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The Key to Short-Form Video Marketing

Facebook and Instagram Reels, Youtube Shorts, Tik-Tok videos, and Netflix Fast Laughs all point to our society’s growing addiction to short-form videos. These fast-paced venues allow us to explore an unending well of videos, while still allowing us to scroll past the things which bore us. You never know what you are going to find. The algorithms are always throwing you fresh, exciting videos making the scrolling a rather addicting experience. However, if you are a business owner, you should already be thinking about how your company can be using these platforms to market your products and services.

Our society’s addiction to short-form video content shows no signs of slowing down, meaning that if you are serious about marketing for your business, you should be figuring out a strategy to use these apps to your advantage. If you’ve seen the statistics, then you know it’s a medium your company needs to start using. For example, Instagram Reel’s have an average video view rate of 2.54% and average engagement rate of 1.95%. The first step, though, is to figure out which of these platforms you plan on using to promote your company.

Which Platforms will Your Business Use?

The more apps you are on, the more exposure you’ll get, however, it also means more work as well. Depending on what you have the time and resources for will play a factor in your marketing strategy. Each app has its pros and cons, and you’ll need to do your research on the specifics of each one to figure out how to make videos that will perform well.

Lyfe Marketing has a great comparison of two of the most popular platforms, Tiktok and Instagram, in regards to how they perform for businesses. For a full read through, check out their article: TikTok vs Instagram: Which is Better For Your Small Business?“ In short, they came to the conclusion that Tik-Tok was good for getting more exposure, but Instagram Reels is more likely to help connect you with potential customers.

Reposting to each platform you are on is great, but be careful with watermarks. A video with a Tik-tok watermark may not perform as well on Instagram reels as videos that are made within Instagram itself. Take time to learn the ins-and-outs of each app, and what each of their algorithms look for to improve your chances of going viral. You’ll need to consider these details when putting together your marketing plan for social media.

However, one of the most crucial things you’ll need to consider for your social media posts is video. When it comes to regular posting for a business, you should have a marketing strategy which thinks more than just one step at a time; your topics for content should be planned out months in advance. But even a plan like this can take a toll on your social media team if they have to worry about filming almost every day. Thankfully, there’s a solution. The key to having consistent video content may be as simple as filming lots of B-roll.

Your ‘A’ Game needs B-Roll

If you are going to regularly post short-form videos to social media, you’re going to need a consistent source of footage. Obviously, there are some video shots that you can sneak in a couple of times, but if you do it too regularly, people will begin to notice and may think you are struggling to produce new content. Watchers of short-form media get bored fast, and so you don’t want to risk being overly repetitive.

While there are some websites which offer stock video, these websites often come with a cost and will most likely be limited in the video content that is both relevant to your specific good or service and fits with your brand image. Now, stock video is definitely better than picture slideshows or videos that are pure text, but even better than stock is genuine video of your business.

By stocking up on B-roll footage of your business, you give your social media manager the resources they need to succeed. In the same way you plan the content for your posts in bulk, you can also record B-roll in bulk, saving time on production while not sacrificing quality. B-roll has many uses and can go a long way when producing short-form videos. It is the key to streamlining the production process to ensure you pump out videos that put your business in the spotlight.

If you’re in need of quality B-roll footage for your business to use in executing your marketing strategy, then call us up. We got the experience, equipment, and expertise to get you the footage you need to produce short-form media that will get your business the attention it deserves.


Cucu, Elena. “[Study] Instagram Reels Insights for 2022: An Analysis of 352.612 Instagram Reels” Social Insider. Jul 28, 2022 (visited 2 November 2022).

“10 Proven Instagram Reel Strategies to Increase Your Brand’s Followers.” EC Clincher. (visited 28 October 2022)

Whittaker, Stan. “Instagram Reels Statistics 2022 [Latest Data].” Growthoid. October 5, 2022 (visited 28 October 2022)

Kutuchief, Britny. “Instagram Reels in 2022: A Simple Guide for Businesses” Hootsuite. 3 August 2022 (visited 28 October 2022)

Bretous, Martina. “6 Short-Form Video Trends Marketers Should Watch in 2022 [New Data]” 18 July 2022 (visited 25 August 2022).

Short-Form Videos for Advertising/Video Marketing

Brandi. “TikTok vs Instagram: Which is Better For Your Small Business?” Lyfe Marketing.

2 June 2022 /updated 4 August 2022 (visited 28 October 2022).

“Top 5 Ways to Use Instagram Reels in Your Marketing Strategy.” Rock Content. 29 April 2021 (visited 28 October 2022).

1 Comment

Video is really becoming one of the most popular traffic channels, but the competition on video holdings is quite severe, so it's worth carefully working out the content and choosing the right software to work with video. To save your time, I will send you a link to a website that will help you choose applications for working with videos, there are applications for mac and for Windows

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