Looking at current trends in the social media space, it can seem clear which way the winds are blowing. The rise of TikTok and it’s emulators from legacy social media like Instagram Reels and YouTube Shorts, all point to short-form content becoming a dominating trend as we move further into the 2020s.
But why is shorter content so addictive? And what makes it such an effective tool for businesses to use when looking at their content marketing strategy? Here’s everything you need to know about short-form content.
What is short-form content?
It is any content that can be consumed quickly. While you may immediately think of TikTok, short content also encompasses other forms of content too, like written blogs or shorter podcasts. It’s defined by its quick, snappy nature which makes it super easy to absorb. When it comes to copy, anything under 1,000 words can be considered short-form, whereas any video under two minutes can be regarded as this type of content.
These definitions are quite loose, however. In practice, this content is more of a mindset, something that emphasises getting information across quickly in an engaging way.
How to create short content
Generally, people want two qualities from this content: authenticity and conciseness. Being concise means starting with an immediate hook. Short content is usually competing against other shorter-form content, so it’s important to grab a viewer’s attention quickly. From the hook, move quickly to the point of the piece of content, whether that’s an informative point or something to be marketed, whether that be a product/service or a quality the brand embodies.
If possible, try to incorporate a trend. On video-based platforms like TikTok, that can give the algorithm a reason to boost the content, helping it to go viral.
Use analytics
While shorter-form content is a big trend that looks set to continue, it’s essential to think about your business and what suits your brand and your customers. If your business is a B2B company that deals in a complex and detail-heavy line of work, like law or regulations, you may be better served by producing more long-form informative content such as podcasts. Use your analytics to see what content format is working and what is not. Even then, long form video content can then be clipped to produce informative shorter-form content, providing a more efficient use of time allocated to content production.
GIANT, All Things Business’s publisher, can help you find a content strategy that suits you and your business. Get in touch here or give us a call on 01604 250900.
