A New Way of Marketing: Short-Video
“Everything is becoming video focus, and anything that’s static was just not even worth creating,” Heidi Auvenshine, an account executive at Foundry, shared in an interview, “Video is it.”
Short-video advertising has become a new trend in the industry ever since TikTok came to view. TikTok, released in 2016, is a short-form video platform that opens a new form of social media. The platform allows its users to post short videos ranging from 15 seconds to 3 minutes, while Instagram Reels is allowing 60 seconds videos.
Ocean Spray, a 90-year-old company, accidentally went viral on TikTok due to a video by Nathan Apodaca. The company received 15 billion media impressions over the month. Moreover, the company received a report of increased draw off the shelf, particularly for the cran-raspberry juice featured in the short video.
Wishing to intentionally replicate this unintentional success, advertising on short-video platforms has become more popular and effective in the advertising industry. According to HubSpot’s Survey, more than half of the marketers answered that they plan to increase their budget on short-form video advertising as it gathers the most attention.
According to a 2020 Wyzowl study, audiences share videos more than any other social media content. Additionally, the study found that people tend to believe in video commercials more than other forms of content. This is handy specifically for product-based B2C companies, as 84% of people are convinced to buy products when they see video commercials. Furthermore, being trendy is also an important factor for most brands. Short-form videos on TikTok and Instagram Reels have been found to be great ways to create viral trends.
The trend of short-form video advertising is believed to continue in the future. Since the fast path of social media has led to a shorter human attention span, the audience will pay less and less attention to lengthy content.
Short-form video platforms are built to favor advertising. Platforms use big data to interpret their users and display targeted content to individuals. Meaning if you follow beauty influencers on Instagram, Instagram Reels and Story will purposefully insert beauty brands’ advertisements. For the ad industry, this means less of a hustle to find the brand’s target audience group as the big data figures it out beforehand.
As many have already experienced, short-form video content is highly addictive. Though there is a limited time for brands to present their product. If agencies plan well, brands are more likely to be remembered. Therefore, short-form videos that are able to catch audiences’ attention in a short time span, will be the future of advertising.
Shou Wang