How to Use Short-Form Video to Grow Your Business

Short-form video has become a game-changer for businesses looking to capture attention, build brand awareness, and drive engagement. With platforms like TikTok, Instagram Reels, and YouTube Shorts dominating the social media landscape, businesses of all sizes can leverage this format to connect with their audience and grow. Keep reading to see the multitude of ways you can leverage these popular platforms to expand your market and connect with your audience.

Ready? Here’s how to get started.

Why Short-Form Video Works

First, let’s understand the concept of shot-form videos. Short-form video is designed to grab attention quickly—typically within the first 3 seconds. In a world of endless scrolling, this format is ideal for delivering bite-sized, engaging content that resonates.

For example, a local bakery might create a 15-second Instagram Reel showing the satisfying process of decorating a cake, ending with a call-to-action like, “Order yours today!” This kind of content is quick to consume, visually appealing, and highly shareable.

Pro Tip: Have you ever heard the phrase “perfection is the enemy of progress”? Don’t worry about making everything perfect; focus on creating relatable, engaging content that feels natural, and be consistent. Short-form video thrives on authenticity.

Types of Short-Form Video Content

Not sure what kind of videos to make? Here are a few ideas to get the ball rolling:

1. Quick Tips or Tutorials:
   Share value-packed tips in under 30 seconds. A skincare brand might post, "3 steps to glowing skin in the morning.” These tips are a great way to build your credibility and also are great candidates to go viral.

2. Product Features or Demos:
   This is similar to the first tip, but highlight what makes your product unique. A tech company might showcase how their gadget solves a common problem in everyday life. Every time you launch a new product or service you should be showcasing it. Bonus points if you can package these two tips into a weekly series with different products!

3. Behind-the-Scenes:
   Show the process behind your products or services. After all, what the customer sees doesn’t tell the whole story. For example, a fitness studio could post clips of a trainer prepping for a class or setting up equipment. Your followers will appreciate how much effort you put into your business!

4. Staff Highlights:

   If you have an employee of the month to shout-out or just want to have a fun “get to know you” session with your staff, this is a great way to build community with your audience and recognize your staff for their hard work. Plus, it can break up some of the mundane parts of the day for your staff and can be one of the little things that boost your company’s culture.

5. Customer Testimonials or Success Stories:
   Ask happy customers to share their experiences in a quick video. These are excellent for building trust and credibility. Offer them a discount or small incentive if you’re able to. You can even go one step farther and turn these into a giveaway or competition, it’s a win-win!

6. Trending Challenges and Silly Things:
   Participate in trends relevant to your industry. For instance, a coffee shop could jump on a popular TikTok sound while showing off its barista skills. No, you don’t have to be a great dancer, (you’ll never find me on a TikTok dancing), but this is a chance to express your creativity! Be silly, showcase hidden talents, and have fun! Worst-case scenario is your followers see that you’re genuine and fun.

Where to Post Short-Form Videos

Now that you have your first videos, where should you post them? That depends on your goals and audience. Short-form video works across multiple platforms, but it’s important to tailor your content for each:

1. TikTok: Creative, fun, and trend-driven content thrives here. Keep it light and engaging, but informative content also works.

2. Instagram Reels: Great for polished, visually appealing videos that align with your brand aesthetic.

3. YouTube Shorts: Perfect for informative or entertaining clips. If you already have a YouTube channel, you can always post shorter clips from your videos to Shorts that mirror your longer content.

4. Facebook Stories: Use short videos to keep your Facebook audience updated and engaged. I wouldn’t spend too much time making content specifically for Facebook, as the options above are generally superior for short-form content.

Focus on the platforms where your audience spends the most time, and don’t be afraid to repurpose videos across multiple channels. In the end, you should pick one or two platforms that you enjoy using and see the most engagement.

Best Practices for Short-Form Video

There are many different ways to make your content engaging. Take a look at what similar brands post, and add your own spin on it. Still, here are a few tips and practices you can use to make your videos pop:

1. Hook Your Audience Immediately:
   Start with something attention-grabbing in the first 3 seconds, like a bold statement, a question, or an eye-catching visual. For example, a realtor might make a video with the title, “Is the Housing Market Actually Crashing?”.

2. Keep It Short and Sweet:
   Aim for videos between 10-30 seconds. Shorter videos are easier to consume and more likely to be rewatched. You can always break your posts into different parts.

3. Add Captions or Text:
   Many users watch videos without sound. Adding captions ensures your message gets across. Many platforms like TikTok make this very easy for users.

4. Incorporate a Clear Call-to-Action:
   Tell viewers what to do next, whether it’s visiting your website, following your account, or leaving a comment. Make sure you keep track of your follower interactions to see what works best for your audience.

5. Show your Face:

   While this isn’t absolutely necessary, showing your face on videos goes a long way for building trust and credibility with your audience. If not on every video, try showing your face at least every once in a while so your followers know who you are and can connect you to your product or service.

6. Experiment and Analyze:
   Finally, test different styles and monitor performance using platform analytics. Pay attention to what resonates with your audience and adjust accordingly. Remember, the most important metric is how much enjoyment you get out of making certain videos.

In Conclusion…

Short-form video is one of the most effective tools for growing your business in today’s fast-paced digital world. With its ability to capture attention quickly and deliver engaging, memorable content, it’s a must-have in any social media strategy. Use some of the tips above to begin marketing your brand in a whole new way. Remember, making engaging short-form video content is a skill that can be mastered over time. It’s OK to make mistakes as you continue to learn! As with any social media plan, give yourself grace and enjoy the process.

For more tips on building a strong foundation for your social media, check out our post, “How to Build a Winning Social Media Strategy in 5 Steps.”

Finally, if you’re ready to take your short-form video game to the next level but aren’t sure where to start, we can help. At 9fiftyfour Social, we specialize in crafting creative, impactful video strategies tailored to your business. Book your free consultation today, and let’s make your brand unforgettable!