Advertising within the brief video panorama


To be successful in the short video landscape, marketers need to be strategic. Instead of focusing on just one venue, they should use a logical, structured approach that incorporates their goals for branding, social media marketing, influencer marketing, and video marketing.

Why should marketers take a holistic approach to short video marketing?

Short video locations will be a permanent part of the social media marketing landscape. With the dramatic rise of TikTok and the growing number of similar offerings from both traditional social platforms and standalone apps, companies need to determine their strategy for integrating this form of marketing.

Which teams should be involved in short video marketing?

Short video venues are at the intersection of social media, influencer marketing, and digital video. This means that a successful approach combines the expertise of teams in these areas.

What are the first steps marketers should take before launching a major initiative on a short video platform?

The most important step is to find out your brand voice. From there, learn about the pros and cons of User Generated Content (UGC) and take the time to understand the differences between the short video venues. (Spoiler alert: they’re not all the same.)

What are the next steps?

After laying the foundation, next steps include incorporating short video marketing into a brand’s existing social media, video, and influencer marketing plans, as well as considering the role of paid advertising. Some companies also want to include social commerce in the mix.

WHAT’S IN THIS REPORT? This report provides a framework for developing and executing marketing initiatives across the short video landscape. It also includes advice and examples from seasoned marketers.

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