Short-form video content rose in popularity when social media platforms and mobile technology gained immense popularity. So, it quickly became the go-to strategy of digital marketers when engaging today's audiences. If you want to maximize your short-form video marketing efforts, let's explore the hottest trends this 2023.

This article will highlight several short-form video trends and explain why they are gaining momentum. We also included its respective winning strategy and examples to make sure you'll achieve remarkable results.

Whether you're a seasoned marketer or just starting your journey, this article will help turn your target audience from awareness to conversion. Also, you will discover how to reach wider audiences through strategic promotions. 

Let's begin.

6 Cutting-Edge Short-Form Video Marketing Trends For Success

Throughout this article, we'll share actionable strategies and insights to boost both your brand's online presence and content engagement. We'll also cover some nifty ideas on how you can repurpose your previous short-form videos to extend their life and value.

1. 96% Of People Watch Explainer Videos To Learn More About A Product Or Service

People turn to the internet for quick solutions or information. So, this short-form video marketing trend isn't a surprise. Potential customers prefer to watch explainer videos because they follow a problem-solution format. This means that the audience can get everything they need in less than 60-90 seconds.

Marketing teams often use attractive visuals and animation to engage their potential customers. They also use simple language so all viewers can easily understand the subject. An excellent example is the brand Suburban K9.

Suburban K9 uses live-action explainer videos to provide expert advice to solve common dog training challenges that owners face. They will state the problem and follow it with step-by-step instructions to solve it. However, they know that dogs have different learning phases. That's why they also share explainer videos for their dog bootcamp. Its goal is for pet owners to see how their private training works to improve a specific dog's behavior.

The brand also considers people's diverse learning preferences. That's why they include an actual human and on-screen captions to do the narration. They also have a label on the thumbnails to hook their target audience further. Here are other short-form video marketing best practices to enhance explainer videos:

  • Add humor or other enjoyable emotions
  • Speak in a casual and conversational tone
  • Use 2nd person (you and your) when narrating
  • Share it on your website, email list, and social media platforms

2. 68% Of Internet Users Will Watch A Full Video If It's Under A Minute

People's attention span is now under 8.25 seconds (average). So, shorter videos have better potential to capture and retain your target audience's attention. The only question is, how short should your marketing video be?

Demand Sage provides a straight answer — 1 minute or less. It's concise and easy to consume, making it ideal for audiences on the go. They can watch them while waiting in queues or during their short break. 

This factor makes social media channels the best venues for short-form video content. Every social media video you create will act as an extension of your brand's storefront. Here are 2 popular social media channels you can use to leverage your videos.

2.1 TikTok

TikTok is today's front-runner with its 1 billion monthly active users (MAU) and growing. So, you can instantly know how proactive and reactive its community is. They also have a hyper-personalized recommendation system (For You page) to help reach your target audience quickly.

You can create a marketing video for as short as 7 seconds (maximum of 10 minutes). When creating video content, remember that TikTok values honesty and uniqueness. So, you should add real and unfiltered video content to your marketing strategies.

Lounge Underwear, a British women's underwear brand, is a successful brand on TikTok. They use this social platform to increase their conversion and audience engagement. Their entire video collection promotes new launches and different product styles. They also share the following to entertain their audience.

  • Funny videos
  • Product teasers
  • Philanthropic activities
  • Behind-the-scenes videos (photoshoot and event preparation)

They didn't stop there. They also run TikTok's Spark Ads to boost their organic videos from any TikTok account. The social platform can show it as an In-Feed or TopView Ad. If social media users are interested, they can follow the brand using the + button or swipe left.

You can also use TikTok's Collection ads to promote a specific collection. Let's say you want to promote your lingerie and sleepwear collection. This ad format will let social media users browse your cozy intimates and sleepwear collection without leaving the app. The first step is to add a catalog (under Ads Manager) to your TikTok channel.

2.2 Instagram

Instagram is the biggest rival of TikTok. It has 1.35 billion monthly active users, and they spend 17.6 million hours per day watching Reels. Compared to TikTok, it focuses more on providing polished and professional video content on its platform. So, brand managers grab this opportunity to showcase their product's quality and how it works or would look.

They initially offer Instagram Stories (regular and ads) that can last up to 15 seconds and disappear after 24 hours. Add a catalog (max. of 3 slides) using a carousel story if you have a website or online store to promote.

You can add more (10 slides) using the in-feed video option. It's a 60-second video that ranks based on its engagement level. Unlike other Instagram video content, you can only use MP4 video format. Here's how you can set it up.

When TikTok entered the market, they matched its features with Instagram Reels. Its video length ranges from 60-90 seconds. An excellent example is Spartacus MMA, a matchmaking and streaming platform for MMA fights.

The brand primarily uses the Instagram Reel for sneak peeks of combat sports-related video content and podcast trailers. They complete it with their app and offer promotions. To ensure a wider reach, Instagram offers tools like Reels Trend Report to find inspirations and hashtags for trending topics.

If you're setting up an ad campaign, choose video ads. It's proven effective in increasing clicks and conversion. Here are some best practices to implement video ads properly:

  • 1:1 resolution
  • Vertical format (9:16)
  • Add a product landing page
  • Optimize the video for mobile devices
  • Text in thumbnails should be less than 20%

3. 79% Of Consumers Say A Brand's Video Convinced Them To Buy A Software Or App

Videos are highly persuasive tools. It combines visual and auditory elements, making it easier to express complex ideas. Software and service companies commonly use long-form video content as part of their video marketing strategy. It gives them sufficient space to explain their software or services in depth.

These long-form videos will serve as educational resources, which users can access anytime. But with the popularity of short-form video formats, software and service companies are adjusting their videos to adapt to this trend. If they used to have a 20-minute-long educational video before, they now cut it within 5 minutes or less. Here are content types you can create to promote your software or service:

3.1 Microvideos

Microvideos are video content perfect for discussing one topic or concept at a time. Software companies often use this video to educate customers about a specific software feature. Take Yard Management Solutions, for example.

Yard Management Solutions - Gate Automation

The number of yard management software features and functions depends on its provider. The company makes sure that customers have sufficient knowledge about each feature to maximize their results.

The microvideo above discusses yard management software's gate automation, a feature for drivers. They can set their appointments and get an assigned parking space. With this video, the warehouse/distribution center can immediately organize and coordinate with incoming trailers.

3.2 Product Demonstration

People want to know first how a software or service could benefit them before buying it. So, software and service providers offer their prospects a product demonstration. It gives them an exclusive look at their product's functionalities and benefits. After watching a product demonstration, prospects will understand if a specific solution can solve their problems and improve their work efficiency.

Trace, a metrics intelligence platform, knows that 2 to 3-minute demo videos are not enough to cover everything. That's why they offer 2 product demos for their software platform. The first one is a 2-minute sample demo that sets a clear expectation of how their solution works. They use real-life problems to show their prospects how their solution addresses and solves this problem.

The second demo video is the most comprehensive one; prospects can only access it through a request. When they submit a request, a representative will call them back and learn more about their company's challenges. From there, they will create a customized demo addressing these challenges. As prospects see actual proof of how it can solve their problems, it will speed up their decision-making process.

If you're planning to create one, here are the best practices to make your product demo engaging and effective:

  • Start with a compelling hook or problem statement
  • Use interactive elements, screen sharing, or live demos to demonstrate your software/service capabilities
  • Conclude the demo with a clear call to action
  • Collect feedback to improve future demos and address any concerns or questions

3.3 Instructional Videos

As the name describes, instructional videos provide a step-by-step guide to help users understand how to use your software effectively. The ideal video length of instructional videos ranges from 5-10 minutes. Since there's much information to cover, you can break them down per stage.

You can start with a Getting Started tutorial video to discuss the software's initial setup, including basic navigation. You can follow it with feature walkthroughs to explain how each feature works and the best time to use it. Another approach you can apply is creating how-to videos, discussing one task at a time. Take Airbyte's tutorial videos, for example.

How to create an ELT pipeline from Postgres to BigQuery with Airbyte

This 6-minute video tutorial focuses on how easy and quick it is to create an ETL pipeline from Postgres to BigQuery. They divided the discussion into 5 chapters to make sure the audience can easily follow and understand the topic.

Another type of educational content you can use is video manuals. Its purpose is similar to how-to videos but has different formats and usage. Its video length is much longer, and it's often used for onboarding new users or providing advanced training for experienced users. It also focuses more on explaining best practices and concepts than on demonstrating specific tasks.

Let's use the previous example to give you a clear picture. You can discuss the following to provide comprehensive explanations and insights of the subject:

  • What is PostgreSQL/Google BigQuery?
  • Comparison of PostgreSQL and BigQuery
  • Migration journey from PostgreSQL to BigQuery

4. Consumers Are Willing To Spend 31% More If A business Has Excellent Reviews

One thing is sure: customers trust other customers. They see real-life positive experiences as proof of the product/service's quality and effectiveness. If you received lots of good reviews, coordinate with your satisfied customers and invite them to create a video testimonial.

Slack is one brand that has the most memorable video testimonials, with 1.3 million views. They shot the interview like a reality TV, interviewing one company employee at a time. They all started describing their routine when communicating with their teammates.

"So Yeah, We Tried Slack …"

Then, they described their journey in using Slack and how it benefited them. This type of video format can sometimes be boring and serious. Slack uses funny lines and appealing background music to make it entertaining and memorable.

To make your video testimonials stand out, apply the following best practices:

  • Include high-quality images and sounds
  • Add subtitles or captions in multiple languages
  • Use interactive elements to make it interactive (survey, poll, etc.)
  • Only include real customer testimonials (look for Verified Purchase badges or use a review checker like FakeSpot)

You can also use user-generated content (UGC), consumer's personal product review. It's a vital addition because 53% of consumers say they are confident in purchasing a product after watching a UGC-related video testimonial. Make sure to ask the owner's permission before resharing. When they do agree, credit them.

5. 44% of People Watch Vlogs Every Month

People enjoy vlogs because they feature a real person speaking directly to the audience. The person is usually the company founder or spokesperson, sharing the story of the brand's journey, values, and the people behind the scenes. This experience humanizes your brand, making it easier for the audience to trust and relate to your message. This is also why it became a powerful tool for short-form video marketing.

What type of marketing content can you share on a vlog? There are plenty of options, but the most effective is sharing product hacks and suggestions to improve user experience. You can share creative techniques and additional information on using your product effectively. Take Nas.io's vlog, for example.

Top 5 Secret Telegram Tricks and Hacks 2023

A mystery creates a sense of intrigue, drawing people in and keeping them engaged. So, the brand focuses on revealing secret product hacks for Telegram on this vlog. They mention the solution's name at the start of the video and the common challenges the users face when using a specific feature. Once everything is clear, they will discuss how their solution can fix the problem.

This 4-minute video only focuses on 5 hacks, but you can expand or make it a series. Here are ideas to add:

6. Leverage The Power Of Video Editors

More brands are creating marketing videos to boost brand awareness and conversion. But there are still some who haven't. According to Wyzowl, 30% of people don't have time to create video content. Fortunately, today's technology has developed many video editors to speed up the creation process without sacrificing quality. Here are your best options:

  • Final Cut Pro: A professional video editing tool to create interactive videos and video series
  • Biteable: An online video maker for compelling on-brand videos; offers a library of stock footage and animation
  • InVideo: A video creation tool with ready-made templates suitable for creating video testimonials and any bite-sized ads

Conclusion

Adapting to the evolving short-form video marketing trends is crucial for staying competitive. It helps brands reduce costs while producing quality content. Since short-form videos are suited for mobile devices and social media platforms, it opens more opportunities to reach a wider audience.

When creating a marketing video, prioritize the message over sales. Consumers are smart and can sense when content is genuinely valuable and informative and when it's not. Also, always use storytelling techniques to help build a more profound emotional connection and leave a lasting impression.


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