I work with all kinds of video every day for my self and my clients. From quick on the spot client made info updates, long form informational video tutorials, to branded marketing ad video. In today’s digital landscape, short-form videos have become one of the most powerful tools for reaching your audience. With platforms like TikTok, Instagram Reels, and YouTube Shorts gaining traction, it’s clear that video content under 60 seconds can have an outsized impact on your marketing. But here’s the catch: while short-form video is popular, it’s not as simple as just hitting record and hoping for the best.
To make your videos truly shine, you need to approach them strategically. Over the years, I've seen many businesses jump into the short-form video trend, thinking it’s easy. But the truth is, like any marketing tool, it requires thought, preparation, and a clear message to be effective. So, here are my top 5 tips to help you create short-form videos that cut through the noise and resonate with your audience.
This might seem obvious—after all, we’re talking about short-form video—but it’s worth reiterating. The sweet spot for most short-form platforms is under 60 seconds. Attention spans are short, and people are scrolling quickly. If your video is too long, you risk losing your audience before they even get to your call to action.
But here’s the challenge: you need to pack value into those 60 seconds. This means your message needs to be razor-sharp. You don’t have time for introductions or long-winded explanations. Get to the point, and fast.
Tip: Start by writing out what you want to say and then trimming it down, and trimming it down again. Try to fit your key message into a single sentence, and then build the rest of your video around that.
Example: If you're promoting a local event, start with something like, “Join us this Saturday for a family-friendly community BBQ at Tahoe Park!” Follow it up with key details like time, location, and why people should attend. Keep it punchy and to the point.
One of the most common mistakes I see in short-form videos is trying to cram too much information into too little time. Too much info for 60 seconds? Make another video!!! When you rush through your message, it can confuse your audience, or worse, overwhelm them. Just because the video is short doesn’t mean you have to move fast.
Take your time. Speak clearly. Let your audience absorb what you’re saying. If you’re showing a product, don’t whip through different angles too quickly. Give each shot a moment to breathe so that your viewers can fully understand what they’re seeing.
Tip: It might feel counterintuitive, but slowing down can actually help you make more impact in a shorter time. Think of it like storytelling—you want to guide your viewer through the narrative, not rush them to the end.
Example: If you’re showing off a product, start with a clear close-up shot. Slowly move around to show the details, and narrate what makes it special. Even in a fast-paced social media environment, your audience will appreciate the clarity.
People scrolling through their social feeds have seconds—maybe even milliseconds—to decide if they’re going to keep watching your video. That means your offer needs to hook them from the very first frame. One of the best ways to do this is by immediately explaining why they should care, then briefly introduce yourself. Use the same brief branded introduction every time. This is not about you, it's about what you offer the viewer.
Don’t assume your audience knows who you are or what you’re talking about. Even if they’ve seen your content before, a reminder never hurts. Let them know who’s speaking and what value you’re offering right away.
Tip: Your opening line should tell your viewer exactly who you are and what they’re about to learn or experience. “Today I’m sharing three tips for making short-form video content that stands out. Hi, I’m Trina Gold from BWCI, We create post and track video for your online marketing.”
Example: If you’re a restaurant owner, your video might start with, “Today I’m showing you how we make our famous summer salad, Hi, I’m [Your Name] from [Restaurant Name],” This immediately sets the stage for what’s to come, keeping your audience interested and informed.
In a short-form video, clarity is key. Your message needs to be laser-focused on one main point. Don’t try to cover too much ground in a single video. If you have a lot to say, break it up into multiple shorter videos rather than cramming it all into one.
The goal is to leave your audience with a clear takeaway. If your message is muddled or tries to cover too many topics, you risk confusing your viewers and losing their interest.
Tip: Before recording, ask yourself: “What is the one thing I want my audience to walk away with?” Build your video around that single idea.
Example: If you’re launching a new product, your video should focus solely on that product and the problem it solves. Save the details about other items or future promotions for another video.
Your short-form video needs to do more than just inform—it needs to inspire action. Whether you want your viewers to visit your website, sign up for an event, or follow your page, a clear call to action (CTA) is essential.
This doesn’t have to be complicated. It can be as simple as “Click the link in my bio for more info,” or “Don’t forget to follow for more tips.” The key is to make sure your CTA is directly tied to the content of the video and offers a logical next step for the viewer.
Tip: Keep your CTA direct and action-oriented. Use phrases like “sign up,” “click,” “follow,” or “visit” to make it clear what the viewer should do next.
Example: If you’re promoting a sale, your CTA might be, “Visit us this weekend to grab your discount before it’s gone!” Short, sweet, and to the point.
Short-form videos are an incredible tool for connecting with your audience, but they require a different approach than long-form content. The trick is in finding the balance between brevity and value. Every second of your video should serve a purpose—whether that’s building brand awareness, driving engagement, or converting viewers into customers.
Remember, keep your videos under a minute, don’t rush, be clear about who you are and what you’re offering, and always include a strong call to action. By following these tips, you can create short-form videos that stand out and make a lasting impression.
If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.
Nothing better than a good question to jump into.
Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com
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Trina Gold
