Short-Form Video Visual Effects: The Key to More Views and Sales

Tired of your short-form videos getting lost in the feed? Are you ready to learn the secrets to using visual effects to maximize your impact on social media? 

In this article, you’ll discover actionable tips and expert advice on using visual effects to create high-impact short-form videos that generate more views and improve conversions.

Why Visual Effects Matter in Short-Form Video

With the average watch time on social media being just 1.7 seconds, you need something that immediately grabs attention. Often associated with long form videos, visual effects in short-form videos help you stop the scroll.

Visual effects create that moment of magic that makes viewers pause, compelling them to pay attention to your message. It's the ticket to breaking through the endless stream of content that users scroll through.

#1: How to Use Visual Effects in Short-Form Videos

Start With a Solid Video Concept

While visual effects can grab attention, Tyler emphasizes that they're just the icing on the cake. The most common mistake is thinking you only need a cool visual hook. 

However, the visual effect must support a strong concept with clear messaging that speaks to your audience's pain points or desired outcomes. Then, you can add visual effects to enhance that message.

“If you're a business owner or a brand, your job is to convey a message and make people aware of your services,” Tyler reminds us. The visual effect is simply a tool to ensure people stop scrolling long enough to hear that message.

Choose Visual Effects to Enhance Your Video

So, what's the difference between visual effects and special effects? Special effects happen on set—live explosions, live smoke, or water effects. Visual effects are things that you add in post-production.

Visual effects include:

• Replacing green screens
• Removing objects
• Recreating scenes
• Adding layers and objects
• Combining footage after filming

Think of Spider-Man-like webs, text, or graphics integrated into scenes—these are all examples of visual effects added after filming.

Tyler Tometich, a visual effects expert, recommends five main types of visual effect hooks to consider adding to your short-form marketing videos:

1. Visual Hooks: Something visually appealing or surprising that catches the eye
2. On-Screen Text Hooks: Text that appears on the screen providing context
3. Audio Hooks: Sound effects or trending music that captures attention
4. Verbal Hooks: Spoken words like “Are you struggling with how to grow online?”
5. Caption Hooks: The description written underneath the video

The most effective place to add visual effects is in the first two seconds of your video.

Many creators make the mistake of building up to a visual effect that appears 10-15 seconds into the video. By that point, most viewers have already scrolled past. The visual effect needs to grab attention right away so viewers stay to hear your message.

To maximize that small window of scroll-stopping opportunity, Tyler Tometich recommends visual effect hook-stacking, which involves combining different types of hooks.

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The number of elements you should incorporate depends on your industry and audience. Fewer hooks with a more peaceful approach might work better for yoga or mindfulness content. Using four or five hook elements could be more effective for high-energy industries or niches.

Practical Short-Form Video Visual Effect Examples for Different Businesses

Realtors: Snap your fingers, and a set of keys will appear on the counter. Then, you pick up the keys and give a home tour.

Restaurants: Show a clean, empty plate on a table and then slam a napkin on the table to make the food appear. Or show a clean, empty plate on a table, wave your hand in front of the camera, and transition from the empty plate into a nicely plated meal.

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Fashion Brands and Clothing Retailers: Use a quick-change effect. Show a person throwing a set of clothes up in the air and then transition to the person wearing the clothes.

Bars: Show an empty bartop. Use a sound effect with a number of strong beats dropping. Add a new cocktail or drink to the bartop as each beat drops.

For Fitness Coaches: Show clones of one person doing multiple things simultaneously to demonstrate multiple types of workouts in one scene.

For Course Creators: Pop into the left side of the screen and begin speaking your line. Then, have the second clone pop into the right side of the screen to interrupt and continue saying the line. Finally, have the third clone pop into the middle of the screen to deliver the end of the line.

#2: How to Create a Simple Clone Effect

Creating a clone of yourself is one of the easiest and most effective visual effects. This technique allows you to show multiple versions of yourself in the same frame, which can be entertaining and effective for delivering your message.

First, set up your phone on a tripod with a fixed background, then film yourself facing in different directions (left, right, center).

Next, import the original video clips into CapCut or a similar app and stack them on top of each other, then use the masking tool to combine the videos.

#3: Tools for Creating Short-Form Video Visual Effects

The good news is that creating these effects doesn't require expensive equipment or extensive training. You'll be fine with a smartphone, a tripod, and an editing app.

If you're just getting started, Tyler recommends the CapCut app because it comes with powerful features, including:

• Masking tools for combining videos
• Background removal with one-click AI effects
• Special effects like fire, smoke, or outlines around people
• The ability to make objects fly around you automatically

For more advanced effects, Tyler recommends several footage resources:

• ProductionCrate offers many free effects with a basic account. 
• ActionVFX offers high-quality visual effects assets used in the film industry.
• MotionArray provides templates for creating motion graphics and various types of content.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Instagram and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

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