The Best 5 Tips to Make a Short-Form Video

Short-form video is all about those quick, bite-sized clips that last anywhere from five to ninety seconds. They're perfect for people scrolling through social media or other platforms, looking for something easy to watch and enjoy. You've probably seen them on TikTok, Instagram Stories and Reels, YouTube shorts, and soon you will also see them on the LinkedIn video feed.

Why Is Short-Form Video So Popular?

Short-form video content isn’t a recent innovation. In fact, we've seen it since 2012 with the introduction of the "Vine" app. What began as a niche platform has since expanded into a much larger phenomenon, with tech giants such as Instagram, TikTok, YouTube, and soon, LinkedIn and Twitter, jumping on board.

In Numbers:

• 91% of Instagram users report watching videos daily
• YouTube shorts see 30 billion daily views globally

The surge in short-form video's popularity is partly because it's more accessible and engaging than ever. With videos typically lasting 15-30 seconds, creators and companies can convey their message quickly, making it easy for viewers to consume content on the go without a big time commitment.

This is why today, we can see short-form videos becoming the leading tool for marketing in general, and recruitment marketing specifically. Short-form videos can be viewed and shared from any device, making them even more accessible and popular: viewers can engage with content anytime, anywhere.

Value for money, creating short-form video is also inexpensive and simple, requiring just a smartphone and a good idea. Plus, platforms like Team Me to maintain and maximize the value of each video.

‍Short-Form Video Best Practices:

1. Ensure Each Video is Optimized for All Platforms

Utilize each video across your entire recruitment cycle: from the career site and LinkedIn page to employees' LinkedIn profiles. Also, incorporate them into confirmation, acceptance, or decline emails, as well as internal communication emails when announcing new opportunities within the organization.

2. Keep it Short

When analyzing the data, it's clear that the most effective short-form videos are typically less than a minute long. For instance, TikTok has determined that the optimal video length falls between 11 to 17 seconds. Videos exceeding 60 seconds can overwhelm viewers. Similarly, on Instagram Reels, which can run up to 90 seconds, the ideal length is between 7 and 15 seconds. Here's a breakdown of the recommended video lengths for various short-form video platforms:

• TikTok: 11 to 17 seconds
• Instagram: 7 to 15 seconds
• YouTube Shorts: 15 to 60 seconds

This underscores the importance of keeping videos brief to capture candidates' attention in the media landscape.

3. Tap into Employee-Generated Content (EGC)

Tap into employee-generated content to showcase your workplace culture, product development, personal success stories, and a day in the life of your team. Two key statistics make a compelling case for EGC: 

• 92% of consumers trust online content from friends, colleagues, and family above all other forms of brand messages (Salesforce) 
• Edelman’s trust barometer research found that company experts are trusted 66 percent of the time. 

Despite these compelling stats, many companies remain hesitant about EGC. However, EGC can significantly benefit your organization by creating credibility through the trusted voices of employees, improving employee engagement, reducing marketing costs, and helping attract top talent. Job seekers are drawn to companies where employees share and write about their experiences, demonstrating their enthusiasm for their work. This not only showcases a unique work culture but also helps attract a more qualified talent pool.

4. Post Regularly, in All Your Platforms

Consistency is crucial in short-form video marketing. Social media platforms prefer accounts that post 3-5 times per week. To stay in your audience's consciousness, regular posting is essential. Remember, quality matters as much as quantity. Focus on posting interesting, engaging content rather than daily low-quality videos. Take the time to refine each video to create content your candidates will love.

5. Use Vertical Content

Many short-form video platforms are optimized for viewing on mobile devices in a vertical format. This format allows videos to fill the entire width of a phone screen, offering viewers a more immersive and engaging experience. Platforms like Instagram and TikTok are built around vertical feeds, so content in this format is more likely to be watched. Moreover, this format is what candidates are used to watching, making it more eye-friendly. In contrast, horizontal videos can appear small and challenging to view on mobile screens, leading to lower engagement.In closing, short-form video has changed the game, providing a quick, engaging, and accessible format that people love. Whether it's showing off your company's culture or attracting the best talent, short videos are a must-have for modern marketing and recruitment. By encouraging employees to share their stories, adapting content for different platforms, and staying consistent with your posts, you can make short-form video work wonders for your recruitment efforts.

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