Short videos have changed our lives and the way we view content forever, as a result, terms such as ‘mindless scrolling’ and it is seriously mindless as viewers often fail to distinguish the difference between ads and content, have become a rage. “We are going nano. The story gets micronised. And that’s the art science and philosophy here,” Harish Bijoor, business and brand-strategy specialist said. And all this is thanks to ByteDance owned short video platform TikTok, which is now banned in India, however, its exit gave birth to other platforms such as Instagram Reels, YouTube Shorts, and Moj, among others. As per business intelligence platform Statista, during the pandemic, the short-form video segment saw an increase in active users between 2019 and 2021, with the user base amounting to 290 million during the latter. Furthermore, global spending on short-form video ads increased twentyfold in the last five years and is estimated to grow by $11 billion annually, reaching $145.8 billion by 2028. “Reels have transformed the way brands are telling their stories and connecting with their customers. There is a fundamental shift in how ads are being made, and short-form video and Reels are at the heart of how businesses build their brands today,” Arun Srinivas, director and head of ads business (India), Meta, said, adding that a survey by Factworks clearly showed that Reels spark action with 82% of the surveyed people saying that they follow a business after watching Reels, 74% message a business, and 77% purchase a product or service after watching Reels. “And this momentum reflects on our apps – globally people reshare Reels over 3.5 billion times every day, and we’re seeing sustained growth in Reels and video overall as daily watch time across all video types grew over 25% year-over-year in Q4,” he explained.
According to industry estimates, the average cost-per-click (CPC) for Instagram ads is approximately $3.56 (Rs 296) while platforms like Facebook, Twitter and Pinterest manage to keep it under $2 (Rs 166).
Race to ace!
The idea of delivering short-form advertisements, which aligns with the consumer trend of consuming content, opens up many opportunities and challenges for advertisers and marketers. Considering the decline in the attention span of users, grabbing eyeballs has become a challenge to ace the race. Experts believe that the rise of short-form video ads has revolutionised brand storytelling strategies by necessitating a shift toward concise narratives. Viewers now prefer videos under 15 seconds, demanding a condensed yet impactful storytelling approach. “We firmly believe that brands need to evolve with changing consumer consumption patterns to stay relevant. Short-form video is a perfect example of this – viewership of these snippet-sized clips has grown exponentially in recent years,” Pranav Agarwal, co-founder, SW Studios the production arm of Sociowash, said.
Amidst the surge in short-form video ads, brands are strategically positioning themselves to capitalise on this trend. “I can attest to the tremendous opportunities presented by the explosive growth of short-form video ads. At Noise, we have strategically positioned ourselves to capitalise on this trend by listing engaging short video content as one of the components of our marketing strategy. Our approach is staying attuned to the preferences of our target audience. Whether it’s showcasing features of our latest product releases, digital film, or collaborating with influencers, we leverage the dynamism of short-form video,” Gaurav Mehta, CMO, Noise, said.
One of the key challenges brands face in the era of short-form video ads is adopting to short for of storytelling strategies to effectively engage audiences within seconds. “We are adapting our storytelling strategies to the constraints of short-form video ads by focusing on concise, impactful narratives that immediately engage the audience,” Jitendra Sharma, founder and CEO, HairOriginals, said.
Screens? Mobile Screens!
Industry experts believe that the majority of the short-form content users watch on their mobile screens. Now, with YouTube Shorts and Instagram reels embedded in an individual’s social media account, refraining from using it is a hefty task.“Recognising that the majority of mobile users consume content in a vertical format, we prioritise creating videos that are specifically tailored to this aspect ratio. Additionally, through the use of fascinating imagery, and bold graphics, we create content that holds viewers’ attention throughout the video,” Mehta added.
Additionally, experts opine that users of short format video platforms including Moj, Josh, Ropposo, Instagram Reels, and YouTube Shorts among others, are where audiences spend their time scrolling most often.
“To maximise the potential of short-form video ads, we leverage social media platforms where our target audience is most active, such as Instagram and YouTube Shorts. We also collaborate with influencers and certified stylists to produce authentic content that resonates with viewers. This approach enhances our brand visibility, drives engagement, and fosters a sense of community among our customers,” Sharma highlighted.
Optimising short-form video content for mobile consumption, given the prevalence of mobile platforms, requires a multi-faceted approach. “Brands should prioritise authenticity, leveraging user-generated content to enhance relatability. Incorporating accessibility features like subtitles ensures a broader audience reach, acknowledging the diverse ways users engage with content on mobile devices,” Gautam Madhavan, founder and CEO, Mad Influence, said.
Race to Virality! Is it worth winning?
With short-form content, every brand wants to reach a mass audience. But is it worth getting a single video to go viral on any platform? Experts believe that getting content viral gives a boost in recall value and customer engagement but only up to a certain extent, sustaining the momentum and getting actual money out of it is a long road to go.
“Brands at times may go too far into creating ‘trending content’ just for the sake of it. This in our opinion is a major pitfall for brands. Brands need to be smart about, which trends to piggyback on and think from the brand’s TG perspective, they are not following your brand for the sake of entertainment, they are doing so out of a sense of brand loyalty or curiosity,” Agarwal from Sociowash added.
Industry experts opine that common pitfalls in short-form video advertising include neglecting the importance of authenticity and quality. Some brands mistakenly prioritise brevity over substance, resulting in content that lacks impact. “To maintain consistency brands must focus on the following elements – tone of voice, visuals, messaging, and ensuring that each video aligns with the overall identity of the brand,” Nitisha Agarwal, CMO, Digidarts, said.
Apart from capitalising on short-term gains, a brand’s enduring relevance and vitality define its essence. “As the short-form video ad industry experiences significant investment, brands seeking to capitalise on this trend should adopt a video-first approach. This involves adjusting the content for different platforms, prioritising quality, and embracing emotional storytelling. To maximise ROI, brands should carefully evaluate their video goals, allocate resources efficiently, and stay adaptable to evolving trends. Incorporating insights from successful viral videos, such as optimal length and diverse perspectives, can further enhance a brand’s position in the competitive landscape,” Madhavan opined.