Video has a way of capturing attention, evoking emotion, and conveying information that no other form of content can match, leading to its rise on social media. Platforms like TikTok and YouTube harness the power of video content, giving consumers what they want most.

As of Q2, 2023, online videos had an audience reach of 92.3% worldwide. The most popular types of videos were music videos, comedic videos, viral videos, and tutorials. Whether you’re a seasoned marketer or just dipping your toes into video marketing for the first time, creating effective video content can elevate your brand, make a great first impression, and achieve your marketing goals.

Here are some tips to master short-form video content and captivate audiences on TikTok and YouTube Shorts.

Tell a Story

Great storytelling is at the core of compelling video content. TikTok and YouTube have video editing tools that allow you to craft storytelling videos that hold viewers’ attention from start to finish. Consider options like behind-the-scenes content, personal stories, or customer success stories.

Apple’s #MadeOniPad campaign combines a little of both personal, emotional stories and behind-the-scenes content for an incredibly impactful short-form video:

Leverage Trending Challenges and Sounds

One of the key aspects of TikTok’s engagement is trends, so you have to pay attention. While not all trends and challenges will apply to your industry or audience, check out the “For You” page to see what’s trending and include popular options in your content whenever it makes sense.

Be Authentic

TikTok and YouTube Shorts aren’t about presenting polished and overly professional ads to viewers. The platform thrives on authenticity and personality, so don’t be afraid to showcase your brand personality in all of your videos. Whether your approach is informative, businesslike, funny, or inspirational, being authentic will resonate with the viewers.

Here’s an example from a Short ad featuring a personal customer testimonial for Wix:

Engage the Audience

Both TikTok and YouTube Shorts offer opportunities to interact with the audience. Ask questions, run polls, or challenge viewers to create content of their own based on your video. Engaging with your audience makes them a more active part of the experience and builds a sense of community and trust.

Stay Consistent

Consistency is key on any social media platform. With the influx of content on TikTok and YouTube Shorts, it’s crucial to post regularly to keep your audience engaged and looking forward to your posts. If you post at random times, or worse, let too much time pass between posts, your loyal viewers will end up seeing more of other creators in their feed. You don’t have to post every day, but whatever schedule you decide, stick to it.

Optimize Your Hashtags

Hashtags are a crucial part of making your content discoverable on TikTok and YouTube. Research hashtags that are relevant to your niche and include them in your video captions to improve visibility. Don’t spam your videos with hashtags, however, especially irrelevant ones. Keep it on point and include a mix of broad and niche hashtags to target your audience.

Include Visuals

TikTok and YouTube Shorts offer creative tools and effects to enhance your videos. Consider how you can use stickers, filters, or text overlays to make your content attractive and unique. Don’t go overboard, but get creative with the options that align with your messaging.

Xfinity uses stickers and text overlays that are both polished and on-brand for the communications company and the property they’re promoting, Trolls:

Don’t Stay Too Close to Trends

It’s important to stay on top of trending content, but you have to keep your videos original and creative at the same time. If your content looks like everyone else’s, it’ll get lost in the shuffle. Put your own unique spin on trends or look for emerging trends to direct your content.

Keep Analyzing and Improving

Video marketing isn’t a “set it and forget it” strategy. Keep up with your TikTok analytics to learn what resonates with your audience, what you do well (and not so well), and what they want to see. Pay attention to metrics like views, shares, likes, and comments, which can help you refine your content strategy.

Don’t Be Afraid to Experiment

The authenticity is part of the driving force behind TikTok and YouTube Short video popularity. While you can’t go off the rails, experimenting a little and pushing yourself outside of your comfort zone with your brand videos can reveal what content your audience prefers and what opportunities you have to engage them more effectively in the future. 

Get Started with Short-Form Videos

Video content is a powerful marketing tool, especially in short form. With the right strategy, you can engage your audience and transform your marketing efforts on two of the most popular platforms: TikTok and YouTube Shorts.

GUEST BLOGGER AUTHOR:

TORREY TAYENAKA