They either go too entertaining and meaningless. Or they go ultra business-y and boring and it flops. Today, you learn how to make effective short form video content that drives business results! Let’s get into it.
First of all, to create compelling short-form video content, you don't need fancy equipment.
A smartphone with a good camera is sufficient, although a tripod and a quality microphone are recommended (Comica and MOVO are two of my favs). The length of the video should generally be between 20 seconds to 60 seconds, but longer videos can also perform well if they are engaging. It’s easier to START here though.
When it comes to the type of content, you can create educational, inspirational, entertaining, or edutainment videos.
It's important to grab the viewers' attention within the first few seconds and provide value or entertainment throughout the video. Remember, these videos are going in feed based platforms like LinkedIn, TikTok, and Youtube Shorts so you can’t waste a single second.
Original content is recommended when starting on a new platform, but repurposing clips from long-form videos or podcasts can also be effective.
By original content, I mean you create a short form video from scratch using the G.E.M.S. framework below. Why? Because creating from scratch allows you to be much more intentional, you can add in creative hooks, and you’ve the ability to adjust your message and creativity as needed. I do love repurposing though, because short-form videos can help bring viewers to your long-form content, creating a relationship between the two. :)
In terms of editing, the message and delivery are more important than fancy editing techniques.
However, changing something in the scene every few seconds can help keep the viewers engaged. Adding graphics, animations, or text that enhance the message or story can also be effective. Ever notice what the elite short form video creators do? They change something up every 2 to 3 to 4 seconds or so. Could be a zoom in, zoom out, animation, text popping up, scene change, b roll, etc. This is done on purpose and keeps the audience engaged!
I mentioned the G.E.M.S framework earlier as a guide to helping you create high performing short form video content. In reality, this applies to long form too! Here is it!