I’m talking TikTok (up to 60 seconds), FB Stories
(up to 20 seconds), Instagram Stories (up to 15 seconds) & Instagram
stories, and Instagram Reels (15 or 30 seconds).
I’ve been saying for years that we’re now in an
Attention Economy where those who can get and keep attention win.
$69.7 billion dollars a year are invested in ads on
Facebook and Instagram alone because those platforms have a captured a huge
percentage of the world’s attention.
And short form video is one way to get a LOT more
attention.
The short format means that you have precisely 1
second to stop viewers in their tracks (as they’re swiping through stories) and
hook them in — usually through gestures, movement, costume, appearance, action,
location, things that move faster than language…
With the end goal of follows and shares.
However these uber-short videos are usually
forgotten as soon as they’re shared… and even the most virally shared videos
like Ocean Spray Guy are gone within a few days.
In October, Ocean Spray Guy posted a short video of
himself skateboarding on Tiktok, drinking Ocean Spray cranberry juice and
vibing to Fleetwood Mac. It got millions of views and shares…
Fleetwood Mac made their own video remake of it.
And the Ocean Spray company gave him a free truck,
filled with their product. But when you look at Google Trends, a few days later
the attention was almost gone…
So the way to use short format videos is not to
hope for a viral hit — since virality is notoriously difficult to manufacture —
but to use the short format to maintain contact with your existing audience while
growing that audience through shares.
It’s well known that there’s a psychological
tendency to form social relationships with people who are physically close to
us… and I believe that consistent communication through things like short form
video creates this sense of physical closeness even in a virtual relationship.
And that builds the know, like and trust factor that leads to sales.
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