing sea of trending content.
But while the trends are changing, the short-form content apps are here to stay. TikTok, the most downloaded app in the world, hosts 1 billion active users who spend more than 850 minutes per month on the app. The second most downloaded app, Instagram, has introduced its own short-form content platform after watching TikTok’s success. Short-form content has great relevancy and can be truly impactful for your company.
But what does this really mean? Let’s cover the basics. What is short-form content?
Short-form content is generally defined as anything less than 1,000 words. But this applies to more traditional, written forms of media such as articles or blogs. In the video realm, short-form content is anything less than 10 minutes, with most Instagram Reels or TikTok videos sitting within the 60 second to three minute range.
Short-form videos began skyrocketing in popularity after the introduction of Vine in 2013. Vine allowed users to create and share video content with one catch – each video could only be six seconds long. With this time limit, there was no need for high quality effects or production. Users of all ages, places and skill levels could become a content creator and release viral sensations. Remember the “road work ahead” guy? His video gained over 10 million views. The popularity of Vine spread quickly, evolving into the slightly longer (but still “snackable”) length of videos we see today on TikTok, Instagram, and YouTube.
So, what does this mean for you? How can you utilize short-form content to connect with the world and share your company’s story?
Keep up with the trends.
Short-form content apps are all about trends. Trends are popular dances, challenges, sounds, songs or memes; anything that users will repeat and recreate. The best way to find a trend is to spend time on the app, but there are also some websites that will collect, explain and archive trends. Trends can be tricky as some may not exactly fit your brand. The best thing you can do is strike a balance between your organization’s brand identity and a popular trend. For example, a trend recently began using Harry Styles’s new song, “As It Was.” Users shared past photos of themselves and their “glo-up” as the song played in the background. This kind of a trend would be a great way to show how your brand has changed, improved or grown over the years. Find what is popular and put your own spin on it.
As with many things in life, consistency is key. Posting on a consistent basis will increase your audience engagement, credibility with your customers and overall trust in your company. But consistency does not have to mean hopping on every trend or posting every day. Find a posting schedule and frequency that makes sense and is attainable for your brand, and stick to it.
Engage authentically and have fun!
In our digital age, people crave authenticity. A 2019 study found that 90 percent of consumers valued authenticity when choosing brands to support.
TikTok and other short-form content apps are not the places for overly polished content. Audiences are drawn to trends and user-generated content because of the real-life individuals and situations they get to see. Be open to sharing some of the difficulties your brand might be facing or the goofy things that happened in the office along with your accomplishments and good times. Establishing a genuine relationship with an audience is vital to a brand’s success on these platforms.
Breathe and enjoy the creation of short-form videos. If your organization is having fun with the content, your audience will, too.
Is your company looking to reach and build authentic relationships with customers through social media? Fiore Communication’s proven marketing strategies and services can help you share your story. Give us a call at 850-668-0510 or click here to learn more.