The Playbook for Short-Form Video Success

In marketing, trends come and go faster than you can say Harlem Shake. But for every viral moment, there are trends that end up sticking past their five seconds of fame. One of these is short-form content. Five years ago, 15-second video clips were not the norm. But now? Audiences and algorithms crave something more bite-sized.

Short-form videos are here to stay. So, if you’re not already creating them, it’s time to get on it. We know jumping into something new like this can seem daunting (or frustrating), but we promise, creating short-form video is not as hard as it seems. In fact, we’re giving you a playbook on how to take existing videos and repurpose them into videos fit for TikTok, Reels, Shorts, and more!

Why use short-form video?

Short-form videos are:

• Quick and easy to make
• Easy for people to consume
• Posted on multiple platforms
• Multi-purpose – can be used for brand storytelling, product demos, testimonials, and more

If your business has poured time, energy, and budget into creating long-form videos – think webinars, interviews, behind-the-scenes footage – that content is perfect for short-form videos. And, repurposing them can boost your business. Short-form content delivers the highest ROI compared to other top marketing trends.

We’re not telling you to ditch long-form videos. You’ll always have audiences who want a deeper dive than a 30-second clip. Short-form videoes pique interest and drive viewers back for the full meal.

Start creating short-form video: Find the moments that matter

Short-form video is called short for a reason. Although there isn’t a solid definition, short form generally refers to videos less than one minute long. So, the clips you choose need to stand on their own. These are the key takeaways, impactful statements, engaging anecdotes, and visually interesting segments. Ask yourself:

• What are the most valuable insights shared?
• Are there any funny moments?
• On the flipside, are there parts that might emotionally resonate with people?
• What are the actionable tips or key takeaways?
• Are there any visually compelling moments?

We recommend prioritizing your existing library and start working down a list, video by video. Find multiple moments per video to turn into short-form content to make the most of your content (and time!).

Start creating short-form video: Chop ‘em up

Each social media platform has its own guidelines and preferred video length. We’ve boiled down the basics for top platforms below:

TikTok

9:16 vertical video, ideally under 60 seconds, though shorter often performs better. You can import videos or create them right in the app. Use trending sounds, challenges, and creative editing. Focus on entertainment, quick tips, and visual appeal. TikTok thrives on discovery. Still on the fence about TikTok? Our article breaks down the pros and cons of the platform.

Instagram Reels

9:16 vertical video, :15 – :90 seconds. Start with a visual or audio hook to generate interest (ask a question, make a promise, give advice). Use strong captions and use relevant hashtags in your description. Find hashtags by conducting competitive analysis, researching top hashtags for your industry, or using tools like RiteTag to generate ideas.

A quick note: Reels doesn’t like recycled content and can deprioritize your videos in the algorithm if it sniffs it out. If there are visible watermarks, crop them from the video or remove them with an app like SSSTik.

YouTube Shorts

9:16 vertical video, up to 3 minutes long. If you use any audio from the YouTube audio library, clips will be automatically shortened to 15 seconds. Shorts have their own section in the YouTube app and dedicated feed where users can swipe through a stream of fresh content. They need to be treated as their own thing – don’t just copy and paste the content you’re posting to your main YouTube channel.

Facebook Reels

9:16 vertical video, :03 – :90 seconds long. Facebook favors high-quality content – so none of that reposting business. Although Instagram and Facebook are both part of the Meta ecosystem, they are not the same. Comments left on Facebook Reels only come from Facebook, whereas Instagram Reels comments are from Instagram.

While each platform is slightly different, there are a few key takeaways:

• Use vertical video.
• Grab users with a hook.
• Keep it concise.
• Follow platform best practices.
• Remember to include a Clear Call to Action (CTA) when needed. Encourage viewers to watch the full video (link in bio), visit your website, learn more, etc.

Start creating short-form video: Add the finishing touches

Ok, we know you’re anxiously awaiting the green light to publish. We’re almost there! Before you hit that post button, there are a few things to keep in mind.

Add Captions: A large chunk of media users scroll with the sound off. Keep your short-form content understandable without audio by adding captions. This is crucial for accessibility and ensuring your message gets across. When captions are available, 80% of consumers are more likely to watch an entire video.

Use On-Screen Text: When you want to add some visual interest, use on-screen text. Highlight key points, statistics, or questions directly on the video.

Write strong descriptions: Use short but detailed descriptions that use keywords and strategic hashtags. This helps discoverability.

Set the videos to public: Platforms may default videos to private (only you can see it). Change the setting to public so anyone can search for and see your video.

Start creating short-form video: Share!

The moment is here – it’s time to publish your videos for the world to see. The only way to find out how successful your short-term videos are is by sharing them. Pay attention to which type of content works best with your audience on each platform. You’re going to find out that different styles resonate with different audiences.

Track metrics like views, average play time, engagement (likes, comments, shares), conversions (click-through rates, driving specific actions like sign-ups or purchases) and use this data to refine your repurposing strategy. Platforms have native tools to track many of these metrics, but if you want a deeper look, third-party tools like Google Analytics can shed light on these as well. Use data to help guide your content, but also remember that anything can go viral, so don’t be afraid to throw some curveballs in there too.

Don’t let your valuable long-form video content gather digital dust. By strategically repurposing videos into engaging short-form snacks, you can significantly expand your reach and drive traffic back to your main content. It’s a smart, efficient way to maximize your content investment and establish a consistent, engaging presence across your social media channels.

Once you get the hang of creating short-term content, think about ways you can spontaneously create it on the fly. So, grab your editing tools and start unleashing the power of short-form videos!