How short-form video is transforming digital marketing
If a picture is worth a thousand words, a mere minute of video is worth millions. With users quickly adopting Snapchat, Facebook, Instagram Stories, and now TikTok, it should come as no surprise that brands and marketers are looking for quick, efficient ways to monetize video content across these platforms.
Mary Meeker’s 2019 Internet Trends report found that popular short-form video apps like TikTok have become the primary driver of Internet usage in China, the world’s largest online population. At annual digital video convention, VidCon, a key theme emerged around how TikTok, and other short-form video platforms will compete with YouTube as a space for video creators and influencers.
“YouTube has been a home for video creators for more than a decade,” said Debra Aho Williamson, principal analyst at eMarketer. “But it’s starting to see real competition from TikTok as well as other social platforms like Facebook, Snapchat and Instagram. All of them want a piece of the massive audience for creator content that YouTube has built.”
Consumers crave snackable video content – and brands are delivering
Meeker’s report also found that average daily time spent with digital video has more than doubled over the past five years. Facebook now boasts 1.5 billion daily active Stories users and roughly half of Instagram’s 1 billion users now use Stories every day. According to SocialInsider, 51% of brands are using video in Stories and publishing Stories 7 days out of a month on average. They also found that the optimal number of Stories is up to 6 per day, and those following that cadence are keeping more than 70% of their Stories viewers engaged. There is a strong correlation between number of Stories per day and increased reach and impressions.
In Olapic’s own consumer trust research, we also found this supporting evidence for the power of video. Nearly half (49%) of consumers surveyed said they’ve purchased a product after seeing a brand video and over a third (38%) are more likely to watch short videos (<1min) than long videos (>1min) posted by a brand.
Drive performance with Dynamic Creative
The barrier to entry for implementing video is usually due to budget restrictions or high cost, but the emergence of short-form and ephemeral video platforms has opened up a new world, where creating video suitable for these spaces can be both time and cost-efficient.
Olapic’s Dynamic Creative can help you activate short-form video without the typical costs and heavy lifting required to produce video content. Simply send us your product feed/, and we’ll map it to a template to create videos for each product in your catalog.
Create thousands of videos dynamically, based on your actual products, real-time price points, and content needs,while:
- Maintaining brand equity
- Scaling across all your organic, paid, and eCommerce channels and
- Increasing conversion with engaging video creative