The Value of Short-form Videos to Brands and Consumers

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Short-form videos, those under 10 minutes in length, have become an incredibly powerful tool for providing a clear connection between a brand, a creator (e.g. vlogger), and the consumer. At most blog conferences in recent years, there has been a strong emphasis on the power of video in its ability to actively engage the consumer in a particular message the creator would like to deliver on behalf of the brand.

Innovative Advertising Solutions noted the exponential increase in short-form videos being viewed by consumers on digital devices between the year 2011 (about 22 minutes a day) and 2015 (about 1.25 hours per day). According to Entrepreneur, when compared with content delivered via text, consumers are 39% more likely to share content if it’s delivered via video. The average internet-user watches approximately 206 videos per month, and Nielsen claims 64 percent of marketers expect video to dominate their strategies in the near future.

Short-Form Video on Social Media

Short-form video can be delivered via Instagram, Vine, YouTube, and shared on Facebook, Twitter, and various other social media channels, where a diverse audience can be reached. Video is a compelling vehicle for providing “how to” content, like step-by-step recipes, craft projects, and beauty tutorials with a focus on product usage and necessity. Short-form videos can provide consumers with a quick message about a particular product in a manner that feels both organic and meaningful. Content can be easily delivered through a variety of video techniques, with two rapidly gaining in popularity: time-lapsed videos and stop-motion videos.

Time-Lapsed Videos

Time-lapsed videos allow the creator to deliver a lengthy process in a compact, user-friendly video clip. For example, while it may take 5 minutes to mix a cake batter, 45 minutes to bake the cake, 1 hour for the cake to cool, and 15 minutes to decorate the cake, a time-lapse short-form video can allow the creator to share the entire process in a 1-minute clip.

Stop-Motion Videos

Stop-motion videos are used to make stationary objects appear as though they are in motion. To do this, the creator takes a large quantity of still images and quickly strings them together to create the illusion of movement. Each image must present a very minor change from the previous image in order for it to have a seamless appearance. This is a great technique when giving ‘life’ to inanimate objects, like food items, beauty products, and crafting materials.

When brands invest financially in vloggers who are able to create quality video content to share on multiple social media channels, the pay-off can be of great value in spreading the brand’s authentic message in a way that can easily be replicated by the consumer.  

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