HubSpot’s survey on 2022 marketing industry trends found that 51 percent of those marketers who currently use short-form videos plan to invest more in 2022. While 38% intend to invest the same amount,
What’s more? Social media marketers are planning to spend more on short-form videos in the future, as they have higher ROI.
How can you use short-form videos to help grow your business and increase sales? What are the trends we should be looking out for next year? Below, you can read what HubSpot’s marketing experts have to say.
Brandon Sanders, former HubSpot Academy digital marketing expert, highlights the fact that short-form content can vary depending on platform.
He said that short-form videos are getting shorter, with platforms such as TikTok and Reels.
The content that is available on YouTube tends be longer and more detailed.
When you think of short-form video, Youtube and TikTok are exceptions, while other platforms that offer short-form content, such as TikTok, have become the norm.
Wyzowl’s 2020 study found that videos are shared twice as much as any other type of content. The study also revealed that 84% were convinced by a brand’s videos to purchase a service or product.
We already know that video is becoming a more important component of any brand’s marketing plan.
The HubSpot Blog 2021 Social Media Trends Report and 2022 Video Marketing report provide data that speaks for itself when it comes to short-form videos.
- Lead generation and engagement are ranked #1 by short-form.
- In 2022, marketers will spend more on short-form videos than any other format.
- Almost half of the marketers who responded to the survey (47%) believe that short videos have the highest likelihood of going viral.
- 54 percent of respondents to a survey said that their company uses short-form video.
Sanders said short-form video gives creators a new way to display their content.
He said that the attention span of humans is getting shorter due to social media. Leveraging the power of shorter-form content can give you an edge over your competitors and engage your audience.
The trend culture is what sets short-form videos apart from long-form videos.
TikTok is a social media platform that is based on dances, music, and challenges. To get onto the “For You’ page of TikTok, which is the equivalent to Instagram’s “Explore page”, brands need to be involved in the fun.
Amanda Zantal Wiener, Senior content strategist at HubSpot and former HubSpot senior employee, says that you must always put your audience before any trend or new platform.
It all comes back to the very old question, which channels do your audience use and why? She said. She said.
You can use short videos to promote your business.
Watch out for Short-Form Videos
1. Brand Challenges
Short-form videos gained their first popularity through content that was viral and based around dances, music, or sounds.
Brands can now make their sounds, filters and challenges viral.
Our social media trends survey found that 20% of respondents leveraged brand challenges, and 42% reported they exceeded expectations.
Marketers also rank these trends among the top social media trends for 2021.
Short-Form Video Example: Colgate
Colgate has launched the #MakeMomSmile Challenge to celebrate Mother’s Day. This challenge encourages people around the globe to post videos of themselves doing something extra for their mother.
Colgate’s motto is to provide beautiful smiles for its customers.
2. Influencer Advertising
Influencer marketing is nothing new. Brands use it for many years.
We’re now seeing brands using them more in shorter-form videos.
HubSpot Blog Research revealed that 66% marketers work with TikTok influencers. The ROI is ranked #5 when it comes to working with an influencer.
TiffFoods, a popular TikTok Influencer was featured in a recent tv / radio / print & digital spokesman for the food brand Fly by Jing. The spokesman wanted to highlight their latest product.
Jing, Fly-by Video: Short Form Example
Brands can produce videos with a higher conversion rate by using short-form content that lends itself to native advertising.
3. Products Teasers
Imagine the length of a typical commercial: it’s anywhere from six to sixty seconds. It’s also the length of an average short video.
Brands can use short-form videos to organically promote their product.
This is because you don’t need a big budget and the video has a high chance of going viral. It also builds excitement around your brand.
KaseMe Video: Short Form Example
KaseMe Design uses a TikTok-style sound to build excitement for the launch of its new product. The video also includes a deceptive sign that indicates low battery.
Create suspense and get users even more involved in your launch by making them wonder about the big reveal.
4. The Use of User-Generated (UGC) Content
UGC is a favorite of consumers. It influences consumers’ purchasing decisions as much or more than any brand-generated content.
HubSpot blog research shows that UGC offers a great return on investment. 40% of the marketers who were surveyed rated it as a format with heightened ROI in social media.
TikTok is also popular among Gen-Zers, the largest demographic.
Why UGC is a successful strategy? Brands can create videos that stir emotions without having to spend a lot of resources. Budget-friendly, too.
Chipotle: Short Video Example
Here’s a good example of how to use user-generated material in your marketing strategy. Chipotle worked with content creators to produce a viral video.
Chipotle may target young college students who are looking for cheap meals. The video shows two creators that reflect their target audience. When considering UGC, brands should ask themselves: “Will my audience be able to relate to this?” The answer is “yes” – move on.
5. Watch More Behind the Brand Videos
Customers are looking for brands that have authenticity and transparency. You only have seconds to make an impact on your audience with short-form videos.
How do you go about doing that? There’s no science behind it but people tend to connect more with brands who show their human side.
According to a Sprout Social survey, 70% of respondents said that they feel more connected with brands whose CEOs are active on social media.
In 2022, the brands will need to pull back their curtain in order to engage more personally with their audience.
According to our social media report, 36% of the marketers we surveyed are currently leveraging authentic behind-the scenes content popularized by short-form platforms such as TikTok.
Marketers who use this content rate it as the third most efficient content, behind only funny or interactive content.
Short-Form Video Example: Sierra Nicole
Trendy? Check. Informative? Check. Check! Check! Check!
The song is followed by a dance that’s popular.