The internet offers new opportunities every day. These opportunities change rapidly and are shaped according to everyone's needs. For this reason, brands in particular are trying to make the most of these opportunities to reach their target audiences. Here is one of the most important ones: is the use of short videos. The marketing world is trying to satisfy both brands, customers, and potential customers at the same time, using short videos. In this article, we will look at the importance of short videos in terms of marketing on a European basis and evaluate them with examples.
What is a Short Video?
It is a form of content lasting between 30 and 60 seconds, usually shot vertically. Although video lengths vary according to today's needs, it can be said that this range is preferred most of the time. These videos can be shared on various social media platforms.
Always Be with Your Customers with Educational Videos
Perhaps the most important factor that companies should pay attention to when marketing their products and services is that they always show that they pay the necessary attention to their customers. Therefore, being able to answer their problems or questions is one of their most important duties. Marketing is at this point; short videos are used as a great convenience. Thanks to short videos, quick solutions emerge. In this way, the brand can provide trust to its customers and show that it will provide all kinds of assistance. We see one of the best examples of this in the Swedish company IKEA, the world's largest retail furniture brand. This company, which is famous for its flat-pack furniture, attracts attention thanks to its creative designs. IKEA publishes tutorials with short videos using motion language. These short videos feature live animations and complement the video with the IKEA logo thanks to cheerful music. It accurately highlights the brand's purpose while providing education. In this way, it creates a bond of trust with its customers and shows that it is on their side.
Emphasize the Naturalness and Originality of Your Brand
Thanks to social media, one of the most used areas of the influencer movement, which is now of great importance in the world, is short videos. Brands want to expand their target audience by creating collaborations with these people who have many followers. Therefore, the importance of short videos in the field of marketing is clearly revealed and they are in great demand. Instead of unnatural and unoriginal promotions, brands can reach their target audiences more easily thanks to short videos that accurately reveal the purpose of the brand. German water filters manufacturer BRITA has collaborated with a famous influencer to promote reusable water bottles. The company determined its content as information on how to stay hydrated, thus combining product placement with the explanation shown in the short video. Thus, by making the marketing look natural, it reached a large audience, gaining more than 44 million views. By combining its product with health information, BRITA both emphasized the reliability of its brand and expanded its target audience, gaining an important position in the market.
Seize the Opportunity to Tell Your Story Correctly
Involve your target audience in your story by informing them about your behind-the-scenes story while offering your brand's products and services. This establishes a strong communication bond between the brand and the customer and ensures credibility. The best way to do this is it goes through short videos. Showing the stages your brand goes through when offering products and services with short videos reveals the transparency and sincerity of your brand. Chanel, one of the leading names of luxury brands, shared a short video from the Paris studio where his jewelry designs are made. In this short video, the stages of the first drawings for a necklace were shared with the audience. The video showed both Chanel's customers and its target audience how it designs its luxury products. Thus, by establishing a strong bond, it showed the brand's story and emphasized its uniqueness, thus increasing the value of the brand once again.
As a result, we have revealed the three most important elements in our article titled “The Importance of Short-Form Videos in the Marketing World”, which we examined with European examples. Thanks to short videos that combine these three elements, you will be able to demonstrate the trust factor of your brand and have a close communication with your customers and target audience. This situation you will create thanks to short videos will always put you in a different position from others in the marketing world.
