Tips for Incorporating Short-Form Video into Your Marketing Plan

It’s no secret that many social media platforms push users to video content rather than static images. After TikTok generated approximately 1 billion users in six years, other platforms like Meta took note and made significant changes to their preferred content (and algorithms). Recently, a HubSpot marketing report dubbed short-form video the most popular and effective social media content format. Which means, more than ever, you should be investing in short-form video for your brand.

Here are our answers to the questions we know you’re asking about incorporating short-form videos into your upcoming marketing plan.

Where should I post my videos?

The top three performing platforms for video are TikTok, Instagram’s Reels feature and YouTube Shorts. Additionally, Facebook continues to thrive for community-driven content, and LinkedIn is becoming a strong contender for professional storytelling. We suggest starting with the platform where your brand already has a strong presence. For example, if you have a large following on Facebook, invest your time posting videos to that account over creating a brand new Instagram account. Keep an eye on emerging platforms like Threads if Meta integrates video capabilities there.

However, be wary of hot-right-now platforms that are being dubbed as replacements for others. For instance, in 2020, the U.S. threatened to ban TikTok in the country, so video platforms like Lemon8 received a lot of attention and app downloads. When the ban didn’t go through, Lemon8 declined in popularity. In 2025, as TikTok faces another ban threat, Lemon8 is again on the rise, among other video-focused apps. At this time, it’s not yet worth your time or your marketing budget to invest in these platforms. It’s worth waiting to see if they stick around.

Where should I start?

We get it. Creating your first videos will likely feel uncomfortable and push you a bit out of your social media comfort zone. Here are a few things to keep in mind before you begin.

1. Pay attention to what’s trending – especially in your industry. Trends often come with hashtags or challenges, and you can find them through a quick search within the platform you’re planning to use.
2. Repurpose content from long-form videos. Have you created videos in the past? Recycling content is a great place to start if you’re feeling lost on your journey to implementing short-form video into your marketing strategy.
3. Consider the camera orientation. Will your audience be watching your videos on their devices vertically or horizontally? On platforms like TikTok, Instagram and Facebook, go for vertical videos. On YouTube, horizontal videos are still preferred for many viewers on larger screens (YouTube is often accessed on desktop computers and televisions), though YouTube Shorts favors vertical content.
4. Include captions for accessibility. Captions are essential for engaging viewers who watch videos without sound, as well as for making your content more inclusive.
5. Have good audio. Whether it’s dialogue or background music, quality audio is critical. If someone will be speaking in your video, ensure their voice is clear. A Lavalier microphone or even high-quality smartphone audio can work wonders.
6. Keep it short and engaging. The best practice is creating videos anywhere between 15 and 60 seconds. Shorter videos often lead to higher completion rates.
7. Be consistent. While posting daily on social media can help with growth, it’s not strictly necessary. The focus should be on finding a consistent posting schedule that suits your audience and platform, prioritizing quality over quantity.
8. Leverage tools for editing. Apps like CapCut, Canva or Adobe Express offer user-friendly features for editing videos. Most platforms also have built-in editing tools that can save time and maintain a native feel. Instagram, for instance, is soon to release updated editing tools for Reels.
9. Most importantly, be yourself. Social media is a great place to show the authentic personality behind your brand.

How do I know what to post?

Understanding your audience is key. Start by watching videos from similar creators and exploring hashtags relevant to your content. Analyze what works for others and tailor it to your brand’s message. Once you’ve determined the type of content your audience enjoys, use strategic hashtags (but no more than five per post!) to ensure your videos reach the intended audience.

How carefully should I film and edit my new videos?

You don’t need to rush out and buy a new video camera for your short-form videos. An iPhone or Android camera should do most of what you need. The beautiful thing about this style of content is that it doesn’t need to look like a film produced by Paramount Pictures to perform well on social media. Proper lighting will ensure your videos are clear and easy to watch, but even sitting directly in front of a large window should be enough to take care of that. All that said, your videos should be created with intention and fit into your brand.

Why short-form video matters.

Short-form video is here to stay. Platforms’ algorithms prioritize video content that engages audiences, keeping them on the app longer. Watch time, completion rates and engagement (likes, comments and shares) significantly influence a video’s success. By investing in this format, you can build your brand’s presence and connect more effectively with your audience. So start your research, create and stay consistent. You’ll be thanking yourself in no time.