In today’s fast-paced world, short-form video content reigns supreme over all other forms of social media content. Why? Believe it or not, the human attention span is estimated to be just around 8 seconds – only one second below that of a goldfish. Short-form video has become the most popular medium for businesses, and their executives, to showcase their expertise personalities and business offerings.
Creating short-form video content can be a powerful tool for executive visibility because it enables leaders to showcase their thought leadership in a concise and engaging manner – all while lifting the veil on the mysterious and lesser-known nature of the executive. Here are some key steps executives need to begin creating their own short-form video content!
Define Your Goals
Before creating any content, it’s important to define your goals. What do you want to achieve with your video content? Are you looking to increase brand awareness? Are you trying to grow your business? Could you be looking to create authenticity through your videos that speak to your company’s values? By clearly defining your goals, you will be in better shape to create content that aligns with your objectives and resonates with your audience…
Know Your Audience
… but what is your audience? Knowing the answer has a direct correlation to the success of your videos. What are their interests, pain points and preferences? Is there something you can tell them that the brand can’t? Executives may not have these answers, but they can leverage their marketing and PR departments and external partners to paint a clear picture of their audience and create differentiation strategies to maximize brand efforts.
Choose the Right Platform
When TikTok exploded onto the scene in 2018, other social media platforms like Instagram and YouTube understood quickly that short-form video content was the future. They all mirrored TikTok’s swipe-up-for-next-video, double-tap-to-like style on their own platforms. Instagram launched Reels and YouTube introduced Shorts – both of which continue to receive high view numbers each day. But which ones work best for your executive?
Knowing your audience involves figuring out what their preferences are. This includes their preferred short-form video content app. Are your followers on TikTok more than Reels or Shorts? Do they spend time on all three? Knowing this will help inform your posting strategy.
If you are looking to post on all three platforms – TikTok, Reels and Shorts – you can maximize your reach. Be sure to watch out for watermarks if you are repurposing content across platforms, as each platform’s algorithms will sink your reach if you leave them in your videos. You can visit the helpful site SnapTik to remove any watermarks before you post.
Keep It Simple and Engaging
Short-form video content should be simple, engaging and easy to consume. Your audience’s attention span is short, so it’s important to grab their attention within the first couple of seconds. Start your videos with thought-provoking questions that frame the rest of your video. And, crucially, stay on track. Straying from the point of your video can easily mean a swipe away.
Showcase Your Expertise
As an executive, you have unique insights and expertise in your industry. Use short-form video content to share your knowledge and provide value to your audience. You can share tips, insights, trends, best practices and emerging technologies for your industry.
Authenticity is key to building trust and credibility with your audience. Don’t be afraid to showcase your personality and be yourself in your videos. Your audience will appreciate your authenticity and be more likely to engage with your content.
Measure and Optimize
Measuring the success of your video content is crucial to optimizing your strategy. Track engagement, views and shares to understand what resonates with your audience. You can then use this data to optimize your content and see if the platform you are posting on is the right one for you.
Short-form video content can empower executives to showcase their expertise in the most optimal and transparent way possible. By following the steps above, executives can rest easy knowing that their video content resonates with their audience and achieves the objectives they set out to accomplish.