How Short Form Content Can Elevate Your Social Media Presence
Have you noticed the surge of short form content across social media?
Nowadays, it has become increasingly common to discover anything you may want, such as where to dine in your city, the latest sport trends, or upcoming cultural events happening near you, with the touch of a button. So whether you are a business owner, marketing guru, or aspiring influencer, creating short form content can help you reach your target audience, increase your brand visibility, and drive conversions.
According to recent 2020 statistics released from Wyzowl, a whopping 87% of businesses are using videos as a part of their brand’s content strategy. Interestingly enough, of those businesses, 83% are reporting that video content is giving them a strong return on investment. As we all know, getting a good bang for your buck is the ultimate end goal for all marketing strategies.
What is short form content?
Short form content is concise and snappy, delivering a specific message to your target audience that is easy to digest.
This form of content can be done through reading or watching. In written form, short form content typically consists of pieces under 1,000 words, like short blog posts or social media updates. In visual media, it's usually condensed into videos lasting around 60 seconds, such as TikToks or Instagram Reels.
A majority of people love when things are convenient and efficient, so short form content tends to hit right on the dot when people can get what they want, whenever they want.
Why create short form content?
Short form content can pack a punch depending on how you do it. See below for why it’s crucial to take advantage of it.
Short form writing
In the world of search engine optimisation, short form content can often better meet your audience's needs than lengthy articles. Not every blog topic needs a 2,000 word explanation — sometimes a concise, simple post of 700 words or less will deliver the crucial information more effectively to enhance your rankings and attract specific traffic and leads.
Short form video
A well structured short form video with captivating music and messaging has the power to make an impact on a global scale. When a viewer's attention is pulled in right from the start, the retention rates increase and the brand immersion grows. Whether the goal is to present a tutorial or showcase a product, this type of video can make a lasting impression on viewers.
According to Hubspot, people are 2 times as likely to share video content than they are with any other content type. Short form video content has the highest return on investment in terms of engagement and lead generation.
Benefits of short form content
Creating content that’s straight to the point has its advantages.
Short > long
According to Microsoft, the average person now starts to lose attention after a mere eight seconds — now that’s a short period of time to keep someone wanting more! To adapt to this reality, crafting short form media is essential. Whether it's a concise 60-second video or a quick 2-minute read, aligning content with viewers' attention spans is key. By lowering the commitment level, short form media entices viewers to stay engaged until the end.
Quick conversions
Quick and clear messages hold power. They're consumed faster, guiding visitors swiftly to your CTAs and links. For those seeking immediate solutions, conversion happens swiftly.
Production is fast
When writing a detailed news report or editing a 20 minute YouTube video, there is a lot that needs to be done on the research side of things to share your story. But for most business owners and content creators, if they know who they are targeting, what message they want to share, and have the time to film a quick video or write a short article, it cuts the time in half. Having a faster production process means you can produce a greater volume of content.
Just don’t forget… quality still comes over quantity. Make sure you are sharing impactful content with your audience.
Make it stand out.
Whatever it is, the way you tell your story online can make all the difference.
Disadvantages of short form content
Less expert advice
When your content is shorter and simpler, there is always room for a competitor to weave in their expert guidance. While both parties may have thoroughly researched their topics, there's always a chance of someone attempting to outshine you.
Fewer SEO opportunities
Short form content often lags behind longer pieces in terms of SEO performance. High-performing SEO content typically integrates numerous relevant keywords to secure higher rankings on search engine results pages (SERPs). Longer articles also benefit from linking to related content, earning backlinks from external sites, and establishing brand credibility — opportunities that short form content generally lacks.
Too much already out there
The shorter the content is, the faster it can be re-created. Especially when it comes to trends that are going in and out. There can be a lot of competition for specific industries and too many of the same styles, messages, and songs reused. So instead try to find your niche, your key differentiation in the market, and how you can stand out against the competition.
Best practices for short form content
Wondering how to make short form content yourself?
It’s crucial that you hook your target audience in. In the first couple seconds, make it clear why they should care and stop scrolling. Incorporating a strong hook will hold your viewer’s attention, persuade them to wait for more, and hopefully influence them to stay until the end. In videos, it’s great to add text overlay or a scenic shot and in written pieces, it’s smart to put in a key statistic in the introduction to keep interest spiked.
Paying attention to trends and staying relevant can help your content peak at the top. For example, if you use popular music in your Instagram Reels, yet also add in your own creative flair, you can relate to the trends but still have your brand represented.
Keep in mind that your videos must hold value.
If your content is humorous or thought-provoking, it offers entertainment value.
If it shares relevant concepts or skills, it holds educational value.
If it focuses on crucial news, it provides informational value.
Never rush to publish short form content merely for the sake of it. It shouldn’t add to the noise, it needs a way to stand out. You’ve got this — now give it a go!
