How To: Getting Your Message Across in Short-Form Video

23rd August 2023

In today's fast-paced digital landscape, attention spans can be fleeting, and capturing your audience's interest is a challenge worth tackling. Short-form videos have become a valuable tool, designed to deliver information in a way that is engaging, entertaining, and educating.

Know Your Audience and Goal

Before you even think about hitting the record button, take a moment to understand your audience and define your goal. Who are you trying to reach? What message do you want to convey? Are you aiming for brand awareness, driving sales, or simply sharing a fun tidbit? Knowing your audience's preferences, pain points, and interests will help you tailor your message to resonate with them.

Start with a Bang

In the world of short-term videos, the first few seconds are your golden ticket to capturing attention. A captivating hook or an intriguing question can work wonders. Think of it as the opening scene of a blockbuster movie - you need to create intrigue and leave your audience wanting more.

Keep It Snappy

Time is of the essence in short-term videos. Embrace brevity, and get straight to the point. Distil your message into its core elements and present them in a clear, concise manner. Aim to convey a single, focused message rather than overwhelming your audience with information.

Visual Storytelling

Ah, the heart and soul of short-term videos – visual storytelling. Use compelling visuals that complement your message. Visuals are your secret sauce for engagement. Whether it's eye-catching graphics, dynamic animations, or captivating live footage, let your creativity run wild. Visuals can evoke emotions, illustrate concepts, and make your message memorable.

Scripting and Storyboarding

Behind every great short-term video is a well-thought-out script and storyboard. Plan your content meticulously. Outline the key points you want to cover and the sequence in which they'll appear. Remember, being concise doesn't mean being sloppy - your script should be tight and effective. You can read our guide to corporate video scriptwriting to learn more.

Embrace the Power of Sound

While visuals are paramount, don't overlook the power of sound. For the right audience and platform, background music, sound effects, and even voiceovers can enhance the viewer's experience and reinforce your message. Choose audio elements that align with the tone and mood you're aiming for.

Incorporate Text and Captions

Given the prevalence of silent scrolling on social media, incorporating text and captions is a smart move. This ensures your message gets across even when the sound is turned off. Keep your text concise, easy to read, and strategically timed to sync with the visuals.

Introduce Your Brand’s Personality and Authenticity

Short-term videos might be brief, but they're a fantastic platform to showcase your brand's personality and authenticity. Inject humour, emotion, or a dash of quirkiness that resonates with your target audience. Authenticity builds connections, and connections lead to engagement.

Optimise for Mobile Viewing

Mobile devices are the go-to for consuming short-term videos, so make sure your content is optimised for mobile viewing. Vertical formats tend to work well for platforms like Instagram Stories and TikTok, while square or horizontal formats suit others. Ensure your visuals and text are clear and legible on smaller screens.

Use a Call to Action (CTA)

Every great video needs a call to action. What do you want your viewers to do after watching your video? Whether it's visiting your website, subscribing to your channel, or sharing the video with their network, make your CTA clear and compelling.

Test, Analyze, Refine

The digital landscape is ever-evolving, and what works today might not work tomorrow. Regularly test different approaches, analyse the metrics, and refine your strategy accordingly. Be open to experimentation and learn from your successes as well as your misses. We cover some common mistakes in corporate video production here

In a nutshell, crafting effective messages in short-term videos is an art that requires a blend of creativity, strategy, and a deep understanding of your audience. Embrace the challenge, and let your imagination run wild. Remember, even though these videos are short, their impact can be mighty. 

At MHF, we know that navigating the world of visual storytelling with finesse and confidence can be tricky. We’ve worked to build a video production agency that strives to put the human touch in your videos, and we’ve curated a network of professionals to make that happen. Get in touch with us today to see how we can help bring your vision to life!