Short-form video is the best way to engage your audience in 2024

Photo by ROBIN WORRALL on Unsplash

Our attention spans are shrinking, and it’s become harder than ever for brands to keep their audiences engaged online. The answer? Short-form video. The rise of TikTok, Instagram Reels and YouTube Shorts cements the take-over of vertical video, and brands need to get involved if they want to stay front-of-mind. Content needs to be digestible, and short-form video is the easiest and most effective way to engage users who are bombarded with content all day long.

In this article, we’ll look at why short-form video is the best way to engage your audience in 2024, whether on social media or within your brand’s community.

You’ve got 8 seconds to make an impact

The average human attention span has decreased to around 8 seconds, making it crucial for content to capture interest swiftly. Short-form videos excel in this aspect, engaging viewers within seconds. According to research by HubSpot, 55% of viewers consume video content for less than 60 seconds, emphasizing the need for concise, attention-grabbing material.

It’s perfect for consuming on-the-go

Think about the times when your audience members are scrolling: they’re on the subway, lying on the couch, or at the gym. They’re often not giving 100% of their attention to their smartphone, so they’ve got limited capacity to retain information. A prime benefit of short-form video is that through audio, visuals and captions, you’ve got multiple ways of grabbing the user’s attention, making it more likely that they’ll remember your brand’s message.

It’s how customers want to consume information

It sounds obvious, but it’s something brand marketing teams often forget to take into consideration: how their customers actually want to consume information. According to Wyzowl, 68% of people say they’d prefer to learn about a new product or service by watching a short video — so you’d be wise to take this preference into account.

It’s easy and cheap to produce

Over the past few years, content creators have become increasingly savvy, and are now able to create professional-grade content from their living room. The rise in availability of products like tripods and ring lights means that a full production team is no longer necessary: working with influencers or creators, brands can quickly and easily amass short-form video content. This could be anything from reviews and testimonials, to case studies or ‘get ready with me’ videos. Better yet, short-form video content can be acquired almost immediately, by working with creators from sites like UpWork.

Short-form video content can be used in 100s of ways

Short-form video content is adaptable, and you can stretch your dollars by using it in multiple ways. Create one short-form video, and it can be shared across TikTok, Instagram, Facebook, YouTube Shorts, and any other social media platforms on which your brand is active. Taking it a step further, you can embed short-form videos in your blog posts and newsletters, ensuring you have the maximum chances to grab your audience’s attention. AI tools like Munch can also play a role, cutting up existing videos into bite-sized chunks for repurposing across platforms. Similarly, Genuin’s voice-to-video AI function allows you to create additional content in new formats almost instantaneously.

If you’re working out how to spend your marketing dollars in 2024, it’s time to consider short-form video as an easy way of engaging young audiences which, when done right, brings an impressive ROI. Want to find out how Genuin is reinventing community through short-form video? Visit our website here.