Author: <span>Fady Touma</span>

Key highlights and takeaways:

  • Short-form videos are one of the most important trends for social media in 2021.
  • The modern-day social media user’s attention span has significantly decreased. This has created a way for marketers to target these users with shorter videos.
  • If used strategically, short-form videos can drastically improve a brand’s social media presence by increasing engagement rate and awareness.

What is the deal with short-form videos on social media?

TikTok, Reels, and other short-form videos are pretty much taking over the internet, being among its most commonly uploaded content types. Not only are they getting the highest numbers of engagement compared to other content types such as gifs, pictures, text, etc., but they are also getting an increase in upload, i.e. more people are uploading short-form videos than ever before. Such a trend was seen before with Stories. Back when Snapchat started getting a spike in users thanks to its then-revolutionary type of content (stories or short-form videos that disappear after 24 hours), Instagram was quick to snatch that and add it to its platform which has taken from Snapchat’s users and increased the numbers of uploads on Instagram. It also shifted the engagement from posts to Stories on Instagram. Then, Facebook, Twitter, WhatsApp, and other social media platforms started copying that by incorporating their own version of “Stories” on their platforms. This is what’s currently going on with short-form videos. After TikTok’s success with its short-form videos, Instagram introduced its own version of these short videos, called “Reels.” Even though these tend to be shorter than TikTok’s videos (15 and 30-second videos compared to 30 and 60-second videos), they are still creating a new trend or pattern in the type of content that people are interested in. As a matter of fact, with 2020 coming to an end, Reels are witnessing higher engagement rates while Stories and posts are seeing their engagement rates decline. We are even expecting an even bigger increase in engagement once more creators and brands start creating their own reals on Instagram in 2021 and in the years to come.

Social Media Marketing