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Short-Form Video Content Marketing 101

Ecommerce customers love videos. Whether they are reviews or unboxing videos, they love it. In fact, ecommerce video content is some of the top performing buyer funnel content out there.

A 2020 study done by Wyzowl also found that people share videos twice as much as any other form of content. The study also found that the majority (84%) of people would buy a product based on a brand’s video.

What Are Short-form Videos?

Videos that are 2 minutes and 30 seconds in length or less are considered to be short-form videos by most standards. However, there is no consensus that social media platforms have decided upon. For example, short-form videos on TikTok are 60 seconds. On Twitter, short-form videos are up to 2:20 minutes.

As platforms like TikTok began to dominate in the last couple of years, the length of a short-form video is now getting shorter and is generally considered to be between 60 seconds and 2 minutes.

On YouTube, a short-form video can be as long as 10 minutes, since that is the minimum run time before a video can be monetized with ads.

How to Use the Short-term Content Type in Your Marketing?

If you’re not quite sure how to use short-form videos in your ecommerce marketing, here are some ideas:

Create User-Generated Content (UGC)

Customers love UGC and it has the potential to influence their purchase decisions more so than brand- or influencer-generated content. The best part is that user generated content won’t require you to take up additional resources and it’s budget friendly.

The desire for ecommerce brands to chase the latest trends. However, when it comes to setting the standard for your brand, stick with what is on-brand for your ecommerce business.

Behind Your Ecommerce Brand

Customers love to see the behind the scenes at ecommerce brands. So don’t be afraid to pull back the curtain and show customers exactly how your products are made and/or where they come from.

Explainer Videos

Sometimes your customers need help with learning how to best use your services. By creating short-form educational content, such as how-tos and walkthroughs of your website, you’ll be able to help build strong brand loyalty.

How to Use Short-form Videos Authentically

Short-form videos require that you take a more creative and human approach to your ecommerce marketing. Focus on the best ways to engage with your audience that make effective use of the short time span that you have to get your message across.

Whether it is to teach viewers something new or make them laugh, you can show your brand’s unique personality and help your ecommerce brand to stand out among digital giants like Amazon and AliExpress.

Final Thoughts

While you won’t be able to leverage every TikTok challenge to boost your content strategy, there are plenty of opportunities out there. Focus on staying true to your ecommerce brand and connecting directly with your most loyal customers for the best results.

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