It has been a few years since video content has taken over the web. This is not surprising! We are witnessing an increasing demand for interactive, dynamic, and entertaining content, and the trend seems to be on the rise. Of course, internet giants would not miss such an opportunity. Certainly, they contributed significantly to its initiation, but they continue to innovate to satisfy consumer appetite. Thus, competition has become fierce.

Among the videos that have been most successful in recent years, short-duration videos have certainly been the most popular. This trend was primarily triggered when TikTok stormed the social media sphere. It was then further fueled by Instagram’s long-awaited response with the launch of Instagram Reels in August 2020.

Thus, short, quick, and dynamic videos undoubtedly represent one of the most profitable and famous digital marketing trends that must be focused on when implementing content strategies.

Some 2021 Video Statistics

By 2022, according to a study by Cisco, online videos are expected to represent over 82% of all Internet traffic, which is 15 times more than in 2017. Indeed, an average person is expected to spend 100 minutes a day watching online videos.

Regarding internet users’ video consumption, 96% of them watched more videos in 2020. In terms of the chronological breakdown, 78% of people watch online videos every week, and 55% watch online videos daily. According to a survey by Social Media Week, 54% of consumers want to see more video content, with 9 out of 10 internet users specifically wanting to watch brand and company videos.

As for the effect of video on buying and consumption behavior, approximately 72% of customers said they prefer to learn more about a product or service through a video, whether it’s produced by the brand, an influencer, or a comparative test video.

Consequently, according to Optinmonster, 84% of people say they were convinced to buy a product or service by watching a brand video, and according to Wyzowl, 79% of people say they were convinced to buy or download software or an app by watching a video. Additionally, Insivia published that viewers retain 95% of a message when they watch it in a video, compared to 10% when they read it in text.

Thus, video has become an ally of consumers, marketing, and brands. That’s why 86% of businesses use video as a marketing tool, up from 63% over the past three years.

TikTok

There is no doubt that TikTok has brought a massive disruption to the status quo of social media. The short, “snackable” content of the app, with its highly engaging 15- to 60-second format, particularly fascinated internet users, especially those under 40. It created such a favorable environment that internet giants were not deterred from riding the wave. A few months later, YouTube and Instagram launched their own versions, namely Shorts and Reels, respectively.

The 60-second video format pushes the user to be creative in how they exploit this short moment to convey their message. Users have a wide choice of filters and editing tools. They can also “stitch” videos from other creators and incorporate a variety of sounds and music.

Whether humorous, informative, or entertaining, TikTok videos have led to fantastic, hilarious, and downright bizarre results. Some of the strangest videos go viral not only on TikTok but on all other platforms. TikTok content is mainly fueled by creative individuals and revolves around tips, trends, and people who simply have fun. Entertainment is the key to its success.

Today, it is the fastest-growing social media platform with 1.2 billion average monthly active users in 2021.

Due to the novelty of TikTok and its growing user base, the algorithm is much more user-friendly for distributing content to non-subscribers. Similar to how Facebook and Instagram boosted organic reach on almost every post. Unfortunately, it’s not as easy anymore!

A very important element in the success of TikTok videos is that the sound library is not limited. Its users constantly create new sounds, some of which are part of new trends and have even given early success to independent music artists. Generation Z often tries to “jump” on these trends as quickly as possible to be part of them and gain popularity and visibility.

In this sense, Instagram Reels offers a wide variety of audio options, but compared to TikTok, it does not have as extensive a library. Much of the audio used on Reels comes from TikTok videos. This system works well but still means that Reels and its audience depend on TikTok to create a video that will perform well according to the algorithm.

Instagram is not a music platform. By nature, it has stricter copyright restrictions because it is based on artists sharing their original work, whereas TikTok was built on the principle of using copyrighted music.

Many stores and businesses are present on the app, although many do not seem to be getting the results they hoped for. Behind this, a major reason is that TikTok thrives on relevant and authentic content. Brands that show heart and passion in their videos tend to do much better.

However, humor is not the only path to promoting your brand on the platform. Behind-the-scenes glimpses, revealing the reality of things, resonate well with the audience. Some even share details of their work, thus getting closer to the audience. The exclusivity of content creates appeal, sparking viewer curiosity.

Engaging with the audience on TikTok is a crucial step after creating and publishing content. In addition to responding to

comments on your own videos, interacting with the audience through duets generates a good return on investment, as is the case with contests or other activities. Adopting viral trends and challenges can also help you connect with your audience. Finally, many brands have achieved considerable success by launching their own challenges.

Instagram Reels

Instagram Reels is a new Instagram video format that allows you to create and discover short, entertaining, and engaging videos.

Following in the footsteps of TikTok, the popular social network Instagram decided to provide its users with the opportunity to record and edit 15- to 60-second video clips with audio, effects, and new creative tools and then share them in their Stories, Feeds, and also on the Explore tab for public accounts to reach new audiences and enable everyone to become a content creator.

This launch was accompanied by the introduction of the Reels tab. Reels from followed accounts are not the only ones displayed because as the user scrolls, they discover those from popular and trending accounts on Instagram, just like the For You page on TikTok. As mentioned earlier, Reels also appear at the Explore level mixed with all other Instagram formats.

So how do you create a Reel on Instagram?

If you want to create Reels, there are three different ways to go about it: the Instagram home screen, the Reels section in Explore, and Instagram Stories. Once you’re ready to record, tap the camera icon in the upper left corner of your Instagram screen. Tap “Reels” at the bottom, and a variety of creative tools will appear on the left side of the screen to help you create your video. The Instagram Reels camera allows you to select audio and have a choice of special effects, and you can even use a timer to record your footage hands-free.

You can share your Reel in two ways: just to your followers or to the Explore page, where it has the potential to be viewed by the broader Instagram community. If you choose to post to the Explore page, you can also share it with your followers to see it on your feed.

Lastly, to get started, you can make use of video editing options and custom cover photos to make your content stand out and grab attention.

Given the success of Instagram Reels and the growing number of Instagram users, they have to be well-prepared to use it as a part of their advertising strategy for their brands. This allows for the adaptation of a comprehensive social media strategy to generate growth in the long term for any social media platform, for all those brands, it deserves to be. Business all I