Capture Your Audience's Attention Through Short-Form Video

In the dynamic social media landscape, video content has emerged as a powerful tool for engaging audiences and driving business growth. According to eMarketer, video accounts for 58.8% of U.S. adults’ daily social network time—a 25.8% increase since 2019. Since they skyrocketed to popularity during the start of the COVID-19 pandemic in 2020, platforms like TikTok, Reels, and YouTube Shorts have revolutionized the way content is consumed and created, offering a unique opportunity to connect with your target audience in a more immediate and impactful way.

THE IMPORTANCE OF BEING ACTIVE 

As attention spans get shorter, short-form video platforms have seen explosive growth, with millions of users spending significant time each day watching and interacting with brief, engaging videos—presenting a crucial touchpoint to reach potential customers where they are most active. Not to mention, consumers want video content—a study conducted by Wyzowl found that 89% of consumers want to see more videos from brands. Being present on these platforms is no longer optional; it’s essential if you’re aiming to stay relevant and competitive.

An added benefit of short-form video platforms is that they thrive on creativity and immediacy, allowing brands to showcase their personality, products, and services in a concise and visually appealing manner. The algorithms of TikTok, Reels, and YouTube Shorts favor content that is engaging and aligns with current trends, making it imperative to both stay in tune with trending sounds, video concepts, and memes, and to produce high-quality content regularly. For marketers, the most exciting part of engaging with trends is the opportunity for virality, because who wouldn’t want millions of views on their video?

Consumers want video content - A STUDY CONDUCTED BY WYZOWL FOUND THAT 89% OF CONSMERS WANT TO SEE MORE VIDEOS from brands.

DEVELOPING CONTENT THAT ALIGNS WITH TRENDS

Trends can vary widely, from popular music and dance challenges to specific themes and hashtags. To develop trend-aligned content, businesses should:

1. Monitor platform trends: Each platform has its own set of trends and viral content. Regularly exploring the “Discover” or “For You” pages and keeping a pulse on what influencers are posting can provide insights into what’s popular.
2. Engage with trending hashtags: Using trending hashtags can help content reach a wider audience. Be sure to identify and incorporate relevant hashtags into your videos.
3. Adapt trends to fit your brand identity: While it’s important to engage with trends, it’s equally crucial to ensure the content remains authentic to your brand’s voice and values. Customizing trends to fit your brand’s narrative can create a unique and memorable impression, but done the wrong way, it could be detrimental to your brand’s reputation. 

IDENTIFYING TRENDS RELEVANT TO BUSINESS GOALS

Not all trends will align with every business’ goals or audience. Therefore, it’s vital to discern which trends are most relevant. Here are steps to identify applicable trends:

1. Know your audience: Understanding the preferences and behaviors of your target audience can guide which trends you follow. If you’re hoping to connect with homeowners who need professional pest control, you’ll want to engage with trends that target certain characteristics of that audience. Audience analysis tools and social listening can provide valuable insights.
2. Analyze industry activity: Observing how fellow industry members are engaging with trends can offer clues on what works and what doesn’t. You can also check out how PPMA is engaging with short-form video trends by following @PestWorld on TikTok and YouTube Shorts and @PestWorldOfficial on Instagram. 
3. Align with business objectives: Choose trends that can be naturally integrated into your marketing goals, whether those are increasing brand awareness, driving website traffic, or boosting sales. When it comes to participating in social media trends, not every trend will be a fit for your goals. 

SUCCESS STORIES

Several companies have mastered the art of leveraging short-form video trends to enhance their brand presence and drive business success. Here are three notable examples:

1. Chipotle: The fast-casual restaurant chain has effectively used TikTok to engage with a younger audience. By participating in popular challenges and creating its own, the company has managed to keep its brand top of mind and drive significant engagement.
2. Gymshark: This fitness apparel brand has thrived on Instagram Reels by showcasing workout routines, fitness challenges, and motivational content. Its ability to tap into fitness trends has strengthened its community and driven product sales.
3. Washington Post: The renowned newspaper has taken a unique approach on TikTok, using humor and current trends to make news accessible and entertaining. Its creative and often humorous content has helped it reach a younger demographic and increase its follower base.

The rise of short-form video content represents a transformative shift in digital marketing, offering brands a powerful medium to engage with their audiences creatively and authentically. By staying active on platforms like TikTok, Reels, and YouTube Shorts and developing trend-aligned content, you can significantly enhance your brand’s visibility and impact. Identifying relevant trends and learning from successful companies can provide a strategic advantage in this fast-paced digital landscape. Embracing these changes is not just beneficial but essential for modern marketing success.