If you have a social media app installed on your phone, I’m willing to bet that you’ve watched at least one short-form video within the past 24 hours. And, let’s be real—it’s nearly impossible to stop at just one…
Whether it was a two-legged dog zooming around in a wheelchair, a quick high-protein recipe demo, or a 15-second dance trend from your favorite influencer that caught your attention, short-form videos have taken over our feeds, and it’s easy to see why.
Platforms like TikTok, YouTube Shorts, and Instagram & Facebook Reels have changed digital marketing in a big way. Gone are the days when businesses and organizations had to rely solely on polished, high-budget content to get their message out. Now, scrappy, authentic, and engaging videos are ruling the game.
But what does this mean for nonprofits, churches, and small businesses trying to build a meaningful online presence? Let’s dive into how to use short-form video in digital marketing and why it might just be your best digital marketing tool yet.
Attention spans are shrinking. (Or are they?) An oft-repeated claim asserts that modern attention spans are shorter than ever before. But, here’s the thing—if the content is good, people will engage with it, and they might even share it with their friends. We’ve all been there before: you’re watching a 15-second video.
And then another.
And then 17 more.
Suddenly, you’ve been swiping through reels on Instagram for an hour.
Short-form videos tap into the human tendency toward instant gratification by delivering quick, digestible content that hooks people fast. No long intros. No fluff. Just instant engagement.
The algorithms 💙 reels. Social media platforms prioritize short-form videos because they keep users glued to their screens. More engagement = broader reach. And unlike traditional marketing, where you often have to pay to get noticed, viral short-form videos can catapult even the smallest organizations into the spotlight—for free.
Designed for on-the-go. No surprise here—short-form video is built for mobile devices. Vertical format? Check. Auto-play? Check. Endless scrolling? Double check. If your audience is on their phones (which they are), this is how they’re consuming content.
The rainbow human connection: the lovers, the dreamers, and me. Let’s face it—polished, scripted, corporate-feeling videos don’t really fit the vibe anymore. What does? Reels that feel real (no pun intended).
Relatability > perfection. Your audience doesn’t expect (or want) perfection anymore—in this age of Photoshop, AI, and autocorrect, perfection is easy. Whether they realize it or not, what your audience is really looking for is a connection with a real, live human being.
That means that your humanity (in all of its messy, awkward glory) becomes the most engaging, refreshing thing you can offer. You don’t need a fancy camera—your smartphone is more than enough. With easy-to-use editing tools, anyone can make engaging videos custom-fit to their audience and mission. The more fun you have with it, the more likely your audience is to enjoy it, too.
Interactive = engaging. Short-form video isn’t just about producing content to be consumed—it’s about starting a conversation. Learning how to use short-form video in digital marketing means understanding that engagement is a two-way street. Use polls, questions, and comment responses to engage your audience. Replying to comments with video responses? That’s next-level connection.
New social media trends come and go with the setting of the sun, so don’t feel pressured to act on every latest, greatest thing. But, if you happen to find a short-form video trend that aligns with your organization’s mission, hop on it! Tapping into social media fads like trending audio clips, challenges, or memes has the potential to boost your visibility, allowing you to organically connect with a broader audience.
So, now that we’ve covered the basics of how and why short-form video is so powerful, you’re probably wondering how to use short-form video in digital marketing to actually grow your brand. Here are some tips and ideas to get you started:
Tips & best practices: How to use short-form video in digital marketing
1. Hook fast. Grab your audience’s attention within the first three seconds. If you can’t immediately prove why your reel is worth watching, they’ll be on to the next one with the flick of a finger.
2. Keep it short. In general, aim to keep most short-form video content under 30 seconds when possible. Don’t be afraid to break a larger video up into a series of smaller videos, but use consistent cover images so that it’s easy to tell which videos go together.
3. Use captions. A large percentage of your audience will be scrolling through their feed with the sound off, so captions are a vital part of making your message accessible and easy to engage with.
4. Engage with comments. Replying to comments boosts visibility! Whenever possible, reward engagement by allowing your audience to influence the content that you post.
5. Post consistently. Short-form video works best when it’s regular—aim for at least 1-2 posts per week. If that feels like too much, keep reading for some content ideas.
TL;DR: Short-form video isn’t just a trend—it’s the new normal in digital marketing. And the best part? Anyone can use it. You don’t need a massive budget, a fancy production team, or even a ton of experience. You just need a phone, a little creativity, and the willingness to hit “post.” (I could spend hours telling you how to use short-form video in digital marketing, but you’ll probably learn more from jumping in and doing it yourself.)
So, here’s your challenge: make a short-form video this week. Introduce your team, show your work, or just try something fun. Tag us @weareamenable—we’re excited to see what you come up with!
Plus, check out these resources to keep learning:
You’ve got everything you need to make great content—your audience is waiting!
