There’s no doubt about it: Video content is everywhere today. From cute videos of pets to insightful product reviews and DIYs, consumers today can’t get enough. Video content has become one of the most persuasive instruments in the digital space, and it’s on the rise. More and more brands are producing short-form videos as wider audiences tune into them. And one of the main reasons behind this growth is simple: Video content is getting shorter and shorter. Content creators realize that, in today’s competitive digital space, you’ll get a lot more attention with a clip of 30 seconds or less than you would with the lengthy, in-depth videos of yesteryear.
In today’s video content market, less is, without a doubt, more. And, because of that, there is no shortage in today’s fast-paced digital space for content creators and businesses to grow their brand and services through short-form video content. But where is the best place to grow your audience if you’re in it for the long haul? Which short-form video platforms are most likely to succeed?
What are short-form videos?
Short-form video is simply that—short. Generally, any video that’s two minutes or less would qualify. But because each platform, from Twitter to Tik Tok to Instagram Reels, offers different algorithms and time limits, lengths vary from platform to platform. But the rule remains the same: The shorter, the sweeter. The goal of a short-form video is to help your audience recognize and indulge in your brand or service without exhausting their time. That means your video has to be short, engaging and effective.
Today’s generation of young people, such as Millennials and Generation Z, have average attention spans of just 12 seconds or less. As businesses continue to target these “Zoomers,” creating short video content has become a no-brainer. Short-form videos are simply a strategic marketing tool for the next generation, packing more punch and information in less time.
The top platforms for short-form video right now
More young people are consuming videos on popular short-form video platforms such as TikTok. TikTok is the current champion of short-form video. However, as audiences crave more short videos, the giant video-sharing app that allows users to create and share sub-15-second videos has been met with fierce competition.
Even though Tik Tok continues to entice over 69% of Millennial and Generation Z users, contenders like Instagram Reels, Triller, Likee, Snapchat, Byte, Dubsmash, Hippo Video, and YouTube Shorts are all proving to be fierce challengers. Out of these, Instagram Reels, Triller, Dubsmash, and YouTube Shorts are most poised to overthrow TikTok as the supreme short-form video app. In this market, nothing stays the same. As the trend of short-form videos grows, so does the competition.
How each short-form video platform differs
Tik Tok is the most viable marketing platform, even though all of the short-form video platforms are designed to capture viewers’ attention. The one thing each platform has in common is a collection of catchy content. For example, Tik Tok has become ideal for cosplay, tutorials, video challenges and song and dance.
Triller also shares TikTok’s popularity for music. But where they differ is in key features like unique editing abilities and tools for audience interaction. Since Triller is ideal for music videos, its key features differ from other platforms. For example, Triller offers users the ability to edit 60-second videos within the app. That’s a feature not provided by rivals, such as Instagram Reels. Speaking of which—
Since Instagram Reels was launched in August of 2020, it has become a well-liked marketing tool for brands. Instagram Reels is a hotspot for marketers if you’re looking to grow your business.
For platforms such as Byte, it lacks the marketing enticement of other apps like Tik Tok, Triller, YouTube Shorts, or Reels. Byte doesn’t offer tracks from popular music yet, and you don’t have the option of extending your video’s time limit if you need to. So far, that is.
Each short-form video app has similar platforms and content, but they differ in whether or not they’re ideal for marketing your talent or your brand or service. Choosing the right short-form app boils down to which channels your audiences are using and why, and what kind of video content you want to share with your audiences.
The platform with the best staying power?
Short-form video hasn’t been around that long and still borders on the line of trendy or marketable. TikTok is modeled more for young people, even though it has partnerships with Universal Music Group, Warner Music Group, Sony Music and Merlin. It has 100 million active users in the United States each month; however, it still faces the threat of being banned in the United States. There’s also plenty of competition from other short-form apps. Not to mention, there’s still the possibility that the platform can change dramatically if a competitor ever buys it out.
Of course, the same could be said for Triller, Byte, Dubsmash and Hippo Video. Any of these short-form TikTok rivals could replace the platform giant, but their longevity depends on content trends and social media influencers. From a marketing perspective, short-form apps like Snapchat allow businesses to create ads, screen performance, launch campaigns and boost sales goals.
Short-form video is here to stay
Short-form video apps are rapidly becoming the future. Because they can be produced in less time, they offer more flexibility can be used more creatively. And the right platform can ensure your short-form videos reach their audience. Choosing the right app depends on your budget, goal and messaging to potential viewers and audiences. As long as creators and marketers keep in mind people are ready to engage with shorter content, creating short-form video offers many possibilities and rewards, both financially and artistically. Whether you’re doing it for fun or promotion, short-form videos work, and they’re here to stay.