Going big on your short-video content
If you're looking to ramp up your short-form video, here are quick tips to get you started:
- Nail the hook - Instagram says that, as with all video formats, brands should look to keep their objectives in mind, and highlight their brand within the first few seconds of your Reels clips. 'If the intent is conversions, showcase your product or service in action.'
- Get creative with transitions - Creativity is key in short-form video, and Instagram advises that brands should look to experiment with transitions to both entertain their viewers and show off their brand's personality. There's no prescriptive playbook here - creativity requires testing and development. But by considering different presentation styles, and watching content from other brands and creators, you can come up with more engaging, original ways to frame your clips.
- Match the rhythm - Music has been a key element in the rise of TikTok - as evidenced by the resurgence of classic hits from Fleetwood Mac, along with other hit songs driven by creative trends in the app. Instagram notes that over 80% of Reels are viewed with sound on, and synching your content to music can play a big role in maximizing your content performance. IG also suggests using auto-captions to enhance engagement.
- Keep it on trend - A key part of Reels and TikTok engagement is aligning with the organic feel of the feed, which also involves being aware of the latest trends, and engaging in such, where relevant. 'Create and encourage your audience to remix your Reels, or spark a conversation with them in the comments section. Try adding relevant hashtags to optimize exposure for your content'.
- Explore collaborations - Of course, if you really want to tap into the creative power of reels, working with experienced and skilled creators can be a great way to boost your brand story, in ways that you likely wouldn't have thought of on your own. 'Collaborating with influencer voices drives more engagement, authenticity and awareness. Campaigns that include Branded Content ads saw +123% lift in awareness, +112% lift in association, and +67% lift in consideration and motivation, showing that creators can help boost brand impact.' Top creators know what works. You can find relevant creators to work with via Meta's Brand Collabs Manager tool.
- Be authentic - Instagram's last note is a little more generic, but the essence here is that authentic content works best in short-form video. 'Create Reels that are true to you and that reflect your brand values'. That's not highly directive, but the concept is that people are looking for real, unvarnished connection and content within Reels, in variance to past social media trends, which can then help them to connect with your brand ethos and approach.
