The Rise of Short-Form Content
A study has shown that our attention spans have shrunk to 47 seconds in the last 5 to 6 years from 2 and a half minutes in 2004. Short-form videos consist of quick and accessible content, with the ideal video length used by marketers lasting between 31 and 60 seconds. This length is well-suited to current content consumption, as the videos are engaging, informative, and most importantly, to the point.
Introducing TikTok
In 2016, internet technology company ByteDance created TikTok, which was reported as the most popular app for short-form content globally in 2023. It allows users to create, share, and explore a variety of videos and trends. Although known for its popularity among younger demographics, TikTok is now recognised for its marketing potential for businesses worldwide.
What has TikTok taught us about short-form content so far?
Social media for good
TikTok is showing how short-form content can be used to advocate for social movements. It’s a platform that allows inclusivity and diversity, giving all users a voice to express their stories and perspectives. This can be great for companies wanting to promote their values or ethics and build a community around their brand. TikTok also has two ways that charities can encourage online users to donate to their fundraisers: donation stickers and links. Donation stickers are featured on the video themselves, and you can also include links to donation pages in your profile’s bio.
Saving crucial time
TikTok’s constant virality shows that your business can also benefit from short-form content to see optimal results. It shows us that even the shortest video can make a big impact. Virality is unpredictable, but remaining authentic has a huge role to play in increased engagement. Creators can convey their messaging, entertain, and educate in just one short video, which makes content consumption more efficient for viewers and allows your business to save time for high-priority tasks.
With the support of a digital agency, you can save more time while producing high-quality, effective short-form content, whether your chosen platform is Instagram for Reels, YouTube for Shorts, or TikTok itself. If you are unsure of the most suitable platform for your business, our team can help you to create a video production solution that meets your requirements.
Be creative but authentic
With its range of editing tools, from filters to effects, TikTok has taught us that creativity has no limits. From engaging with challenges to creating unique posts, your business can push your brand into the spotlight through popular trends. This is a fun way for your brand to get involved in targeted communities; however, it’s also vital to recognise the importance of authenticity to help your brand stand out. If you choose to partner with us, we can help you to remain true to your brand, vision, and messaging through a personable and unique approach. This will help you gain a competitive advantage due to its memorability, driving your target audience to engage with your content.
Importance of accessibility
Accessibility is more significant in the digital industry than ever, with guidelines and best practices available to guide creators on all media platforms. An example of this is TikTok's auto-generated captions, which help expand the reach of your content while making it more accessible to individuals with hearing impairments. With digital support from our expert team, we can ensure that your content complies with accessibility standards, improving both user experience and inclusivity for users of all abilities. This can also help increase your business's reliability and broaden your consumer base. Your business should prioritise accessibility not just in short-form content, but across your entire digital presence to achieve maximised online success.
Are you looking for creative ways to engage consumers and promote your brand? Short-form video content is rising and has many benefits that can transform your results.
Contact our video team for more on our creative video production solutions. We can tailor a strategy to your unique needs.
