HubSpot : 6 Short-Form Video Trends Online Marketers Should Watch in 2022

Short-form movies are all over the place these days.

They first took off with TikTookay. Instagram caught on and launched Reels then YouTube adopted with Shorts.

In early 2020, Google piloted a search function in which they surfaced short-form video content material from in style social media platforms and now they’re testing in AMP-based net tales.

Even extra lately, LinkedIn introduced it is scraping Stories to develop short-form video options and Pinterest added a “Watch tab” for brief content material.

So, how are you going to leverage short-form content material to develop your corporation? And what are some traits to search for in 2022? See what HubSpot advertising consultants are saying, under.

What are short-form movies?

A video as much as 2 minutes and 30 seconds in size is taken into account short-form.

But there is not any common quantity that everybody has agreed on. For occasion, TikTookay used to permit as much as 60 seconds and now that has gone as much as 3 minutes. a short-form video on Twitter might be as much as 2:20 minutes. On Reels and Triller, it is 60 seconds.

Brandon Sanders, former digital marketer for HubSpot Academy, highlights that what’s thought-about short-form also can depend upon the platform.

“With the rise of platforms like TikTookay, Reels, and Vine, short-form video is definitely getting shorter and lending itself extra to 60-second to two-minute movies,” he stated. “I believe the notion of short-form content material on platforms like YouTube is definitely round that 10-minute candy spot as a result of content material on YouTube tends to be extra complete and longer.”

So, once you’re considering of short-form movies, Youtube is the exception, whereas TikTookay and different rising short-form platforms are the rule.

How do short-form movies match into your content material technique?

A 2020 examine by Wyzowl reported that individuals share movies at twice the speed than another type of content material. It additionally discovered that 84% of individuals have been satisfied to purchase a services or products based mostly on the model’s video.

So, we already know video content material is more and more turning into an essential a part of each model’s content material advertising technique.

One factor that units short-form movies aside is the development tradition.

Aside from size, one factor that set short-form movies aside is the development tradition. TikTookay, for example, is run by dances, sounds, and social challenges. So, to get on the “For You” web page on TikTookay – which is the same as the “Explore” web page on Instagram – manufacturers should typically be part of in on the enjoyable.

Sanders says short-form movies give creators an modern option to showcase their content material.

“The development of social media is inflicting the human consideration span to turn into shorter and shorter,” he stated. “So, leveraging the ability of short-form content material offers you a leg up in your competitors and assist have interaction your viewers.”

As with any new development or platform, HubSpot Senior Content Strategist Amanda Zantal-Wiener says it is best to all the time take into account your viewers first.

“It all goes again to a really previous query: Which channels are your audiences utilizing and for what?” she stated. “And subsequently, for which channels does it take advantage of sense for your corporation to create this short-form content material?”

This signifies that whereas short-form video is usually identified for its leisure worth, you may adapt it to align along with your model.

Short-Form Video Trends to Look Out For

1. Brand Challenges

When short-form movies first gained recognition, it was by way of viral content material based mostly on dances, songs, and sounds.

Brand challenges are a good way to realize a burst of visitors, construct group and have interaction your viewers.

Short-Form Video Example: Colgate


look how lovely my momma is :’) ##MakeMomSmile @colgate_us ##ColgateAssociate

♬ Children Folk Acoustic – BDKSonic

To have a good time Mother’s Day, Colgate launched the #MakeMomSmile problem, which inspires customers all world wide to share movies in which they did one thing particular for his or her moms.

It’s additionally an ideal play on phrases, as Colgate is all about offering lovely smiles to its prospects.

2. Influencer Ads

Brands have been leveraging influencer advertising for years, that is nothing new. However, we’re seeing extra manufacturers use them in short-form video content material.

For occasion, in style TikTookay influencer TiffFoods was lately in an advert for meals model Fly by Jing to advertise its newest product.

Short-Form Video Example: Fly by Jing

With short-form content material lending itself properly to native promoting, manufacturers can create movies which can be extra more likely to generate conversions.

3. Product Teasers

Think in regards to the common industrial you see: It’s often anyplace between six seconds to 60 seconds. This additionally occurs to be the typical size of a short-form video.

Because of this, manufacturers can leverage short-form video platforms to advertise their merchandise organically.

It might be extremely efficient as a result of it would not require a big funds, it has the potential to go viral, and it builds anticipation round your model.

Short-Form Video Example: KaseMe Design


Our new product launching tomorrow is…. #newproductalert#newproductlaunch#productlaunch#teaservideo#staytunedformore#newproductalert

♬ nhạc nền – Nguyễn Như Hoài Niệm

To construct anticipation for its latest product launch, KaseMe Design posts a video utilizing a well-liked TikTookay sound and a cleverly misleading low-battery signal.

It creates suspense by getting customers to be much more invested in the launch as they surprise what the reveal is.

4. More User-Generated Content (UGC)

Consumers typically love UGC. In reality, it influences their buying selections greater than brand- or influencer-generated content material. Without utilizing up too many assets, manufacturers can publish movies that evoke emotion. Another profit? It’s budget-friendly.

Short-Form Video Example: Chipotle


Out of this world supply ha @cheekyboyos #chipotle#burrito#area#fyp

♬ authentic sound Chipotle

This is a good instance of how one can leverage user-generated content material in your technique. In this occasion, Chipotle collaborated with these content material producers to create a enjoyable, viral-worthy video.

One of Chipotle’s goal audiences is likely to be younger, faculty college students on the lookout for cheap meals. This video options two creators who mirror the viewers they could wish to appeal to. Brands ought to preserve this in thoughts when contemplating UGC and ask, “will my viewers relate to this?” If the answer is “sure,” transfer ahead.

5. More Behind-the-Brand Videos

Consumers search out authenticity and transparency in manufacturers. With short-form video, you solely have a couple of seconds to attach along with your viewers.

So, how do you do this? Well, there is not any actual science to it, however shoppers are likely to really feel extra linked to manufacturers that present the folks behind the model.

In one Sprout Social examine, 70% of shoppers stated they felt extra linked to manufacturers whose CEO is lively on social media platforms.

So, going into 2022, manufacturers ought to pull again the curtain and have interaction with their audiences on a extra private degree.

Short-Form Video Example: Sierra Nicole


Text letsgrow to 81257 for biz credit score ideas ☺️ #entrepreneur#businesstiktok

♬ Sean Kingston feat. Chris Brown & Wiz Khalifa- “Beat It” – TBT 24/7

Trendy? Check. Informative? Check. Prompts motion? Check! This video works as a result of it has all of the elements for an efficient short-form video.

It first grabs the viewer’s consideration by together with a well-liked tune and dance. The content material addresses ache factors viewers could also be dealing with. Then, the call-to-action (CTA) in the caption rounds out the video by turning viewers into potential leads.

6. More Explainer or Educational Videos

In 2022, manufacturers will seemingly deal with academic content material in their short-form movies. Think how-to’s, DIYs, and explainer movies. A 2020 Wyzowl report discovered that viewers wish to see extra of this video model from manufacturers.

Educational movies are nice added-value content material as a result of they assist audiences in their day-to-day lives. Brands that make training a precedence in their advertising technique can enhance lead technology and construct stronger model loyalty. Similarly, explainer movies goal customers who’re on the decision-making stage of the customer’s journey and, if finished proper, they’ll flip decision-makers into prospects.

It’s a win-win scenario: Brands get to deal with their viewers’s ache factors and provide options, which is (shock!) them. Not positive what I imply? See the instance under.

Short-Form Video Example: Soy Yo Candle

Soy Yo Candle used this components to create this short-form video. Presumably, one of many greatest struggles of proudly owning candles is making them final. In only a few seconds, the model offered an issue, supplied an answer, and promoted its product. It might be so simple as that.

Another spotlight in this video is that it caters to viewers who could also be discovering the model and those that already realize it. Because of the worth it presents, the model can attain a broader viewers organically.

Takeaways for Video Marketers

Marketing Manager Kelsi Yamada, who works on HubSpot’s social media campaigns, says it is a low-commitment and fascinating option to join along with your viewers.

“You can get a great giggle or be taught one thing new in a minute or much less on TikTookay or Reels,” stated Yamada. “On the flip aspect, it is also comparatively straightforward to create, which implies there are extra individuals who can share their humor or factors of view. Because of this, manufacturers ought to work out what their distinctive standpoint is, and the way they’ll stand out in the noise.”

The need to be on-trend is all the time tempting. But Yamada stresses that manufacturers needs to be selective about which traits they partake in.

“Not each viral TikTookay sound or meme format will align along with your content material technique or model, so do not power it,” she stated. “Focus on catering to your area of interest and staying genuine first. Don’t be afraid to make one thing utterly from scratch – traits have to start out someplace!”

With this in thoughts, it is all about discovering the stability between what’s trending and what’s on-brand for your corporation.

Best Platforms for Short-Form Videos


Instagram Reels

YouTube Shorts


Hippo Video



1. TikTookay

With at the least 47% of its customers between 10 and 29 years previous, TikTokis undoubtedly the platform of the (*6*) and Gen Z inhabitants.

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The TikTookay homepage incorporates a timeline of movies separated into two tabs. The “Following” tab with movies posted by the consumer’s followers, and the algorithm-driven “For You” web page based mostly on consumer conduct (what they like, touch upon, scroll previous, and so on.)

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The “Discover” tab on TikTookay highlights trending subjects and hashtags, an ideal useful resource for entrepreneurs to generate new content material concepts.

B2B entrepreneurs have been cautious of utilizing the platform, nevertheless it might be as a result of success on the platform depends on emotional attraction. Yet, that emotional attraction could also be precisely what they want.

According to a LinkedIn examine, B2B methods that attraction to feelings are seven instances simpler for income technology than “rational messaging.”

Still not fairly satisfied TikTookay is a viable advertising platform for your corporation? Check out this video clarification of how TikTookay has grown into one of the go-to platforms for short-form content material in the present day.

Now, it might be time to start out working towards these dance strikes.

2. Reels

Some name it TikTookay 2.0, however Instagram Reels is proving to be its personal beast.

The Reels tab on Instagram is a scrollable video timeline, much like what customers see on their Explore web page. From this web page, customers can click on on the music the account used to see what different Reels function that sound.

With over 1 billion lively month-to-month customers, Instagram already had shoppers’ consideration. When they launched Reels again in August of 2020, it turned one other advertising device for manufacturers and a worthy opponent for TikTookay.

Instagram caters to a broader age demographic than TikTookay. And when contemplating their different advertising options, Reels is one other manner for manufacturers to develop their attain in a minute or much less.

3. YouTube Shorts

YouTube Shorts is Youtube’s newest try to show its long-form video platform into one which additionally homes short-form content material.

YouTube first began testing it in September 2020 and it’s now obtainable to customers globally.

When utilizing YouTube’s cell app, you may see that Shorts now have their devoted tab on the platform. Users can create Shorts as much as 60 seconds and, equally to different short-form video platforms, can edit the movies straight throughout the app.

4. Triller

Triller is Tiktok’s musical theater buddy (or rival), the one who bursts into tune anytime, anyplace with out trigger or discover.

Triller’s homepage appears much like different short-form video platforms. However, They have made music a distinguished function on the app by making high and trending music the primary tab.

The platform is in style amongst musical artists and permits customers to edit 60-second movies throughout the app. This contains music, filters, results, and transitions. Triller grew in recognition earlier this yr when there was some uncertainty surrounding a TikTookay ban in the United States.

With music enjoying a key position on the app, entrepreneurs ought to use music as a storytelling factor in their movies. For occasion, the tune “You Got It” by Vedo, a tune about unlocking your potential, made its rounds on Triller final yr.

A recruiting agency may’ve used that sound to create a brief video concentrating on job seekers. The tune would additionally work nice as a backdrop for a enterprise teaching firm promoting its providers. The restrict doesn’t exist.

5. Hippo Video

If you wish to take short-form video content material past social media, there’s Hippo Video. The video advertising platform provides manufacturers a one-stop store to provide, distribute, and analyze their video content material. Users also can embed types, CTAs, and annotations throughout the video, making conversions simpler.

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For instance, for instance a SaaS firm is launching a brand new product and the advertising crew is utilizing Hippo Video for the e-mail marketing campaign.

On launch day, they’ll ship a product teaser video to present prospects and embody a “Schedule a Demo” CTA, main customers to a gathering scheduling web page.

During the marketing campaign, the crew can monitor key metrics like complete performs and common watch price – taking video analytics to a different degree.

6. Magisto by Vimeo

Vimeo lately acquired Magisto, a video enhancing software program that makes video advertising straightforward by way of synthetic intelligence (AI).

The first step is importing your movies. The software program will then analyze the movies and put them collectively based mostly on the video enhancing model you are on the lookout for. They have over 10 enhancing kinds starting from actual property and health to Facebook and YouTube advertisements.

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Once you choose the model you are on the lookout for and the video is full, you may distribute it on social media platforms and monitor the analytics.

This platform is good for manufacturers that do not wish to spend an excessive amount of time or too many assets on video advertising. This app does it so you do not have to.


If your model is brief on time and assets however needs to leverage short-form video, take into account

This software program, powered by AI, takes long-form audio, video, and textual content and atomizes it into snackable posts for social media. How does it know what is going to work? That’s the place the AI comes in.

It appears at what content material your viewers is almost definitely to reply to based mostly on historic information and creates from there. It’s an ideal device for manufacturers who’re dipping their toes in short-form content material and wish to construct from their present library.

8. Wistia

Wistia is a pacesetter in the video internet hosting trade, serving to greater than 300,000 companies handle their video content material and develop their viewers.

When utilizing this platform, you may construct a customizable video participant that matches your model, use lead technology instruments, and monitor your movies’ efficiency to realize insights.

You also can create customized advert audiences for search and social to make sure your content material reaches the fitting viewers and use integrations to sync all of your instruments.

There are lots of of how to include short-form movies into your advertising technique. But regardless of which traits come and go, it would all the time come again to your viewers. Try a couple of approaches, and take heed to the place the info tells you to go subsequent.

Editor’s Note: This put up was initially revealed in Jan. 2021 and has been up to date for comprehensiveness.

Originally revealed Nov 16, 2021 7:00:00 AM, up to date November 16 2021

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HubSpot Inc. revealed this content material on 16 November 2021 and is solely chargeable for the knowledge contained therein. Distributed by Public, unedited and unaltered, on 16 November 2021 12:16:02 UTC.

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