Communicators show how short-form video engages audiences with bite-sized content

Members of the Communicators Team recently hosted a “Lunch and Learn” session on the rapid growth and popularity of short-form video content. TikTok popularized the format and other social media platforms have quickly adapted with features such as Instagram Reels and Facebook Reels to encourage the creation and consumption of short videos. YouTube also joined in with YouTube Shorts.

Megan Manning, associate director of communications at Action on Smoking and Health (ASH), and Khalem Charles, manager of brand engagement for the D.C. United professional soccer team, led this session. They said short-form content can quickly deliver messages, promote community engagement and remove barriers in the creative process to create a well-rounded social media strategy.

"Short-form content isn't exactly a new thing. For example, Vine in the early 2010s showcased the popularity of this style of content," Charles said. "However, it's the growth of TikTok that has truly spearheaded the increase in users consuming videos at around one minute or less."

Charles said short-form content, defined as easily consumable material, particularly in video form, was highlighted as 2.5 times more engaging than long-form content. Incorporating short-form content into brand strategies educates audiences and captures attention in the fast-paced social media landscape.

Stories have become an integral part of social media, with 58 percent of users expressing increased interest in brands after viewing their stories, Manning said. Vertical videos are prominent on Instagram, especially within the Reels feature, and generate a remarkable 67 percent more engagement than standard videos. "Consumers are primarily consuming content on their phones, which are vertically oriented, driving brands to adopt vertical videos," she said.

Manning and Charles also offered these tips for using short-form videos: 

• Engage with influencers: Consider collaborating with influencers who align with your brand goals. Working with a reputable influencer marketing company can help you find the right fit and ensure their behavior and demographics align with your brand.
• Utilize carousel posts: On platforms like Instagram, carousel posts and video reels tend to perform well. These allow users to swipe through multiple images or videos, driving engagement. Mix up your content and avoid using only one static photo.
• Customize content for service-based businesses: If you provide services rather than specific products, focus on informative content. Condense valuable information into easily digestible videos or posts that educate and resonate with your audience. 
• Explore AI tools cautiously: Artificial intelligence (AI) tools can assist with content creation, but their effectiveness varies. AI-generated content may require significant editing to meet your standards, but they save time and enhance social media content creation.
• Consider accessibility standards: When using caption apps or creating video content, ensure compliance with accessibility standards, such as ADA requirements. Adjust colors, add text shadows, and choose fonts that enhance readability for all users. The majority of videos on social media are watched on mute.
• Stay updated and adapt: Social media trends and preferences evolve rapidly. Stay informed about platform changes, audience preferences, and emerging tools or features. Adapt your strategies accordingly to maximize engagement and reach your social media goals.