Do you think video is only for the big brands with big budgets?
If you haven’t explored short video for your business, you may be missing out on an opportunity for more reach and shares.
In this article you’ll discover six ways you can use short video to grab attention. With the examples below, you’ll find plenty of inspiration.
Listen to this article:
Scroll to the end of the article for links to important resources mentioned in this episode.
Why Short Video?
While you might naturally think of YouTube when you think of video, it’s not the only platform embracing video content.
From the moment the first movie trailer was released on Instagram, it was only a matter of time until marketers and businesses began to embrace the power of short video—and the ease of sharing it in places other than YouTube. There has been a rush of creative video produced by brands ever since.
In fact, short-form video content is streamed to us in a range of formats on a variety of social platforms—6-second Vine videos, 15-second Instavids on Instagram, 2- to 3-minute videos on Facebook and news feed videos on Google+. LinkedIn also features video via Professional Portfolio and videos can be “pinned” to Pinterest.
But why is short video so popular? The shift is likely due to a number of factors. The attraction of short-form social videos lies in their “snackable” nature.
Short videos suit our busy lives, brief attention spans and the need to consume content easily and quickly. Because fans are consuming content via their mobile devices while they’re on the go, the shorter the content is, the better.
#1: Show How to Do Something
Showing your fans how to do something (e.g., solve a problem or challenge or use your product) is perhaps one of the easiest ways to jump into creating short video content.
For example, Video Meals has attracted thousands of loyal fans on Instagram by using video snapshots overlaid with spoken step-by-step instructions for creating a healthy meal. These quick videos drive traffic to the Video Meals website and ebook with a link in the description.
View this post on Instagram
Chocolate peanut butter granola bars ————————————————— 1- In a bowl add about 120ml (1/2 cup) granola, about a table spoon of peanut butter and honey, and about 2-3 tablespoons of melted dark chocolate. 2- Mix it all up 3- Mould into shape and chill till chocolate hardens holding everything together. NOTES: Add some peanuts or chia seeds if you wish. Multiply the ingredients for the number of bars you wish to make. Lower calories by adding less peanut butter. Lower carbs by adding less honey. Makes 1 big bar or 2 little bars Approx. Macros: per big bar Kcal:395 Carbs:59g Fat:18 Protein:13g ————————————————— Barras de granola de chocolate y mantequilla de maní ————————————————— 1- En un bowl o tazón agrega 120 ml (1/2 taza) de granola, una cucharada de mantequilla de maní, de miel y de 2 a 3 cucharadas de chocolate obscuro derretido. 2-Mezcla todo lo anterior junto 3- Colócalo en un molde y espera hasta que el chocolate endurezca y mantenga todo junto. NOTAS: Agrega maní o semillas de chía si deseas. Multiplica los ingredientes para el número de barras que deseas hacer. Disminuye las calorías agregando menos mantequilla de maní. Disminuye los carbohidratos agregando menos miel. Hace 1 barra grande o 2 pequeñas Macronutrientes aproximados por barra grande Kcal:395 Carbs:59g Grasa:18 Proteína:13g ————————————————— ➡️YOUTUBE: www.youtube.com/sgeransar ➡️FACEBOOK: facebook.com/videomealsonline ➡️GOOGLE: plus.google.com/+Videomealsonline ➡️TWITTER: twitter.com/videomeals ➡️PINTEREST: pinterest.com/videomeals ➡️WEB: www.videomealsonline.com ➡️@thereyahaveit for the lighter/fun side of videomeals
And take a look at these videos on fitness site MelissaMade. Melissa creates split-screen video posts that show an exercise on one side, and her describing it on the other.
View this post on Instagram
Ball Climbers Well hot damn, this is challenging! It's a fantastic way to take ANY momentum out of your core work and make those muscles do it all! 1⃣ Hands on floor, under shoulders 2⃣ Top of right foot on ball 3⃣ Pull left knee into chest 4⃣ Alternate slowly and keep going until you lose your form If you are new to using a stability ball for core, start with both those feet on the ball and hold that plank! 🙌🙌🙌
If this looks like technical wizardry to you, then you’re in for a surprise. Anyone can create amazing split-screen videos with a simple tool called Pic Play Post.
One challenge of creating short useful video is distilling your message into its simplest form. Lowe’s has a whole series of helpful how-to videos on their Vine account. It’s amazing what you can show in just 6 seconds!
With the tools available for creating short video content, it’s easier than ever to create a how-to or DIY video. The shorter the video and the simpler the steps, the more likely fans will love it, use it and share it.
#2: Highlight Your Skills
Zach King is a huge success on both Vine and Instagram. Known as the Final Cut King, Zach creates addictive special-effect videos that show everyday situations with a twist! Because each video is short and engaging, it’s hard to watch just one.
By showcasing his skills and including a call to action with his videos, he’s not just being entertaining—he’s also bringing attention to his business (an online school that trains others in filmmaking techniques, including special effects).
For many people, seeing really is believing. Make your mark by showing your audience what you can do and how it benefits them.
#3: Showcase an Event
When a popular event or celebration is coming up on the calendar, it’s likely that others in your industry will be looking for relevant content to share. Clever brands get the jump on a season, event or celebration by posting short video content that’s primed for sharing.
Put Google Analytics to Work for Your Business
Ever thought, "there's got to be a better way" when it comes to tracking your marketing activities? Are you forced to make decisions based on limited data? With the right training, you can use Google Analytics to measure all of your marketing efforts with certainty. You’ll stop the leaks in your ad spending, justify your marketing spend, gain the confidence you need to make better marketing decisions, and know what’s working at every step of the customer journey. Let the world's leading analytics pro show you the way. Check out our new Google Analytics for Marketers course from your friends at Social Media Examiner.
Not only did this video resonate with their fans, it was also shared often by other page admins who were looking for great content to post on Facebook around Christmas.
Think about what you can create for the next event coming up in your industry.
#4: Reveal a New Product
You don’t have to be overly promotional to showcase your products. You can make it fun by appealing to your audience’s natural curiosity.
For example, try a video reveal of your newest product. It’s not only fun and creative, but it also appeals to the side of our human nature that wants to be the first to know. HP used a simple video edit to showcase Sprout, their new product:
And active-wear company Lorna Jane featured some of their team to announce their summer shorts sale in a fun way.
Make it about the people, not the product!
#5: Go Behind the Scenes
A short video is a fun way to let your fans see the people behind the business—to show what happens behind closed doors.
Constant Contact often gives their fans a look at the people behind the company. In the following example, they posted a simple video of their Day of Service. Who doesn’t want to know more about a company whose employees have fun together—and one that contributes to charity?
Whether it’s a tour of your office, an event you’re attending or just some behind-the-scenes downtime, showing the fun side of your business can be more effective than just hawking your wares.
When you add short, engaging video to the mix, fans really feel that they get a sense of who you are as a company (not just what you sell).
#6: Use What You Have
Professional videos look great, but you don’t need a huge budget to make an impact. Creative marketers can do amazing things with simple props and everyday objects.
Lorna Jane pulled off a great little video with just a pad of Post-It notes and a Sharpie:
Some of the best short videos don’t rely on big-budget design and animation—they’re the ones that use everyday items. What can you create with the objects around you?
Over to You
The next time you check out your favorite brand on a social network, take note of any short video content they produce. What ideas do they spark?
With the video creation and editing tools we have at our disposal, it’s so easy for businesses to add short video content to their marketing mix.
Which video creation tactic or tool resonated with you? Are you already using short-form video to tell your brand’s story? Please leave your ideas in the comments below.