These days, marketing campaigns are challenged by an over saturation of online content and not enough viewers – as well as the collective short attention span and fast-paced lifestyles.
A short-form series is a scripted, episodic TV show style with very short episodes, ranging from from a couple of minutes to less than 20 minutes, designed for easy consumption on digital platforms and mobile devices.
Effective advertising has to sort through tons of creative options as well as the tech available for distribution and analytics. There may only be 1 or 2 chances to break through all the noise to get your audience’s attention. A short-form series may be just the thing for your next campaign.
The importance of speed
Some agencies are taking the approach of creating simple, more informal scripts which are published with less production formatting, resulting in a cost effective and quick creative process. We see this frequently demonstrated with successful social media video campaigns.
Check out these short-form examples, all under 1.5 minutes:
• Tower 28: https://www.instagram.com/tower28beauty/?hl=en
• Brooklyn Coffee Shop: https://www.instagram.com/bkcoffeeshop/?hl=en
The most impactful ads aren’t necessarily the most expensive. Instead, they’re the ones that make you feel like you’re part of a big moment such as attendance at a special event, or sharing your thoughts as you prepare a presentation. These captured organic moments are very memorable and viewers like the authenticity.
Consider that according to AI, 78% of people prefer learning about new products through short video content.
Growing in popularity
Some brands are working to engage by creating short-form series for their social content. People post videos on social all the time. Why not create a narrative-driven series for your brand. With catchy messaging and a bite-sized format, you can produce a low cost and an effective series. You may choose to hire a professional for the marketing strategy, appropriate messaging and videography but that isn’t always necessary to make an impact. Consider using your staff and real-life situations that your audience will relate to, mix it up and have fun with it.
With minutes-long shows geared toward today’s quick scrollers, the lines between advertising and entertainment continue to blur. Try a new marketing strategy, it may bring you great rewards.