A glance into "short videos" digital trend

1. Digital Digest #3
Riva Kute
159098219
Digital Marketing
MKM 915 SEE
Prof. Susan McVey
21st July, 2022

2. DigitalTrend – ‘Short
Videos’
• Content is consumed in a fast paced manner
and it is important for content creators to
highlight the prime and simple message to
create engaging content for the viewers.
• The landscape of social media has shifted
away from status updates towards short
audio-visual content that are more engaging
and addictive.
• These short videos have made an amazing
digital revolution by hooking audiences to a
blend of entertainment, information and fun.

3. Analysis
• This trend is something that can make the target
consumers are excited about the brand and
increase interaction levels.
• These videos have become a new marketing tool
used by brands to convey their message across
to a wider audience.
• It empowers the brand in a manner in which they
can showcase their essence and products
visually.

4. Evaluation
• The benefits that brands can gain by effectively
promoting themselves through the short
videos are numerous.
• They help consumers get a quick glance of the
product that a brand has to offer.
• They also play a great role in understanding the
value proposition behind the product. This can
lead people to buy more from the brand.
• As visual content is more engaging, it helps in
creating an emotional bond with your
audience.
• The short videos allow representation of the
brand in a short, quick and to the point manner.

5. Point ofView
• The short videos are less costly in production and can be
created in a large number.
• Due to the large number of videos that can be created, each
video can be personalised for every target segment.
• Another plus point is that these videos can be put together by
anybody and do not need professional training.
• I feel that this is the ‘It’ Digital marketing trend as it has a great
scope to reach a larger audience through varied digital
mediums like Instagram,TikTok, Facebook,YouTube, etc.
• All brands these days have social media handles, where they
can create and post these short videos which are more
engaging than status updates or long paragraphs.

6. Consumer Behaviour and Marketing Activities
• Companies and brands use various marketing strategies in order to be seen on social media. Following up
with the trend of short videos has given greater returns in terms of higher engagement and popularity to
various brands.
• More and more consumers are consuming content like short videos on various social media handles,
through which they were made aware of numerous brands.
• When they watch videos of popular celebrities or influencers using a brand, it is natural consumer behaviour
to explore more about the brand.
• If these content creators are convincing enough, the consumer doesn’t just explore the brand out of
curiosity but also makes purchases.
• Companies should engage with these consumers through short videos on regular basis as a part of their
marketing practice. This will keep the consumers updated about the brand and create a brand recall for the
company.
• Another way of marketing your products through short videos is to hop on to the latest trends and create
videos to create a connect with the audience.
• The use of influencer marketing for higher exposure and promotions of the brand has proven to be
extremely beneficial for many companies.

8. Example – ‘Mission Recruit’
• Mission Recruit is a popular organisation that focuses
on offering placements and jobs to women.
• They have used the digital trend - short videos to
their advantage in terms of creating interesting video
content on ideas on how women can dress up for
their upcoming interviews.
• It gave the brand great visibility and identity as the
content was both informative and useful.
• By creating content like these videos, their followers
have increased and they have gotten great insights.

9. Post Pandemic
• During the pandemic, the standard marketing efforts of
companies were going in vain.
• It was crucial for all companies to keep up with new trends and
explore new verticals to market their products.
• As people could not step out of their houses, most of the content
that was created was a product of creativity indoors.
• This is when the digital trend of short videos gained a boost and
lead a lot of content creators to becoming influencers by
creating engaging content.
• As most other activities were limited, people would spend hours
on social media browsing through these short videos, which is
the main reason why this trend gained popularity.
• Companies realised the potential of this trend for marketing.
• Now, post-pandemic, this trend is still popular and most
companies benefit from it by creating and promoting content
about the products and the brand overall.
• The short videos encourage consumers to take up mini
challenges like dance routines, which subconsciously creates an
even deeper connection with the brand.
• Companies have started using celebrities in the short videos,
who engage their fan base with the brand.

10. ThankYou