Short-Form Videos: The Leader of ROI in 2024
The other night, I opened my social media account and scrolled through my feed. There’s a reel that caught my attention, I watched it, and then swiped up for more. Before I realized it, I’ve spent nearly 30 minutes watching these videos. How many people go down this rabbit hole every day? No wonder short-form videos become popular in marketing, especially in terms of ROI (return on investment).
In this article, let’s discover why short forms may be worth your marketing investment. Stick with us until the end for some practical tips on creating reels, stories, and shorts that drive maximum ROI. Going into 2025, short-form video is something you do not want to ignore! Cover photo by Nate Johnson.
Why Short-Form Videos Drive High ROI
Short-form videos are clips that last between a few seconds and ten minutes. They’re meant to catch attention and deliver content in a fast but engaging way. So, they’re commonly used in tutorials, funny clips, quick tips, and promotional content. Facebook, TikTok, Instagram, and YouTube all have this feature.
Here’s why they drive high marketing ROI:
1. High Engagement
Short-form videos can grab viewers’ attention fast, and because they’re brief and easy to digest, people are likely to watch them in full. That helps boost engagement rates. Statistics show that short-form videos receive 2.5 times more engagement than long forms.
2. Cost-Effectiveness
Creating short-form clips is often cheaper than full-blown video content. You don’t need to spend a big budget for an elaborate setup or editing software. You can create short forms in-house using your smartphone and come up with creative content. And if you know how to leverage AI tools (e.g., video editor, social media post generator, etc.) you can further reduce time and cost.
“Our production costs for long-form videos can reach up to $10,000, depending on the project. For reels, it can be around $50 to $500 per video, depending on quality and scale,” shared Nora Sudduth, Founder & Owner at Nora Sudduth Consulting.
3. Virality
Reels and shorts are easy to share, so they have a high chance of going viral, particularly on TikTok and Instagram. You can generate organic reach that can boost your brand visibility without spending extra money.
Also, social media platforms often favor short-form content. They’re likely to promote and push them to a wider audience. And this algorithm boost can lead to more visibility and engagement, which ultimately leads to better ROI.
4. Call-to-Action Effectiveness
It’s easy to convey a simple message using short clips and stories, so they’re great for delivering quick and clear calls to action. There’s less clutter, so your content stays focused on CTAs like “Swipe up,” “Shop now,” or “Learn more.”
5. Adaptability
Short-form videos are also adaptable content. You can easily repurpose them for posting on multiple platforms. You can use them as organic content or post them as an ad. Essentially, you’re extending the value of each short video content you produce, which can further boost your marketing ROI.
Tips for Creating Short-Form Videos for Maximum ROI
If you haven’t utilized shorts, reels, and stories for your marketing strategies, it’s time that you do. Here are some tips on how to create short-form videos that deliver maximum ROI:
1. Start with a Strong Hook
How your video starts is crucial. You must be able to grab the attention of your audience in the first few seconds.
“Start with a strong hook. Something that immediately catches the viewer’s eye. Think of a bold statement, a question, a trivia, or an interesting visual,” says Mira Nathalea, Chief Marketing Officer at SoftwareHow.
The first 3 seconds are critical. If you don’t get their attention in that frame, they’ll likely scroll past.
“You can use text overlays to highlight key points. So, even if viewers have the sound off, you can make sure your message is clear,” says Sabas Lin, CTO at Knowee.
2. Use Quick Cuts and Dynamic Shots and Sounds
You can make your videos interesting by using eye-catching visuals and quick edits, such as jump cuts and close-ups. Also, use text and colors that stand out on social media feeds and are easy to read.
“Don’t be afraid to experiment with different angles and transitions. Use effects to make your video content pop and maintain energy,” says Chris Aubeeluck, Head of Sales and Marketing at Osbornes Law. “You may also want to use trending music or sound effects for an algorithm boost. But remember that the audio must fit the vibe of your content.”
Highlighting efficient processes or smooth workflows with fast-paced visuals can be especially effective for brands demonstrating tools, such as this EMS management platform, that streamline complex tasks.
You can also take advantage of features like Instagram Reels’ AR filters, TikTok’s duet and stitch functions, or YouTube Shorts’ video effects, or even embed reels on your website These can help make your video more interactive and engaging.
3. Tell a Story
Storytelling is powerful in marketing. Even if it’s brief, you can also use it in short video content. The structure is simple–it must have a beginning, middle, and end.
You can illustrate how a common problem is solved with the right tool. For instance, a video could depict a seamless workflow transformation using a comprehensive project management software, ending with a satisfying solution.
A story builds curiosity and creates a sense of anticipation that makes the audience want to keep watching. You could start with a teaser that promises to reveal something surprising if they watch until the end.
4. Add a Clear CTA
A clear call to action is crucial for driving engagement. Make sure your video guides viewers on what to do next and is easy to follow. You could say, “Tap the link below,” “Leave a comment,” or “Subscribe now.”
Make your CTA visible. You can place it at the end of the clip, but you can also reinforce it with on-screen text that’s prominent throughout the video and a voice prompt at the end of it.
5. Optimize for Each Platform
Every platform has its own best practices for video content. Take time to understand them so that you can maximize your reach and ROI. For example, an ideal length for TikTok videos is 15 to 30 seconds, while for Instagram, reels can be longer.
“Sometimes you have to test it and figure out what works best for each platform and for your brand. Try different video lengths, styles, formats, and CTAs,” says Rodger Desai, CEO of Prove.
“We also need to keep in mind that each platform has different sets of audiences, so it still depends. What resonates with your audience may not always be what you expect, so testing is key to finding the right formula,” says Jeffrey Zhou, CEO and Founder of Fig Loans.
For example, you can create one version that might be more fun and casual for a younger audience. Then, you can edit the same video with slight variations in music or captions to make the tone more professional for business viewers.
6. Engage with Your Audience
Encourage interaction with your audience through comments, shares, or questions. For example, you can ask them, “What’s your favorite way to use this product?”
“And of course, don’t forget to reply to comments. These can boost video visibility because the more interactions your video has, the more the algorithm will push it out to a wider audience,” says Jarret Austin, Owner of Bankruptcy Canada.
7. Leverage User-Generated Content
Take advantage of the content created by your followers or customers. User-generated content (UGC) can add authenticity and increase trust in your brand because they’re natural. The content like photos, videos, reviews, and testimonials are created by real people who use your products or services so they often feel more genuine.
You can ask your followers to share videos of them using your product and compile them into a short video. Make it easier for viewers to participate by providing clear instructions, simple challenges, or fun prompts that can inspire them. You might also want to offer incentives like discounts or giveaways to encourage them to record and share.
You can also collaborate with influencers to create short video reviews and repost them. But remember to choose influencers who genuinely like your product and have a following that matches your target market.
8. Track, Analyze, and Iterate
You have to monitor the performance of your videos based on your key metrics and goals. Take note of which videos get the most views, likes, shares, and conversions. Then, use the insights from analytics to see what works and what doesn’t. analyze them to understand why. Was it the hook at the beginning? The editing style? The tone?
From there, you can replicate the successful ones and improve those that aren’t. Refine your strategy regularly to ensure that your videos deliver the highest ROI.
Conclusion
Short-form videos have surged in popularity, creating a fundamental shift in how brands connect with their audiences. With their ability to capture attention quickly and drive engagement at a minimal cost, they’re taking the lead in maximizing ROI. If you haven’t yet, it’s time to embrace this format and experiment with creative strategies to stay competitive in the fast-paced digital landscape.
