Short-form video content is a popular and engaging way to reach your potential customers. But how do you know what kind of content they are looking for? And how do you create content that matches their personality and preferences? (This blog was written as part of a larger paper titled, Short-Form Videos: How to Improve a Marketing Strategy.)
Fulfilling Gratifications
One way to answer these questions is to understand the gratifications that your audience is seeking from short-form video platforms like TikTok. Gratifications are the benefits or rewards that people expect to get from using certain media. According to a recent study, four main gratifications motivate people to use TikTok: fashion, information, entertainment, and money.
These gratifications reflect the different goals and interests that people have when they watch or create short-form videos. For example, some people may use TikTok to learn new skills, get updated on current events, or find out about new products or trends. Others may use it to express themselves, have fun, or earn income.
Knowing the gratifications that your audience is seeking can help you plan your content strategy and tailor your message to their needs. For instance, if your target audience is mainly interested in fashion, you can create content that showcases your brand’s style, features influencers or celebrities, or offers tips and tutorials. If your audience is more into information, you can create content that educates, informs, or inspires them, such as how-to videos, product reviews, or testimonials.
Audience Personality
Another factor that influences the type of content that your audience prefers is their personality. A 2021 study found that extroverts are more likely to engage with TikTok videos by liking, commenting, or following the creators. Extroverts are outgoing, sociable, and energetic people who enjoy interacting with others and seeking new experiences. Therefore, if your audience is mostly extroverted, you can create content that encourages them to participate, share, or connect with you or other users. For example, you can use hashtags, challenges, polls, or live streams to invite them to join the conversation or show their support.
By understanding the gratifications and personality of your audience, you can create short-form video content that appeals to them and increases your brand awareness, loyalty, and conversion. The key is to be authentic, creative, and relevant to their needs and wants.
Showcase Your Product
One of the main purposes of short-form video content is to showcase your product or service to your audience. By demonstrating how your product works, what benefits it offers, and how it solves a problem or fulfills a need, you can persuade your audience to consider buying it. However, showcasing your product in short-form video content is not as simple as just filming it and posting it online. You need to consider some factors that can make your product stand out and appeal to your audience.
Product Identity
First, you need to identify your product’s unique selling proposition. This is the feature or benefit that sets your product apart from your competitors and makes it desirable to your audience. For example, your product may have a superior quality, a lower price, a faster delivery, better customer service, or a more innovative design. Whatever your USP is, you need to highlight it in your short-form video content and explain why it matters to your audience.
Optimize Your Product
Second, you need to optimize your product’s appearance and presentation. This means choosing the right lighting, angle, background, sound, and editing for your short-form video content. You want to make your product look attractive, clear, and professional, while also capturing its functionality and value. You also want to avoid any distractions or clutter that may take away from your product’s focus. You can use tools like filters, stickers, effects, or music to enhance your product’s presentation, but make sure they are relevant and appropriate for your brand and audience.
Engage The Audience
Third, you need to engage your audience with your product. This means creating short-form video content that is not only informative, but also entertaining, emotional, or inspirational. You want to capture your audience’s attention, interest, and curiosity, and make them feel something positive about your product. You can use storytelling, humor, testimonials, challenges, or social proof to create engaging short-form video content that showcases your product. You can also invite your audience to interact with your product, such as by asking them questions, giving them feedback, or encouraging them to try it themselves.
By following these steps, you can create short-form video content that showcases your product in a way that attracts, persuades, and converts your audience. The key is to understand your product’s value, your audience’s needs, and your platform’s features, and use them to your advantage.
Entertainment Uses
In the realm of short-form video, entertainment reigns supreme. People flock to these bite-sized clips for a variety of reasons, but the allure of escaping life’s stresses is undeniable. Whether it’s a quick laugh, a heartwarming moment, or a burst of creativity, these videos offer a mental break from the mundane.
Engagement thrives on entertainment. Audiences gravitate toward content that makes them smile, laugh, or brighten their day. Here’s how to create truly entertaining videos:
- Upbeat Music: Infuse your videos with catchy tunes. Whether it’s a dance challenge or a lip-sync performance, music adds an element of fun.
- Trending Special Effects: Ride the wave of popular effects and filters. Quirky transitions and augmented reality overlays keep viewers engaged.
- Emojis and Visuals: Inject personality with emojis, GIFs, and playful visuals. Relatability encourages sharing.
- Physical Attraction: Sometimes, it’s as simple as showcasing visually appealing content—stunning landscapes, adorable pets, or eye-catching fashion.
TikTok and Instagram serve as entertainment hubs. TikTok, in particular, fuels creativity. Brands recognize this power and infuse their marketing campaigns with humor, relatability, and joy. From emojis to pictures, they engage viewers in a fun way.
Understanding the uses of short-form video is essential for a robust marketing strategy. Brands should align their content with what people seek. Whether it’s product discovery or informative entertainment, cater to the audience’s desires. Influencers, too, play a pivotal role in brand promotion. By blending entertainment with authenticity, they create a powerful marketing tool.
In summary, entertainment is the beating heart of short-form video. Master it, and you’ll leave a lasting impression on your audience.
Want to Read the Full Paper?
This article comes from a portion of a research paper I wrote in the Spring of 2023. The full paper focuses on short-form video content being used to improve a marketing strategy. There are sections on monetizing content, utilizing influencers, and the challenges of using video content. Click the button below to read the whole paper!