Brand Building Via Short Form Videos (Part 2 of 8)

Short Form video has many potential goals and these can vary by platform.  The overarching goal for short form content is the opportunity to reach consumers who are not available through traditional media outlets; primarily the younger audience who are also quicker to embrace short form video, and have more free time to watch.

Short form has many additional strategic goals including, engaging and building audiences, branding, promotion, building new voices/influencers and driving calls to action through those influencers.

Reaching the Younger Audience

The ability to reach young audiences primarily teens and Millennials through short form is a critical goal of this type of content.  It gives creators and ad buyers the ability to reach the younger ad-averse group in a different way, particularly as traditional TV service subscriptions wain for the younger demographic group.

Ability to reach consumers – everyone lives on their phone – it’s the best way to reach and target people. It works best for the Gen Z and Millennial audiences. The younger audience embraces it more quickly and has more free time to consume content.

Audience Engagement 

Creators feel it’s easier to engage viewers with short form, drive word of mouth and create an intimacy between the viewer and the talent (in personality driven content), and this can make it more effective at driving behavior as well. This is particularly true of short form video that is more standalone, in the under five-minute range that has the goal of being snackable/shareable, and fun/easy to watch.  The goal of this type of content is to entertain and engage audiences and further reinforce the relationship with a brand, program or influencer, and potentially drive behavior. This is good news for advertisers want to influence harder to reach consumers.

Create a Longer Tail

Short form isn’t just for “snackable,” “disposable” content, many creators are also involved in creating serialized short form video that can be strung together into a more robust storytelling experience.  This type of content has legs beyond its first distribution, with potential for international sale, windowing, and library value over time. This also appears to be more and more important as it becomes harder to reach younger audiences with traditional long form storytelling.

The value, and in particular the financial value of content, it’s still primarily derived from longer-form fare [10 minutes]. It just has more legs internationally. It has more potential homes, for second, third, fourth, whatever windows.

Entertainment 24/7 – Reach Audiences All the Time

Short form also allows viewers to be entertained when they have time, outside of the prime time window.  Viewers can determine the amount and duration of the content they want to consume based on their needs.  More than one creator described consumers’ ability to self-select short form content as potentially another type of re-bundling similar to what cable channels are experiencing with the availability of streaming services.

Build Audiences Quickly

The relative ease of producing short form content also allows creators to reach and build audiences more quickly that may be harder to reach in traditional ways.

You’re reaching more people because typically short form is accessed online. So a creator’s ability to scale their audience is much greater than traditional linear television.  Content creators and brands can tap into influencers who can spread out messaging even more.

Brand Building

The short form arena is particularly useful for brands, and digital spend continues to rise as brands recognize the importance of this channel as a tool to engage with their audiences outside of traditional media.  The value of influencers in driving brand activation with key targets.

It allows brands to tell their unique story in a meaningful way.  It is a great way to connect with people who are reticent to view traditional advertising.

Brands are very nervous about doing anything that’s interrupted advertising– traditional advertising, They want stuff that’s real world, touchable, experiential, or they want stuff that’s new wave. Either integrations or short-form content done by known personalities. Brands have woken up to social influencers, too.

This article is part of a study conducted by E-Poll Market Research and was produced for NATPE and the Consumer Technology Association (CTA).