Once upon a time, there was Vine, a platform where people can share short videos just seven seconds long. Then, the platform increased its maximum supported length to 140 seconds, then ten minutes, before shutting down in 2017. Fast forward to today, short video-focused Tiktok is the fastest growing social media platform and Facebook’s Instagram is pushing for a similar feature called “Reels” to capture fans of very short video content. One notable late entrant is Twitter with Fleets. 

It goes to show the short, mostly vertical videos are here to stay and according to data, your marketing needs it. 

So why is short video important for you and your marketing?

Responding to Short Attention Spans

Its the response to shortening attention spans of digital users. Mobile users have always wanted to explore content faster than desktop users without sacrificing as much of the value and information they are getting.

Videos are very visual but they can also be verbal forms of communication with audio or on-screen text or subtitles. With movement, a lot can happen in just a few seconds. There’s a lot of effortless information transfer compatible with the shorter attention spans of modern consumers. 

Say More in Less Time

Shorter videos have also democratized video production. There’s no need to coordinate day-long shoots or write lengthier scripts. These “story”-type videos can be more casual, playful and it’s easier to make more of them in one go.

They’re easy on the viewer and in many ways, they’re also easier for the creator.

Short videos = Quicker Distribution to Marketing Channels

With platforms like TikTok, its easy to get more eyeballs on shorter videos in a blink. Short videos also have portable file sizes and it doesn’t take as much time to prepare them for publishing. With less post-processing and easier uploads, the time it takes from shooting a video plus sending it out to the crowd is often instant.  

Short Marketing Videos are Easy to Remember

As most people process information visually, it will be easier to remember moving stories on-screen versus text or static images In fact, there are claims that 95% of viewers retain the message from a video versus a measly 5% from text.

Videos have that unique combination of stimuli (visual cues, motion, and audio) that makes it easy for our brains to absorb and retain information. 

Easier to Make 

This is exactly why behind-the-scenes type content works well. Shorter videos are very easy to produce and they give audiences quick, off-the-cuff access that’s more spontaneous. All that without sacrificing the rich experience. 

Popular content creators like Bretman Rock are active on Instagram stories, and a lot of it is because the ease of production and quick distributions allows him to sustain daily Instagram stories which are like mini-shows. While a 15-minute youtube can take over 50 hours to make, an Instagram story can barely take a minute. 

Videos for creators and marketers can be daunting with complex production and planning. However, with shorter videos on the rise, there are many ways to innovate and leverage this option right now. If you’re thinking of adding videos to your marketing efforts, why not start today? Reach out to us and let’s discuss your options for video marketing.