Short-form video is on the rise. After TikTok took the world by storm, other platforms have been hot on their tail trying to compete with their own take on short form videos. In August of 2020, Instagram introduced Reels, full-screen vertical videos that can now be up to 90 seconds long. Next came YouTube Shorts in March of 2021. These vertical videos can be up to 60 seconds long and can be created and watched on YouTube.
Another trend that has been on the rise is brand authenticity. TikTok is one place brands have learned to ditch perfection and embrace unfiltered authenticity. In 2021, TikTok partnered with Nielsen, a global marketing research firm, to discover why users embrace the platform. The study revealed users around the globe find TikTok content to be authentic, genuine, unfiltered and trendsetting. When looking at advertising content on TikTok, users still associated terms such as authentic and genuine, while adding honest, real, unique and fun.
So how can you use short-form video to embrace brand authenticity?