As attention spans grow shorter, social media users will often bypass longer, three-minute video ads in favor of microvideos that are less than a minute long. Instagram and TikTok have helped the microvideo trend explode, but how can marketers capitalize on the popularity of these platforms to boost brand awareness and sales?
Using these new tools to reach younger demographics isn’t as complicated as you might think. Below, 11 members of Forbes Agency Council look at potential ways marketers can tap into the popularity of very short videos on social media feeds to expand their brand’s reach.
Members give tips on using platforms for very short videos for marketing.
Photos courtesy of the individual members.
1. Bring Hashtag Campaigns To Life
These platforms are perfect to launch marketing campaigns that mobilize users by making them feel like a part of something big—think #ShareaCoke campaign with an upgrade. If done right, they can one-up hashtag campaigns by bringing them to life. They also give brands the opportunity to target regional niches through local influencers. – Osama Khabab, MotionCue
2. Develop A Platform-Specific Strategy
Develop a platform-specific strategy. User-generated content works because of its authenticity. By definition, it is created and uploaded by a “user.” Brands can either collaborate with a creator or be their own creator. The content can’t just be retrofitted, existing advertising; it needs to be authentic, not overly produced and feel organic. – Marc Becker, The Tangent Agency
3. Post User-Generated Videos
Posting user-generated videos on social media platforms gives your audience the opportunity to interact directly with your staff and get a better understanding of who the people are. TikTok and Instagram Reels give you the chance to respond directly, and with your face, which makes the interaction more personal and gives your audience a better understanding of what makes your staff stand out. – Katie Schibler Conn, KSA Marketing
4. Keep Up To Date With Trending Content
The trend toward short, digestible video content means that content is easier to create and share than ever before. Marketers now have access to target audiences that allows them to engage instantly at little or no cost. Marketers need to stay in the know with trending content so that they can create relevant videos that engage audiences while these trends are at the peak of their popularity. – Marc Hardgrove, The HOTH
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5. Create A Platform-Appropriate Format
For professional services, viral trends can be tricky to navigate. Put your focus on creating a platform-appropriate format to deliver your content, not on creating content specifically for these platforms. Use Instagram Reels to tease long-format content that appeals to your target audience. If you’re a realtor, film a TikTok dance in a new listing that has a 3D-tour available on your website. – Peter Boyd, PaperStreet Web Design
6. Partner With Influencers
Partner with influencers who have mastered the medium to boost awareness and drive action with fun, attention-grabbing content. We’ve seen great success with both before-and-after and how-to videos centered around fashion inspiration, makeup tutorials, food prep and recipe content, home makeovers, workouts and more. Truly, the sky’s the limit when the alignment between brand and influencer is a strong, organic fit. – Danielle Wiley, Sway Group
7. Leverage Artificial-Intelligence And Machine-Learning Tools
There are some new artificial intelligence (AI) and machine learning (ML) tools that create short video output. One type takes long videos and cuts them into bite-sized pieces for posts. Another type takes text content and creates short videos for social posts. User-generated content might be free from intellectual property restrictions, so you can also repurpose parts of it that work for your brand. – Jim Caruso, M1PR, Inc. d/b/a MediaFirst PR – Atlanta
8. Tap Into Your Humorous Side
Marketers can capitalize on short-form video content platforms such as TikTok by tapping into their entertaining, humorous and experimental side. TikTok is the perfect place to experiment with content you wouldn’t normally post on behalf of your brand. – Garrett Atkins, VIE Media
9. Show The Lifestyle Behind The Brand
Instagram Reels and TikTok need quick, 15-second, compelling videos that provide entertainment, education and humor. The audiences need to see a lifestyle behind your brand through your Reels and TikTok videos. The forum is excellent to let your customers get to know you and feel a personal connection to your story and brand. – Sherri Nourse, Ambition Media
10. Encourage Your Teams To Participate
Encourage your teams to participate in trending TikTok content and give it your own company spin. Include the products you sell, services you provide and, if it applies, even the uniforms your team wears. Give your team the freedom to add their own flavor and permission to tag your company in their videos. This lets you show off the personalities that make your brand what it is. – Bernard May, National Positions
11. Use Them If You’re Getting A Good Cost Per Acquisition
If you’re getting a good cost per acquisition, use them. The medium doesn’t matter; the message does. If you’re chasing likes and vanity metrics, your strategy changes. But if you’re trying to drive revenue and purchases, the medium doesn’t matter. Perceived value and high-quality creative do, just as they always have. – Josh Sample, Drive Social Media Saint Louis
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Author: Expert Panel®, Forbes Councils Member
