Final Report - Thomas Edison University SOM-702 Short-from Video - The Present & the Future

1. Short-form Video
The Present and the Future
Jeannine M. DeHart
SOM-702

2. What are Short-form Videos in Social Media Marketing?
• 6-60 second social media marketing
opportunity
• Optimal length of 31-60 seconds (except
YouTube, which is 10 minutes).
• Short video clips are used to promote
products in creative ways across social
media marketing platforms - think tv
commercials for social media.

3. Key Statistics
• Social media users share videos at two times the rate of any
other content.
• 84% of people are persuaded to buy a product or service based
on a short-form video.
• Short-form ranks first for engagement and lead generation.
• It’s predicted that social media marketers will invest in short-
term videos more than any other content in 22/23.
• Just under half of marketers believe that short-form videos are
the content most likely to go viral.
• 54% of companies leverage short-form videos

4. Types of Short-form Video
• Demos
• A product or service can be quickly demoed via shot form video
• FAQs
• Short form video can be useful in answering product or service FAQs
• A peek behind the scenes
• An organization can utilize short form video to give customers a peek
behind the scenes of their organization, making the brand seem more
relatable.
• Promoting an upcoming event with trailers or teasers
• Live-stream a product launch or event via a short-form video to
engage brand users

5. Types of Short-form Video
• Highlights of past events or organizational moments to garner
brand engagement.
• Management engagement with users to create a sense of brand
community.
• Testimonials from customers
• User-generate content
• To leverage trends
(Shaffer)

6. Trend or Topic
of Discussion?
Short-form video is a trend and
something companies are
gravitating toward for their social
media marketing campaigns
rather than simply a topic to
discuss. It is currently being
used with great success across
many different industries and
social media channels.

7. History
(Designdept)
2020
Instagram &
Facebook
Intro Reels
2018
TikTok
Arrives
2014
Advent of
Musical.ly
2013
Intro to
Vine
2012
Snapchat
intro’d 10
sec videos

8. History
• 2012
• Snapchat introduced 10 second videos that users could share with each other.
• Snapchat added stories and continues to increase engagement with filters, editing options,
and lenses.
• 2013
• Social media platform, Vine, is introduced
• Looped 6 second videos
• Users began to monetize content
(Designdept)

9. History
• 2014
• Musical.ly – 60 second lipsync videos
• App created the use of hashtags
• 2018
• TikTok released worldwide
• 60 second videos with sound bytes, advanced filters, and lenses
• Grew to 800 million users
• 2020
• Instagram and Facebook introduce ‘reels’ to compete with TikTok
(Designdept)

10. Pros of Short-form Video
• Appeals to today’s short attention span
• Easily distributable and the perfect format for social media channels
• The 30-60 second clips are easier for our brain to remember
• Repurpose – the same video can be used across social media
platforms and can be condensed from a longer video to keep a
brand’s marketing consistent.
• High engagement rates
(Schaffer)

11. Cons of Short-form Video
Currently there are no significant cons to short-form social media marketing
videos, which means their use will continue into the foreseeable future.

12. Expert Interview – Donna Carson
Healthcare Marketing Consultant
“Short form videos are a fundamental part of a brand’s social media marketing campaigns due to the
characteristics of the media; short, concise and visually compelling. In today’s digital information age, the
general population has developed a short attention span, a trait quickly grown due to their ability to
consume what they want, when they want it, and in the fastest way possible.”
“With consumption rates on the rise, and younger generations being the largest consumer base, short
form video is no longer a “trend”, it is the “way”. Nearly every single platform is integrating video into its
application, and the general population is calling for it. Strong brands will continue to convince and
convert, by leveraging the power of short form videos that are digestible along many different social
media channels. Additionally, with production tools becoming easier to use even for the novice, videos
can be churned out and quickly adjusted according to an audience’s responses, making it a powerful and
compelling medium.”
(Donna Carson)

13. Expert Interview – Donna Carson
Healthcare Marketing Consultant
“There is no one social media channel that is best, as a company’s voice and its channel choices
are dependent on the audience demographic they are trying to reach. Marketing experts are keenly
aware, what is good today may not be good tomorrow, as usage can shift overnight. With that, while
Facebook has lost some popularity in recent years, it continues to be a powerful tool with its 23%
reach of age group 25 – 34 years and comes equipped with an advanced segmentation tool that
makes it easier to reach that audience and others relevant to your brand. Data has also shown that
half of the time users spend on this site is spent watching videos.”
“Instagram and Tik-Tok are also powerful channels due to their fast-paced nature and their ability to
keep younger consumer audiences engaged for longer periods of time.”
(Donna Carson)

14. • Short-form video marketing’s popularity will continue to rise with over 70% of marketers using it.
• “Videos on social media are expected to have the highest conversion rates out of all other
channels”
• Brands will continue to push out content via channels to their users/followers. The most popular
type of video on social media will be short videos, such as memes and vines
• TV commercials may become obsolete
• Short-form videos will become the most popular type of video marketing
• Live-streamed and on-demand video will become more popular than pre-recorded
• “Videos with the best ROI will be short, less than 2 minutes long, and have the high production value”
• Horizontal orientation of videos will replace vertical
(Orber & Co)

15. References:
Bretous, M. (2022, July 18). 6 short-form video trends marketers should watch in 2022 [new data]. HubSpot Blog. Retrieved November 25,
2022, from https://blog.hubspot.com/marketing/short-form-video-trends#:~:text=Look%20Out%20For-
,What%20are%20short%2Dform%20videos%3F,between%2031%20and%2060%20seconds.
10 Free social media trends to copy in 2022 | Orber & Co. Ltd., & Digital Marketing Statistics and Trends [2022] | wordsthatsells.website. (n.d.).
10 free social media trends to copy in 2022: Orber & Co. Ltd.. ReelnReel. Retrieved December 10, 2022, from
https://www.reelnreel.com/short-form-video-statistics-and-
marketing/#:~:text=Short%20Form%20Video%20Marketing%20Trends%20for%202022%201,streaming%20video%20will%20be%20the
%20norm%20More%20items
Designdept. (2022, March 14). The Evolution & Future of Short Film Video. BBG&G Integrated Marketing. Retrieved December 11, 2022, from
https://bbggadv.com/insight-short-form-video/#:~:text=2013%20-%20The%20popularity%20of%20short-
form%20can%20be,viners%20began%20to%20emerge%20and%20monetize%20their%20content.
Schaffer, N., Schaffer, N., Author, C., & Duncan, J. (2022, December 6). The 11 types of short-form video you can leverage today. Social Media &
Influencer Marketing Speaker, Consultant & Author. Retrieved December 14, 2022, from https://nealschaffer.com/short-form-
video/#:~:text=11%20Types%20of%20Short-
Form%20Video%20to%20Include%20in,7%29%20Highlights%20of%20Past%20Events%20...%20More%20items