In recent months, a new phenomenon has developed, that of short videos, which are characterized by a duration that ranges between 15/30 seconds maximum.
Short videos owe their popularity to TikTok, the new social network that became famous among young people and is characterized by mini videos, which have two maximum durations of 15 or 60 seconds. These contents flow continuously, generating "addiction" in their users. Short videos usually feature a soundtrack and some editing special effects.
This format has now been adopted by other applications as well. First from Instagram with Reels, then from YouTube with Shorts, from Snapchat with Spotlight and finally from Facebook, which is still testing its use. Short videos are great for grabbing attention with educational or entertaining content, and they can also be useful for quick tips, like creating an outfit or a recipe. Production time is on average low because the technology supports both assembly and creation.
Generation Z
The proliferation of short videos dates back to generation Z, to which all those born between 1996 and 2010 belong. These represent the main consumers of today and also tomorrow for all sectors in general and for the telephone and clothing sectors. . as in particular.
Some studies have shown that members of Generation Z are among the main users of social networks and also among the main creators of content, in fact they are the most active on social networks. The peculiarity that distinguishes them is their maximum enjoyment time of around 8 seconds, beyond which they lose attention to the content looking for something else.
The attention span of members of Generation Z tends to be very low due to the large amount of content present online that bombards them and constantly prompts them to jump like a cricket from one video to another. And this is how the trend of short videos developed, today a strategic means to reach an increasingly broader target who, aware of having to spend little time watching digital content, is more motivated to watch it until the end.
Short videos or shoppable videos?
Companies have always used video content to reach their target, starting with television, which still today requires high budgets for content production and compliance with rigid and predefined deadlines.
A second phase began with the arrival of YouTube, which broke the mold of television by offering anyone the opportunity to have their own schedule of sorts. YouTube content can be any length (60 seconds, 30 minutes, or even a few hours) and can be posted or deleted at any time.
A few months ago we entered the era of short videos, which were immediately considered a powerful means of communication. Today, for companies, the phenomenon of short videos represents a new business opportunity. In fact, according to Smart Insights, 85% of consumers are more likely to buy a product after watching an online video about it.
Short videos have a strong impact because they are quick and affordable for everyone, bringing together a wide age group. They do not usually require long assembly times but they do require a good dose of creativity, essential to capture the user's attention and create original content that stands out from the rest.
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