Social Media Marketing with Short-form Video Content
users spend an average of 95 minutes per day on TikTok
TikTok’s Rapid Growth and Impact on Social Media

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

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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