Challenges and Opportunities in Short-Form Video

With widely used platforms like TikTok, YouTube, and Instagram, short-form video popularity is soaring. It’s no longer just a passing trend but a force in content that’s reshaping how people consume and create media – from news and education to ecommerce and brand marketing.

As attention spans shrink and competition for screen time ramps up, marketers have new opportunities to capitalize – and some challenges to overcome.

The Rise of Short-Form Video

Short-form video is content that ranges from 15 seconds to 3 minutes. Unlike long-form video, short videos cater to short attention spans and mobile users. In fact, with smartphones being the primary device for online browsing, it’s no wonder that quick, scrollable short-form videos became so ubiquitous.

Of course, this shift was helped by platforms like TikTok that democratized visibility by prioritizing quality and engagement, no matter the creator’s fame, over big brands with a lot of followers. It’s all driven by the algorithm.

In addition, the fast-paced nature of short-form videos aligns with the modern user’s desire to multitask while browsing their social media accounts, as well as the short attention span that’s constantly being pulled in other directions.

Understanding the Challenges of Short-Form Video

Short-form video has a lot of potential for brands as part of the content rotation, but there are some challenges to overcome:

Keeping Up with Trends

Arguably, the most defining aspect of short-form video is how quickly trends emerge – and they tend to disappear just as fast. By the time you jumped on the trend and posted your dance challenge or revamped video with trending audio clips, users are more interested in something else happening in the digital world.

Most trends only last days, not weeks or months. In the past, video production had a longer timeline. Now, you have to act fast to keep your content relevant. Fortunately, the same platforms that prioritize trending content also reward raw, authentic content – so your video doesn’t have to be polished and perfect to make an impact.

Each platform has its own nuances and trends. What works on TikTok may flop on Instagram Reels or YouTube Shorts. You not only need to track the trends but also pay attention to what’s happening on each platform. With that, algorithm changes can affect the formats you rely on, so you need to stay adaptable.

So, how can you succeed with rapidly changing trends? Here are some tips:

• Real-time social listening: Tools like Exploding Topics, TrendTok, or simply spending time on the platform can help you identify emerging trends early enough to jump on them.
• Agile content production: Building workflows that allow for quick ideation, production, and publishing (without losing quality) helps you make the most of trend opportunities.
• Empowered teams: Give your teams autonomy to experiment and engage with trends directly, reducing approval bottlenecks that can drag out your production timeline.

Balancing Virality and Authenticity

Trends are important, but you still need to keep your brand personality and voice in the forefront. If you adopt trends that don’t fit just to get views and engagement, you’ll only confuse your audience and hurt your credibility.

Unfortunately, the competitive social media environment does encourage chasing numbers – often at the expense of genuineness. But not every trend suits the brand. For example, a serious B2B company taking part in a new fashion movement may seem out of place.

Worse yet, some viewers aren’t quick to let things go. Younger generations, in particular, are quick to call out performative or inauthentic behavior, so you may not fly under the radar if you adopt a trend that doesn’t make sense for your brand.

Here are some tips to help you find the trends that amplify your brand:

• Develop a clear voice: Know your brand persona in and out, then choose the trends that align best.
• Keep it original: You shouldn’t just copy trends. When you discover trends, reinterpret them through your unique lens and make them your own.
• Prioritize value instead of virality: One of the benefits of short-form video is building long-term trust and engagement, even if that means it’ll take a little longer to grow.

Navigating Algorithms

Algorithms impact your discoverability and reach. They determine what content is seen, and by which users, so you have to understand how they work and evolve to tailor your content appropriately.

Unfortunately, platforms don’t disclose all the details of how their algorithms prioritize content. While you can make some educated guesses, there are always examples of a video that gets a million views one day and crickets the next.

In some ways, the mystery surrounding algorithms can be a blessing. If you become too reliant on algorithms, especially on a single platform, you could be left with no traction if algorithm updates have significant changes.

Instead, focus on best practices:

• Diversify platforms: Don’t rely solely on TikTok or Instagram. Repurpose your content to work on several platforms, including YouTube Shorts, Reels, LinkedIn, or other platforms appropriate for your audience.
• Study analytics: Keep up with algorithm updates and monitor which videos perform best. Analyze watch time, retention rate, and audience demographics to continually adjust your approach.
• Adapt quickly: Stay informed about major algorithm changes and test new formats to see if you have new opportunities for success.

Evaluating Opportunities with Short-Form Videos

Short-form video may have some barriers to navigate, but the possibilities are limitless.

Enjoying Massive Reach and Discoverability

Short-form video is one of the few content types that can have viral success without a big-brand following. Algorithms reward engagement, not just legacy. Here’s how you can maximize it:

• Leverage trending sounds and formats (where appropriate) to appeal to the current trends.
• Optimize for the first 3 seconds by hooking the viewer with a question, probing thought, or stunning visual.
• Encourage engagement by responding to comments, asking viewers to share their thoughts, or teasing future video topics.

Experimenting with Lower Risk

Highly produced content comes with a lot of expense. Comparatively, short-form videos are relatively inexpensive to produce, giving you an opportunity for some trial and error, experimentation, and creative challenges.

Here are some tips to test the waters:

• Experiment with multiple formats like tutorials, behind-the-scenes footage, and reaction videos to see what the audience responds to.
• Use feedback loops with comments and metrics to continuously refine your style and topics.
• Try out different platforms, even if the audience is small, and use it as an opportunity to grow.

Building Loyal Brand Communities

Short-form platforms offer a direct connection with niche communities, such as TikTok’s #BookTok or #TechTalk. You can take advantage of these pre-existing niches to build your brand community with activities like:

• Engaging in comment threads and stitches or duets that are relevant to your audience or industry.
• Using niche hashtags strategically.
• Build a series, such as a how-to series or behind-the-scenes series, that keeps your audiences coming back for more content.

Educating and Establishing Thought Leadership

“Short” doesn’t have to mean superficial or shallow. Educational snippets like quick facts, mini tutorials, or expert tips can establish your brand’s credibility quickly. Here are some tips to make it work for you:

• Deliver clear takeaways in under 60 seconds.
• Use captions and visuals to reinforce key points.
• Build playlists or highlight reels for continued learning.

Emerging Trends for Short-Form Video

Microlearning

Microlearning, or short, engaging 2-5 minute lessons, has become a leading educational format recently. It delivers concise and focused information that’s perfect for feature explanations, product tutorials, and skill building.

In marketing, microlearning is an opportunity to create value-driven content that caters to the desire for short-form videos while also subtly building brand authority and promoting a product or service.

AI-Powered Video Production

Creating videos quickly enough to keep up with trends can be difficult, but AI tools for editing, script generation, captioning, auto-cuts, voiceovers, or content reformatting can help reduce production time and costs.

User-Generated Content

Authenticity drives the popularity of TikTok and short-form video content, which is bolstered by user-generated content (UGC). The real, approachable nature of UGC helps it outperform polished brand content, fostering trust and brand credibility.

Silent-First Design

Many users scroll silently, so they can miss vital information (or skip a video altogether) if they need sound. It’s important to use captions and visual aids to keep your video engaging with silent viewing.

Another consideration is portrait orientation. TikTok and Instagram use portrait orientation, so your video needs to be formatted correctly for an optimal viewing experience on mobile devices.

Interactive Videos

Interactive videos take engagement a step further with features like in-video quizzes or polls that turn a passive viewing experience into an active one. Shoppable features are also rising in popularity, turning videos into a virtual storefront for viewers.

Prepare for Success with Short-Form Video

Getting started with short-form video – or amplifying your existing strategy – is no easy feat. However, there are ample opportunities with short-form video that can elevate your brand and expand your online presence.