The Rising 2023 Short-Form Video Trend: How Can Brands Incorporate it in Influencer Marketing?

According to the KOL Radar’s Taiwan Short-Form Video Influencer Marketing Insights Report, TikTok has surpassed 1 billion active users, and YouTube Shorts averages over 1.5 billion users per month.

Did you know? Social media platforms are continuously incentivising short-form video content creation through algorithmic rewards. For example, Reels creators can reach a broader, unfamiliar audience on Instagram and YouTube Shorts’ revenue-sharing programme officially started in February 2023. According to HypeAuditor’s analytical data, even though Reel posts constitute a smaller proportion, they generate approximately twice the traffic of regular videos, leading to remarkable community engagement.

How to enhance your marketing strategy using short-form videos

Compared to posts with just text and images, videos can better showcase a product’s features and functions, thereby dispelling doubts in the consumer. Marketing teams can use the special effects in short-form videos to capture consumers’ attention, overcoming the challenge of short-term attention spans of our modern day. Furthermore, short-form videos are a highly effective online marketing format to reach younger demographics, with users under 24 years old making up approximately 67% of the total user base.

KOL Radar’s Marketing Insights Report shows a remarkable 579% growth in the engagement volume for influencer short-form video posts promoting purchases in August 2022 compared to April of the same year. Recently, more brands are exploring the use of short-form videos for driving sales, such as adding product tags to Reels videos to increase product exposure or utilising features like ‘duet’ and ‘collaboration’ to establish closer connections with consumers.

Products and services that shine in short-form video marketing

From KOL Radar’s database, we observed that Instagram Reels tend to have higher engagement when they revolve around themes like daily life, food, or pets. This suggests that creators prefer to use short-form videos to document more relaxed and lifestyle-oriented content. Therefore, as long as a product or service can naturally integrate into daily life, a wide range of products are suitable for brands to create effective marketing campaigns using Reels.

The most significant difference between IG Reels and regular videos is the short length of Reel videos. The concise format helps the audience quickly grasp the core message that the creator wants to convey. Additionally, Reels can be enhanced with attention-grabbing visual effects and music to create more dynamic content and boost viewership. Let’s take inspiration from some well-known YouTubers who engage in commercial collaborations through Reel posts.

Case 1: Fast-Paced Edits Integrated with Product Colours to Reinforce Consumer Impressions

Many creators enjoy sharing daily commuting moments through short-form videos. In the case of 劉芒, she uses the lively pace of Reels to document each segment of her journey. She complements this with visually stimulating scenes, characterised by bright visuals and high colour saturation, that keep audiences glued to the screen. At strategic moments, she incorporates the brand’s logo to reinforce viewer impressions.

In her Reel creations, 劉芒 is seen wearing a pink dress and holding a seasonal limited-edition strawberry-flavoured beverage from a well-known coffee brand. She enhances the overall colour coordination with cute and playful effects that are consistent with the colour scheme, while seamlessly integrating the beverage into her daily life. This approach strengthens consumers’ impressions of the drink and the short-form video achieves a highly effective marketing outcome.

Case 2: Captivating Audiences with Pets, Clearly Describing and Addressing Consumer Pain Points

Besides everyday life snippets, pets are another highly engaging topic on Instagram Reels. The precious pet of renowned YouTuber Hook had some unresolved health issues, which led to Hook introducing the features of a pet health product in a creative and attention-grabbing manner.

In this case study, the use of an adorable pet captivates Instagram users. In the first 30 seconds of the short-form video, Hook effectively outlines the problem through dynamic filming, hitting the consumers’ pain points. In the following 30 seconds, the product is introduced, allowing the audience to grasp the essence of the product’s unique features. This approach achieves a highly effective promotional effect.

Monitoring the Effectiveness of Influencer Reels

The time spent scrolling through Reels always seems to slip away, so searching for suitable influencers one by one would undoubtedly consume a considerable amount of time. Brands can choose to utilise the exclusive Reels data monitoring feature offered by KOL Radar. It provides a clear view of Reel’s engagement rates, average engagement numbers, average likes, average comments, play rates, and average play counts, all accessible through the Instagram performance dashboard. What’s more, it allows for separate analysis of regular Instagram posts and Reels, providing more detailed insights into each respective format.

Check out KOL Radar’s comprehensive data-driven influencer marketing services to discover suitable candidates

An intuitive dashboard with an easy-to-use interface

Do you often find backend social media data overwhelming and don’t know where to start your analysis? KOL Radar‘s interface is clean and displays highly intuitive data metrics. It’s not necessary to be proficient in data visualisation tools like Excel or Tableau; you can easily understand the social performance of influencers just on the dashboard alone.

Vast influencer database to maximise collaboration opportunities with every creator

KOL Radar boasts over 1 million international influencers and is continually collecting vast amounts of social data from Facebook, YouTube, Instagram, and TikTok. Our platform assists you in finding the most suitable influencers through multiple filters, thereby optimising your marketing budget.

Empower yourself with professional marketing tools using exclusive AI technology

The KOL Radar Professional edition offers advanced applications with exclusive AI technology, providing in-depth data charts such as ‘Fan Growth Trends,’ ‘Post Frequency/Time Analysis,’ ‘Content-Type Distribution,’ ‘Hashtag Word Cloud Analysis,’ and ‘Hashtag Frequency Analysis.’ This allows you to make a more professional evaluation of influencers compared to other platforms.

In summary, Reels, compared to other Instagram content types, capture consumers’ attention more effectively and have a greater reach among younger demographics. Consequently, more and more brands prefer the format of short-form videos for influencer marketing and choosing influencers who integrate products and services into daily life to enhance exposure. KOL Radar helps you analyse creators’ performance on Reels accurately, leading to more effective marketing strategies and achieving the best results with minimal marketing budgets.

For further inquiries about our platform services, please feel free to contact KOL Radar for a free consultation：https://www.kolradar.com/my

KOL Radar is a leading brand in influencer marketing, exclusively owning an AI influencer database with over 1 million influencer profiles and real-time data totaling over one billion entries. We offer comprehensive influencer marketing solutions, including strategy development, creative planning, influencer matchmaking, and digital advertising. Our professional service team, backed by a robust database, has accumulated over a decade of experience in influencer marketing, successfully serving over a thousand businesses to create effective and efficient influencer marketing campaigns! Feel free to inquire about our services and achieve greater success in influencer marketing!

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