Know Your Audience
So we’re taking limited attention spans as a given. What other factors should you take cognizance of? Are there specific features of the demographic you’re marketing to that should determine the sort of videos you’re making? Remember, you’re trying to make them warm up to your brand; achieving this requires that you produce content that they would appreciate. This has to be your aim. There’s more on this below.Create Great Content
Despite the brevity of short-form videos, quality should never be compromised. If you’re smart about balancing both things, you’ll score big points with your videos. In practice, this means investing in good cameras, lighting, and editing tools to produce visually appealing content. High-quality videos will attract and keep viewer’s attention. They will also convey a sense of professionalism and give the impression that you’re trustworthy.Tell a Story
Storytelling is a timeless technique that transcends the length of a video. Humans tend to prefer narrative to simply reeling off facts. Given this, you’re better off delivering your message through the story. Whether it’s showcasing a problem-solution scenario or presenting a behind-the-scenes look at your brand, storytelling enhances viewer engagement.Keep it Concise
The beauty of short-form videos lies in their brevity. You should aim to capture attention within the first few seconds and maintain a concise and focused message throughout. Highlight the key features and benefits of your product without overwhelming the viewer with information.Take Advantage of Trends
Your videos are likely to strike a chord with your target audience if they are related to current trends in some way. An example would be tapping into viral challenges on short-form video platforms (e.g. TikTok). You could also create content that refers to presently popular (but not too controversial) issues, or uses the most in-vogue lines. Don’t forget to use corresponding keywords and hashtags where possible. This strategy will increase the visibility of your videos and position your brand in touch with the interests of your audience.Leverage User-Generated Content
You can ask your customers to create short videos featuring your product. With enough of these kinds of videos, you’ll create a buzz around your business on social media. User-generated content of this sort adds authenticity to your brand and helps to showcase your products in real-life scenarios. Make sure to share and acknowledge user-created videos to build a sense of community around your brand.Include a Call-to-Action (CTA)
In the end, marketing videos are designed to get viewers to take action—whether that’s seeking out more information about a product, or even buying it. The intended action could be directing viewers to your website, prompting them to follow your social media accounts, or encouraging them to make a purchase. A CTA that’s well placed within and/or with your video guides your audience towards the desired action.Optimize Videos for Mobile Viewing
Short-form videos are predominantly consumed on mobile devices. It’s easy to see why: a majority of people now access the internet primarily through their smartphones. If you’re going to reach them, you’ll have to ensure that your content is optimized for mobile viewing, with clear visuals, legible text, and a vertical format. A seamless mobile experience enhances user engagement and encourages sharing.Measure Performance and Tweak for Success
Most social media platforms provide you with analytics tools that track the performance of your content. With these tools, you can monitor metrics such as views, engagement, and click-through rates. Use these insights to adapt your strategy, refining your approach based on what resonates most with your audience.Register to attend the CN Business Mixer
Final Words
Short-form videos are the new normal in the world of marketing. They have become one of the more widely and frequently consumed kinds of digital content. For a lot of businesses, this is a fact worth acting on. You can greatly improve your marketing campaign outcomes by creating and distributing shorter videos across your various content channels. This article has shown you how.Got a suggestion? Contact us: editor@connectnigeria.com
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