This video from Gap is the latest I’ve seen to compress its story cleverly for the internet era. First, Vine launched with its 6 second format; then Instagram rolled out 15 second videos. Meanwhile, YouTube gives you 5 seconds to decide whether to skip its pre-rolled ‘TrueView’ ads. Short-form videos are fast becoming the trend of the moment – bite sized pieces of content that are quick and easy to consume as you scroll through a social feed. It’s a format that’s benefiting from the auto-play feature now incorporated into the likes of Facebook where videos trigger themsleves as you whizz down your timeline.
Short-form video is something of a cultural phenomenon, driven by our increasing lack of time and attention. We’re consuming more and more content, often on relatively small phone or tablet screens, taking a bite here and a bite there. There’s a place for long-form, and there’s massive opportunity for premium content, but short-form is taking off fast.
We’ve seen huge levels of engagement around short-form video; we’ve also seen impressive organic reach when it’s uploaded directly into Facebook. Shorter videos can also be cheaper and quicker to produce – but you still need a great idea. If there’s one content innovation to try in the next few months then make it short-form. 15 seconds could work out much more valuable for you than the traditional 30 or 60.