The Power of Short-Form Video: How to Create Engaging and Viral Content for Social Media in 2023

Short-form video is one of the most popular and effective forms of social media content today. It can capture attention, convey emotion, tell stories and drive action better than any other medium. Short-form video can also boost your SEO ranking, social media engagement, conversion rate and brand awareness.

But what exactly is short-form video? How can you create engaging and viral content for social media in 2023? And what are the best platforms and tools to use? In this blog post, we will answer these questions and share some tips and best practices on how to excel at short-form video marketing.

What is Short-Form Video?

Short-form video typically refers to videos that are less than 60 seconds long, though some marketers agree short-form video content can be as long as three minutes. Short-form videos are meant to be bite-sized, easily digestible pieces of content that are easy for viewers to scroll through and view several at a time.

Short-form video content can include a variety of formats, such as:

• TikTok videos

• Instagram Reels

• YouTube Shorts

• Snapchat Stories

• Facebook Stories

• Twitter Fleets

Why is Short-Form Video Important?

Short-form video is quickly becoming one of the most important forms of social media content, so if your brand isn’t currently creating any, you need to start. Here are some key statistics that help prove the importance of short-form video:

• TikTok, the pioneer of the short-form video movement, TikTok has been the fastest-growing social media platform thus far, generating 1.53 billion users in just seven years

• 96% of consumers prefer to watch short-form video to learn about a product or service

• Short-form video has the highest ROI as well as being the best format for lead generation and engagement

• Nearly a third (30%) of all short-form videos are watched 81% of the way through

• 47% of marketers agree that short-form videos are more likely to go viral

• On average, adults residing in the United States devoted 46 minutes daily to using TikTok. It is projected that by 2024, the average daily usage time of the social short-video platform by U.S. adults will increase to 48 minutes

Short-form video is captivating, engaging, and well-converting. The time to create short-form video content was yesterday—but if you haven’t started, there’s no better time than the present.

How to Create Engaging and Viral Short-Form Videos

Now that you understand the power of short-form videos, let’s dive into how you can create content that captures attention and drives engagement in 15 seconds or less. Here are some tips and best practices to follow:

1. Start with a Bang

The first few seconds of your video are crucial. Use them to grab your audience’s attention with a surprising fact, intriguing question, or compelling visual. Make your audience want to stick around to see what happens next.

For example, this TikTok video by @willsmith starts with a catchy song and a funny face swap effect that instantly draws viewers in.

@willsmith
I look good in her phone \uD83D\uDE02 @jadapinkettsmith
♬ original sound – Will Smith

1. Have a Clear Focus

With such a short amount of time, your video needs to have a clear focus. Whether it’s showcasing a product, sharing a tip, or telling a story, make sure your video’s purpose is evident and delivered effectively.

For example, this Instagram Reel by @netflix clearly focuses on promoting its new show Bridgerton by highlighting its cast and plot.

View this post on Instagram

A post shared by Netflix US (@netflix)

1. Use Captivating Visuals

Visuals play a crucial role in short-form videos. Use high-quality, captivating visuals to draw in viewers and keep them engaged. Experiment with different types of visuals — from product shots to animations to user-generated content.

For example, this YouTube Short by @nike uses stunning visuals of athletes performing amazing feats to inspire viewers.

1. Include a Compelling Call-to-Action

The ultimate goal of your short-form video is to drive action. Whether you want your viewers to visit your website, buy your product, or follow your account, make sure you include a clear and compelling call-to-action (CTA) at the end of your video.

For example, this Snapchat Story by @mcdonalds includes a CTA to swipe up to order online.

1. Optimize for Each Platform

Each short-form video platform has its own features, formats, and best practices. To optimize your short-form video content for each platform, you need to consider the following factors:

• Length: Different platforms have different limits on how long your videos can be. For example, TikTok videos can be up to 60 seconds, Instagram Reels can be up to 30 seconds, and YouTube Shorts can be up to 60 seconds. Make sure you adjust your video length accordingly.

• Aspect Ratio: Different platforms have different preferred aspect ratios for your videos. For example, TikTok and Instagram Reels use a vertical 9:16 aspect ratio, while YouTube Shorts use a horizontal 16:9 aspect ratio. Make sure you adjust your video orientation and cropping accordingly.

• Sound: Different platforms have different options for adding sound to your videos. For example, TikTok and Instagram Reels have a library of songs and sounds that you can use, while YouTube Shorts and Snapchat Stories allow you to use your own audio or music. Make sure you choose the right sound for your video and platform.

• Hashtags: Different platforms have different ways of using hashtags to increase your video’s visibility and reach. For example, TikTok and Instagram Reels use hashtags to categorize your videos and join trending challenges, while YouTube Shorts and Snapchat Stories use hashtags to add keywords and context to your videos. Make sure you use relevant and popular hashtags for your video and platform.

The Best Platforms and Tools for Short-Form Video

There are many platforms and tools that you can use to create and share short-form video content. Here are some of the best ones to consider:

• TikTok: TikTok is the leading platform for short-form video content, with over 1 billion monthly active users. TikTok allows you to create videos up to 60 seconds long, with a variety of editing features, effects, filters, stickers, music, and sounds. You can also join trending challenges, duet with other users, or go live with your followers.

• Instagram Reels: Instagram Reels is Instagram’s feature for creating short-form video content, with over 500 million daily active users. Instagram Reels allows you to create videos up to 30 seconds long, with similar editing features as TikTok. You can also share your reels on your feed or stories, or explore other users’ reels on the dedicated Reels tab.

• YouTube Shorts: YouTube Shorts is YouTube’s feature for creating short-form video content, with over 2 billion monthly active users. YouTube Shorts allows you to create videos up to 60 seconds long, with basic editing features such as speed control, timer, filters, and music. You can also watch other users’ shorts on the Shorts shelf or the Shorts camera.

• Snapchat Stories: Snapchat Stories is Snapchat’s feature for creating short-form video content, with over 265 million daily active users. Snapchat Stories allows you to create videos up to 10 seconds long, with a variety of lenses, filters, stickers, music, and sounds. You can also share your stories with your friends or the public, or discover other users’ stories on the Discover page.

• InShot: InShot is a powerful video editing app that allows you to create professional-looking short-form videos on your mobile device. InShot has a range of features such as trimming, cropping, merging, splitting, rotating, flipping, speed control,

transitions, filters, effects, stickers, text, music, voice-over, and more. You can also export your videos in different resolutions and aspect ratios for different platforms.

Conclusion

Short-form video is an essential component of any social media marketing strategy in 2023. By following these tips and best practices, you can create engaging and viral short-form videos that resonate with your audience and drive growth for your business.

If you need help with creating short-form video content for social media in 2023,
you can contact us at Shoestring Services – a social media marketing agency that specializes in digital marketing in 2023. We have a team of experts who can help you plan,
create,
and optimize short-form video content for different platforms and goals.

Contact us today for a free consultation and quote!