With social media platforms like TikTok, Instagram Reels, Google, LinkedIn, YouTube Shorts, and Pinterest expanding their short-form offerings, brands are trying to catch up. These platforms have changed video consumption habits over the past decade. Video marketers have now begun to produce content in formats that are relevant to the time.
Now that we know why short-form video content is getting noticed by people, let us look at 6 short-form video trends online marketers should watch in 2022. Easily, any online video editor can help you to build a high quality short video with all these below mentioned trends.
1. User-Generated Content
Consumers love user-generated content. UGC is a great way to build trust with your customers. Modern consumers are looking for something more personal. Moreover, they are either skeptical or do not trust traditional advertisements. They are savvy and want authentic and trustworthy content from the people they trust. This is where influencers and social media personalities come in. As a brand, you need to partner with content creators who already have a good number of loyal followers.
Trust is the driving factor to motivate your consumers to invest in your brand. Since UGC content is curated and delivered by the people that your target audience trusts, it is one of the smartest ways to get through this generation’s skepticism of traditional advertisements. If you collaborate with the people your target audience trusts and they approve your products or brand, it works the same way word of mouth does.
UGC content is also a great way of showcasing the authentic experiences of real customers. It is more personal, and consumers will also resonate with it more.
2. Brand Challenges
Thanks to TikTok, Instagram, and the hashtag generation, your brand can become viral on the internet by coming up with unique challenges. These challenges should be fun, that everyone can do. Chances are that famous personalities also pitch in, and your brand goes viral.
It was through viral content that short-form video content first gained popularity. These videos were based on dances, songs, and sounds that gained popularity and went viral in the media.
For example, Netflix launched the #What’sYourPower challenge to promote their original movie, Project Power. The challenge reached over 6.3 billion views. The challenge included influencers and viewers sharing their superpower by creating short videos and using the tag #What’sYourSuperpower.
Cheetos #ItWasntMe challenge also went viral. The challenge included couples stealing Cheetos from each other and claiming, “It Wasn’t Me.” Some of these viral posts also included Shaggy’s It Wasn’t Me song. The challenge caught people’s eyes after celebrity couples like Ashton Kutcher and Mila Kunis joined in on the challenge.
3. Behind the scenes content
Over the years, how people resonate with a brand has changed. Consumers are now looking for brands that have a voice that isn’t shadowed by PR and marketing.
They want CEOs and founders to have an opinion, speak out on social issues and support social causes to make sure that they are investing in brands whose values align with their own. Brands share behind-the-scenes footage to showcase their brand personality, build trust and interact with their customers. Using short-form video content to show the company’s unfiltered inner workings or pitch the brand’s benefits to the target audience is a smart way of building trust with your customers.
Consumers find it more comfortable to do business with brands that are transparent and relatable. Short-form videos achieve this by showing the reality of the brand behind-the-scenes.
4. Product Teasers
The average traditional commercial ranges from somewhere between six seconds to 60 seconds. This matches with the average length of a short-form video.
Product Teasers are a great way for brands to leverage short-form video platforms and promote their products organically. If you want to hire a video production agency for your business, you should try Double Jump Media.
Moreover, they do not require a large budget and have the potential to go viral on the internet. Product Teasers build anticipation around the brand and build excitement in the target audience for the product launch.
5. Education and Explainer videos
One of the most significant benefits of having access to digital information is the fact that people can learn, educate themselves and develop new skills. Brands can leverage this benefit by creating education and explainer videos. 2022 will see more brands create explainer and education videos to explain how their products and services work and how to use their products and services to their consumers.
How-to videos can be makeup tutorials, DIY videos, or any other type of tutorial. How-to videos are also one of the most popular videos on YouTube.
Creating education and explainer videos helps in creating brand authority among the target audience. Since people love to hear from experts, this is a great way of building trust with your customers. It will showcase your brand’s industry knowledge and experience and make your brand sound more reliable and trustworthy to your prospective customers.
These types of videos also help consumers make the final decision, whether they should invest in your products or not. How-to videos give your consumers that final push and give them the last piece of information or assurance they are looking for before swiping their cards.
6. Influencer ads
Since the advent of social media and short-form video platforms, brands have been leveraging influencer marketing and ads. More and more brands are now using influencers ads in their short-form video content.
For example, popular fitness influencers on social media wore Gymshark clothing in their workout videos to promote the brand. The TikTok and Instagram fitness community grew to recognize Gymshark because of its consistency in influencer videos.
TiffFoods, a popular TikTok influencer, was seen in an ad for food brand FlybyJing to market their latest product.
Bottom Line
It is relatively easier to create short-form video content than long-form video content. It is also inexpensive and does not need many resources for production. There are so many advantages to short-form video content. Although short-form video content has gained popularity for entertainment purposes, it gives creators an innovative way to create unique content and as a brand owner, you can also adapt it to align with your brand.