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The Rise of Short Form Videos: How Small Businesses Can Leverage the Trend
- Beverley White
- Mar 10
- 7 min read
Digital content is an ever-moving target for business wanting to develop their online presence.
The fast-paced nature of creating content, monitoring trending topics, chasing that elusive viral video and the never-ending scrolling can be daunting for users, let alone marketers like me.
In recent years, out of the maelstrom of social media, short-form videos viewed in portrait on our phones have emerged from almost nowhere to become a dominant force, thanks to the rise in platforms like TikTok and YouTube and, obviously, the ubiquity of modern smartphones.
These videos have reshaped how we consume information, entertainment and advertising in the portrait aspect.
Platforms like TikTok, YouTube Shorts, Instagram Reels and Snapchat Spotlight have revolutionised the way content is created and shared, making short-form videos a cornerstone of modern digital marketing.
The Rise and Rise of Short-Form Video
For small businesses, this trend presents an unparalleled opportunity to connect with new audiences, build brand awareness and drive engagement in ways that were previously unimaginable (or unaffordable).
In this blog I wanted to explore the rise of short-form videos, their impact on content consumption, and how small businesses like yours and mine can harness their power to shape their online presence.
The Short-Form Video Revolution
Short-form videos, typically lasting between 15 and 60 seconds, have become a cultural phenomenon.
Their rise can be traced back to the explosive growth of TikTok, which launched internationally in 2018 and quickly became one of the most downloaded apps in the world.
TikTok’s success lies in its algorithm, their digital secret-sauce which prioritises discoverability and virality, allowing even unknown creators with a minuscule following to reach millions of viewers overnight with the right content.
This democratisation of content creation has 'inspired' other platforms to follow suit.
YouTube introduced YouTube Shorts in 2020, a feature designed to compete with TikTok’s dominance.
Similarly, Instagram launched Reels in the same year, integrating short-form video into its existing ecosystem.
Even Snapchat, primarily known as a messaging tool, joined the fray with Spotlight, a dedicated space for short, engaging videos.
These platforms have collectively created a new era of content consumption, where brevity, creativity and authenticity reign supreme.
The appeal of short-form videos, regardless of the platform, lies in their accessibility and digestibility.
In a world where attention spans are shrinking and scolling your feed is getting quicker, these bite-sized videos cater to the need for quick, eye-catching, entertaining and informative content.
They are easy and quick to produce, require minimal resources, and have the potential to go viral, making them a powerful tool for individuals and businesses alike.
Why Short-Form Videos Work
As with most things, there is really just one definitive reason why short-form videos work. In digital marketing, they work thanks to a confluence of events including:
High Engagement Rates
Short-form videos are inherently engaging. Their fast-paced nature captures attention quickly and their visual and auditory elements make them more memorable than text or static images.
According to a report by Wyzowl last year, 91% of consumers say they’ve watched a video to learn more about a product or service, highlighting the effectiveness of video content in driving engagement.
Algorithm-Friendly
Platforms like TikTok and Instagram now prioritise short-form videos in their algorithms, giving them greater visibility.
For example, TikTok’s “For You Page” (FYP) ensures that even new creators have a chance to go viral, while Instagram’s Reels often appear at the top of users’ feeds.
Cost-Effective Production
Unlike long-form videos, which often require significant investment in equipment, editing and time, short-form videos can be created using just a smartphone.
This low barrier to entry makes them ideal for small businesses with limited budgets.
Shareability
Short-form videos are highly shareable, making them a powerful tool for organic growth. A single viral video can exponentially increase a brand’s reach, attracting new followers and potential customers.
How Small Businesses Can Leverage Short-Form Videos
For small businesses, short-form videos offer a unique opportunity to level the playing field and compete with larger brands.
Here are some strategies to effectively utilise these platforms:
1. Showcase Your Brand’s Personality
Short-form videos are the perfect medium to humanise your brand. Use them to showcase your company culture, introduce your team or share behind-the-scenes (BTS) glimpses of your operations.
As with anything, authenticity is key - audiences are more likely to connect with a brand that feels relatable and genuine.
For example, a local bakery could create a TikTok series showing the process of baking their signature pastries, complete with time-lapse videos and fun captions.
This not only highlights the product, but also builds a personal connection with viewers.
2. Educate Your Audience
Short-form videos are an excellent way to provide quick, valuable information.
Create tutorials, how-to guides or tips related to your industry. For instance, a fitness studio could post 30-second workout routines on Instagram Reels, demonstrating exercises that viewers can try at home.
By offering value, you position your brand as an authority, or thought-leader, in your field.
3. Promote Products or Services
Use short-form videos to highlight your products or services in action.
Showcasing the benefits and features of what you offer can drive interest and sales.
For example, an online clothing store could create TikTok videos featuring models wearing their latest collection, paired with trending music and those all-important hashtags.
4. Jump on Trends
One of the hallmarks of short-form video platforms is their reliance on trends.
Whether it’s a viral dance challenge, a popular soundbite or a meme format, participating in trends can boost your visibility.
Small businesses can creatively adapt these trends to align with their brand. For instance, a pet store could join a trending pet challenge on TikTok, showcasing adorable animals interacting with their products.
5. Engage with Your Audience
Short-form videos are inherently interactive.
Use features like polls, Q&A sessions, and duets to engage with your audience. Responding to comments and incorporating user-generated content can foster a sense of community and loyalty.
For example, a coffee shop could encourage customers to share videos of their favourite drinks and feature them on their own page.
6. Run Targeted Ads
Most short-form video platforms offer advertising options that allow businesses to reach specific demographics.
TikTok Ads, Instagram Reels Ads and YouTube Shorts Ads can be tailored to target your ideal audience based on factors like age, location and interests.
Whilst there's obviously a cost to ads, if you have the budget, they ensure that your content reaches the right people, maximising your return on investment.
7. Collaborate with Influencers
Partnering with influencers who align with your brand can amplify your reach.
Influencers already have established audiences and their endorsement can lend credibility to your business.
For example, a skincare brand could collaborate with a beauty influencer to create a short video reviewing their products.
8. Analyse and Adapt
Most platforms provide analytics tools to track the performance of your videos.
Pay attention to metrics like views, likes, shares and comments to understand what resonates with your audience. Do this on any and every platform your business is active on, not just for video content.
Use this data to refine your overall content strategy and create more of what works (and less of what doesn't).
Success Stories: Small Businesses Thriving with Short-Form Videos
Many small businesses have already harnessed the power of short-form videos to achieve remarkable success.
Here are a few examples of what started as relatively small organisations and how they've grown thanks, in part, to their embrace of social media and short-form videos.
This women’s clothing brand grew its TikTok following to over 300,000 by posting outfit inspiration videos and engaging with trends. Their authentic and relatable content helped them build a loyal customer base from nothing.
A nonprofit organisation focused on ocean conservation, Oceanic Society used Instagram Reels to share educational content about marine life. Their visually stunning videos garnered thousands of views, raising awareness and driving donations.
Although now a global brand, Gymshark started as a small business and leveraged influencer partnerships and short-form videos to build its reputation. Their fitness-focused content resonated with audiences, helping them grow into a household name.
It's Not All Good Views!
While short-form videos offer numerous benefits, there are challenges to consider.
The fast-paced nature of these platforms means that content can quickly become outdated, requiring businesses to stay consistent and agile.
Additionally, the competition for attention is fierce, so creativity and originality are essential. I would always recommend putting together a content calendar to help you plan, manage and execute your content (and the posts associated with them) across all the platforms you're using.
It’s also important to maintain a balance between promotional and entertaining content.
Audiences are more likely to engage with videos that provide value or entertainment rather than overt advertisements.
The Future of Short-Form Videos
As technology continues to evolve, the popularity of short-form videos is unlikely to wane, even if the American did a temporary ban on TikTok. There will always be another platform, either new or adapted, to fill the gap.
Beyond that, advances in augmented reality (AR), virtual reality (VR) and artificial intelligence (AI) are expected to further enhance the capabilities of these platforms, offering new opportunities for creativity and engagement.
For small businesses, staying ahead of the curve means embracing these trends and continuously experimenting with new formats and strategies.
By doing so, anyone with some creativity can build a strong online presence, connect with their target audience and drive growth in an increasingly competitive digital landscape.
Conclusion
"Let your light shine before others, that they may see your good deeds and glorify your Father in heaven." - Matthew 5:16
The rise of short-form videos represented a seismic shift in how we consume and create content and we're still feeling the aftershocks.
For small businesses, these platforms offer a cost-effective, engaging and highly visible way to reach audiences and build brand loyalty.
By leveraging the unique strengths of short-form videos, authenticity, creativity and share-ability, every small business can carve out a niche for themselves in the digital world.
Whether you’re a local bakery, an online retailer, or a charity / non-profit organisation, the time to embrace short-form videos is now!
With the right strategy, your business can tap into this powerful trend and unlock new opportunities for success. So grab your smartphone, start filming and let your creativity shine, your audience and the online world is waiting to find you. #BelieveInSuccess
Thanks for taking the time to read my post, I do appreciate it. I'd also love to know your experiences. Have you embraced short-form video for your business? What impact did it have? Did you go viral or have you found a creative outlet that worked for you? Let me know in the comments below.
If your business needs help with your digital marketing, then let's have a conversation about how me and my team can help. We have over 2 decades of marketing experience to call upon and a creative team to help take any business to the next level in whatever format you choose.
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