I Got Over 225,000 Views in Just 3 Months With Short-Form Video — Here's Why It's the New Era of Marketing Thanks to our new short-form video content strategy, we've amassed over 225,000 video views in just three months. Learn how to increase brand awareness through short-form video content.
By Mike Kappel Edited by Micah Zimmerman
Opinions expressed by Entrepreneur contributors are their own.
I started popping into my marketing department's meetings about a year ago. They were doing a lot of great things, but I noticed something was missing — videos.
When you think about workforce generations, you've got people in their 60s, 50s, 40s, 30s and 20s. I'm on the upper end of the spectrum, yet I was drawn to social media platforms centered around videos, like TikTok and YouTube.
I had a little time on my hands, so I decided to go out on social media and figure out why video marketing was taking over. To be honest, I got hooked. It's easy to see why people turn to TikTok and YouTube for everything from entertainment to news.
My next move was to figure out how my accounting and payroll software company, Patriot Software, could use short-form videos. We set up a company TikTok account. We slowly started publishing content on social media platforms like TikTok and YouTube.
In just three months, we've amassed over 225,000 video views.
Social media is by far the most powerful marketing tool ever. It's inexpensive, and you can get your name and brand out there to the masses. Interested? Here's what to know about small business video marketing.
What is a short-form video?
A short-form video is typically under 60 seconds long but can range between a few seconds to minutes. The videos you watch on YouTube Shorts and TikTok are examples.
Short-form videos must quickly capture a scrolling viewer's attention. They can be entertaining, informative, or a mix of both. The point is to deliver the content in an engaging and easily digestible format. Why? Because we live in the digital age, you now have less than eight seconds (more like one to three seconds, frankly) to catch someone's attention.
The idea of a short-form video isn't anything new. About a decade ago, Vine was the #1 downloaded free app in the iOS App Store. The app captured viewers' attention with its six-second videos long before Instagram, YouTube and TikTok took the reins. But six seconds was too short, and the app eventually went defunct.
Related: Why Short-Form Video Needs to Be Part of Your Content Strategy
What are the best platforms for sharing short video clips?
Where should you share your company's short-form videos? A few of the top contenders include:
- TikTok
- YouTube Shorts
- Instagram Reels
- Facebook Reels
Keep in mind that each platform has a video length allowance.
YouTube Shorts must be between 15 and 60 seconds long. Facebook Reels and Instagram Reels can be up to 90 seconds. Meanwhile, TikTok has stretched its max length to 10 minutes — and is even eyeing 30-minute uploads in the future.
Why are short videos so effective?
Nine in 10 Americans own a smartphone. Short-form videos are built for people to watch on their smartphones on the go. They're engaging, visually compelling, memorable, and don't require a big commitment from the viewer.
Unlike pictures or long-form content, short videos are dynamic. You can evoke stronger emotional responses and higher engagement through effective storytelling strategies.
Related: How to Use Short-Form Video Content to Grow Your Business
Pros and cons of short videos
The instant gratification of short-form videos comes with advantages and disadvantages.
Advantages of using short-form content include:
- Inexpensive
- Relatively low time commitment
- Higher engagement
- Increased shareability
- Increased brand awareness
Disadvantages of short-form content include:
- Lack of depth
- Lost purpose
- The oversimplification of a complex topic
- No guarantee of a return
There's no doubt that short videos have contributed to reduced attention spans among viewers. But part of running a business is meeting your customers where they are. And your customers are more than likely scrolling through video content daily.
It's a crowded digital landscape. Short-form videos can engage your audience, promote your brand, and get your name out there. Here are a few ways you can create short videos for your business.
1. Come up with video ideas
There are limitless routes you can take when it comes to creating and producing your content. You can entertain, enlighten, inform, etc. Think about your target audience and create content that would appeal to them.
Here are just a few video ideas you can noodle:
- Skits
- Product launches
- Customer reviews
- How-to guides (e.g., repurposing blog content into a video format)
- Brand stories
Related: How YouTubers Are Using Short-Form Videos for Online Growth
2. Create a script
Good short-form videos need engaging visuals and a clean, tight script. Less is more when it comes to short-form videos, and hacking your script to fit a 30- or 60-second video can be challenging. Step 1 is defining your message. Step 2 is editing your script so it's clear and concise. If applicable, tell a story in the short time you have, complete with relatable characters, conflict, and a resolution.
3. Optimize your video
You can come up with the best video in the world. But if the social media platform's algorithm doesn't like it, nobody will see it. There are a few ways you can optimize your video. Here are a few tips to get started:
- Make sure your video is the optimal length for the platform
- Add subtitles to the video (e.g., use a platform like CapCut)
- Post at the optimal time of day for each platform
- Use a 9:16 aspect ratio
- Research trending hashtags
Related: 7 Short-Form Video Mistakes to Avoid in Your Marketing Strategy
4. Measure success with video analytics
One of the most important parts of marketing is measuring what's working and what's not.
There are several metrics you can measure with video marketing, including:
- Engagement rates
- Video views
- Shares
- Conversions*
*Conversions can be tricky to track from short-form videos, especially content geared toward general brand awareness.
I often say that marketing (especially short-form videos) is 80% science and 20% art. To produce killer short-form videos, you need a blend of creativity and strategy. Test out what works for your business, then test and test again. So, are you ready to get your business's name out in under 60 seconds?
