Short-Form Video Ideas for Social Media

Short-form videos have become an important tool for brands looking to connect with their audience effectively. These videos are brief, specific, digestible, and compelling, and can last up to 60 seconds or less.

What is short-form video content?

Short-form video is considered to be any video of 60 seconds or less. This format highlights the essentials of content marketing: brief, specific, digestible, and compelling.

What are the best platforms for short-form video?

• TikTok: 48.5%
• YouTube Shorts: 26.4%
• Instagram Reels: 20.1%
• Other: 4.9%

Several popular platforms exist for short-form video, such as TikTok, YouTube Shorts, and Instagram Reels. However, choosing the right platform for your brand will depend on your target audience. For example, a study of 2,014 participants found that 49% of people aged 25 or older watched videos on Facebook, while only 24% watched something on TikTok.

Short-form video trends to consider

But… with so many different types of videos out there, where do you start?

Here are my favorite video types. Determine which one would work best for your strategy.

Product or how-to tutorials

What is it?

Product tutorials show consumers how to use the product or service and how to incorporate it into a real-life scenario. These videos are in high demand because they are practical and informative.

Why does it work?

People use videos to learn how to cook, develop professional skills, maintain their car, and more. That's why social media users are drawn to videos that show how to do tasks themselves. In fact, more than 70% of people use YouTube videos to solve a problem, whether personal or professional.

How to do it well

To make short instructional videos, you need to use quick frames, as if the viewer were fast-forwarding through the video. And to avoid confusion, you can add explanatory voiceovers or aesthetically pleasing text overlays.

Testimonial or review videos

What is it?

Testimonial and review videos show a consumer's experience with your product or service. The person could be an influencer, a brand ambassador, or a knowledgeable customer who loves your brand.

Why does it work?

This type of short-form video is a prime example of authentic content because it lets users showcase a product's benefits in an appealing way, and it's perfect for capturing a customer's genuine enthusiasm. Since it comes from someone outside the company, the video's message feels more objective, which is why it can be very effective for consumers who are still on the fence.

How to do it well

It's essential that the video's topic be clear, and that whoever makes it knows your product's features in detail. Poor product knowledge can reflect negatively on your brand. Also, the more genuine the emotion in the testimonial, the better your video will perform.

FAQs answering customer questions

What is it?

FAQs, sometimes called "explainer" videos, address common customer questions. These videos can be embedded on your website and shared across social channels. You can also add the necessary metadata to boost your search engine ranking.

For a good short FAQ video, address the common questions you get from your current and potential customers. These videos give you the opportunity to inform and showcase your products or services to your audience. Consider answering brand-specific questions as well as broader, market-specific ones.

Why does it work?

These videos provide value to consumers and are also more eye-catching than written FAQs.

How to do it well

FAQs only work if you ask and answer the right questions. If you come up with the questions yourself, assuming that's what your customers are asking, you won't connect with your audience. It helps to gather questions from your sales and customer service teams, as well as from social media.

Live streaming

What is it?

One of the fastest-growing trends on social media is live video streaming. Live content gives followers more opportunities to engage with your brand. It's good practice to announce these events in advance to boost participation, although some brands and users launch live videos without notice. Either way, viewers can tune in "live" or watch the video after the live stream ends.

Why does it work?

Audience members often feel more connected to the people appearing in the stream and can also post real-time comments about the content. At the same time, these videos work as virtual events and post-production content that can be shared again after the event.

How to do it well

To create compelling short live streams, you need to plan ahead. Keep in mind that unplanned live streams usually run longer than expected. If you want your live video to last only a few minutes, focus on the topic, its message, and the timing.

Ideally, you should use live streaming to drive audience participation. Share prompts that encourage people to comment and react.

Memes and funny content

What is it?

Funny videos can highlight your brand's comedic side, and memes are viral pieces of content that get shared because they're funny. Several short-form video platforms host memes, and their viral nature encourages users to create their own versions to gain visibility.

Why does it work?

According to a 2021 survey, 21.2% of respondents said the most important quality for a short video to be shareable is whether it's funny.

How to do it well

Focus on trending topics, and to make your content stand out, it's essential to add your own creative touch. In fact, you can create something completely unique built around Disruptive Marketing.

That's why Dollar Shave Club embodies what a disruptive marketing concept looks like. As a small company, they couldn't afford production crews, TV ads, or anything fancy. So, with their CEO as the lead character, they turned to YouTube to talk about why their blades are "f***ing great."

The campaign turned out to be a huge success, the content went viral, and as a result, they gained a significant share of the market.

Teasers for new products

What is it?

This is a short video that shows product sneak peeks, helping build anticipation for new launches.

Why does it work?

Sharing a quick glimpse of a new product, along with its benefits, before launch can get people excited to buy. Research shows that announcements about an upcoming product have a significant impact on consumer interest in that product, as well as a large share of word-of-mouth advertising.

How to do it well

• Don't give away all the information. Keeping a certain amount of secrecy (even just a little) builds anticipation.

• Don't forget to include the launch date. This specific information will delight consumers and encourage them to seek out your brand that day.
• Share multiple videos by creating a series of teaser videos to publish over time. Each subsequent video should reveal more of the product or highlight a different feature.

Samsung Galaxy Unpacked teaser

Behind-the-scenes looks

What is it?

A behind-the-scenes video takes your community to new places, whether it's the factory where the product is made, a photo shoot, an event, or an office tour. It can also take the form of casual interviews with employees, adding a human touch to your brand.

Why does it work?

Behind-the-scenes looks take your community to new places, whether it's the factory where the product is made, a photo shoot, an event, or an office tour. They're also a great opportunity to showcase your brand's selling point, the manufacturing process, or the product's ingredients.

How to do it well

When it comes to creating engaging behind-the-scenes videos, it's essential to figure out which part of the process viewers will find most interesting. If you have a best-selling product, consider showing "how it's made," or if you have an upcoming campaign, consider taking viewers along to a photo shoot to build anticipation.

Promotion

What is it?

A short promotional video lets viewers know when a sale or special event is happening. A promotion is any marketing activity carried out for end customers, retailers, or distributors over a period of time to encourage product purchases and increase demand or product availability.

Why does it work?

Everyone loves a good promotion. Announcing a promotion for your products or services can generate conversions and even encourage followers to share the news with their friends.

These videos are also a great way to reach potential consumers who have been on the fence about buying your product, since a limited-time incentive can spur them to act.

How to do it well

Keep it short and clear. Be sure to share what the offer is (a percentage discount, free shipping, etc.), whether the promotion applies to all products or a select few, and its end date.

Conclusions

Naturally, video easily captures attention and generates interest in products; however, it's important to understand that the real power of video lies in its ability to drive people to make decisions.

When a video's emotional appeal is combined with interactive tools, brands can test different approaches and understand which content works best for them, since it creates a direct connection between video and sales.