Brands must add short-form content to their social strategy in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 10, 2022, 1:00 PM UTC

According to HubSpot, short-form content had the second-highest ROI for B2C marketers in 2021.

Following the popularity of short-form content on TikTok, established platforms like YouTube and Instagram also designed or adapted their platforms to cater to the audience's evolving and shortening attention span. With the smaller content format continuing to dominate in the new year, businesses must consider adding it to their social strategy.

With video continuing to be an effective purchase driver, brands should embed their products in stylised or seemingly natural videos across social channels. Creating fast-paced, energetic, and sometimes comedic videos paired with trending music can help brands attract audience attention. Marketers should also consider editing down planned TV ads into shorter yet effective content pieces.

Over 79% of social media users in 2021 said that they considered live videos to be the "most authentic interactions on social media". Brands should capitalise on this opportunity and find ways to monetise live videos on social platforms. They should further take advantage of closed captions, subtitles and audio to optimise videos for SEO, which is necessary for improving video's search rankings.

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