It’s not just McDonald’s, Starbucks’ StarCard promotion, GUCCI’s “online” relay 24HourAce, L’Oreal’s make-up filters and many more – top international brands are opting for short-form video marketing. Even Grammy Award-winning singer Ed Sheeran’s new song promotion has chosen Snapchat’s short video filter, why is everyone competing for short video marketing?
1) Short videos are a more expressive form of content
The age of content marketing has come and gone, and brand marketing has become different from previous forms. Instead of telling a single brand story, it is more dedicated to using emotions and characters to move users, so that they can establish an emotional bond with the brand’s products or services. When it comes to emotive and resonant marketing, the advantages of short-form video over traditional methods have come to the fore. It is more three-dimensional than graphic video content, combining sound, action and expressions, which allows users to feel the emotional resonance of the brand, and is a more expressive form of content.
2) Short videos are the social business card of new human beings
Post-90s and post-95s are the watershed of young users. This generation is the aborigine of the Internet era, and relying on traditional media channels such as paper media and lift building advertisements is no longer enough to attract their attention. On the contrary, the rapid emergence of social networks has made it the most effective way for brands to vertically tap into the post-90s social scene. And data shows that short videos are the most trendy way for young audiences to socialise today. “Do you play short videos?” “Yes, I do! You follow me, I recently made a short video that needs to be liked and shared.” Conversations like these are widespread in today’s youth communication. Short videos have become the social calling card of the new generation, as evidenced by the phrase “meet me on video” from Stranger. This has given rise to the rapid development of short-form video marketing.
3) Short videos are the language the brain prefers
According to research data, the brain processes visual content more than 60,000 times faster than plain text. This is the human instinct from a physiological point of view, more willing to accept short videos. At the same time, the current “young people are busy” rhythm of life has led to the current situation of watching on the underground, watching in the toilet and watching while waiting for the bus. This means that brands using short videos as a language to communicate with users will be more easily accepted by audiences, making it easier to achieve the effect of quality and effectiveness in communication.
