Short videos have taken over social media channels and permanently changed the rules of content production. They offer a fast and cost-effective way to communicate with different target audiences and get them to engage with the brand. The demand for short videos is constantly growing, and they are essential for successful presence across all social media platforms.
But how and why should a brand plan short videos across multiple channels?
Short videos have spread to other social media distribution channels with TikTok, such as Instagram Reels or YouTube Shorts. Short videos play a significant role in the platforms' internal algorithms in reaching and attracting new target audiences to follow social media accounts. Short videos serve as an introduction to other content from the brand.
Short videos are an effective format for communicating different topics in a concise and visually appealing way.
Short videos are an effective format for communicating different topics in a concise way. They have also gained a foothold outside of social media channels. For example, media companies, such as Iltalehti have begun producing short video content on TikTok as well as on their websites, even on the homepage. Music service Spotify has also brought short videos of artists to its interface and also enables artists to create their stories effectively. Many companies have also begun adding videos to their websites with the help of the Finnish Videobot startup to develop customer experience and customer journey.
TikTok has also launched its own Out of Home solution which makes it possible to produce short videos from social channels to offline meetings as well.
TikTok has quickly become one of the most significant social media platforms, especially among young people and young adults. Its unique algorithm and effective content production model make it an ideal environment for trends to emerge and spread.
Leveraging TikTok-like short video trends offers brands the opportunity to be part of current phenomena and the culture surrounding them. It is important for marketers to consider TikTok in their strategies and leverage its potential in following and utilizing trends. However, brands should note that much of the trends heavily utilize music, which can cause issues from a copyright perspective.
@caverionfinland ASMR-Marko auttaa sinua nukahtamaan minuutissa 😴 Jos tämä video ei saa sinua unten maille, niin mikä? Gn! 💤 Vaikka henkilöstöetuihimme ei valitettavasti kuulu joka perjantaista ASMR-tuokiota tai galaksivaloa, tarjoamme kuitenkin henkilökunnan hankintaedut, henkilöstökerhojen toiminnat sekä muita etuja. Onnistuiko hypnoosi, hae meille töihin ja lue lisää henkilöstöeduistamme👉 https://rekry.caverion.fi/toimii #asmr #toimii #toimivanelämäncaveri #toimivanelämäntekijä #caverion #huoltoasentaja ♬ alkuperäinen ääni - Caverion Suomi
Many brands have taken their first bite of the world of short videos through TikTok. If a brand wants to produce content strongly based on TikTok trends or channel features, it may not work as such in other distribution channels that use short videos.
@segafredosuomi Aina on hyvä päivä sanoa tuntemattomalle kiva kehu! 😍 Mitähän kehuja tällä kertaa kuultiin? ✨
♬ original sound - Segafredo Suomi
If a brand wants to build its own engaging audience relationship, it is important for the media to find the brand's own voice and offer potential followers a reason to follow its content on social media. One key reason for this is the brand's own original content that speaks to different target groups. A brand can become known by creating entertaining content, offering interesting information in the form of entertainment (edutainment) or by taking a stand on current topics.
When a brand consistently creates quality content that speaks to its target audience, it helps social media users understand the brand's content promise and reason for existence.
When a brand consistently creates quality content that speaks to its target audience, it helps social media users understand the brand's content promise and reason for existence. On the other hand, when a user engages with the same content, the social media algorithm also begins to recommend the content to them again. Ultimately, it helps drive the "follow" or "subscribe" button presses.
Read how Segafredo conquered TikTok!
Short videos are not just for young people. According to a study conducted by Troop in 2021, busy adults in particular spend time on social media, but may not have time to stop and engage with content. Short videos should be planned according to the needs of different target groups and different distribution channels - for example, Facebook or LinkedIn.
Visual and engaging content appeals to people of different ages and backgrounds. Additionally, platform targeting capabilities and analytics help marketers find the right audiences and optimize their content for them. Short videos can be used to create personalized and impactful campaigns that resonate with different target groups.
