How to Capitalize on Short-Form Video in 2022

By: Rachael Seda

Rachael Seda and April Sciacchitano of Mix+Shine Marketing and PR sitting on cream chairs holding champagne

What started out as a trend has now come full circle. Short-form video is here to stay, and it’s how many consumers (especially millennials and Gen Z) stay informed and entertained. It’s no longer a question of if you should be incorporating video into your social media strategy. Instead it’s a question of how much and what platforms you will be focusing on. Answers to these questions can be found by taking a deep dive into your analytics and discovering where your target audience is hanging out on a daily basis.

Today we’re covering three different ways you can capitalize on short-form video in 2022. By creating solid content pillars, working with content creators, and putting your own creative spin on trends, you’ll be well on your way to seeing success with short-form video content.

Create Content Pillars

Similar to how you create pillars for your overall content marketing strategy, creating pillars for short-form video is a great way to align your content with your business goals. You’ll want to create a handful of topics that you’ll rotate through when batching your video content. Remember to keep these specific to your brand and niche as this will help you grow your accounts faster, and build up an audience that’s interested in what you have to offer.

Work With Content Creators

One of the best ways to explode your reach on social media is by working with content creators (influencers) within your niche. Unfortunately, there’s no official playbook on working with influencers, as they all charge different fees and offer different services. For example, you might hire a content creator to produce 3 TikTok videos and post them to their profile so you can go in and promote them using Spark Ads. You could also work with an influencer who strictly creates content for you to post on YOUR brand’s Instagram or TikTok. We recommend checking out THIS post from Hootsuite on working with influencers for the first time.

Put Your Own Creative Spin On Trends

When it comes to short-form video (specifically for Instagram Reels and TikTok), you’ll want to allocate time in your schedule to gather trending videos/sounds and put your own creative spin on them. Typically, viral trends last for two to three weeks, so you’ll have plenty of time to brainstorm a way to make the trend work for your brand. There are also a number of content creators who post videos strictly about current trends. Jera Bean is one of our favorites, check her out!

Are you ready to take your marketing strategy to the next level? Download our 2022 Marketing Planning Guide NOW!