- The age of snappy, short-form video is well upon us. And it's not just for Gen Z to show off their latest TikTok dance moves. It's also a powerful medium for brands to reach mass audiences and engage in smart social media outreach. TikTok and Instagram Reels are leaders in this space. Short-form video is a great tool to hook and engage audiences, therefore understanding the nuances of these platform today is crucial.
Modern digital marketing strategies
TikToK and Instagram reels are powerful platforms where brands can apply modern marketing strategies to serve up exactly the type of content their audiences desire.
Two powerful stratergies are
Brand marketing
Executing brand marketing well by engaging in strategic creative storytelling, leaves audiences with a positive impression of your brand and can make people prefer your product or brand over others.
It's evolved to include anything that defines a brand's identity.
Who you are?
What you do?
What makes you unique?
What is your personal story?
What do you promise to your customer?
Content marketing
Content marketing is about creating valuable content to attract and retain a specific audience with the ultimate goal of driving customer engagement and action. It's about creating content that educates, entertains, or inspires without overtly trying to sell anything.
Successful marketing strategies often involve a combination of both of these, and short form video platforms, like TikToK and Instagram reels, are places where each approach can thrive.
Short form video-Instagram
Short form video is a perfect medium for both brand marketing and content marketing tactics. That's because effective short form video helps you authentically present your brand, drawing audiences in by creating trust and increasing customer confidence and loyalty. Reels is a perfect place to share your brand message if your target audience is already on Instagram. If you've got an Instagram presence or if you're done your market research and have identified large portions of your audience use Instagram, it only makes sense to meet them where they are.
· Instagram rewards creators who use each of their in-app features. That is the algorithm prioritizes your content. So if you create Reels, your other Instagram content should get greater visibility as well.
· Reels do tend to have a more polished aesthetic than the more rare TikTok videos, you can lean into that if your brand also has a more polished style. So while TikTokers may reject overly produced videos, Reels' consumers may welcome it.
· Instagram's built-in video editor is fairly basic, you do have a world of other editing apps that were built for this, apps like InShot, Splice, Animoto or VideoShow.
· Instagram Reels are part of a much larger machine that has many touchpoints where your audience can find your content. Reels videos not only appear in the Reels tab, they can also be featured within the Explore page, which is sort of like Instagram's version of TikTok's
· Explore page is basically a marketplace of media that uses machine learning to know what each user wants. More than half of Instagram creators rely on it for discovery, so it's a great place for brands to organically show up and get discovered by people that don't already follow them.
· Instagram is owned by Facebook and Reels content is now embedded right in user's Facebook feeds. So, there's a lot of touchpoints where your Reels videos can reach your target audience in different ways.
Short form video- Tiktok
What makes TikTok so unique?
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