In this blog, we take a look at short-form video content and the benefits it could have for music artists.
What is short form video content?
Short-form video is short, snappy and fun content that is highly engaging and usually only up to 30 seconds in length or less (maximum 60 seconds)
Think humour, memes, dancing: real life content that isn’t overly polished and generally created in-app
Challenges are a popular form of short-form content that engage your audience by asking them to participate in a challenge through their own accounts, for example a dance or singing challenge
Using the stop and start recording option is also popular, which allows you to switch from one shot to another. This feature is key to the transitions trend.
Storyboard approach makes it a good option for brand storytelling
Thinking about reach: TikTok vs Instagram Reels
TikTok is algorithmically discovery focussed, meaning it’s designed to automatically push your videos out for discovery based on your geo location and engagement. Getting your content onto TikTok’s ‘For you’ and ‘discovery’ feeds are the key to exposure on TikTok.
Instagram reels is instagrams option for short-form content. The algorithm only shows the videos to your followers unless you use hashtags. Middle tier hashtags are the best option when using reels for discovery, as high performing hashtags are overly saturated. Instagram does have the added benefit of being able to share your reels to your feed and stories for additional reach.
Top tips when creating short form content
Engage with similar content to yours and be active
Always remove app branding when cross-posting to other platforms. Best practice is to download the video, remove watermark/logos and re-upload the video or your reach may be affected.
Check explore tabs regularly on all platforms to monitor trends
Storyboard your content
Think meme and humour
Think about the benefit to the audience to keep them engaged
Involve your audience: Start challenges or ask your audience to recreate / remix your content
Wear your merchandise
Benefits on each platform
Offer more discoverability than organic instagram posts
Option to choose which part of a licensed song they would like to use which allows for more creativity and individuality
High performing reels can become featured content that instagram automatically promotes to more accounts
Option to share reels to your story and feed for additional promotion
Option to link your instagram shop to your reel
Option to use licensed music content
TikToks ‘For you’ and 'Discovery' feed are algorithmically designed for discovery and are the key to going viral
Features a trending page to search trending hashtags and challenges
Duet feature is a great tool for collaboration with other artists or fans
Challenges create fan interaction: think about creating dance or lyric challenges over your music
Established artists can list their tracks off their artist page
Music stickers can be created for fans to share on videos
Challenges can bring catalogue tracks back into the charts with enough popularity
Option to use licensed music content.
Snapchat AR lens studio allows you to design branded lenses for a track or release
Snapchat ‘spotlight’ feed is algorithmically designed for discovery
Option to choose which part of the licensed song to use which allows for more creativity and individuality
Option to use licensed music content, that provides option listen on leading DSPs
Apps to watch out for
Triller: Dubbed as the adult TikTok for music, this app is hugely popular in the US and offers more features for working with music, including its own built-in remixer, longer video times and Triller billboard charts for most popular content.
YouTube Shorts: A new short-form video option that has been launched in India for testing.
Voisey: Connects song writers, producers and singers through collaborative songwriting.