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Insight of the Day: Research: Short-form video improves brand recognition

Research reveals that incorporating short-form video into marketing strategies can significantly enhance brand recognition and drive impact throughout the buyer's journey. This is especially important in today's fragmented media landscape, where reaching and connecting with audiences is increasingly challenging.

Key Takeaways:

  • Short-form video boosts reach: Platforms like TikTok, with over a billion monthly users, offer significant reach potential. The high mobile consumption and changing media tastes of audiences are driving this trend.

  • Drives meaningful attention: Shorter ads can be more effective in capturing attention and driving recall compared to longer ones. The immersive and multisensory nature of short-form video contributes to its effectiveness.

  • Unique role in media mix: Short-form video not only fulfills multiple objectives across the purchase funnel but also amplifies the performance of other channels. Combining it with TV advertising, for example, can lead to increased sales.

  • Full-funnel impact: Short-form video is effective at generating awareness, driving consideration, and boosting purchase intent.

Recommendations for Marketers:

  • Embrace short-form video: Incorporate it into your media mix to maximize reach and engagement.

  • Leverage its strengths: Utilize the format's immersive and multisensory qualities to capture attention and deliver impactful messages.

  • Experiment with different platforms: Explore various short-form video platforms like TikTok, YouTube Shorts, and Instagram Reels to reach different audiences.

  • Combine with other channels: Integrate short-form video with other media channels like TV to amplify overall campaign impact.

Overall, this research highlights the growing importance of short-form video in today's marketing landscape. By understanding its unique strengths and incorporating it strategically into their campaigns, brands can effectively connect with consumers and achieve their marketing objectives.

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