Short-form video content has quickly become one of the most powerful tools for digital marketing, with platforms like TikTok, Instagram Reels, and YouTube Shorts leading the charge. These bite-sized videos captivate attention, entertain, and convey messages in a way that traditional, longer-form content simply can’t. However, creating effective short-form videos requires more than just a clever idea—it’s about making the most of limited time, crafting content that resonates, and ensuring it stands out in a crowded digital space.
Here are four insights to help you create smarter, more impactful short-form video content:
1. Grab Attention in the First Few Seconds
In the world of short-form video, your first few seconds are critical. Viewers decide whether to keep watching or swipe past within the first 3-5 seconds, so you need to make an immediate impact. Whether you’re telling a story, showcasing a product, or sharing valuable information, you have to hook your audience right away.
Tip: Start with something bold, intriguing, or visually striking. It could be a question, a surprising fact, or an eye-catching visual. If your opening shot doesn’t grab attention, chances are you’ll lose your viewer before you even get started. Think of your opening as a “teaser” for the rest of the video, encouraging curiosity.
Example:
If you’re promoting a product, start with a quick, close-up shot of the product in action—without revealing everything. Build intrigue before delivering the full message.
2. Focus on Authenticity and Relatability
Audiences today value authenticity over perfection, especially on platforms like TikTok and Instagram. In an era of overproduced, polished content, short-form videos that feel real, spontaneous, and relatable are what really resonate. Users are drawn to content that feels human, not overly scripted or contrived.
Tip:
Keep it casual, real, and relatable. Whether it’s behind-the-scenes footage, a user-generated challenge, or an unscripted testimonial, show the human side of your brand. Incorporate humour or vulnerability when it fits—people want to connect with the person behind the brand.
Example:
A small business could post a quick, unfiltered clip of the team packing an order, with a voiceover saying, “One of the many reasons we love what we do!” It’s simple, authentic, and highlights the personal connection with the audience.
3. Leverage Trends and Challenges—But Make Them Your Own
Trending sounds, challenges, and hashtags can be incredibly effective ways to get noticed in the short-form video space. However, jumping on a trend without adding your unique spin will make your content blend in rather than stand out. Instead of just copying what’s popular, think about how you can align trends with your brand or message in an original way.
Tip:
Stay on top of trends, but always find a way to tie them back to your brand’s values, products, or personality. Whether it’s a trending song, meme, or challenge, put your own creative twist on it that feels authentic to your audience.
Example:
A fitness brand could participate in a popular TikTok dance challenge but incorporate workout gear or fitness tips into the routine. This allows the brand to be part of the trend while maintaining relevance to their audience.
4. Optimise for Mobile Viewing
The vast majority of short-form video is consumed on mobile devices, so optimising your content for mobile viewing is essential. This means considering things like aspect ratio, text size, and how your content looks on smaller screens.
Tip:
Make sure your videos are vertically oriented (9:16 aspect ratio), as this is the most common format for mobile-first platforms. Also, ensure any text is large enough to be readable on small screens, and make sure your visuals and branding are clear and compelling without relying on sound alone.
Example:
If your video includes subtitles (and it should, as many users watch videos on mute), use high-contrast text and keep it succinct. Also, ensure your visuals are compelling even without sound, as mobile users often engage with short-form videos in noisy environments.
“Just remember that you can test different video lengths until you find what works best –– the sweet spot. Pay attention to your video performance and adjust until you see success.”
Conclusion
Short-form video is an exciting, dynamic medium that continues to grow in popularity, and its potential for engaging audiences is immense. By grabbing attention quickly, staying authentic, tapping into trends creatively, and optimising for mobile, you can ensure your videos not only get seen but leave a lasting impression.
As you dive deeper into the world of short-form content, remember that success isn’t about simply jumping on the latest trends or going viral—it’s about consistency, creativity, and staying true to your brand. With these four insights, you’ll be well on your way to crafting smarter, more effective short-form videos that engage and connect with your audience.
