The popularity of short-form content is skyrocketing. However, this popularity doesn’t necessarily equate to effective marketing. Do you understand the role that short-form content plays in online advertising? Today, we’ll take an in-depth look at the role of short-form content and how to utilize it effectively.
1. Can’t Commit to a Two-Hour Movie?
Have you ever opened Netflix, scrolled through a list of 2-3 hour movies, and ended up watching a short summary video on YouTube instead? The reason is simple: you’re not confident you’ll stick it out to the end. People find it challenging to commit to long videos, so they turn to short-form content that delivers key messages in just a few minutes. This trend isn’t limited to entertainment; it’s influencing the advertising industry as a whole.
2. The Role of Short-Form Content: Just Bait?
According to a survey conducted on TikTok, only 25% of those who watch a movie trailer actually go to see the movie. This data highlights the core role of short-form content. Short-form content serves as a tool to attract potential customers’ interest, but it has limitations in driving ultimate conversion rates. Therefore, instead of focusing solely on short-form content, it’s essential to complement it with ‘main content.’
3. Synergy Between Short-Form and Main Content
To successfully utilize short-form content, it’s crucial to prepare the main content that follows. On YouTube, over 90% of total views come from short-form content, but this alone isn’t enough. Short-form content should guide consumers to the main content. For instance, if you show a before-and-after of a product in 15 seconds, the main content should be ready to answer the consumer’s curiosity for more detailed information.
4. Preparing for Successful Marketing
To build a successful short-form marketing strategy, first strengthen your main content. Creating an environment where consumers can naturally transition from short-form content to more in-depth content is key. Only then can you start producing short-form content in large quantities without any concern.
Conclusion: How to Effectively Utilize Short-Form Content?
Ultimately, short-form content is just a marketing tool. To maximize conversion rates, it’s essential to have well-prepared main content. If you’re using short-form content, take a moment to review your main content and consider how the two can be organically connected. This will not only lead to short-term success but also contribute to building long-term brand value.
Lastly, always keep in mind the strategy of harmonizing short-form content with main content for effective marketing. This approach will help elevate your brand to the next level.
References: PPSS, “What is the Role of Short-Form Content?”