The numbers tell a compelling story: One survey found that 44% of respondents prefer to learn about products through short videos versus any other format. With 30% of short-form videos being watched almost to completion, their ability to captivate audiences in mere seconds is unparalleled.
But what started as an entertainment trend has now evolved into a marketing priority. The 2024 HubSpot State of Marketing Report shows that short-form video is the top format for marketers, and more than half of marketers who use short-form videos planned to increase their investment this year. Part of the appeal lies in the ease of creation and sharing: Short videos can be produced with minimal costs, are simple to distribute across platforms and have the potential for virality.
Brands Succeeding With Short-Form Videos
To better understand the real-world impact of short-form videos, let’s explore how some forward-thinking brands have successfully integrated this format into their engagement strategies to drive brand growth.
- Figma uses short-form videos to simplify complex design concepts through visually focused content that highlights practical solutions. Each video demonstrates how to solve a specific design challenge, making it easy for users to apply what they’ve learned instantly. Figma’s strategy underscores the power of short-form videos in delivering value.
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Duolingo’s short-form video strategy earned the brand 8.2 million social media followers in two years. Behind this transformation was 23-year-old Zaria Parvez, who took charge of the brand’s dormant TikTok account in 2021 and turned it into a social media phenomenon. By tapping into humor, irreverence and cultural trends, Parvez turned Duolingo’s green owl mascot into a viral sensation and managed to build a loyal fan base. Duolingo’s success with short-form videos highlights an important lesson: Sometimes, the best way to sell is to entertain.
- Slack uses short-form videos to educate its audience through practical, easy-to-follow tutorials that demonstrate the app’s functionality, often in less than 60 seconds. With a focus on authenticity over polish, Slack empowers users to explore features and automate workflows, but doesn’t overwhelm them with too much at once. This approach makes the brand’s tutorials accessible and impactful.
As someone with a passion for engaging audiences, I’ve seen firsthand the power of short-form video in driving brand awareness and fostering community. Like the brands above, many of my agency’s clients are now successfully leveraging these types of videos to connect with audiences in new ways.
How To Integrate Short-Form Videos Into Your UX/UI
As short-form videos continue to dominate content consumption, their value in enhancing user experience (UX) and interface design (UI) is irrefutable. By thoughtfully incorporating short-form video into your UX/UI strategy, you can elevate the user experience, making interactions smoother and more intuitive.
Here are some ways you can use short-form videos:
- Onboarding and tutorials: Short-form videos are ideal for introducing new users to your platform or guiding them through complex processes. You can embed tutorials in welcome screens or help sections, offering a quick visual walk-through instead of heavy text. By making the experience more intuitive, you can simplify onboarding and improve user retention.
- Product demos and feature highlights: Demonstrating a product’s core features in a short-form video can help enhance user engagement. You can place videos as tooltips or clickable icons that open a quick demo, highlighting specific functionalities or features. This approach helps users immediately understand the value of a product without overwhelming them with detailed descriptions.
- Interactive storytelling: You can use micro-videos for storytelling within your platform to create an engaging user journey. By linking short-form videos together, you can craft a cohesive narrative that users follow as they interact with different parts of your product. This can include customer success stories, product usage tips or even gamified content to keep users engaged.
- Call-to-action prompts: Short-form videos can serve as effective call-to-action (CTA) triggers. By embedding videos that prompt users to take action—whether it’s signing up for a newsletter or exploring more features—you can seamlessly guide them through the user journey. Pair these videos with CTA buttons like “Swipe Up” or “Click Here” to help boost conversions.
Best Practices For Creating And Using Short-Form Videos
- Take a mobile-first approach. Short-form videos are most often viewed on mobile devices. A mobile-first UX approach involves ensuring smooth, fast-loading video integration and optimizing for swipe-based navigation.
- Place videos at points where users are most likely to engage with them. For example, placing a short video next to a product feature on the landing page can clarify how it works, making it easier for users to engage.
- Roll out short-form videos when your audience is most active. This could be during peak traffic hours or aligned with user interaction patterns.
- Tailor content for different segments of your audience. For instance, returning users might benefit from feature-focused videos, while you could show first-time visitors introductory content.
- Regularly track performance metrics. Metrics such as engagement rates, click-through rates and video completion rates allow you to assess the effectiveness of your strategy. Based on these insights, iteratively adjust the content or placement to refine your strategy over time.
Focus On Thoughtful Video Integration
Short-form videos have become a powerhouse for engaging users and simplifying digital interactions, but their success hinges on thoughtful integration. The question isn’t whether to use short-form videos but how to use them strategically. What do you want to achieve? Is it enhancing the user experience, simplifying processes or driving deeper engagement? The key is ensuring these videos align with both your users’ needs and your brand’s goals.
