In 2021, the rising trend of social media content has grown from pictures to video, long-form video to short-form video. Cat videos, memes, little brother biting fingers, recipes, or makeup tutorial – you name it, we love it.
A study by Breadnbeyond stated that people share videos at twice the rate of any other form of content. It also found that 84% of people were convinced to buy a product or service based on the brand’s video.
Instagram vs TikTok Short Video
In a fast-moving generation, Trends on Tiktok and Reels do prove that people now prefer to scroll on not more than one minute video because they just do not have time to spend minutes on one content video only.
Even Instagram released Reels because they were aware of this trend. Right now, Instagram is focused on four key Extents of growth, Mosseri said: creators, video, shopping, and messaging.
This means that his latest update is concentrating on the platform’s video ambitions, given that so much competition in the field, “We’re no longer a photo-sharing app,” Mosseri said. “The number one reason that [people] say they use Instagram in research is to be entertained.”
Also, Instagram is experimenting with new recommendations characteristics, including showing users content in their feeds from creators they have never seen— with users being able to choose from topics that they want to see.
These two platforms are now the best ones for short videos. According to the data TikTok with 69% of users starting from 13 to 24 years old, TikTok is in fact the platform of the Millennial and Gen Z population.
TikTok Short Videos
Talking about its feature, The TikTok homepage attributes a timeline of videos split up into two tabs. It’s good to create a thing named TikTok marketing strategy.
The “Following” tab with videos posted by the user’s followers, and the algorithm-driven “For You” page based on user behavior (what they like, comment on, scroll past, etc.). Also, the LinkedIn study proves B2B strategies that appeal to emotions are seven times more effective for revenue generation than “rational messaging.”
We can say TikTok content creator SiskaKohl who made ice cream by blending element ingredients of Nasi Padang (rice, rendang, curry soup) or even the “million rupiahs’ ‘ dish content became a national trending topic on another platform like Twitter.
She made “16 million rupiahs of Indomie” with luxurious Ingredients such as A5 wagyu, sea urchin eggs, Foe grass, truffle, and even Caviar has triggered the society yet so much entertaining for Indonesian society.
Instagram Short Videos
Now talking about Reels, some call it TikTok 2.0, but Instagram Reels is proving to has its own originality. The Reels tab on Instagram is a scrolling video feed, similar to what is on their Explore page. From this page, users can click on the music the account used to see what other Reels feature that sound.
Unlike Instagram Stories—which concept are temporary videos made to disappear after a short period of time—and IGTV—which are long-form videos almost similar to what Youtube has—Instagram reels are short-form videos that can live on your profile indefinitely.
And they can also be attached as series, each video stands alone in the feed.
Instagram Reels is the perfect place to share fun, behind-the-scenes glimpses into you and your brand, as well as a casual, impromptu glimpse at your products or services.
The casual format of Reels video helps remove some of the pressure that comes with producing and editing videos or presenting live videos. Lastly, these two platforms still offer the same thing which is short simple entertaining videos.
Seeing the new trends as a new big market opportunity, brands definitely should join the party.
Brandon Sanders, a digital marketer for HubSpot Academy, highlights that “With the rise of platforms like TikTok, Reels, and Vine, short-form video is actually getting shorter and lending itself more to 60-second to two-minute videos,” he said.
“I think the perception of short-form content on platforms like YouTube is actually around that 10-minute sweet spot because content on YouTube tends to be more comprehensive and longer.” So, when you think about short-form videos, Youtube is the exception, whereas TikTok and Reels are the rules.
Tiktok and Reels Offer More User-Generated Content (UGC) because Consumers will always love UGC. In fact, it guides their purchasing commitment more than influencer-generated content.
Without using up too many resources, brands can publish videos that evoke emotion while It’s also budget-friendly. “The growth of social media is causing the human attention span to become shorter and shorter,” he said.
“So, leveraging the power of short-form content will give you a leg up on your competition and help engage your audience.” In addition, more behind-the-scenes videos are also important because consumers want authenticity and transparency of the brands and a short video provides you easy seconds of opportunities to connect with your audience.
The Takeaway
You may make short video content on how you develop your brand, gain your video marketing ROI, or simply give them insights on how your product or service is made.
Educational explainer videos are so much preferable yet also adding the content value to your brands for the audience in their day-to-day lives.
Short-form video requires taking a more authentic, human, and creative approach to marketing.
