It's no secret that video is essential to any modern marketing plan. But what's the best way to use video in your marketing strategy? Our number one recommendation is short-form video. It works as organic social content and as advertising, and no matter where it runs, there are key best practices, trends, and platform strategies to keep in mind. In this article, we'll cover each.

Key Best Practices

  • Hook viewers immediately: Grab attention in the first few seconds with a bold visual or an intriguing question so viewers don't scroll past.
  • Keep it short and sweet: Aim for 15 to 30 seconds. Cut slow intros and focus on concise, valuable content.
  • Shoot vertically: Film in portrait mode to optimize for mobile viewing and avoid cropping issues.
  • Use captions: Captions are essential for accessibility and for the many viewers who watch with the sound off.
  • Tell a story: Craft relatable narratives that evoke emotion to build connection and engagement.
  • Incorporate brand elements: Use your brand's colors, fonts, logo, and other recognizable visuals to keep content consistent.
  • Prioritize high-quality visuals and audio: Make sure your footage is clear and your audio is easy to understand for a polished look.
  • Include a clear call to action (CTA): End each video with a direct ask, like "Save this tip" or "Visit our website."
  • Write a strong headline and caption: Use them to add context and encourage engagement.

Trends to Watch

  • AI-powered video: There are more and more ways to enhance your videos with AI. Be wary of overuse, though. Audiences are often turned off by content that feels obviously AI-generated.
  • Behind-the-scenes (BTS) content: Build community and show authenticity by sharing glimpses of your team and processes.
  • Brand challenges: Join or create viral challenges to increase brand visibility and engagement.
  • Influencer collaborations: Partner with influencers to expand your reach to new audiences.

Platform Strategy

  • Choose the right platforms: Focus on platforms like TikTok, Instagram Reels, and YouTube Shorts, where audiences are already watching short-form video.
  • Adapt content for each platform: You can repurpose content, but tailor it to each platform's nuances and audience for maximum impact.
  • Test and analyze: Use platform analytics to learn what resonates with your audience and keep refining your approach based on data.

Make Short-Form Video Part of Your Plan

Short-form video is central to digital marketing, driving engagement, awareness, and action. By consistently producing valuable, relatable, well-crafted short videos, brands of all sizes can connect with audiences on the platforms they use most. If short-form video isn't part of your marketing strategy yet, it's time to add it.