According to KOL Radar’s 2022 Taiwan’s Top 100 Most Influential Influencers Data Insight Report, it was found that Reels’ short video post volume experienced a remarkable growth of 971% in just 4 months. Moreover, the viewing rates of short video posts, whether on Instagram (IG) or YouTube, exceeded the average viewing rates of non-short video content on these platforms. This indicates that short video content can effectively capture followers’ attention and enhance the opportunity for potential customers to engage with the content.
KOL Radar has analyzed the evolving trends in influencer marketing over the past two years and identified the most effective short video content strategies on various platforms, along with the top three methods of applications ideally suited for promoting short videos. This insight can assist brand owners in staying updated with the hottest short video trends to seize the advantage of increased traffic and create limitless business opportunities!
KOL Radar utilizes cutting-edge AI technology to tag and categorize short video content from various platforms, identifying the top five trending themes on IG Reels and YouTube Shorts in 2022.
What Kind of Short Videos Garner the Most Attention? There Are Significant Differences Between Two Major Platforms
KOL Radar utilizes AI natural language analysis technology to label short video content within the Taiwanese social media community. It has been discovered that the strategies of creators on the two major platforms are quite different. In 2022, On Instagram Reels, creators most frequently produce content related to food, fashion, skincare, sports, and travel respectively. Meanwhile, on YouTube Shorts, the most common themes are food, fashion, tutorials, gaming, and technology.
Food and Fashion Content Reign Supreme in Short Videos
According to KOL Radar’s AI automated tagging technology, short video content on both YouTube and Instagram predominantly centers around food and fashion-related topics. This indicates that within Taiwan’s short video ecosystem, content creators prefer to focus on recording more relaxed and soft content. Additionally, KOL Radar has compiled the keywords that are most frequently used by Taiwanese influencers in Instagram and YouTube short video posts in its 2022 Taiwan’s Top 100 Most Influential Influencers Data Insight Report. These keywords include “daily life,” “food,” and “lifestyle,” highlighting the audience’s preference for watching light-hearted and relatable content in short video formats.
Short video platforms have become the preferred choice for creators to share their daily lives.
Source: 千千生活中
Analysis of IG Reels Short Video Trends
In KOL Radar’s “Taiwan Short Video Influencer Marketing Insights Report,” an observation of the popular themes on IG Reels revealed that the 3rd to 5th positions were all highly relatable topics, including skincare, sports, and travel. This may be attributed to the preference of Instagram users for sharing daily life or viewing others’ everyday routines without necessarily seeking content showing high levels of knowledge or expertise. Furthermore, the fast-paced nature of short video content, which condenses a substantial amount of information into approximately 30 seconds of video, is advantageous in capturing the attention of the masses in this era of information overload on social media platforms.
After the opening of borders in various countries, many people will start posting short travel-related videos on Instagram.
Analysis of YouTube Shorts Trends
Compared to Instagram, YouTube users tend to prefer short video content from a more professional perspective. From the 3rd to 5th positions in popular categories (tutorials, gaming, and technology/3C), it can be observed that YouTube’s audience tends to quickly absorb knowledge in a short amount of time. Many content creators have also noticed this audience demand and have incorporated a lot of practical information into their YouTube Shorts videos to deliver concise information in a matter of seconds to educate viewers on various professional topics.
Short Video Application 1: Streamlining Information to Facilitate the Spread of Topics About Current Events
Short videos can encapsulate topics about current events in a light-hearted manner, making them a valuable tool for the rapid dissemination of information in the digital age. As the internet is flooded with various forms of information, its users’ attention spans for long-form video content have shortened. Platforms like IG Reels and YouTube Shorts offer videos of shorter durations, aligning with the trend of reduced attention spans. They allow for the condensation of essential information to help viewers grasp information more quickly and comprehensively.
Currently, many video creators are harnessing the increased traffic of short videos to deliver news to the public. This allows topics about current events to reach a broader audience, garner attention, and subsequently attract interested viewers to click and watch the full videos for more in-depth coverage.
In addition to discussing topics through long-form videos, 志祺七七 also releases teaser-like and highlight short videos on Instagram and YouTube, aiming to reach a wider audience.
Source: 志祺七七 YouTube
Short Video Application 2: Collaborating With Influencers Through Short Videos to Boost Product Exposure
Due to the faster pace of short videos compared to regular videos, it is essential to incorporate more excitement within a short timeframe to captivate the audience. This impacts the content format for unboxing videos, where influencer collaborations with brands focus on helping viewers understand the product within a limited time frame. They distill the key features of the product to increase consumer awareness and purchase intent.
On the other hand, when making purchasing decisions, consumers often spend time searching for product-related information. The traffic advantage of short videos and the exclusive creativity of content creators make them an ideal ally for brands. Creators produce attention-grabbing and concise short videos that help brands reach their online audience, stimulating purchase motivation, and significantly reducing consumer search costs. This creates a win-win-win situation for all parties involved.
Short videos, with a duration of approximately 1 minute, are therefore well-suited for serving as a medium for unboxing products. They help brands quickly boost their visibility and give audiences more opportunities to discover great products.
Short videos, with a duration of approximately 1 minute, are therefore well-suited for serving as a medium for unboxing product introductions. They help brands quickly boost their visibility and give audiences more opportunities to discover great products.
Source: Joeman YouTube
Short Video Application 3: Testing New Themes to Explore New Channel Possibilities
Video creators can use short video content as a preliminary step when launching new series or designing large-scale projects. This allows them to test the popularity of their ideas, avoid excessive upfront costs, and generate buzz before the official execution of the idea. Sometimes, these unplanned, impromptu short videos may gain significant attention from the audience and become the primary content focus for the channel due to enthusiastic viewer responses.
The shorter length of short videos allows creators to utilize limited resources to produce high-quality content. For projects with less depth, they can be quickly produced and uploaded. Take, for example, the case of 好味營養師品瑄, who not only creates in-depth, longer videos analyzing the nutritional components of various dishes and food products from a nutritionist’s perspective but also releases cooking tutorials of nutritious food in short video format. These short videos demonstrate to the audience how to prepare everyday healthy and light meals within one minute, which effectively distinguishes them from the channel’s other main content.
好味營養師品瑄 from Good Taste utilizes short videos to create practical tutorials for sweet and savory dishes, allowing viewers to master a creative and healthy recipe in just one minute.
Source: 好味營養師品瑄 YouTube
If a brand already has influencer video collaboration material, they can consider using YouTube’s features to easily create short videos. By using one-click editing and publishing them on the collaborating creator’s YouTube Shorts page, they will have another chance to be exposed to the audience.
Many YouTube creators repackage or re-edit their long-form videos into Shorts format for reuploading. Brands can explore collaborations with these creators to gain double product exposure opportunities from a single shoot.
Source: The DoDo Men YouTube
Conclusion
The era where short videos reign supreme is upon us, and everyone has the opportunity to rapidly gain exposure through short videos. When designing short video content, it’s essential to consider the preferences of the audience on different platforms and their viewing habits so that you will choose the right platform for publishing your content. Additionally, brands and creators can hop on the bandwagon of the three major trends in short video applications and make real-time adjustments to their short video marketing campaigns in terms of content and collaboration models to aim for more impressive results!
If you want to learn more about influencer marketing content strategies, feel free to consult KOL Radar for free: https://www.kolradar.com/en/solution
For further reading: “Complete Guide For Influencer Marketing! Master Execution Techniques and Latest Industry Applications in One Read“
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