{"id":5147,"date":"2023-07-14T17:51:02","date_gmt":"2023-07-14T17:51:02","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/the-rise-of-short-form-video-how-to-make-clips-that-really-sing\/"},"modified":"2023-07-14T17:51:04","modified_gmt":"2023-07-14T17:51:04","slug":"the-rise-of-short-form-video-how-to-make-clips-that-really-sing","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=5147","title":{"rendered":"The rise of short-form video: How to make clips that really *sing*"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">When TikTok debuted in 2016, another app had already stolen the hearts (and eyeballs) of millions: Music.ly.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In 2017, Music.ly was acquired by TikTok\u2019s parent company, ByteDance. In 2018, Music.ly\u2019s accounts were migrated to TikTok. You might say the rest is history: Fast-forward five years, and TikTok is now a global juggernaut, boasting 1 billion active users worldwide.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">While it has prompted data security concerns and even talk of a federal ban, TikTok has also spurred competing products, namely Instagram Reels and YouTube Shorts. Marketers are increasingly interested in short-form video, typically defined as 60 seconds or less: About one-third of social marketers plan to invest the most in short-form video this year compared to other formats, according to a survey conducted by HubSpot.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">As marketers continue experimenting with the format, they\u2019re getting a sense of what works, what doesn\u2019t, and how they can create the most impact.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cDon\u2019t be afraid to test and learn,\u201d Candice Beck, director of social, influencer, and Web3 at Chipotle, told us. \u201cWe have videos that totally outperform our benchmarks, and then we have videos that might not perform as well, and we learned from them\u2026Being comfortable with that, and knowing that not every video is gonna go viral, is important.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\">Recipe for short-from video success<\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Michael Woolsey is co-founder of Gassed, a social creative agency focused on TikTok ads. According to Woolsey, short-form videos should have a compelling introduction, quick sequences, and portray a clear call-to-action. Woolsey said you have about \u201ctwo seconds to get them to stop scrolling,\u201d noting that formats like a \u201chow-to\u201d explainer or listicle-style content are particularly useful.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">It\u2019s really about \u201cmaking sure that we have some stopping-and-engaging content that people can visually engage with at a higher rate, with the main objective of still getting people to the site and converting,\u201d Woolsey said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Gassed worked on a campaign for Litter-Robot that followed a similar recipe. In one 29-second TikTok posted on the brand\u2019s account, a robot voiceover highlights three features of the litter box, ending with a CTA prompting users to click on a link to learn more about the product.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Other marketers agreed that factors like a call-to-action are crucial. Austin Armstrong, CEO of social marketing agency Socialty Pro, said even compelling users to share a TikTok can benefit a brand.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cThe share button is one of the highest-weighted metrics in the TikTok algorithm,\u201d he said. \u201cIf you can get somebody to share a video, even if it\u2019s with themselves\u2026they\u2019re going to come back to that video later. Or if they share it with a friend or anything like that, it turns one view into two views.\u201d<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\">The Renegade is so last year<\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Marketers said that videos with an educational slant can also gain traction. Take The Hoth, an SEO agency with its own TikTok account.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Max Gomez Montejo, CMO at The Hoth, said the agency has been creating short-form videos that blend education and entertainment. \u201cWe call it edutainment, which is pretty much the way we entertain a user by providing education when it comes to SEO,\u201d Gomez said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Beck said Chipotle has also incorporated educational elements into its TikTok videos, like \u201cwhat\u2019s happening in our restaurants every day\u201d in addition to \u201chighlighting and spotlighting employees and our real ingredients that are coming in from the farms and our real techniques.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">On The Hoth\u2019s TikTok, Gomez said different types of content, such as \u201cunboxing\u201d videos and \u201cshort interviews when we highlight a specific success story with one of our clients,\u201d can perform well.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The Hoth also leans into its mascot on TikTok, an approach that other brands have found works well. In a TikTok posted last summer, the mascot laments the high number of TikToks featuring one of two songs, either \u201cAbout Damn Time\u201d by Lizzo or \u201cRunning Up That Hill\u201d by Kate Bush.<\/p>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\">Spread your wings<\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Aside from the content itself, Armstrong endorsed posting across different platforms.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cFor me personally, TikTok, YouTube Shorts, Instagram Reels, and Facebook Reels are all my top-performing platforms. I\u2019ll create one video and post it across all four and that has worked exceptionally well,\u201d he said, later noting that \u201cthe vast majority of businesses and clients that we\u2019ve worked with are seeing results across the board with the same videos.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Chipotle has a strong TikTok following (2.2 million strong) and Beck said it is building out its presence on other short-form video platforms, like YouTube Shorts.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cWe\u2019re looking at YouTube Shorts and we recently posted a handful of videos over there. We\u2019re sort of learning from the engagement,\u201d Beck said. \u201cThere\u2019s also an opportunity to lean in and just create content specific for YouTube, especially while they\u2019re investing in Shorts right now,\u201d Beck said.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/07\/14\/the-rise-of-short-form-video?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When TikTok debuted in 2016, another app had already stolen the hearts (and eyeballs) of millions: Music.ly. In 2017, Music.ly was acquired by TikTok\u2019s parent company, ByteDance. In 2018, Music.ly\u2019s accounts were migrated to TikTok. You might say the rest is history: Fast-forward five years, and TikTok is now a global juggernaut, boasting 1 billion [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5148,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-5147","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The rise of short-form video: How to make clips that really *sing* | Brandiary<\/title>\n<meta name=\"description\" content=\"When TikTok debuted in 2016, another app had already stolen the hearts (and eyeballs) of millions: Music.ly.In 2017, Music.ly was acquired by TikTok\u2019s\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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