To many people, short form video seems like a fad (it’s a common misconception). Something the young people of today are getting into in order to fit more entertainment into short periods of time.
The reality, however, is a lot different from that. The fact of the matter is that more and more people are starting to value their time, and realizing that you don’t need ten to fifteen minutes to convey a short bite of information.
Here are ten misconceptions about short form video marketing:
1. It’s a fad. It’ll pass.
A few years ago, you may have raised a valid concern. Now, however, after a few years of ever-growing viewer numbers, across various platforms, these platforms have established themselves in the digital marketplace.
The numbers don’t lie: It’s here to stay.
2. It’s only for young people.
Fair enough, on Tiktok the majority of the user base consists of younger people. But there are many older people on there too. However, when it comes to the other places where short form videos are used (Facebook, Twitter, Instagram, Youtube, Pinterest, and even Linkedin.), the demographics look a lot different.
The reality is that potential clients and customers of all ages find enjoyment in short form video content, even though their chosen topics may vary.
3. It’s only good for entertainment.
While – at least as far as Tiktok is concerned – much of the short form video content out there aims to entertain, that isn’t all that people are watching. Many of them are looking for information, but don’t want to watch a ten minute video for one line of information.
4, Poor Production quality is acceptable.
A somewhat poor quality video depicting something funny might be acceptable to the audience watching it – but as a business owner you are still “selling”. When people watch short form videos from businesses, they expect better quality content, regardless of the video’s length.
5. It’s not suitable for B2B marketing:
Fair enough, short form video marketing is usually associated with B2C marketing. At the end of the day, however, it is all about how you package your information. You can package concise information about a specific question into a short video.
While not all small business owners and decision makers frequent social media, many do. And since most of the people using social media (including Linkedin) use their phones, short mobile video is just the right format to target.
6. Longer videos offer more information:
Yes. But also keep in mind that – in many cases – business owners and decision makers (a) only want to know something very specific (without wasting time watching “filler content”) and (b) they often simply don’t have the time to work through two or more ten-minute videos to find a specific fact or answer.
While the value of long form content is not disputed, it might not always be what the viewer is looking for.
7. It’s all about going viral:
No. Going viral is nice – if and when it happens – but it is not essential. Keep in mind that, as a business owner, you are not just looking at traffic – you also want to build your brand. As such, it is ok to just do things consistently, and build your numbers naturally over time.
Over time, you will learn what works best for your target audience, and the numbers will improve.
On the other side of the coin, look at what it takes to go viral: Entertainment value. If you are able to create a video that goes viral, will it speak to your target customer or -client? Or will it gather you a boatload of likes, and no new business?
Even worse: Could it perhaps invite a boatload of new followers, who then afterwards refuse to interact with your “normal” content, and damage your profile’s reach on the platform because of poor engagement rates?
Yes, there are some industries where it is possible to go viral – repeatedly. And still attract the right audience. But if yours isn’t one of those, tread carefully.
8. It’s only for social media:
Mostly, yes, but keep in mind that many people do – literally – everything on their phones. They visit websites, read their emails, etc. Short form video is in mobile layout, so using those in your emails, on your website, on your landing pages and even in your advertising, just makes sense.
9. It requires expensive equipment or videography:
Not really. The quality of cameras on modern day phones are quite good, and many popular videos were shot on the spur of the moment. Not to mention that you can add effects and filters when you upload the video – so creativity plays a bigger role than the price of your recording equipment.
10. You don’t need a strategy:
When it comes to short form video marketing, many people think that it’s ok to just throw up a mass of videos, and be spontaneous. Creating a video spontaneously can work. Not having that video fit into a broader strategy, however, is not a good idea.
Remember the old saying: “If you fail to plan, you plan to fail.”
The fact that many youngsters from all over the world are just coming up with one random idea after the other, trying to go viral each time, doesn’t mean it will work for you. Remember that you are also building a brand audience, and your messaging has to be cohesive.