Micro Video Can Supercharge Your Social Media Strategy
When was the last time you watched a video on your phone? Since 2017, viewers have been trending toward mobile video over desktop viewing. Even among B2B audiences, a surprising number of queries come from mobile devices. As viewers consumed more content on the go, video adapted to match shortened attention spans.
You’ve heard the saying, “Go big or go home,” right?
Yeah, that doesn’t always work in video. Especially on social media, you’re better off keeping it short and sweet if you want to knock it out of the park. That’s where micro video comes in handy. So let’s untangle our metaphors and move on to the important stuff: what is micro content and how can you use it to supercharge your marketing strategy?
What is Micro Video Content?
Micro videos are just like regular videos, but shorter. They can run anywhere from three to 30 seconds, but shorter is generally better. Micro video can pop up anywhere from YouTube pre-roll ads to the hottest new social media platform. Don’t get lost in the weeds here, the micro label describes the length of the video, not the file format or platform.
Speaking of platforms…What counts as a micro video platform? You can share micro-videos anywhere, but some social media platforms were built for micro content. Think TikTok, Snapchat, and does anyone out there remember Vine?
On Vine, users could upload video clips ranging from 6 to 15 seconds and viewers could watch them on loop. Although the platform isn’t around anymore, for reasons that have little to do with its content, it did leave a legacy in the form of micro-videos.
Micro Video Can Increase ROI
You might wonder, why brands, creators, and even viewers are investing time in a video that only lasts a few seconds? The answer is easy: Return on Investment.
Here’s a simple equation to illustrate the point: quick production + high views = good ROI
Brands can produce micro content quickly. Where a half-day video shoot or hours of animation time might deliver just one longer-form video, you can make a dozen or more shorts in the same production time.
You need shorter scripts, fewer (or no) transitions, and minimal on-screen text. Cutting out all of those details doesn’t just shorten your video, it also makes it more cost efficient.
Short Video, High Quality
But hold on just a minute. We’re not advocating for churning out tons of low-quality videos. You should still tell a compelling story and deliver high production value.
A bon-bon is smaller than a twelve-layer chocolate cake, but both should be decadent.
When you create high-quality micro video content, you’ll hook user attention. Since you’re asking for so little of their time, they’re more likely to take the risk of offering their attention. Once you’ve informed, entertained or delighted them, they can easily share this tiny piece of content with a friend or fifty.
Constraints Unleash Creativity
Most artists and creators will tell you that limitations are a good thing. Constraints force them to use their creativity in new and sometimes surprising ways. They have to refine their message down to its most impactful point.
Time limits cut your meandering presentation down to a short and focused video script. Your list of shots and out-of-focus zooms becomes a clear, focused image. That confusing cast of characters becomes one entertaining animated mascot.
In short: you communicate better
Break Down Longer Content into Micro Video Content
Micro video content might feel like one of those fads for young people. You’re not a tween on the Snapchats and the Ticky-Talkies, you’re running a B2B brand over here. And micro video can help you do it.
Micro-fy your Video Strategy
Let’s be completely clear. We’re not telling you that all videos must be less than 1-minute long. Different video lengths work for different platforms. All we’re saying is that if you plan to market on social media, you definitely want micro-videos in the mix.