Why short-form video is so important

It’s been known for quite some time that online video can be highly effective at boosting the performance of our campaign. Les Binet and Peter Field’s work in 2016 details how online video is a great medium on its own and, when combined with TV, turbocharges campaigns.

But what’s the best way for all advertisers, not just the big spenders, to realise the power of online video?

Short-form video is the format that captures attention, taps into the power of partnership, and most intriguingly works at both the top and bottom of the funnel.

And it’s not just about TikTok either!

What is short-form video?

Short-form video is characterised by its aspect ratio and duration.

The most distinctive element of short-form video is that it’s the format that is truly native to smartphones. The 9:16 ratio takes over the whole screen and doesn’t require the viewer to flip their device to view, allowing for an uninterrupted, immersive experience.

Duration is also key. Short-form content lasts 5 to 90 seconds, which is ideal for the time-poor attention economy in which customers live.

It’s fair to say that TikTok pioneered the format, but in fact, all the major digital ad platforms offer their own placement options for short-from video: Instagram & Facebook Stories & Reels, YouTube Shorts, and Snapchat Spotlight & Stories are the other major short-form opportunities for advertisers.

Short-form content, long-term effectiveness?

While there is plenty of anecdotal testimony from marketers and reports from the providers themselves, because the format is still relatively new, the body of evidence is not as deep, but what research has been conducted shows very positive signs that short-form video can deliver for brand building, purchases and leads.

Hubspot’s 2023 report makes for intriguing reading:

• Short-form delivers the best ROI of video formats

• It’s also leading for lead generation and engagement.

• Because of its short duration, just about all are watched for at least 40% for duration.

• 30% are watched to over 81% duration.

Getting creative

Advertisers are understandably concerned that with a new format comes a new demand for content, but it needn’t be that worrying.

The first task is to look at the available assets; could this be re-cut to fit? It may not be perfect, but it’s a start for relatively little additional cost.

If marketers are already creating video content, either in-house or with partners, start building up the short-form library by making sure to also film footage which works for the format.

Will the same ads work on TikTok, YouTube, Facebook and Instagram? In an ideal world, advertisers would have the budget and resources to create separate streams of content for each. But as any media buyer will tell you, knowing what will actually work on each is easier said than done.

Given that brands need to be building the mental and physical (including online) availability at every opportunity, it seems more sensible for the first test of short-form video to be to show them on as many of the platforms as the budget will stretch to, and then continue showing them on those platforms generating incremental conversions.

What about influencers?

Partnering with influencers is a great way to generate short-form video. After all, these are people whose livelihood depends on creating such content, and there’s very likely to be a number of creators with audiences both big and small which speak to the interest of an advertiser’s target audience.

Influencer marketing is a distinct from media buying – we would advise to work with a specialist agency to guide strategy, relationship management and execution in this dynamic environment.

One trick brands often miss with influencers is getting the creator to make content for the brand’s own channels and ads, rather than simply paying for a paid endorsement (so called ‘whitelisting’). Could the influencer visit where the product is made? Could they present a product launch? Or product demonstration?

Encouraging customers and employees to create content can also be a great source for ads. They often approach the subject in ways that are eye-catching and thought-provoking—perfect for a format that demands attention-grabbing creative.