Leveraging Short-Form Videos to Boost Engagement Across Platforms

6 December 2024

Let’s be honest – over the past few years, the way we consume content online has changed dramatically. Long-winded blog posts and static images still have their place, but many of us have noticed a shift in how quickly we scroll through social feeds. We pause to watch only what truly captivates us. It might be a quick recipe video, a property walk-through captured at sunset, or a clever brand skit delivered in under 30 seconds. These short-form videos appear everywhere, from TikTok and Instagram Reels to YouTube Shorts, and they’re not just a flash-in-the-pan trend. They’re here to stay because they work.

There’s a reason why so many brands – from small boutique shops to large property firms – are pouring energy into this form of content. Short-form videos serve as a fast, visually dynamic way to convey a message, highlight a service, or pique someone’s curiosity. In a digital environment where people’s attention spans often feel shorter than ever, a snappy, well-produced video can do more than just entertain. It can spark real conversations, push potential customers further down the purchase journey, and help a brand carve out a distinctive online presence.

Why Short-Form Videos Strike a Chord

Think about how much content the average person scrolls past each day. It’s quite a lot, really. We’re bombarded with countless posts, ads, product shots, and industry updates. Yet a short video clip – something that encapsulates an idea in a few seconds – can cut through this noise. Why? Because viewers can get what they need right away, whether it’s a quick insight, a spark of inspiration, or a bit of entertainment that makes them smile.

In some ways, this mirrors the way we interact with property listings, holiday destination guides, or local restaurant menus. We want the highlights first. We need to sense the atmosphere of a place, the vibe of a brand, or the tone of an expert’s advice before investing more time. Short-form videos, with their bite-sized storytelling, offer that instant impression. And in doing so, they naturally nudge viewers toward engagement – likes, comments, shares, or even a follow through to your website.

Choosing the Right Platforms: One Size Rarely Fits All

Of course, not all short-form platforms are the same. Each channel comes with its own audience expectations, content styles, and best practices. It’s like different neighbourhoods in a city – you wouldn’t try to open the exact same shop in a bustling, youthful hotspot and a quiet, traditional suburb without tweaking your approach.

• TikTok: A place where authenticity and creativity shine. This platform thrives on trends, music, challenges, and memorable personalities. If you’re marketing property, for example, a casual “house tour” set to a catchy tune can feel refreshingly real. And because TikTok users come expecting playful, relatable content, showing the human side of your brand can go a long way.
• Instagram Reels: A visually polished environment. Many brands have already built audiences on Instagram, and Reels provide a natural extension. High-quality footage, coherent branding, and carefully selected hashtags help your content reach viewers who already appreciate your aesthetic. For someone showcasing property interiors, a series of Reels that highlight beautiful kitchens or charming gardens can quickly turn casual browsers into engaged followers.
• YouTube Shorts: Ideal for tapping into the world’s second-largest search engine. Many viewers still come to YouTube actively looking for something – property advice, styling tips, product demos. A short, snappy video answering a common question can act as a stepping stone, enticing viewers to check out your longer content or visit your website for more details.

It’s not that one platform is strictly better than another, but rather that each offers its own unique angle. Trial and error, combined with regular audience feedback, helps you find the mix that aligns best with your brand’s personality and goals.

Crafting Videos That Resonate (and Are Actually Fun to Watch)

Good short-form videos don’t just happen by accident. They’re planned – at least loosely – and guided by a few key principles. First, start with a strong hook. Viewers will decide within seconds if they want to watch on. Maybe you open with a striking image – a beautifully lit room in a newly listed property or a close-up of a product at work. Perhaps you pose a quick question (“Looking for a home office that sparks creativity?”). Either way, give viewers a reason to stick around.

From there, focus on clarity. Every second counts, so be ruthless when editing. Keep your messaging tight and your visuals crisp. Aim for good lighting, clear audio, and a consistent look that fits your brand’s style. Although it might be tempting to jump on every single viral trend, remember authenticity is key. If you’re unsure whether a particular sound or format suits your brand, trust your instincts. Forced trend-hopping can come across as inauthentic, and viewers pick up on that.

Making the Most of Algorithms and Audience Behaviour

Just posting a video and hoping it “goes viral” is a bit like tossing a note into the wind and expecting someone to catch it. To improve your odds, work with each platform’s built-in tools and signals. Use relevant hashtags that viewers might search for. Consider adding captions or on-screen text for clarity – many people watch videos on mute, after all. Keep an eye on engagement metrics like watch time, likes, and shares. These figures can tell you if your content is connecting or if you need to try a different angle.

Don’t be afraid to iterate. Short-form content is quick to produce, so experiment with different lengths, posting times, or topic angles. Maybe a weekend post featuring a calming property tour does better than a mid-week snippet, or perhaps your audience prefers quick tutorials on topics related to your field. The more you learn, the better you get at reading the room and optimising your approach.

Promoting, Repurposing, and Reinforcing Your Brand’s Presence

If you think short-form videos belong solely on social platforms, think again. Consider embedding them in newsletters or using them as paid social adverts. You might feature a particularly successful video on your website’s homepage to greet visitors with something dynamic rather than just static text. You could even stitch a few top-performing clips together for a longer highlight reel – perfect for presenting at industry events or internal team meetings.

Over time, building a recognisable series of short-form videos can help cement your presence. Maybe you release a new property highlight every Friday or showcase a behind-the-scenes brand moment once a month. This consistency encourages viewers to return regularly for fresh content, which helps nurture a community around your brand.

Moving Forward – And a Little Help if You Need It

Short-form video has undeniably earned its place in the modern marketer’s toolkit. These clips allow brands to connect quickly, build trust, and spark conversations in a way that often feels more immediate than other forms of content. From brainstorming the initial concept to adding finishing touches in post-production, a well-crafted short-form video strategy can make all the difference.

Of course, putting together a steady stream of compelling, on-brand videos can be time-consuming and tricky. If you find yourself needing a hand – be it with strategy, production, or simply refining your approach – consider reaching out to Social Loop. Our content creation services are designed to help you navigate this evolving landscape and produce short-form videos that capture attention, drive engagement, and get results. Get in touch, and let’s make something remarkable together.