Video content material is king. There’s no denying the dramatic improve in video consumption throughout the globe. In response to InVideo, particular person Web customers spent an hour and 40 minutes per day watching movies in 2022. TikTok, together with COVID-19 lockdowns that started in 2020, created an ideal storm for the limitless scrolling of fast entertaining and informative video content material.

What we within the trade didn’t know in these early days was whether or not short-form video content material was right here to remain as soon as the lockdowns ended. It’s my argument that short-form video is right here to remain and in a giant means.

At present it’s extra essential than ever to prioritize short-form video content material together with having some type of presence on TikTok or considered one of its main rivals. The truth that influencers are shifting their methods to shorter-form content material is a transparent sign for startups to observe swimsuit.

Getting began with short-form video

It may be tedious and time consuming to construct out your short-form content material as a startup founder, so I’ve distilled it down to 3 straightforward steps:

1. Competitor evaluation
2. Ideate on content material pillars
3. Rent creator expertise

The simplest path for creating your short-form video technique is to take a look at what your rivals or prime manufacturers are doing. They’ve doubtless given their content material quantity of thought, and should you’re stalking greater manufacturers, you may definitely be assured that many assets went in the direction of their methods. In the event you’re within the complement house and wish to look outdoors of direct rivals, seek for #dietary supplements, #nutritional vitamins, and different related hashtags to get content material concepts from creators as effectively.

At Coinbase, I had many strategic syncs between the interior crew together with bringing in outdoors artistic company expertise that helped us formulate content material and advert concepts. One of many artistic companies I labored with solely made TikTok short-form content material, they usually prided themselves on being on top of things on the most recent developments and types.

After you have a listing of content material pillars you’d like to make use of, create a doc outlining precisely what you need for every video. You’ll wish to have bulleted pointers that you simply’d like creator expertise to the touch on, the setting and format of the video (i.e., lighting, selfie-style, and so on.) and any ending call-to-action. From there, it’s time to seek out and rent expertise that may shoot these movies for you.

That is the place creator marketplaces equivalent to Billo or Backstage will assist velocity the method of discovering expertise, collaborating with them, and managing funds. These marketplaces preserve it quite simple for locating the proper demographic of expertise that matches your customers’ persona.

TikTok-specific Search Engine Optimization (website positioning)

Whereas creating content material for TikTok, it’s crucial to consider how one can finest optimize for website positioning due to rising search developments on the social platform. A latest Pew Analysis Heart research discovered that ~40% of Technology Z want researching matters on TikTok over Google. Let that sink in.