The Growing Popularity of Short-form Video Content
The Growing Popularity of Short-form Video Content
The short videos, not more than a minute long, are taking over the digital space like never before. Giants like Facebook, Instagram, and others are placing big bets on the small video front. Even YouTube, though a long-form player, has to prioritise small clips to make it fit-for-view by the current audience. But then again, what exactly are the reasons behind this skyrocketing demand for these short videos? Does this rise in short video popularity open up a massive opportunity for your business? The following guide details why short-form video content is popular and how to use it to grow your online audience.
Table of Contents
1. Top Reasons Behind the Popularity of Short Videos
2. Benefits Of Making Shorter Videos
2.1 More Engagement
2.2 Greater Shareability
2.3 Cost-effective production
2.4 The Possibility of User-Generated Content
2.5 Frequent Posting
2.6 Viral Hit
3. Conclusion
Top Reasons Behind the Popularity Of Short Videos
One of the most commonly cited reasons for the popularity of short videos is decreasing human attention spans. Some studies have shown that the average attention span fell to 8.25 seconds from 12 seconds in 2000. One can conclude that today's content is more in sync with the focusing power of the current audience by being easily and rapidly consumable.
Video snippets fit perfectly into this slot so viewers can imbibe all the content without wasting a second and diluting their concentration. It is similar to having snacks for satisfaction when hunger bites. The constant inflow of new and snack-sized content triggers the release of dopamine by the gallons, so satisfaction is addictive. This causes an endless loop of fast rewards that ties the user up, leaving them no choice but to see even more of this kind of video. That is the reason why the popularity of video content is growing exponentially.
Another reason more abbreviated or short-form video content is consumed voraciously is variety. These platforms display unstoppable trends of memes, viral challenges, crazy stunts, and the like. Ergo, the viewing experience becomes more unpredictable and stimulating than longer formats. The popularity of short-form video, on the other hand, is multi-dimensional and boils down to several psychological and social dynamics. Armed with this understanding, one can engage with their audiences more effectively and harness the power of short-form content.
Benefits Of Making Shorter Videos
Short videos connect much better with modern audiences. Focusing on shorter video content is also great in many ways, especially for creators. Apart from increased viewer engagement, short videos can increase growth, ensure savings, and widen creative opportunities. Let's take a look at the specific benefits of making shorter videos.
1. More Engagement
One of the best reasons for making shorter videos is that more people will engage with your videos. Short-form videos are 2.5 times more engaging than long-form videos. The moment a viewer starts watching a video, the probability increases that more people will watch the entire thing. This way, your audience will consume your whole message and not just turn off halfway through some long-winded clip. In today's hectic life, when much information is going around for audiences and very little time to receive the content, short videos suit it perfectly. Short videos are also very likely to be watched more than once if they are interesting or informative and make an emotional impact. These repeated views increase engagement metrics and further solidify the viewer's connection to the content and you, eventually creating a loyal audience.
2. Greater Shareability
Short video content is accessible to watch because it doesn't take much time for viewers. People are likelier to share something if they know it won't take too long for their friends or followers. This short length assures the video could conveniently be viewed virtually in any setting where an individual is having a momentary lull at work, on public transportation with a smartphone, or merely wanting to distract themselves for a few moments.
3. Cost-effective production
Short video content at a professional level is much cheaper than other long-form, higher-budget, high-quality content pieces. Reducing your story to less than 60 seconds means fewer days of shooting, lowers the scope of cast and sets, simplifies editing, and has a narrower scope of thinking. You can often do a great job of creating short videos yourself with just your smartphone's camera and some free editing apps. No expensive equipment rentals or huge production crews are needed for this kind of video.
4. The Possibility of User-Generated Content
User-generated content can magnify your brand's authenticity, reach, and engagement. Indeed, statistics show that 90% of customers find user-generated content useful. Rather than advertisements and promotional emails, they gravitate towards UGC content. Social platforms like TikTok and Instagram have popularized the trend of going "viral" through challenges and hashtag campaigns, predominantly with short video content. Viral challenges also prompt user-generated content by urging audiences to share their videos in response to a prompt, using a given product, or partaking in a popular trend.
This gives birth to a treasure trove of UGC, building up a community around the brand or content producer. When users create and share content relating to brands or content producers, they socialize that brand among their networks, acting as brand ambassadors. User-generated content is also a great source of critical feedback and insight into how consumers perceive and interact with your brand or product. You can analyze UGC to understand better your audience's preferences, pain points, and desires, giving more information on content, product development, and marketing strategies in the future.
5. Frequent Posting
It allows for frequent posting. With the lower production costs and associated time investment in creating short videos, you can create and share content even more frequently than usual without compromising quality or overextending your resources. This benefits you by making most social media algorithms favor accounts that post content regularly. Posting short videos regularly increases the chances of your content appearing in followers' feeds and on discovery pages. You will be visible consistently, staying on top of the minds of your audience by bringing new potential followers. Two, the more content you post, the more entry points you create for new potential followers to find your brand or channel. It quickly grows your audiences, as each piece of your content can grab and convert viewers into your followers. With each short video, you cast a wider net, increasing your chances of engaging and sharing across social platforms.
6. Viral Hit
Last but not least, more content posted increases the odds of a viral hit. A viral hit can significantly amplify reach and engagement. Though virality may be a hit-or-miss thing, posting frequently can eventually make your content a stroke of relevance and tickle the public's fancy.
Conclusion
Short-form videos very well fit the changing needs and preferences of modern social media users. Psychologically, they are appealing as they meet the requirements of shortening attention spans by providing fast content that is easy to consume in a fast-paced life. However, apart from better engagement through short videos, you can grow faster for less money. They are cheaper to produce and reach more people when shared, whereas algorithms also favor them more.
Unlock your brand's potential with Adomantra Digital! Harness the growing popularity of short videos to captivate your audience. With over a decade of expertise, we deliver tailored martech solutions to 300+ Fortune 100 clients. Empower your business and drive growth with cutting-edge digital marketing strategies. Contact us today!
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