Best Practices for Creating Short-Form Content

Anyone in the advertising/marketing world will tell you that video is and has been the most lucrative superpower in digital marketing and social media – particularly short-form video content. As our technology has gotten speedier, so have our attention spans. Creating high-performing short-form content requires understanding the different algorithms within each social platform, knowing your audience, and curating engaging, relatable, and circulatory videos that people will want to share. Here are some of our best practices to help maximize your chances of getting a lot of eyes on your video content.

1. Implement a Strong, Compelling Hook.

Luring viewers within the first three to five seconds is critical – otherwise, they will continue their mindless scroll. You want to create what we call “disruption” and “stopping the scroll.” The attention span for short-form videos is limited and fleeting, especially with the saturation of content at our disposal, so capturing interest immediately is a challenge but vital. We recommend capturing readers visually with eye-catching imagery, implementing a call-to-action (CTA) with an intriguing, thought-provoking question, or making a bold statement to keep readers watching.

2. Keep It Short and Sweet.

The sweet spot of short-form content is brevity and conciseness. Platforms like TikTok, Instagram Reels, and YouTube Shorts thrive on videos that are 15 to 30 seconds long. Make sure every second counts. Aim for videos that deliver value or entertainment in under 60 seconds to keep viewers engaged.

3. Utilize Trends and Hashtags.

Platforms prioritize content that engages with trending topics, sounds, or challenges. Staying current with viral trends or popular hashtags increases the likelihood of your content being discovered. Participate in viral challenges, use trending music or audio, and incorporate popular hashtags in your niche. Knowledge of SEO is critical.

4. Create Relatable, Authentic Content.

People love content they can relate to. Create videos based on everyday scenarios, emotional stories, or common frustrations that resonate with your target audience. Authenticity builds trust and connection. Avoid over-production; raw, behind-the-scenes moments often outperform heavily polished content.

5. Engage The Visual and Audio Senses.

Utilize jump cuts, quick transitions, dynamic editing, and on-screen text to keep your content visually engaging. Adding subtitles or bold text enhances accessibility and ensures your message isn’t missed, even if the sound is off. Incorporate popular music or sounds to make your content more appealing to platform algorithms.

6. Add a Call-to-Action (CTA).

Start or end your video with a CTA to encourage interaction, such as asking viewers to like, comment, follow, or share. This engagement boosts the likelihood of your content going viral. Examples could include: “Share this if you’ve ever experienced this!” or “Tag a friend who needs to see this!”

7. Consistency is Key.

Posting regularly increases your visibility. Consistency can gradually build an audience even if a single video doesn’t go viral, increasing your chances of a breakout post. Stick to a content schedule to keep your audience engaged and familiar with your posting habits.

8. Optimize for Mobile Viewing.

Since short-form content is mainly consumed on mobile devices, ensure your video is vertical (9:16) and designed for easy consumption on small screens. Use large text, and avoid cluttered visuals. Test your video on different mobile devices before posting to ensure optimal clarity and readability. Otherwise, viewers will just continue to scroll and disregard your brand.

9. Provide Value, Either Through Education or Entertainment. 

Viral content often solves a problem, teaches something helpful, or delivers entertainment. Consider ways your video can be informative or amusing while aligning with your brand. Examples could include: “5 Quick Hacks for…,” “Behind-the-Scenes Look at…,” or “What You Didn’t Know About…”

10. Encourage User-Generated Content.

Encourage your audience to recreate your content by starting a trend, using a branded hashtag, or issuing a challenge. User-generated content spreads organically, boosting your visibility. Ask users to create their version of your video with a specific hashtag, increasing shareability.

Following these best practices can increase the chances of your brand gaining traction and potentially going viral through its video content. This will help you reach a broader audience and achieve higher engagement. Contact us at Grova Creative to fine-tune your digital marketing and lift your brand beyond the noise!