Nowadays, we receive a vast amount of visual stimuli, largely due to digital channels. That’s why capturing attention with short video formats on social media is crucial right from the beginning, helping the audience to engage more easily without overlooking the content.
Short videos have become the best tool for capturing users’ attention thanks to their dynamism, entertainment value, and ease of consumption. In fact, a Hootsuite study determined that, on Instagram, video formats receive 38% more engagement than photos.
But which short video formats work best on social media? Not all videos are the same, nor do they create the same impact. Each video type projects a different brand image. The key to creating successful videos is knowing your target audience thoroughly. It’s also essential to understand the variety of formats available so you can select the one that will best captivate the audience and achieve specific objectives.
Video types based on purpose
In the audiovisual content field, videos are categorized by purpose and the communicative intent they aim to fulfill. From informative videos that convey data to educational videos that facilitate learning and understanding of various topics, each video format plays a vital role in communication and knowledge exchange in the digital age.
Here are some of the most prominent types:
Informative videos
An informative video is used to provide information about a topic, service, or product to raise awareness. Its primary goal is to inform the audience in a clear, concise, and engaging way. It’s important to conduct prior research on topics of interest to the audience and ensure the source is reliable and well-supported.
Educational videos
Educational videos are designed to share information for pedagogical purposes to facilitate learning. This learning should directly align with brand interests and goals through relevant cultural, scientific, or historical data. This type of content must provide significant value to the audience. Unlike an informative video, which primarily aims to share general information, an educational video is structured to convey specific content systematically, following educational principles.
Promotional videos
This type of content focuses on the product or service itself. It’s a short audiovisual piece used to promote a product, service, or brand. Its main objective is to capture the audience’s attention and persuade them to make a purchase, visit a store, or sign up for a mailing list.
Tutorial videos
Tutorial videos are instructional videos that use visuals and verbal explanations to guide viewers on using a product or completing a specific task step-by-step. The goal is to facilitate the learning of a process in a visual and practical way using clear, simple language. They can cover diverse areas, such as makeup tutorials, assembling appliances, or using software programs or apps.
Entertainment videos
Entertainment videos are highly effective for drawing attention to a brand by making the audience laugh or keeping them engaged. The main goals are to entertain, move, and captivate the audience, offering them an enjoyable and pleasant experience.
Testimonial videos
These videos showcase a satisfied customer’s opinion or experience with a product, service, or brand. Their primary objective is to build trust with the audience and encourage them to take action, such as making a purchase or visiting a store. Testimonial videos are usually short, authentic, and feature real people sharing positive experiences.
News videos
A news video is an informative type used to quickly and concisely report on current events or news. The main goal is to keep the audience informed about what’s happening around the world. They often cover a wide range of topics, such as politics, economy, society, culture, sports, etc.
Video blogs (Vlogs)
Video blogs are a popular online content format consisting of a series of video clips arranged in reverse chronological order, published by one or more authors. The most popular vlogs include videos sharing personal experiences and thoughts, documenting travel and adventures, analyzing other videos or TV shows, and more.
Video types based on format
Not all video formats work the same way on every platform. In addition to considering the audience and goal, choosing the best format for each social network is essential.
Here’s the ideal format for each platform:
Vertical videos
Vertical videos stand out as they fit mobile screens without needing rotation. Apps like Instagram Stories, TikTok, and Snapchat use this format. Taking up the full screen helps retain users’ attention as they scroll. It’s essential to consider video length, as, for instance, Instagram IGTV videos can last up to 10 minutes, which can feel too long for users. Videos under 60 seconds are generally recommended.
Tips:
- Use relevant hashtags in the video description.
- Ensure the content is attractive and original.
- Ideal for Instagram Reels, TikTok, Facebook, and Instagram Stories.
- The video format should be 9:16.
- Videos should be between 15 seconds and 1 minute long. For longer videos, such as tutorials, challenges, vlogs, behind-the-scenes, and comedy, consider more in-depth content.
Square videos
Square videos, unlike vertical videos, occupy about 78% of the screen space. This format is ideal for Instagram and Facebook feeds.
Tips:
- Ideal for Instagram feed, Facebook feed, and Twitter.
- Format should be 1:1.
- Recommended duration: between 15 seconds and 1 minute.
- Suitable examples include ads, product demos, memes, and inspirational quotes.
Horizontal videos
The horizontal video format is more panoramic and adapts well to various platforms. As a horizontal format, it fits the natural line of sight, commonly used in cinema and music videos. Platforms like Netflix, HBO, and Amazon Prime use this format as they are primarily consumed on laptops and TVs.
Tips:
- The format is 16:9, allowing for extensive detail.
- Primarily used for YouTube Shorts, IGTV, and Vimeo.
- Ideal for online videos, documentaries, and films.
- Short video duration typically ranges from 1 to 15 minutes, while longer ones, depending on the platform, may be 1-2 hours or more.
Tips for making your short videos stand out in all 3 formats
- Add music to make your videos more appealing. Choose music that enhances the video content. Using trending songs can increase reach, especially on TikTok.
- Keep the description brief yet clear since, in most cases, the main message is within the video. Use the description box to summarize key points.
- Experiment with editing. Use transitions and visual effects to add dynamism and creativity, drawing viewers’ attention and making the video more interactive.
- Engage with your audience. Interact with followers and build a community around your brand, which helps in spreading content and understanding what works best.
That concludes our article on the best short video formats for social media. Now that you know which formats best suit each goal and digital channel, it’s time to boost your brand effectively.
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