How Do Short-form Content Videos Drive Brand Communication & Deliver Effective Results?

Anuj Gosalia Jan 17, 2023

The ever-changing world of marketing always seems to come up with innovative ideas to enrich the consumer experience. Changing at the speed of light, marketing methods have become more creative now than ever before. And content produced through videos has by far been the best format to express that creativity. They have become incessantly popular with today's consumers, who frequently favour them over other forms of content. In addition to these preferences and the ensuing demand, brands are now focusing on using short-form video content for more effective communication with their consumers and to deepen their relationships with them. Notably, the most frequently used social media platforms use video marketing to expand and reach out to more people. Hence, it can be rightly said that the emergence of short-form videos is the cause of this effect.

As a matter of fact, the year 2022 saw innovative and competitive marketing tactics from all across the world, but the following handful grabbed our attention:

Time for short video content: The new version, classified as short form, will continue to gain popularity. This is because 90 per cent of marketers, in the upcoming years, plan to raise or maintain current investments in the short-form domain. In contrast to long-form information, the short-form video format better suits the audience's shorter attention span across all demographics. The best bet for B2B and B2C marketers will therefore be reels and YouTube shorts. Even for TTT, the prominence of reels with an average viewership of 500K has led to MoM growth in our audience.

Authenticity in storytelling: The most effective campaigns are those that build a lasting connection with their clients by using more authentic marketing techniques. In the new era of the digital world, where media space has essentially become boundless, earning the trust of consumers is the most potent way for brands to stay in the game. Sharing genuine and personal tales with one’s audience as part of the brand’s communication has been found to be an effective way to carve out a trustworthy group of consumers. This is because customer engagement tends to increase when a brand attaches emotional anecdotes that speak to people's experiences and personal lives. When relatability is incorporated as the core of the story, people are more inclined to like, share, and comment on the post.

Mobile optimisation should take centre stage: Mobile optimisation is a methodical approach to updating your website in order to provide an optimal and interactive experience to those who access the site via a mobile device. The utility and efficiency of mobile applications continue to evolve each year. Functions and features are developed simultaneously, and they continue to influence our lives in ways greater than ever. With more consumers using mobile phones, marketing professionals across industries are now developing strategies that specifically cater to mobile applications. Consumers spend a significant amount of time on their mobile phones. Phones and tablets account for more than half of all annual web traffic. To market to a fast-paced cohort of mobile users, digital experiences that are mobile-optimized will be essential. Over 93 per cent of TTT Academy purchases are made with a mobile phone.

The above-mentioned marketing tactics have been useful in generating significant benefits from short-form video content. Some of these benefits include creating brand identification, subsequently leading to increased conversions by providing a channel for users to ingest content rapidly, and encouraging greater engagement with targeted groups. Furthermore, short-form information is easier to digest and retain, as it avoids adding unnecessary clutter to the video's message or topic. By embracing the capabilities and attractiveness of short-form content, brands can outperform their competition and engage more of their targeted audience. They also contribute to the users' sense of community. It is therefore understood that authentic and bite-sized video content delivered via mobile-optimized experiences is the way of the future.

For example, in the past year, TTT has created IPs for brands like Saridon, Hide N Seek, Navneet HQ, Prime Music, Amazon, and many more, using a mix of carousels, reels and statics for brand awareness and distribution to a 5 million+ community.

Companies in North America and Europe continue to make investments in short-form video content in global markets. While reels and YT clips are popular in India, worldwide brands mostly rely on TikTok, keeping Google and Meta in direct rivalry.

These dynamics are expected to continue for a long time, with brands relying heavily on different types of short-form content that resonate with them. Short-form video content using appropriate storytelling can have the highest ROI. Therefore, marketers will need to jump on the bandwagon swiftly if they intend to boost brand awareness and content syndication.