SCV Small Businesses: Short-form video isn’t just for TikTok. Here are three ways to bring this popular video style into your marketing.
If you’ve logged into social media anytime in the past year or so, then you’ve seen the latest marketing trend in all its glory: short-form video.
Short-form video, technically speaking, is different on each social media platform, but generally, it can be considered any video up to 2 minutes and 30 seconds in length. Think reels, stories and, of course, TikTok.
You might be wondering: Why should business owners and professionals care about short-form video?
To start, it has the highest ROI of any social media marketing strategy, according to Hubspot’s annual State of Marketing Report. Plus, 30% of social media marketers plan to invest more in short-form video than in any other marketing strategy in 2022.
Now, short-form video isn’t just for cute dance videos and TikTok. This ultra-engaging video form is a powerful way to reach your audience with highly specific messages that are as memorable as they are effective.
And it is absolutely doable for your small business.
Here are three ways we’ve been creating short-form video with our clients in a professional and engaging manner.
3 Ways SCV Small Businesses Can Use Short-Form Video
1. Behind the Brand Videos
Consumers have been gravitating toward authentic, useful content over in-your-face marketing tactics for years now. Think about your own feelings toward marketing. You probably don’t want to be blatantly sold to; instead, you want to know why a brand is the best choice for you.
That’s why authenticity and transparency are more important in marketing than ever before. It’s also why one of the best and easiest ways to create short-form video is to simply show the faces behind the brand.
“Consumers tend to feel more connected to brands that show the people behind the brand,” writes Martina Bretous for the Hubspot Marketing Blog. “In one Sprout Social study, 70% of consumers said they felt more connected to brands whose CEO is active on social media platforms. So, going into 2022, brands should pull back the curtain and engage with their audiences on a more personal level.”
While this is an effective approach for corporations and large businesses, it’s crucial in a small-business world. For many people, the benefit of working with a small business is that you get to know the people who run it. You know them, like them and trust them on a different level than you would ever be able to know the leadership behind a corporation. That’s why people chose you.
So in 2022, start by doing more of what already works: Let your audience get to know the people behind the brand. There is no better way to build brand loyalty this year.
Video Topic Examples:
- Three things you didn’t know about me (repeat for each team member)
- The core values of your brand
- Tour your workplace
- A peek into your morning routine
- How you chose your business name
- Causes you’re passionate about and why
- Your why
2. Explainer Video
Last year, consumers said this was the style of video they wanted to see more of, and they won’t be changing their minds in 2022. Explainer videos – think how-to, DIY, teachable content – are on the rise because they are useful and engaging, and they showcase your expertise at the same time.
“Educational videos are great added-value content because they help audiences in their day-to-day lives,” Bretous writes. “Brands that make education a priority in their marketing strategy can improve lead generation and build stronger brand loyalty. Similarly, explainer videos target users who are at the decision-making stage of the buyer’s journey and, if done right, they can turn decision-makers into customers.”
By teaching your audience how to solve a problem, you are reaching them right at the pain point. There’s no better moment to prove your value. And for those of you who are worried about giving away all your trade secrets, simply teach your audience how to get the most out of your product or service. For example, if you sell candles, create an explainer video that shows your audience five ways to maximize the life of their candle.
Video Topic Examples:
- How to make the most of your product/service
- Fun and surprising ways to use your product/service
- How other customers are using your product/service
- How your product/services work
- Other products/services that work well with yours
3. FAQ/Misconception Videos
Do you have a product or service that people don’t fully understand? Maybe it’s innovative or cutting-edge, and therefore, it requires a little bit of explanation. Or maybe your product/service is just highly misunderstood. FAQ and/or misconception videos are fantastic tools for teaching your audience to think differently about what you do.
For example, let’s say you own a financial planning firm. Right now, you might be answering a lot of questions about cryptocurrency and blockchain technology – but that might not be how you want to spend your valuable client face-time. That makes it the perfect topic for an FAQ video! This way, you don’t have to answer the same question during each meeting.
An FAQ or misconception video is a powerful tool to solve those frustrating, everyday problems with your marketing. If you find yourself answering the same questions or explaining the same points over and over again, then it’s time for a quick and easy video to clear it up. Then send it out everywhere: websites, social media, email newsletters, blogs, inquiry email responses and more!
Video Topic Examples:
- The most frequently asked questions about your product/service
- The most frequently asked questions about you
- Things people misunderstand about your product/service
- Things people misunderstand about how you do business or your customer experience
- Things you have to explain to customers every day
- Things you do/offer that most people don’t know about
Learn More About SchlickArt Video Marketing
About Our Quality Video Marketing in Santa Clarita
With years of professional experience, Brian not only has an eye for crisp visuals and engaging shots — but also an ear for powerful storytelling. In his vision, marketing video should communicate the why behind your business and present it to the world in the most compelling visual format possible. With a camera in his hand, Brian can turn a vision into reality and business-as-usual marketing videos into an opportunity to connect.
About Brian Schlick
Starting as an onboard Princess Cruises videographer, Brian quickly climbed the ladder at the company’s headquarters in Santa Clarita. Over the course of 13 years, he moved from video editor for onboard content to supervise Princess’ onboard video teams, managing 17 total ships. The vast exposure to crafting all different kinds of video content allowed Brian to hone his ability to tell stories through compelling, engaging visuals. Today Brian shoots Santa Clarita video for small businesses, as well as the Signature SchlickArt Experience.
About SchlickArt Photography and Video
SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt.