The popularity of YouTube Shorts and Facebook / Instagram Reels have been increasing lately. Essentially, they are short web videos (60 seconds limit) in portrait mode that people view on their phones for extended periods. It is the modern-day equivalent of switching channels on TV. Swiping instead of using the remote.
The short format allows for easy viewing without the user having to watch a video for too long. This means brands should get to the point quickly without ‘wasting a viewer’s time’. This sounds like a constraint, but brands that have a lot of content to showcase to a user can use it to their advantage. A large topic can be broken down into multiple shorts.
What makes YouTube Shorts / Instagram Reels impactful?
These videos need to be short and get straight to the point. Taking time to build up and establish what the video is about can cause the user to skip the video and move on to the next one. These videos need to be made on their own, and it’s best not to be clips from a larger video, as this can break the flow of the video and can seem out of place. A good balance between quick phasing without it becoming too distracting is key. Time should be invested in creating these videos just like a full-length video, keeping in mind the key point that needs to be highlighted.
Why upload these kinds of videos?
Since the flow of reels and shorts is similar to switching channels on TV, viewers do not have to click on a video to watch it. Videos are curated for the user, with queued videos ready to be played when they swipe up. This means non-subscribers / followers have a chance to watch your videos.
Redirection to your channel/page
Shorts and reels act as a gateway to your channel. If a video causes a user to pause to watch your video and is interesting, they can immediately redirect to your page/channel, allowing for a boost in followers and subscribers. This means these videos can be helpful if they act as a preview to your actual channel/account that has longer videos, etc.
Trends and familiarity
Popular shorts and reels have a certain format that keeps users engaged and more likely to like the video. Aligning the format to what’s popular but also relevant to your brand is key to building engagement with the audience.
Still a video
Regardless of the vertical format, these are still very much videos. There are no restrictions to creativity, and it can be specially crafted to suit the time limit and frame size.
We can help your brand with this by using specialised video tools to create impactful Reels and Shorts.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2002, and specialises in helping medium to large corporates, government departments, and the non-profit sector to connect with their audience more effectively by using video.
