5 Short-Form Video Trends Marketers Should Know in 2024

Short-form video has become an essential tool for marketers aiming to capture and engage audiences. With viewers increasingly favoring quick, digestible content, this format offers unique opportunities to drive sales and build audience connections. Stay on top of the latest trends in short videos so you can stand out and achieve your marketing goals more effectively.

What Is Short-Form Video?

Short-form videos are typically content that lasts anywhere from a few seconds to a couple of minutes. They have become a popular format of digital marketing because they often capture and retain viewers’ attention. Facebook, YouTube and Instagram have all jumped on the short video bandwagon for some time, ever since TikTok made its debut in the social media space. 

Many users love the bite-sized content because it provides a quick bit of entertainment. Users can scroll through more funny or informative videos in less time, giving them more of what they love. In fact, short videos are so popular that many prefer them over long-form videos. Yet, that doesn’t mean long videos are irrelevant. They still hold a lot of power over consumers today. 

However, short videos are seemingly the top choice. A survey found that over 61% of Gen Zers watch these forms of video on social media, while 53% prefer long form. With more people turning to short form, it’s a great way for brands to connect with their audience and boost their visibility.

The Benefits of Short-Form Video

If your brand has yet to use short-form video, begin building a strategy for it today. Short videos offer several advantages, making it a must-have in digital marketing. One reason to create this type of content is because it can drive conversions. In 2023, about 37% of shoppers in the U.S. bought a product directly through TikTok. Platforms like these offer a quick turnaround in sales because of the engagement they capture. 

Furthermore, these videos are highly effective at building brand awareness. A user might repeatedly come across one of your videos because they may have shown interest in your social media pages. Even if they have only stopped once to watch one of your videos, the algorithm will work itself out to show new content again. 

Plus, TikTok, Facebook, Instagram and YouTube have built their platforms to promote this type of content. These social media platforms have discovered how much users love it, so they’ve optimized their networks for short-form videos. This makes it ten times easier for brands to reach and engage with large audiences.

Additionally, 82% of people watching a video were convinced to purchase an item or service. Visual content is that persuasive, so whether you use it organically or for paid ads, you can ultimately drive business growth.

Short-Form Video Trends to Follow This Year

Which short-form video trends should you keep an eye out for? The following are the most popular types of content for short videos.

1. Behind-the-Scenes Content

These videos are the most engaging because they give audiences a glimpse of what goes on behind the curtain. Often, brands use these videos to show potential customers how they make their products or a day in the life of team members. This type of content resonates with viewers because it feels authentic. People love seeing the human side of brands, and behind-the-scenes (BTS) content is a perfect way to display that.

When creating BTS videos, focus on storytelling. For example, if you own a bakery, you could show off the process of baking a cake while telling a heartwarming story about the customer who ordered it. When you indirectly talk about your brand in the most compelling way, people will find your content interesting and tap the follow button. They may want to see more of your videos and even consider making a purchase later on.

2. Explainers or Educational Videos

Another short-form video trend is the use of explainer or educational content. These videos are excellent at capturing audience attention because they inform audiences of the value a product potentially offers. Explainer videos can break complex concepts into easily digestible bites, making them perfect for quick, informative sessions. For example, Papaya sells reusable paper towels and uses short videos to explain the magic of these products.

In these short videos, Papaya demonstrates the various uses of its products, from wiping up spills to keeping produce dry. Papaya clearly shows how easy and versatile these reusable paper towels are, making the concept easy for viewers to understand the product.

3. Bite-Sized Teasers

Bite-sized video teasers are another great trend that many marketers use this year. These quick snippets can generate excitement or curiosity about a product, service or upcoming event without giving away too much information. The purpose of these videos is to entice viewers to learn more, so they’re excellent for driving traffic to a website or other content. 

With so much content competing for viewers’ eyes, these intriguing videos can effectively stand out from the noise. They work well because they leave the audience wanting more. Brands can hook their audience immediately and encourage further interaction.

For instance, a beauty brand could use a teaser video to introduce a new product line. This video would show only a glimpse of the packaging and a quick demo of the product in use, building anticipation and encouraging viewers to follow for more details. 

4. Influencer Content

Many brands have collaborated with influencers using short videos. This type of content works well for businesses because it allows them to connect with a larger audience of creators with a loyal following. 

One piece of content surfacing on Facebook is Advice With Erin and Scribe’s partnership. Erin is a career expert and content creator who collaborated with Scribe, which offers a tool to help users create step-by-step guides quickly.

Source: https://www.facebook.com/AdviceWithErin/videos/get-scribe-for-free/976290090316538/&sa=D&source=docs&ust=1724433268401467&usg=AOvVaw0ahmLyDm4VeZaa-C5zMqu2

In her one-minute sponsored video, Erin creatively shows how to “ professionally tell your boss to do it themselves” so they don’t have to pass on meaningless tasks to you. She uses humor to highlight a common workplace scenario — when managers delegate tasks they don’t know how to do themselves, leaving their employees to figure it out. By showing how Scribe can be useful in creating guides for co-workers, she is subtle in how valuable the product can be in the workplace.

Influencer short videos work because the promotion feels natural in the content she typically shares with her audience. It feels more like a helpful tip from a friend than a sales pitch, making it more relatable to viewers.

5. Soundless Optimization

Many viewers consume content without sound, changing how brands should think about video marketing entirely. This trend has increased because most people watch videos in public spaces or on the go. However, they may want to watch the content while on mute to avoid disturbing others.

As such, brands create videos to cater to these viewers by using strong visual storytelling. This can include text overlays, subtitles and graphics to convey the message the video is trying to send. For example, a brand could use bold text with arrows pointing to a product’s features so the viewer understands the content even if they’re watching on mute.

Creative use of motion graphics and eye-catching animations are key. They keep the audience engaged, allowing brands to maintain viewer interest regardless of whether the sound is on or off.

Get Ahead of These Short-Form Video Trends

Short-form video will only grow in 2024. Brands have several ways to capture their audience’s attention without being too disruptive. However, it’s important to start following what works now, as it helps future engagement and drive brand awareness.