The impact short-form video has made on brand visibility and profitability in recent years has been incredible. Short-form video content trends have captured the imaginations of consumers worldwide. So much so, that they’ve changed aspects of culture entirely.
Only a few years ago the only context in which the word “viral” was used was in a scientific one. Now when we hear it, videos like “leave Britney alone”, “charlie bit my finger” and others are what spring to mind.
According to marketing giant, Hubspot, short-form videos will see even more growth this year, with marketers planning to invest in this format more than any others to achieve their marketing goals.
Characteristics of short-form videos
A short-form video is a piece of content that’s posted on a social media channel. Its duration very much depends on which it’s posted on.
A short-form video on Facebook tends to last between 60 seconds to 3 minutes, from 15 to 60 seconds on YouTube and from 15 seconds to 10 minutes on TikTok.
There are several different types of short-form videos being used by brands with great success. Below are some of the most popular short-form video content trends of the year.
Top short-form video content trends of 2023
FAQ videos
Far from a new concept but certainly not going anywhere this year, FAQ videos give brands a great way to engage with their customers by predicting any questions they have about your services and answering any that may have already come up through conversations with them.
Not only do FAQ videos ease the workload of your customer service team, but they also show that you’re listening to your customers. Creating trust and inspiring brand loyalty, they give people useful information they may need to make their decision about whether to purchase your product.
Having the answer to one of their burning questions presented to them in this format could give them the push they need to commit to using your services, so it’s an invaluable piece of content to have on your channel.
Influencer Ads
Influencer videos have been growing in popularity and this is set to continue in 2023. Consumers are much more likely to trust influencer adverts over adverts produced by brands themselves so it’s no wonder so many brands are using these kinds of videos to expose their products to users.
Explainer videos
Educational videos are great because they help audiences with problems in their day-to-day lives. Using explainer videos to help solve a problem can provide a great segue to showing the customer how you can help them with other similar problems with your services or products.
Explainer videos tend to target users who are at the decision-making stage of the buyer’s journey and have the potential to turn these potential customers into regular ones.
User-generated content
Much like influencer marketing, user-generated content is a great way to promote your products and services more subtly. Many brands such as Colgate have used this method with great success by posting callouts for challenges or competitions.
Incentivising their users to create content for them not only saves on the cost of producing their videos but opens up the possibility of their product being seen by people who wouldn’t usually see it.
Behind the scenes
With the increased appetite for ethical and sustainable practices, consumers more often seek out transparency in brands. One easy way to promote transparency is to show your customer the people and everyday workings behind your brand.
As well as promoting transparency, behind-the-scenes videos help your customers connect with your brand on a more personal level.
Why follow short-form video content trends?
We’ve explained in detail why these kinds of videos are important for marketing success, but we thought we’d also include some statistics to show you how short-form video content can increase your brand’s potential.
- More than 70% of consumers prefer to watch a short-form video to learn about a product or service.
- 59% of short-form videos are watched for 41-80% of their length, while 30% of them have an average watch rate of over 81%.
- Short-form ranks #1 for lead generation and engagement
Source: Hubspot
Tips on how to generate leads through short-form video
So now you know about the importance of short-form videos. It’s not just as simple as creating the video and then uploading it, however.
Here are some tips on how to generate leads using this medium:
- Encourage users to make the next step: Include a clear call-to-action that encourages the viewer to take action. This could be to visit your website, sign up for a free trial, or contact you for more information.
- Promote your video on social media channels: Once you’ve created your video, promote it on social media, your website, and other relevant channels to reach your target audience
At AerialJohnny, we use top-of-the-range drones to create stunning aerial videos and photos for a range of clients including Adidas, and Rolls Royce. We specialise in event, real estate, corporate and wedding videography, and we also create stunning aerial footage that can give short form-video content the wow factor. speak to one of our drone pilots today to see how AerialJohnny can help you with all of your video needs.
