In recent years, short-form content has dominated most social media platforms.
The quick, snappy nature of this type of content makes it super easy to absorb.
From Instagram Reels to Threads, it's not just videos taking center stage.
Infographics that crack you up at a glance, short podcasts you devour on the go, and even blog posts packing a punch in under 1,000 words are all part of short-form content.
But why the sudden shift?
In this post, I'll unwrap the reasons from shortening attention spans to instant gratification and show you the best tips and practices for creating short-form content.
There is no hiding that people’s attention spans are shrinking relatively fast.
Part of this is attributed to technological conveniences and the ever-growing social media craze, which shows no signs of abating.
However, this isn't a crisis but rather an opportunity.
Let me explain.
You see, an average internet user in the US spends over seven hours daily staring at a screen.
Seven!
Image via Oberlo
And the thing is, they don’t have the time to read a whole blog post or watch a long video just to get quick information.
People crave quick, digestible information they can absorb on the go.
This is where short-form content shines. It’s perfect for marketing and grabbing your target audience's attention without requiring any effort.
In fact, according to a recent social media trends report, short-form content is the most effective type of content for lead generation and engagement.
Image via HubSpot
Data from Wyzowl also shows that 73% of consumers prefer to watch short-form videos to learn about a product or service.
In this section, let’s explore the rise of TikTok and Instagram Reels, specifically looking at what makes them stand out.
The rise of short-form video content began in 2013 when Vine pioneered the concept of six-second loop videos, which became a breeding ground for creativity.
Sadly, it couldn't keep pace with the competition and bowed out in 2017.
However, its spirit lives on in TikTok, a platform built on the same foundation of bite-sized brilliance.
And within just a few years (since 2016), it's hit the ground running with over two billion downloads.
Image via SensorTower
The explosion of TikTok's popularity wasn't solely driven by user numbers, but rather by a fundamental shift towards user-generated content (UGC).
Unlike traditional platforms where users are passive viewers, TikTok empowers them to actively participate through trends, challenges, and creative expression with every swipe.
Naturally, this begs the question of who exactly is fueling this phenomenon.
While older generations might still be scratching their heads, TikTok has cracked the code for Gen Z and young millennials, offering them a platform that resonates with their desire for authenticity and engagement.
Image via Statista
A recent study that broke down TikTok users in the US by age found that most of the app's users fall in the 18–34 age bracket.
This opens up possibilities for brands and creators looking to reach massive audiences through targeted advertising, influencer marketing, and viral campaigns.
Its features, such as TikTok Creative Challenge, TikTok Creator Marketplace, and Pulse, combine creativity and commerce, empowering creators to collaborate directly with brands to generate revenue.
Launched in 2020, Instagram Reels has quickly cemented itself as a major player in the short-form video revolution.
Open up Instagram, and a kaleidoscope of Reels instantly greets you.
Whether it's your favorite celebrity, a hilarious meme from your friend, or even your tax coach promoting their tax planning course, Reels are everywhere.
It's no surprise for creators, influencers, and businesses alike that Reels offers a powerful platform to reach a wider audience and boost visibility.
For instance, look at big brands like Redbull, Balmain, and Netflix.
They have mastered the art of drawing in followers and expanding their reach via Instagram Reels. Here’s an example.
Image via Instagram
But how does it stack up against the reigning king of the hill: TikTok?
Let’s find out via a quick comparison.
|
Feature |
TikTok |
|
|
Video Length |
15 seconds - 3 minutes |
15-90 seconds |
|
Editing Tools |
Goofy effects, AR filters, green screens |
Basic trimming, filters, effects, text |
|
Music & Sound |
Remixable songs, vast music library |
Licensed songs, curated soundtracks |
|
Discovery & Reach |
Potential for viral reach to new audiences |
Focuses on existing followers |
|
Advertising |
Organic video ads in main feed and various formats |
Seamless in-feed and Reels tab ads |
|
Community |
Strong collaboration & interaction with challenges and duets |
Growing, remix & share features |
Beyond these differences, both platforms share valuable functionalities for creators and brands. Check out Attrock' TikTok vs Instagram post to learn more about their differences.
For instance, both platforms allow you to integrate content into your website, offering a powerful form of cross-promotion.
By embedding Instagram Reels and TikTok videos on your website, you invite your website visitors to follow your accounts, giving them access to a wider range of your content.
The rise of short-form content is in full swing, and brands and creators across every industry are scrambling to find their footing.
Standing out in this crowd is no easy feat, but with the right approach and a dash of creativity, your brand can make a mark.
Here’s how.
The first step toward creating captivating short-form content is a thorough audience analysis.
You need to know where they spend their time online, what makes them tick, and what type of content resonates with them.
Instead of taking a wild guess, use data from your website analytics, social media insights, and even market research to build a detailed profile of your ideal viewer.
Resist the urge to bombard your audience with sales pitches disguised as videos.
Short-form content thrives on authenticity and value.
Sure, you can promote your goods and services, but do it in a way that speaks to your target audience's desires, fears, and interests.
Short-form video editing doesn't have to be a tech maze.
TikTok and Instagram Reels offer built-in tools to trim clips, add music, and improve visuals.
If you need more artistic finesse, explore user-friendly editing apps or consider partnering with a skilled editor to add that professional touch.
Take advantage of tools like TikTok's duets and stitches to collaborate with other creators to broaden your reach.
It’s also a good idea to use trending hashtags and challenges like Adidas successfully did with their #madepossiblewithadidas challenge.
Image via TikTok
Additionally, you can use live streaming platforms to interact directly with viewers, answer questions, share stories, and react to their feedback on the go.
Make sure your videos reflect your brand's personality.
Put your own spin on things by using stickers, filters, and effects that are platform-specific.
And don't forget to use a call to action to inspire your audience to subscribe, visit your website, or join the conversation.
Use Instagram analytics or TikTok metrics to keep tabs on your performance to see if you're hitting the right chords with your audience. For a more comprehensive analysis, consider utilizing a tool such as quintly.
If your strategy does not work, do not give up; instead, be flexible, try new approaches, and see what works.
The proof is in the pudding.
A staggering 61% of marketers consider video a cornerstone of their strategy, recognizing its undeniable power.
Both TikTok and Instagram Reels are witnessing an explosion in popularity. TikTok’s share of digital advertising spend is expected to rise to 2.7% in 2024 from 2.3% in 2023.
Instagram Reels isn't far behind, with brands flocking to its engaged and receptive audience.
But it's not just about chasing numbers.
Short-form video content offers a unique creative canvas, a playground where brands can ditch the corporate suit and tell their authentic stories.
The era of attention-grabbing billboards and lengthy blog posts is slowly fading.
The new battlegrounds for brands are short-form video platforms like TikTok and Instagram Reels.
To win in this arena, you must know your platform, understand your audience, and prioritize authenticity over sales pitches.
Embrace a collaborative spirit, engage in conversations, and add a dash of your brand's personality to every fleeting moment.