Social Media Marketing with Short-form Video Content

In recent years, the TikTok social media platform has skyrocketed to worldwide prominence, redefining how brands and creators alike approach social media marketing and content creation. The platform now boasts over 1 billion active users worldwide as of 2023, which has only risen in 2024. TikTok has solidified itself as a powerhouse for short-form video content which engages users and has even prompted other platforms like YouTube and Instagram to follow suit with Shorts and Reels. TikTok isn’t just another social media platform and trend which will come and go — it’s a sign of things to come for a larger shift in digital marketing strategies which places video at the forefront of brand engagement.

users spend an average of 95 minutes per day on TikTok

TikTok’s Rapid Growth and Impact on Social Media

TikTok’s rise to the top of social media is no accident and is in fact a sign of things to come. They have created an engaging platform by combining entertainment with creativity. The content across TikTok has captured the attention of younger audiences such as Gen Z and Millennials, two of the most coveted demographics for brands in the modern social media age. According to recent studies by leading market research institutions, users on TikTok spend an average of 95 minutes per day on the platform, far outweighing the engagement stats on platforms like Instagram and Facebook.
TikTok’s algorithm has revolutionised the way users find content and content discovery. The platform’s personalised “For You Page” (FYP) ensures that even small accounts with creative and compelling content can achieve virality and grow organically without the need for heavy investment. This democratisation of reach levels the playing field for marketers and brands, enabling even startups to compete with global corporations. The use of such algorithms and personalised suggestions has also been seen across Instagram and FaceBook.

The Rise of Short-Form Video Content

TikTok has set a new standard for how audiences consume content on social media, catering to the quick and fast paced life of today’s consumers. The platform’s 15-second to 3-minute long videos have proven that bite-sized pieces of content can deliver significant impact over traditional longer form types of content. As a result, other social media competitors like Instagram (with Reels), YouTube (with Shorts), and Facebook have rushed to provide short-form video features into their platforms to enable them to compete with TikTok and remain relevant.

Why Short-Form Video Works:

1. High Engagement Rates: Short videos are designed to capture attention quickly and effectively. This is crucial in an era of shrinking attention spans and younger audiences utilising social media earlier on than ever before. On TikTok, videos with higher engagement are 52% more likely to appear on users’ FYP and be recommended.

2. Shareability: Short, relatable, and entertaining content encourages users to share videos with their friends, amplifying their reach organically and increasing views and likes.

3. Versatility: Brands can use short-form videos to educate, entertain, promote or showcase products creatively, often without needing high-budget production and vast amounts of resources to do so. Some brands even use equipment such as iPhones to shoot content and AI to integrate other features into their marketing.

How TikTok is Shaping Social Media Marketing Trends

TikTok’s influence extends beyond its own platform, setting new trends across the digital marketing landscape and even having trends which originated on other platforms popping up on the likes of Instagram and FaceBook.
1. The Rise of Influencer Marketing
TikTok influencers wield immense power with their huge followings and view counts, often driving trends and shaping purchasing decisions amongst key audiences. 49% of users say they’ve purchased a product or service after seeing it on TikTok which is testament to the power of the platform. Brands are now investing heavily in influencer partnerships to create authentic connections with their followers and drive purchase decisions.
2. The Authenticity Factor
TikTok thrives on its authenticity and user generated content which is often raw and genuine. Users favor content that feels unfiltered, forcing brands to rethink traditional advertising strategies in favour for more authentic marketing. For example, brands like Duolingo have gained huge engagement by leaning into humorous and relatable content.
3. Data-Driven Creativity
TikTok’s analytics and data tools allow marketers to track the performance of their campaigns and posts in real-time, enabling them to make informed and data-driven decisions. This allows for the test and learn approach which can be refined over time.

Best Practices for Marketers on TikTok

To succeed on TikTok, businesses and brands need to adopt a range of different strategic approaches. Here are some actionable tips:

1. Leverage Trends and Hashtags: Participate in trending challenges, competitions and use popular hashtags to boost your discoverability.

2. Prioritise Storytelling: Focus on creating narratives that resonate with your target audience and their emotions, whether it’s through humour, emotion, or education, storytelling is key.

3. Experiment with Paid Advertising Options: TikTok provides a range of different advertising opportunities, including In-Feed Ads and Branded Hashtag Challenges, which can significantly amplify your reach and engagement across the platform.

4. Engage with Your Audience: Reply to comments on your posts, duet user-generated content and reshare it with your audience, and build a community around your brand which promotes your products and services while also attaining to the needs of your audience.

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