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  Human attention spans are shortening. We aren’t as patient with media as we used to be—that’s what available evidence says. Article lengths are reducing, video watch times are shrinking (short videos), and clips are becoming more popular with audiences than long films. This means that today’s content marketing has to be snappy and make its point much sooner. With platforms like TikTok, Instagram Reels, and YouTube Shorts gaining popularity, businesses are finding innovative ways to leverage these channels for effective product marketing. In this article, we’ll look at the best ways to market your products using short videos.

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.
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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.
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This article was first published on 18th January 2024 and updated on January 22nd, 2024 at 11:22 am


Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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