Content in video format has increasingly become a major ally of marketing professionals, being pointed as one of the great trends in digital marketing, especially short-form videos.

Short-form videos are videos with a duration of approximately between 30 seconds and 2 minutes.
This type of content has become increasingly popular through the emergence of platforms such as TikTok, Instagram Reels, Youtube Shorts or Google Web Stories.

A great ally to boost engagement
Through video, brands can strategically promote their products and increase engagement, especially with the younger audience.
Because they are easily shared on social networks, videos end up having a greater reach. Once shared on social networks (either by followers or by brand themselves), they also end up having a greater number of interactions, such as comments, likes and new shares.

In addition, because they are shorter videos, the audience's attention ends up being greater since the information is more concentrated in a shorter period of time, avoiding distractions, or worse, the abandonment of the content.

Main platforms:

TikTok
Altough it was initially adopted by younger people, TikTok has now been growing with other age groups and capturing the attention of several brands that want to increase their reach among the target audience.


In Portugal, this social network gained more than 1 million users in just one year.

Instagram Reels
Instagram Reels is a new tool offered by Instagram, which, like the TikTok netwok, allows recording, editing and sharing of videos (with a maximum of 60 seconds) on Instagram.

The scope of shared videos depends on the user's account: If the account is public, the videos are accessible to anyone; If the user has a private account, only his followers will be able to see the content.

Youtube Shorts
Youtube Shorts is a tool to make videos on the streaming platforms, using your smartphone's camera, with a maximum duration of 60 seconds.
The videos published through this tool are later published on Youtube, and it is also possible to find an exclusive space on this network to search for short videos.

What kind of content to share?
In the case of brands, you should seek to share videos that are aligned not only with the brand's identity, but also with the preferences of your persona. Based on this analysis, the options are varied, namely:

• Challenges
• Sharing testimonials
• Teasers
• Educational videos
• Behind the scenes
• Tutorials

Also read: A Brand Awareness Definition

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