The average person spends 58 minutes scrolling through TikTok each day, accounting for about 6% of their waking hours. On an app where 34 million videos are posted daily, capturing attention is harder than ever.
How are you going to stand out?
From its humble beginnings as a dancing app (real ones know how to renegade) to its rise as social media’s darling with 1 billion active monthly users, TikTok has lived through more eras than our girl Taylor.
We’re all still mourning the end of brat summer and demure fall. Trends can be fickle, but short-form video content has proven its longevity time after time.
TikTok, Instagram Reels, and YouTube Shorts have solidified themselves as top players in the social space, and continue to revolutionize how brands communicate with their audiences. This way of consuming content isn’t just a testament to the shifting digital landscape—it’s a reflection of changing consumer behaviors and expectations.
“I’ve got to make sure that YouTube comes down to tape this.”
- The first-ever YouTube video was uploaded on April 23, 2005. By December, the platform was serving more than two million video views each day.
- Vine (may it rest in peace) ran so TikTok could walk. The platform hit the market in 2013 and quickly rose to success through its 6-second video clips.
- Musical.ly, TikTok’s older, wiser, cousin launched in August 2014, exploding to the top of the App Store charts. With Gen Z in their tweens and Millennials hitting corporate America for the first time, it was a weird time all-around - not just for video content.
- In 2018, ByteDance—a Chinese internet technology company—acquired Musical.ly and gave it a class 1 facelift - new name, new branding, new algorithm. Behold: TikTok. Now, the app is projected to exceed 2 billion users by 2027 - talk about a ROI.
- In the coming years, Instagram Reels, YouTube Shorts, and other short-form video applications are launched in response to a growing interest in short-form video content.
TikTok does a frighteningly good job of tailoring content to user preferences through an algorithm referred to as the For You Page (FYP). The more time you spend on the app, the more information you give the algorithm. This gives the special agent auditing your social habits a leg up in predicting the content you want to see.
Seriously, though, the FBI only employs about 35K people; there are over 1 billion monthly active users on TikTok. They don’t actually have the time or manpower to watch our every move. The algorithm does the job for them by monitoring and filtering content.
"Cool but creepy."
Short-form content is like tapas: bite-sized, shareable, and memorable. Even though it’s considered “trendy,” it’s been here for a lot longer than most people realize - and its impact shouldn’t go unnoticed.
Earlier this year, we collaborated with SOMA Strategies and ICF Next to give HIV.gov’s socials a more consistent, simplistic, and accessible look. A comprehensive creative audit led to detailed marketing personas, revamped brand guidelines, a suite of social media templates, and (you guessed it!) short-form videos recapping a few of their major events.
For a platform like HIV.gov, rooted in sharing accurate information, educating marginalized communities, and reducing stigma, these videos provide an engaging way to amplify key messages, foster connection, and promote inclusivity in an easily digestible format.
5 Tips + Tricks For a Successful Short-Form Video Strategy
Scrolling on social media is market research. Don’t let anyone tell you differently.
Read the room and see what your competitors are up to. Participate in trends that make sense - but don’t go overboard.
We don’t blame Lizzie McGuire for wearing that dress to graduation, and we don’t blame you for hopping on trends. You only become an “outfit repeater” if you’re not adding your own creative spin or repurposing content in a new lens.
Treat your brand as its own person —someone who you want to be friends with.
Take Nitro Bar for example - a shining success story of a chef’s kiss creative social strategy.
According to owner and co-founder, Audrey Finocchiaro, sales have jumped 60% since The Nitro Bar gained traction on TikTok.
Based in Newport, Rhode Island, the small business has nearly 385k devoted followers with viewers tuning in from across the globe.
With content ranging from aesthetic montages to fool-proof hangover cures, their strategy centers around one thing: personality. Finocchiaro dubs this “the Ben and Jerry’s effect”—a tribute to the two guys from Vermont who scaled an ice cream shop to billions using a similar method. The idea is to treat your brand as its own person - someone who your customers relate to and want to be friends with.
If you don’t have caffeinated beverages, hot baristas, or gorgeous coastal views to work with, turn to your community.
You’re not just showcasing your skills—you’re building your community.
Leveraging TikTok features like stitches and duets are game-changing. These powerful tools help you show appreciation for your audience… while also hyping yourself up.
You’re not just showcasing your skills—you’re building your community. You’re not afraid to share the spotlight, you value your supporters, and you’re committed to creating meaningful connections with them.
Show off your team - authenticity is what draws people to your brand!
People can easily spot content that feels forced or insincere. Let your audience see the human side of your brand - this authenticity encourages viewers to engage with your content on a more meaningful level.
Take a look at Mohawk Chevrolet - a rising TikTok sensation. This Office-style mockumentary, shot in a car dealership in upstate New York, is a perfect example of what great organic social looks like.
Most of Mohawk Chevrolet's videos are exactly what you’d expect them to be: car advertisements. However, you can’t even tell (or care) because they do an excellent job of distracting you with dry humor and genius cinematography. Check out their content to see for yourself how impactful humor and creativity are in short-form video strategy.
Don’t leave your audience hanging.
Respond to comments, (respectfully) slide into DMs, and curate a fanbase that’s all about interaction.
By building your online community through active engagement, responsiveness, and genuine interaction, you transform passive viewers into loyal advocates. This community-centered approach strengthens your brand’s presence and creates a supportive environment where your audience feels heard, valued, and eager to participate.
If you’re anything like Ryan Air’s social media manager, you’ll soar (we hope - things are still… up in the air).
Staying agile and dynamic in the digital world is your key to success.
Staying agile and dynamic in the digital world is your key to success. Embrace change, anticipate trends, and always push the envelope of creativity.
Tune in to this blog series for more insights on how to slay in all facets of your marketing strategy.
You’re doing amazing, sweetie!
