Short video is now the most-consumed content format on social media. If you’re a marketer or brand leader simply wondering whether you need to start filming video as part of your content strategy, you can stop here: you do!
Platforms like Instagram, Facebook and even LinkedIn now prioritize vertical, short-form video in their algorithms – meaning these videos get in front of more followers and new viewers, translating to engagement, visibility, reach and followers.
How did short video take over the social media landscape?
Short answer: TikTok.
Little did we know this upstart platform would change everything when it entered the North American market in 2018. And while many dismissed it as an app for dancing teenagers, it grew explosively, quickly becoming the go-to platform for viral, short-form video content.
Meta debuted Instagram Reels in 2020 mainly to compete with TikTok and lure back users – upending its own algorithm to favour video in the process. While its future in the U.S. may be uncertain, TikTok changed the narrative.
Longer answer: short video is ultra-engaging, effortlessly shareable and made for mobile viewing.
Here are a few more reasons why short-form video is the queen of content right now:
- It suits short attention spans. People are scrolling more and more, and reading less. Short-form videos cater to this tendency. They’re quick to consume and easy to share.
- Done right, it feels personal and authentic. TikTok – and later Reels – tapped a craving for something different than the hyper-polished and curated feeds of early Instagram. The best video content makes you feel like you’re in the room with the creator, hanging out with a friend. And parasocial relationships aside, it’s also an ideal format for knowledge-sharing, storytelling and getting to know the human side of a brand or business.
- It’s mobile-first. Most social media use happens on smartphones, where vertical, full-screen videos are easiest to watch. Platforms like TikTok, Instagram Reels and YouTube Shorts have designed their algorithms and interfaces to keep users engaged with an endlessly flowing faucet of phone-screen-optimized video.
The Building Blocks: How to Create an Engaging Reel, TikTok or LinkedIn Video
The hook: your scroll-stopper
In the first second of your video, you need to do or say something that grabs attention and stops people in their scroll. Otherwise, they’re gone, swiping away.
Your hook should catch the interest of your viewer, while also setting the tone, teasing the value and making viewers want to watch the rest. With our clients, we suggest trying the two types below. Better yet, incorporate one of each at the start of every video.
- Visual hook: An eye-catching action, camera movement, unexpected angle or other motion that attracts attention in the first second. Maybe the subject enters from off frame and sits down, for instance – or the camera quick-pans from the ground to the speaker’s face.
Verbal hook
A statement – spoken and captioned – that grabs viewer attention. Lead with your verbal hook written on the cover frame of your video, phrased in a way that appeals to your audience. Here are bunch of viral hook styles that can work for brand accounts:
- Most customer types do this one thing wrong.
- Tired of (pain point)? Here’s the fix.
- This is your sign to try (product/service)
- “Can’t (outcome)? Here’s how.”
- Struggling with [pain point?] Do this.
- We need to talk about [topic].
- “Stop [action] and try this instead!”
- “Here’s the truth about [industry] that a lot of companies won’t tell you.”
- “If you’re an [name ideal customer type], this is for you.”
- “30 seconds with our [team member] – go!”
- “Answering the 3 most common questions about [industry].”
Core content: the juicy value
The bulk of your video is the content or message itself. It can be educational, fun, behind-the-scenes or even promotional, as long as your audience gets something out of it. Bells and whistles like green-screen effects and animation may enhance your message, but master the basics first.
Easy-to-read captions: more important than you think
Captions are key not only for accessibility, but also because a huge percentage of viewers watch short videos on mute — as many as 85% on Facebook Reels, according to some estimates. Your captions don’t just describe your content anymore: they are your content.
Call to action: what you want the viewer to do next
Wrap up by telling users what to do or where to go. Usually this is something like “comment below if,” “check our website,” or “get in touch to learn more.”
5 Powerful Short-Video Formats for Brands
These styles are high-impact yet simple for brands to execute:
1. Talking Head
It’s a classic for a reason. A solo team member talks directly to the camera about a topic, recent event, product, offering, with the help of captions. This is an opportunity for your expertise to shine. To come up with topics, think about common struggles your customers face, and what would help them most (versus what you want to brag about).
2. Walking Selfie
A team member holds the phone or camera selfie-style, addressing the viewer, while walking. Perfect for commenting on recent events or timely subjects, these videos feel like a quick-and-casual catch-up between friends.
3. Interview Style
An offscreen interviewer asks questions and an onscreen team member answers (facing the interviewer). For team members who don’t feel natural or comfortable talking to the camera on their own, this works really well. It also makes the viewer feel like they’re in the driver’s seat asking commonly posed questions.
4. Team Q&A Supercut
Ask 5–8 team members the same question (with or without a mic in the frame) and then quick-cut the Q&A sets into one video. This viral format has been popular on TikTok and IG Reels for a while, but it’s still highly engaging and worth doing. Excellent for showcasing your team and the breadth of their expertise!
5. Point of View (POV)
Using text overlays and humour, these playful videos insert the viewer into a specific frame of mind or “POV,” making it feel like they are experiencing the situation firsthand. They’re often silly and meme-y, so the fit will depend on your business. But we find that customers love to see their favourite brands letting down their hair and having fun.
More Tips for Filming Reels and Short Video
- Vertical format: Hold your phone or camera upright and record selfie-style (more casual) or use a tripod or second shooter. Try to limit jiggling/vibration.
- Bright light: Shoot in even lighting that’s not too harsh (direct sunlight isn’t ideal because it casts dark shadows). Indoors beside (not in front of) a window works; or get yourself a ring light.
- Simple backdrop: A background that feels natural to your work is great; outside is fine, too. Stand away from walls and buildings to create separation.
- Clean audio: Avoid spaces with ambient noise such as crowd chatter and vehicles; also nowhere too echoey or windy. Shoot a test clip to make sure you’re picking up clear sound.
- Script for confidence. Natural speech is best, but it often helps to put some talking points in your subject’s eyeline as they’re recording. We like the Teleprompter app for this.
- Conversational style: Have your subject imagine they’re speaking directly to one person to keep it feeling casual. Small imperfections, like a pause or laugh, are fine and feel authentic.
- To the point. Hook the viewer, start strong and use quick clips and cuts to keep them engaged. We use Capcut for editing short videos.
- 60 seconds or less: Some platforms now allow “short” videos to run several minutes, but the optimal length for engagement is under a minute.
Gear We Recommend for Filming Social Videos
You can achieve pretty solid results with a phone camera and nothing else. But for those who want to up their game a bit, this is the gear we use and recommend:
- Wireless Mic: OPTION
- Battery Powered Light: OPTION OR OPTION (kit)
Extra Batteries: Depends on your kit - Magnetic Tripod: OPTION
- Selfie Stick: OPTION
Ready to shoot … or are you still feeling intimidated? We can help!
Need some assistance with getting your short-video strategy off the ground, or learning the basics? We provide pre-production and post-production assistance to our clients, and we can do it for you, too!
Or, why not book us to plan, script and shoot one batch of Reels with your team? We can run you through the essentials and help you get the hang of maximizing the content from one session.
