July 27, 2022
Unless you’re still using a flip phone, you’ve probably noticed that short-form “snackable” videos are trending. Whether it’s YouTube Shorts, TikTok, or Instagram and Facebook Reels, these little videos capture an ever-increasing percentage of our mobile screen time. Think 30-60 seconds.
According to Hubspot, 85% of marketers say that short-form videos are the most effective format on social media and that it ranks first in lead generation and engagement.
And, of course, brands are getting in on the act. Anywhere there's a gathering of consumer eyeballs, a brand will find a way to get there.
Some brands are creating their own videos, and some our teaming up with "influencers" and "creators" who already have robust followings and proven content strategies. If an influencer touts your product to their following, you're almost guaranteed a bump in sales. Consult your local TikTok aficionado, and I'm sure they can fill you in on brands like Scrubdaddy and The Pink Stuff, not to mention a myriad of hair and makeup products that have gained fame through videos on social media. Medical pros can even show off how they do things like reprocess surgical instruments.
Keep it Real
Big-time productions with huge budgets and video shoots are out. Production values don't seem to impact whether a video goes viral. Originality, humor, and genuineness are more important than professional production values when it comes to touting the value of your latest medical device or showing how your newest product can impact the consumer.. This means it's much easier for brands with smaller budgets to get into the game. Heck, you can even shoot and edit your videos with a smartphone!
Most brands are sticking with keeping their videos funny, interesting, and helpful versus the ol’ hard sell, keeping social shareability in mind. An absolute no-no is to come off sounding too “corporate.”