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6 Short-Form Video Trends Marketers Should Watch in 2022 [New Data]

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6 Short-Form Video Trends Marketers Should Watch in 2022 [New Data]

In the HubSpot Blog’s 2022 Marketing Industry Trends Survey, we found that more than half of marketers (51%) who use short-form video plan to increase their investment in 2022. Meanwhile, 38% plan to continue investing the same amount.

What’s more? Short-form video has the highest ROI of any social media marketing strategy as 30% of social media marketers plan to invest in it more than any other trend in 2022.

So, how can you join in on the short-form video action to grow your business? And what are some trends to look for in the next year? Learn what HubSpot marketing experts advise, below.

Brandon Sanders, former digital marketer for HubSpot Academy, highlights that what’s considered short-form can also depend on the platform.

“With the rise of platforms like TikTok, Reels, and Vine, short-form video is actually getting shorter and lending itself more to 60-second to two-minute videos,” he said.

“I think the perception of short-form content on platforms like YouTube is actually around that 10-minute sweet spot because content on YouTube tends to be more comprehensive and longer.”

So, when you’re thinking of short-form videos, Youtube is the exception, whereas TikTok and other growing short-form platforms are the rule.

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A 2020 study by Wyzowl reported that people share videos at twice the rate than any other form of content. It also found that 84% of people were convinced to buy a product or service based on the brand’s video.

So, we already know video content is increasingly becoming an important part of every brand’s content marketing strategy.

But when we look at short-form video specifically, the data (gathered from the HubSpot Blog’s 2021 social media trends report and 2022 video marketing report) speak for themselves.

  • Short-form ranks #1 for lead generation and engagement.
  • Marketers will invest in short-form video more in 2022 than any other content format.
  • Nearly half (47%) of marketers surveyed believe short-form videos are most likely to go viral.
  • 54% of marketers surveyed say their companies leverage short-form videos.

Sanders says short-form videos give creators an innovative way to showcase their content.

“The growth of social media is causing the human attention span to become shorter and shorter,” he said. “So, leveraging the power of short-form content will give you a leg up on your competition and help engage your audience.”

Aside from length, one thing that sets short-form video apart is the trend culture.

TikTok, for instance, is run by dances, sounds, and social challenges. So, to get on the “For You” page on TikTok — which is equal to the “Explore” page on Instagram — brands must often join in on the fun.

video marketing statistics: 63% of marketers say trendy content gets the most video engagementImage Source

As with any new trend or platform, former HubSpot Senior Content Strategist Amanda Zantal-Wiener says you should always consider your audience first.

“It all goes back to a very old question: Which channels are your audiences using and for what?” she said. “And therefore, for which channels does it make the most sense for your business to create this short-form content?”

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This means that while short-form video is often known for its entertainment value, you can adapt it to align with your brand.

Short-Form Video Trends to Look Out For

1. Brand Challenges

When short-form videos first gained popularity, it was through viral content based on dances, songs, and sounds.

Today, brands can make their own sounds, filters, and challenges go viral.

According to our social media trends report, 20% of marketers surveyed leveraged branded challenges and 42% said they performed better than expected.

In addition, marketers rank them among the most effective social media trends of 2021.

Short-Form Video Example: Colgate

To celebrate Mother’s Day, Colgate launched the #MakeMomSmile challenge, which encourages users all around the world to share videos in which they did something special for their mothers.

tiktok brand challenge

It’s also a great play on words, as Colgate is all about providing beautiful smiles to its customers.

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2. Influencer Ads

Brands have been leveraging influencer marketing for years, that’s nothing new.

However, we’re seeing more brands use them in short-form video content.

HubSpot Blog Research found that 66% of marketers’ companies work with influencers on TikTok. They also rank it #5 in ROI when working with influencers.

For instance, popular TikTok influencer TiffFoods was recently in an ad for food brand Fly by Jing to promote its latest product.

Short-Form Video Example: Fly by Jing

With short-form content lending itself well to native advertising, brands can create videos that are more likely to generate conversions.

3. Product Teasers

Think about the average commercial you see: It’s usually anywhere between six seconds to 60 seconds. This also happens to be the average length of a short-form video.

Because of this, brands can leverage short-form video platforms to promote their products organically.

It can be incredibly effective because it doesn’t require a large budget, it has the potential to go viral, and it builds anticipation around your brand.

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Short-Form Video Example: KaseMe Design

To build anticipation for its newest product launch, KaseMe Design posts a video using a popular TikTok sound and a cleverly deceptive low-battery sign.

It creates suspense by getting users to be even more invested in the launch as they wonder what the reveal is.

4. More User-Generated Content (UGC)

Consumers generally love UGC. In fact, it influences their purchasing decisions more than brand- or influencer-generated content.

According to HubSpot Blog research, UGC also offers great ROI, with 40% of marketers surveyed ranking it a high-ROI format on social media.

Our research also suggests it’s popular with Gen-Z, which is the biggest demographic on TikTok.

Why is UGC a winning strategy? Well, without using up too many resources, brands can publish videos that evoke emotion. It’s also budget-friendly.

Short-Form Video Example: Chipotle

This is a great example of how you can leverage user-generated content in your strategy. In this instance, Chipotle collaborated with these content producers to create a fun, viral-worthy video.

One of Chipotle’s target audiences might be young, college students looking for inexpensive meals. This video features two creators who reflect the audience they may want to attract. Brands should keep this in mind when considering UGC and ask, “will my audience relate to this?” If the answer’s “yes,” move forward.

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5. More Behind-the-Brand Videos

Consumers seek out authenticity and transparency in brands. With short-form video, you only have a few seconds to connect with your audience.

So, how do you do that? Well, there’s no exact science to it, but consumers tend to feel more connected to brands that show the people behind the brand.

In one Sprout Social study, 70% of consumers said they felt more connected to brands whose CEO is active on social media platforms.

So, going into 2022, brands should pull back the curtain and engage with their audiences on a more personal level.

Our social media trends report revealed that 36% of marketers surveyed currently leverage the authentic, behind-the-scenes content that’s so popular on short-form video platforms like TikTok.

Those who do use it rank it third in ROI, with 68% of marketers saying it’s the most effective content behind funny and interactive content.

Short-Form Video Example: Sierra Nicole

Trendy? Check. Informative? Check. Prompts action? Check! This video works because it has all the ingredients for an effective short-form video.

It first grabs the viewer’s attention by including a popular song and dance. The content addresses pain points viewers may be facing. Then, the call-to-action (CTA) in the caption rounds out the video by turning viewers into potential leads.

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6. More Explainer or Educational Videos

In 2022, brands will likely focus on educational content in their short-form videos – think how-to’s, DIYs, and explainer videos.

A 2020 Wyzowl report found that viewers want to see more of this video style from brands.

Wondering where we currently stand? 32% of marketers surveyed in our social media trends report say they currently leverage educational content and 57% of those who do say it’s one of the most effective content types.

Educational videos are great added-value content because they help audiences in their day-to-day lives. Brands that make education a priority in their marketing strategy can improve lead generation and build stronger brand loyalty.

Similarly, explainer videos target users who are at the decision-making stage of the buyer’s journey and, if done right, they can turn decision-makers into customers.

It’s a win-win situation: Brands get to address their audience’s pain points and offer solutions, which is (surprise!) them. Not sure what I mean? See the example below.

Short-Form Video Example: Soy Yo Candle

Soy Yo Candle used this formula to create this short-form video. Presumably, one of the biggest struggles of owning candles is making them last.

In just a few seconds, the brand presented a problem, offered a solution, and promoted its product. It can be as simple as that.

Another highlight in this video is that it caters to viewers who may be discovering the brand and those who already know it. Because of the value it offers, the brand can reach a broader audience organically.

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Takeaways for Video Marketers

Social Media Content Manager Kelsi Yamada says it’s a low-commitment and engaging way to connect with your audience.

“You can get a good laugh or learn something new in a minute or less on TikTok or Reels,” said Yamada.

“On the flip side, it’s also relatively easy to create, which means there are more people who can share their humor or points of view. Because of this, brands should figure out what their unique point of view is, and how they can stand out in the noise.”

The desire to be on-trend is always tempting. But Yamada stresses that brands should be selective about which trends they partake in.

“Not every viral TikTok sound or meme format will align with your content strategy or brand, so don’t force it,” she said.

“Focus on catering to your niche and staying authentic first. Don’t be afraid to make something completely from scratch – trends have to start somewhere!”

With this in mind, it’s all about finding the balance between what’s trending and what’s on-brand for your business.

1. TikTok

With at least 47% of its users between 10 and 29 years old, TikTok is definitely the platform for the Millennial and Gen Z population.

TikTok video short form video example

Image Source

The TikTok homepage features a timeline of videos separated into two tabs. The “Following” tab with videos posted by the user’s followers, and the algorithm-driven “For You” page based on user behavior (what they like, comment on, scroll past, etc.)

TikTok Discover tab

Image Source

The “Discover” tab on TikTok highlights trending topics and hashtags, a great resource for marketers to generate new content ideas.

B2B marketers have been wary of using the platform, but it could be because success on the platform relies on emotional appeal. Yet, that emotional appeal may be exactly what they need.

According to a LinkedIn study, B2B strategies that appeal to emotions are seven times more effective for revenue generation than “rational messaging.”

Still not quite convinced TikTok is a viable marketing platform for your business? Check out this video explanation of how TikTok has grown into one of the most go-to platforms for short-form content today.

Now, it may be time to start practicing those dance moves.

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2. Reels

Some call it TikTok 2.0, but Instagram Reels is proving to be its own beast.

Instagram Reel short form video

The Reels tab on Instagram is a scrollable video timeline, similar to what users see on their Explore page. From this page, users can click on the music the account used to see what other Reels feature that sound.

With over 1 billion active monthly users, Instagram already had consumers’ attention. When they launched Reels back in August of 2020, it became another marketing tool for brands and a worthy opponent for TikTok.

Instagram caters to a broader age demographic than TikTok. And when considering their other marketing features, Reels is another way for brands to expand their reach in a minute or less.

3. YouTube Shorts

YouTube Shorts is Youtube’s latest attempt to turn its long-form video platform into one that also houses short-form content.

YouTube first started testing it in September 2020 and it is now available to users globally.

youtube shorts

When using YouTube’s mobile app, you’ll see that Shorts now have their dedicated tab on the platform. Users can create Shorts up to 60 seconds and, similarly to other short-form video platforms, can edit the videos directly within the app.

4. Triller

Triller is Tiktok’s musical theater friend (or rival), the one who bursts into song anytime, anywhere without cause or notice.

Triller Discovery Page

Triller’s homepage looks similar to other short-form video platforms. However, They have made music a prominent feature on the app by making top and trending music the main tab.

The platform is popular among musical artists and allows users to edit 60-second videos within the app. This includes music, filters, effects, and transitions. Triller grew in popularity earlier this year when there was some uncertainty surrounding a TikTok ban in the United States.

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With music playing a key role on the app, marketers should use music as a storytelling element in their videos. For instance, the song “You Got It” by Vedo, a song about unlocking your potential, made its rounds on Triller last year.

A recruiting firm could’ve used that sound to create a short video targeting job seekers. The song would also work great as a backdrop for a business coaching company advertising its services. The limit does not exist.

5. Hippo Video

If you want to take short-form video content beyond social media, there’s Hippo Video.

The video marketing platform gives brands a one-stop-shop to produce, distribute, and analyze their video content. Users can also embed forms, CTAs, and annotations within the video, making conversions easier.

Hippo Video Homepage

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For example, let’s say a SaaS company is launching a new product and the marketing team is using Hippo Video for the email campaign.

On launch day, they can send a product teaser video to current customers and include a “Schedule a Demo” CTA, leading users to a meeting scheduling page.

During the campaign, the team can track key metrics like total plays and average watch rate — taking video analytics to another level.

6. Magisto by Vimeo

Vimeo recently acquired Magisto, a video editing software that makes video marketing easy through artificial intelligence (AI).

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The first step is uploading your videos. The software will then analyze the videos and put them together based on the video editing style you’re looking for. They have over 10 editing styles ranging from real estate and fitness to Facebook and YouTube ads.

Magisto Homepage

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Once you select the style you’re looking for and the video is complete, you can distribute it on social media platforms and track the analytics.

This platform is ideal for brands that don’t want to spend too much time or too many resources on video marketing. This app does it so you don’t have to.

7. Lately.ai

If your brand is short on time and resources but wants to leverage short-form video, consider Lately.ai.

short form video tool lately.ai

This software, powered by AI, takes long-form audio, video, and text and atomizes it into snackable posts for social media. How does it know what will work? That’s where the AI comes in.

It looks at what content your audience is most likely to respond to based on historical data and creates from there. It’s a great tool for brands who are dipping their toes in short-form content and want to build from their current library.

8. Wistia

Wistia is a leader in the video hosting industry, helping more than 300,000 businesses manage their video content and grow their audience.

short form video tool wistia

When using this platform, you can build a customizable video player that matches your brand, use lead generation tools, and track your videos’ performance to gain insights.

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You can also create custom ad audiences for search and social to ensure your content reaches the right audience and use integrations to sync all your tools.

There are hundreds of ways to incorporate short-form videos into your marketing strategy. But no matter which trends come and go, it will always come back to your audience.

Try a few approaches, and listen to where the data tells you to go next.

Editor’s Note: This post was originally published in Jan. 2021 and has been updated for comprehensiveness.

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7 Critical Factors You Must Consider When Choosing RPA Tools

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7 Critical Factors You Must Consider When Choosing RPA Tools

Robotic Process Automation is a technology that makes it easy for businesses to build, deploy and manage bots that can replicate humans interacting with digital systems and software. These bots can perform structured and pre-defined tasks such as filling out a form, processing a financial transaction or sending messages.

The core purpose of robotic process automation is to automate mundane and repetitive tasks so that your employees don’t waste their time on those tasks and focus on more value-driven activities with automatic employee monitoring software. Yes, a human first has to define the workflow for a bot for it to work but once done, it can perform most tasks automatically.

Advantages of Robotic Process Automation

Here are some of the advantages of robotic process automation:

  • Optimal resource utilization
  • Save time
  • Reduces cost
  • Minimize errors
  • Increases business capacity

Disadvantages of Robotic Process Automation

Some of the disadvantages of robotic process automation are:

  • Requires monitoring and maintenance
  • Not capable to extract information from unstructured datasets
  • Can not automate complex tasks
  •  The time-consuming and costly setup process

In this article, you will learn about seven critical factors you must take into account when choosing robotic process automation tools for your business.

Before discussing factors you should consider when buying robotic process automation tools, it is important to understand that every robotic process automation tool has its own format and does not offer any kind of portability. This means that there are no standards so the one size fits all formula does not apply here.

Make sure that the robotic process automation software you are planning to buy has all the features you need along with some handy extras. Ask for proof of concept before rollout and only buy the software when you are sure that it is the right choice to meet your business needs.

7 Factors To Consider When Buying RPA Tools

Here are seven factors you must consider when buying a robotic process automation software

1.  Ease of bot setup

Setting up a robotic process automation software can be a daunting challenge for businesses as it can take a lot of time and resources. That is why it is imperative that enterprises invest in robotic process automation tools that are easy to set up and use.

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It must also allow a level of customization and let businesses create custom bots for different buyer personas. Developers should be able to call the robotic process automation tool API when writing code for automation.

2.  Low-code capabilities

Gone are the days when only experienced developers could create websites and apps. With the advent of low code tools, anyone can now create an app even with little to no coding knowledge(accounting app, management app, etc.). Low code development lets you drag and drop ready-made components from the tool library and write small code snippets for functions that are not present in the tool library of the tool. Choose robotic process automation tools that offer these low code capabilities.

3.  Machine learning capabilities

As mentioned before, robotic process automation software struggles when it comes to extracting actionable insights from unstructured datasets. Since a major chunk of company data is in unstructured form, it makes robotic process automation tools useless.

That is where the machine learning capabilities of these robotic process automation tools come in handy. With these capabilities, it can parse through documents, find information and return it to users. This can enhance the user experience and boost customer loyalty. Some vendors might give this a fancy name but the functionality remains the same.

4.  Integration with enterprise applications

Another important factor you can not afford to ignore when buying robotic process automation software is compatibility with enterprise applications. At the end of the day, your robotic process automation software’s utility is highly dependent on how these tools can integrate with your existing business application. This is about your data integration with supermetric alternatives and so on.

Its capability to extract data from your existing business applications matters most. Does your robotic process automation tool offer plugins to seamlessly connect it with your database, accounting systems, HR systems, appointment setting services and ERP systems? If yes, then you should certainly consider it as an option if it fulfills all your requirements.

5.  Orchestration and administration

Before these bots can take care of mundane tasks, you will have to first configure them and feed them with the right information as well as a secure credential. This secure credential is usually stored in a credential store. If you want other users to use your bots, you will first have to authorize and authenticate them.

You should also allocate resources for certain bots which trigger when a special event occurs. Once you have set it up, now you have to monitor it so it can work without human involvement. You will have to constantly improve its machine learning capabilities so it does not need human support when performing tasks.

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6.  Process and task discovery and mining

Identifying business processes you want to automate and prioritizing them is critical for the success of your robotic process automation implementation. Unfortunately, it is also the most time-consuming part of the process as well.

The more your robotic process automation software lets you mine for processes from system log and construct task flows by observations, the easier it will be for you to implement it and automate your business processes. Look for robotic process automation tools that make task discovery and mining painless.

7.  Scalability

If you are planning to implement robotic process automation throughout the organization, you will bump into scalability issues. The best way to resolve these scalability issues is to implement them in the cloud, in containers or via virtual machines. If the orchestration component can allocate extra bots when needed, solving the scalability problem is not a problem.

At the end of the day, the success and failure of your robotic process automation rest on identifying the best tasks and processes to be automated. Make sure to document every step involved in the process. Never cut corners in testing cycles because it can lead to some missing links in your robotic process automation systems.

What factors do you consider when selecting a robotic process automation software? Share it with us in the comments section below.

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