Short videos and their benefits in brand building.

Short videos are currently trending on social media platforms like TikTok, YouTube, Instagram, etc. Brands of all sizes are starting to focus on leveraging the short video trend to promote their products. According to experts, the conversion rate from short videos has great potential and could grow significantly in the future. So what are short videos? How can businesses utilize them to promote their brands? Let's find out in the following article.

What is a short video?

Simply put, short-form videos are short, ranging from a few seconds to less than 3 minutes. They are commonly shared on social media platforms and have the following characteristics:

• Vertical Format (9:16): Short videos are perfectly optimized for smartphone viewing, taking up the entire screen and creating an immersive, intimate feel.
• Instant content: The video is fast-paced and gets straight to the point. Typically, the first 3-5 seconds will have some dramatic moments to grab the viewer's attention.
• Authenticity and relatability: Unlike elaborately produced advertising videos, short videos often feel natural and everyday, as if they were filmed with your own phone. The advertised products are cleverly integrated into the video.
• Use trending audio: Music and sound are indispensable elements that help create emotion, keep up with trends, and increase the viral potential of a video. By using trending sounds, viewers are more likely to engage with your video, and consequently, your advertisements gain more attention.
• High interactivity: Short-form video platforms encourage strong interaction through features like Duet, Stitch, commenting, and sharing, helping to create a vibrant community around the content.

The major players in this field include TikTok, a pioneering and trend-setting platform; Instagram Reels, a powerful tool integrated into Meta's ecosystem; and YouTube Shorts, Google's attempt to capture market share in short-form video.

What are the benefits of short videos in brand marketing?

Integrating short videos into marketing strategies is no longer an option, but a necessity. This is because it offers superior benefits that other content formats can hardly match. These include:

Enhance brand recognition.

Short-video platforms' algorithms are designed to prioritize engaging content, not just follower count. A creative video can reach millions of viewers overnight, even if your account is newly created. This creates a golden opportunity for new or small brands to reach a massive audience without incurring excessive costs.

Reaching a younger customer base

TikTok and Instagram are platforms for Gen Z. These are the consumers of the present and the future. By having a presence and creating relevant content on these platforms, your brand can communicate directly with them in their own language, building connection and loyalty early on.

Building community and increasing interaction.

Behind-the-scenes videos, employee stories, or participation in trending challenges will help brands become more relatable and likeable. When viewers feel connected, they will be more willing to comment, share, and become loyal supporters of your brand.

Conveying complex messages in a simplified way.

Product features can be described in detail and vividly through short videos. Additionally, businesses can share helpful tips on using the product, making it easier for users to understand and use. Instead of just introducing the product through text, the visual representation in the video makes it more engaging for viewers.

Cost-effective and time-efficient production

You don't need a professional production team or expensive equipment. Often, all you need is a smartphone with a good camera, a creative idea, and some basic editing skills. This lowers the barrier, allowing every business to participate in video marketing.

How to build a brand effectively through short videos.

Creating a few viral videos might bring temporary attention, but to build a sustainable brand, you need a well-structured strategy. Here's a 6-step process to help you implement it effectively:

Step 1: Define your brand identity and clear objectives.

Before you start filming, answer these questions: “What is your brand personality?”, “Who is your target audience?”, “What is the goal of creating this short video?”. Clearly defining these elements will guide all the content you produce.

Step 2: Choose the right platform

Although you can upload the same video to multiple platforms, each platform has its own unique characteristics, specifically:

• TikTok: Suitable for creative, trending, humorous content aimed at young people.
• Instagram Reels: It works well with aesthetically pleasing content, lifestyle, fashion, beauty, and is closely connected to the Instagram ecosystem (Stories, Feed, Shopping).
• YouTube Shorts: Suitable for educational content, "how-to" guides, knowledge summaries, and leveraging the power of Google SEO.

Start with the platform where your target customers are most active.

Step 3: Develop a diverse content strategy

Don't just focus on selling. Build content pillars to keep your channel fresh and valuable. A popular formula is "Educate – Entertain – Inspire":

• Education: Sharing tips, product usage guides, answering questions, and providing in-depth analysis.
• Entertainment: Follow trends, create funny videos, or share everyday situations related to your field.
• Inspire: Telling customer success stories, sharing brand-building journeys, and creating "behind-the-scenes" videos.

Step 4: Optimize each video (SEO for short videos)

The algorithm needs to "understand" what your video is about in order to distribute it to the right people.

• Title and description (Caption): Insert the main keywords naturally. Ask questions to encourage comments.
• Hashtag: Use a combined set of hashtags: 3-5 broad hashtags (related to the industry), 3-5 niche hashtags (directly related to the video content), and 1-2 brand hashtags.
• On-screen text in the video: It helps viewers understand the content even when watching without sound and emphasizes the key points.
• Popular sounds: Using music and sound effects is a trending way to increase your chances of being prioritized by the algorithm.

Step 5: Post regularly and engage actively.

Consistency is more important than perfection. Establish a specific posting schedule (e.g., 3-5 videos/week) and stick to it. When viewers comment, respond to them; this not only builds rapport but also sends a positive signal to the algorithm that your content is highly engaging.

Step 6: Measure, analyze, and adjust.

Regularly review the analytics provided by the platform:

• Views: Shows accessibility.
• Average Watch Time: The most important metric shows whether your content is engaging enough to keep viewers hooked.
• Engagement Rate: Likes, comments, shares.
• Profile Visits: Show whether the video is compelling enough to make viewers want to learn more about you.

Based on these numbers, you'll know which types of content are performing well and should be continued, and which ones need improvement.

Some things to keep in mind when using short videos in promotional campaigns.

Creating short videos to develop brand awareness and increase potential customer reach is a growing trend. However, when using this tool in promotional campaigns, businesses need to keep the following in mind:

• Don't focus too much on selling: Follow the 80/20 rule. Dedicate 80% of your content to providing value and 20% to promoting your product. Users go on social media for entertainment and connection, not to see ads.
• Quality is more important than quantity, but consistency is king. One well-produced video is better than five poorly made ones. However, posting regularly will help you maintain your presence and be remembered by the algorithm.
• Catching trends intelligently: Don't blindly follow every trend. Select trends that align with your brand image and message.
• Always include a call to action (CTA): Let your viewers know what you want them to do next: “Follow for more tips”, “Leave a comment”, “Click the link to discover the product”.
• Persist: Brand building is a long and arduous journey that requires perseverance. During the promotional process, some videos may not perform as expected; however, don't be discouraged. Consider them learning experiences and continue to innovate.

Short-form video is not just a passing trend; it has become a core part of online communication and content consumption culture. Through a strategic, creative, and persistent approach, brands can leverage the power of short-form video to break down distance barriers, build a loyal community, and generate breakthrough growth.