Scene One: You’ve just spent 24 weeks perfecting your latest ad campaign. It’s got your logo front and centre, your product features listed neatly, and a call-to-action so obvious it practically shouts at viewers. You launch it on short form video platforms expecting magic. Instead? Crickets.

Welcome to the stark reality of short-form video ads, where your traditional marketing playbook is about as effective as your Blockbusters membership card.

The opportunity: Brands who figure out entertaining short form video content in the next 24 days will be building empires whilst their competitors are still wondering why their perfectly logical video ads get skipped faster than a Netflix intro.

What Is Short-Form Video Marketing? 

Short form videos aren’t just the latest digital marketing trend – they’re fundamentally reshaping how brands connect with audiences who watch videos on their mobiles. When we talk about short form video, we’re discussing bite sized videos typically lasting 15-60 seconds on platforms like TikTok, YouTube Shorts, and Instagram Reels. Like this.

The short form video craze has exploded over the past few years, with audiences increasingly preferring bite sized videos over long form videos. Why? Because attention spans have shrunk to roughly 2.4 seconds, and short videos deliver maximum impact in minimal time. This shift represents one of the shifts reshaping digital marketing entirely.

Understanding how to create videos that stop the scroll has become essential for marketers who want to build brand awareness effectively. The companies producing videos that genuinely entertain are finding their audiences actively choosing to watch videos from them rather than skipping past.

The Great Entertainment Shift in Video Content

Stop us if you’ve heard this before: “We need to choose between brand-building video content and performance-driven short form video ads.”

Well, turns out that’s about as accurate as a weather forecast from Michael Fish. Recent research reveals something genuinely game-changing about short form: Entertainment doesn’t just build brands – it converts customers too.

Here’s something fascinating that just happened: System1 and TikTok analysed 887 short form video ads across eight markets, studying how 92,000+ real people actually respond to short video content. Here’s what they found. The most entertaining short form video delivers:

• 39% higher memory lift
• 2x brand awareness lift
• 2.8x brand image lift
• 50% higher conversion lift

That’s not a trade-off between long form videos and short form. That’s having your metaphorical cake and eating it too. Yum.

This represents a fundamental shift in how we approach content marketing strategy. The brands that understand this early will dominate whilst others remain stuck in outdated thinking. When you see videos that truly entertain, you remember them – and that’s what separates winning ads from forgettable ones.

Why Gen Z Prefer Short-Form Content: The Attention Revolution

Gen Z didn’t choose short form video by accident. This generation grew up watching short form videos on mobiles (not their bricks), creating user generated content, and expecting brands to deliver value in bite sized content form. They’re not lazy; they’re efficient. Give them 24 seconds of brilliant content, and they’ll engage. Give them 24 minutes of waffle, and they’ll disappear to other platforms faster than you can say “skip ad.”

They watch content differently than previous generations too – they can process key points faster and determine whether consuming that particular piece of content is worth their time within the first few seconds. When they watch short form video that resonates, they reply in short form video in response, building organic engagement loops.

Understanding this shift is crucial for marketers who want to build awareness with younger audiences. The brands succeeding are those creating short form video content that feels authentic and valuable rather than overtly promotional. They engage with videos that provide genuine value and serve their audience’s needs first. PS: remember those attention spans.

Showmanship vs Salesmanship: The Plot Twist

For decades, video marketing has been getting progressively more… well, boring. We’ve become obsessed with features, benefits, and direct calls-to-action in our video ads (what the boffins call “Salesmanship”).  

Truth bomb: Salesmanship-heavy video ads do convert, but they’re absolutely rubbish at building your brand. It’s like being brilliant at closing deals but terrible at making people actually want to watch videos from you again.

The Entertainment Playbook for Short Form Video

The research identified nine creative features that genuinely work in short form video format:

• Characters acting (not just standing there looking decorative in your TikTok videos)
• A compelling story unfolding (even in 15 seconds) – keeps the old attention spans riveted.
• Entertaining language (personality over corporate speak)
• Spontaneous facial expressions (genuine human moments)
• Recognisable places (context creates connection)
• Hummable tunes (audio drives 24x more engagement than you’d expect)
• People interacting (not just talking at the camera)
• Pauses or soft voices (contrast creates attention)
• Something out of the ordinary (the surprise element)

This isn’t just theory – it’s what separates viral from forgettable. The brands that master these elements will find their short form video content performing significantly better than competitors still focused purely on shifting product.

The Creator Conundrum: User Generated Content vs Brand Control

Here’s where short form gets properly interesting: Creator-led content captures 39% more attention than traditional brand content. The snag? Viewers can only identify the brand at half the rate when watching short form videos created by influencers.

It’s like having a world-class entertainer who forgets to mention who’s paying for the show. This is where understanding the short form video format becomes crucial.

The breakthrough: Distinctive early branding that enhances rather than interrupts the entertainment. Not slapping your logo in the first 2 seconds (which actually hurts video quality perception), but weaving your brand’s voice into the narrative naturally.

Think of it as the difference between terrible product placement in long form videos versus a brand that becomes integral to the story in a brand’s short video marketing strategy. The most successful influencer marketing partnerships happen when creators seamlessly integrate brand messages into their authentic content style.

Behind the Scenes: How Video Platforms Shape Content Strategy

Different platforms require different approaches to short form video creation. YouTube Shorts favours educational content and behind the scenes footage, whilst Instagram Reels thrives on visually appealing content with the right aspect ratio. TikToks perform best when they feel authentic and user-generated, even when they’re professionally produced.

Businesses who make videos for a single platform and simply repost elsewhere miss crucial optimisation opportunities. Each short form video platform has distinct audience expectations and optimal length requirements. Smart content strategies involve understanding these nuances and developing a social media marketing strategy that speaks to each platform’s unique culture. The brands succeeding across multiple social media networks are those adapting their content format whilst maintaining consistent tone of voice and messaging.

When you repurpose for different platforms, understanding platform-specific requirements becomes essential. What works brilliantly on one platform might fall flat on another if not properly adapted.

What Is a Short Video Ad Called? Understanding the Terminology

In digital marketing circles, short video ads go by several names depending on the content format and platform. On social media, they’re often called “short form video ads,” “bite sized videos,” or simply “short videos.” The industry hasn’t settled on one term, which is why you’ll see people use various phrases interchangeably.

What matters more than the name is understanding how to produce engaging video content that stops the scroll and builds brand awareness effectively. Whether you call them, the principles remain the same.

The most successful ads combine entertainment value with clear brand messaging, creating content that audiences actively want to engage with rather than skip past. These perform exceptionally well when they incorporate interactive features that encourage viewers to take action.

Size Matters

Here’s revelation number 24: The size of your brand completely transforms which video marketing approaches work.

Established brands can coast on their equity with less entertaining short form video content. But here’s the twist – they absolutely shouldn’t. Even category leaders perform significantly better with entertaining short form video ads.

Challenger brands can’t afford to be boring, full stop. Every single second counts in short videos. But when smaller brands nail entertainment with proper branding, they can achieve 11x brand awareness lift compared to dull traditional ones. David doesn’t just beat Goliath – he makes Goliath look embarrassingly outdated.

This is where having a clear short video marketing strategy becomes essential rather than optional.  

The First Impression Reality Check

Brace yourself for this one: Your first impression determines everything – and we mean everything. Frequency can amplify success, but it cannot rescue weak video content. The best short form content drives brand choice at 4x the rate of poor ones, and no amount of repetition changes that hierarchy.

It’s rather like a first conversation at a networking event – if your video is dull from the start, showing it to someone 24 more times won’t suddenly make your Youtube shorts engaging. Soz.

This principle applies whether you’re creating education content, product demos, or purely entertaining material. The opening seconds determine whether viewers will continue watching short form videos or scroll to other videos.

The Indifference Epidemic in Video Marketing

Here’s something that’ll make you rethink your entire marketing strategy: The enemy of conversion isn’t dislike – it’s indifference. Dull video content that leaves people feeling nothing drives 27% fewer conversions than short form videos that provoke any emotional response.

Your followers would genuinely rather actively dislike your short form video content than feel absolutely nothing about it. At least strong negative emotions create memorable experiences, eh. This insight should fundamentally change how you approach creating content. Better to create polarising, memorable content than forgettable, safe material that generates no emotional response whatsoever.

Mastering the Technical Aspects: From Aspect Ratio to Production Quality

Creating effective short form video content isn’t just about entertainment – technical execution matters enormously. Quality expectations have evolved significantly over the past few years, but this doesn’t mean you need Hollywood-level quality.

Key technical considerations for short form:

• Aspect ratio: Vertical video performs best on most social media platforms
• Stable footage: Essential for viewer retention and professional appearance
• Audio quality: Often more important than visual quality, to be honest
• Length: 15-30 seconds for maximum engagement
• Mobile-first design: Remember audiences watch on mobiles (think vertical video, people)

When you edit videos for different platforms, maintaining consistent quality across formats becomes crucial for brand recognition. The goal is creating visually appealing content that looks professional without requiring massive budgets.

Understanding these technical requirements helps when you produce at scale, ensuring consistency across your content library whilst maximising engagement potential.

Your 24-Day Short Form Video Marketing Action Plan

Week 1-2: The Content Audit and Strategy Development

• Evaluate your current short form video content against the nine entertainment elements
• Analyse which of your existing ads generate the most user generated content responses
• Study how competitors post videos across different platforms
• Identify your most engaging content ideas from past campaigns

This process involves watching short form videos from successful brands in your space, understanding what makes videos engaging, and identifying gaps in your current approach.

• Map your content strategy to each platform (YouTube Shorts, Instagram Reels, TikTok videos)
• Plan educational content that showcases your expertise
• Develop behind the scenes content that humanises your brand
• Create a content calendar that balances entertainment with product demos

Focus on understanding how each platform’s algorithm rewards different types of content. What performs well on one platform might need significant adaptation for another platform.

Week 3-4: Implementation

• Launch creator partnerships with integrated brand storytelling
• Test challenges that encourage user generated content
• Experiment with interactive features on different social media platforms
• Incorporate trending audio and visual elements

This phase requires understanding current trends whilst maintaining your authentic tone of voice. The goal isn’t jumping on every trend but identifying those that align with your brand values. Successful creators hunt constantly to spot emerging patterns, then make ones that capitalise on these insights whilst maintaining their own unique style.

• Analyse video performance across platforms
• Adjust content format based on audience engagement
• Scale successful short form video content
• Plan your next 24 pieces

Advanced Strategies: From Viral Content to Brand Storytelling

Understanding Viral Challenges and Key Trends

The most successful short form video marketing campaigns often tap into viral trends whilst maintaining authentic storytelling. This isn’t about jumping on every trend – it’s about identifying key trends that align with your brand’s messaging and target audience.

Successful viral challenges create opportunities for user generated content that extends your reach organically. When audiences create videos inspired by your content, you’ve achieved the holy grail of short form marketing. 

Understanding what makes content shareable involves studying viral content patterns, identifying common elements that drive engagement, and adapting these insights to your brand’s unique context.

Influencer Marketing Integration

Smart marketers understand that influencer marketing isn’t separate from short form video strategy – it’s integral to it. When you collaborate with creators, you’re not just buying access to their audience; you’re tapping into their understanding of what makes content engaging on specific platforms.

This approach requires developing a social media marketing strategy that encompasses both your own content creation and strategic partnerships. The most successful collaborations happen when brands and creators share similar values and audience interests.

Effective influencer partnerships involve clear guidelines about brand integration whilst allowing creators creative freedom to maintain their authentic voice.

Content Marketing Strategy Evolution

Traditional content marketing focused on long form content like detailed blog posts. The modern equivalent recognises that value driven content can be delivered effectively in bite sized formats. The key is ensuring each piece of short form content delivers genuine value to your wider audience.

This evolution requires rethinking how you structure information, focusing on delivering key points quickly whilst maintaining depth and usefulness.

What Is Short-Form Advertising? The Future Is Here

Short form advertising represents the evolution of digital marketing from interruption-based messaging to entertainment-first communication. It’s advertising that doesn’t feel like advertising – content that audiences actively choose to watch videos rather than skip past.

This shift requires marketers to think more like entertainers and less like traditional advertisers. Success comes from creating short form content that audiences genuinely want to engage with, share, and remember.

The brands mastering this approach understand that short form advertising isn’t about shorter versions of traditional ads – it’s about fundamentally different approaches to audience engagement.

The Platform-Specific Playbook

YouTube Shorts Strategy

YouTube Shorts performs best with educational content and behind the scenes footage. The platform favours creators who can distill complex information into easily digestible short videos. Production quality matters here more than on other platforms.

Successful YouTube Shorts often include clear value propositions, actionable advice, and professional presentation. The audience expects slightly more polished content compared to other short form video platforms.

Instagram Reels Excellence

Instagram Reels thrives on visually appealing content with perfect aspect ratio optimisation. This platform rewards creators who understand visual storytelling and produce videos that look stunning on mobile.

The Instagram audience responds well to aspirational content, behind the scenes glimpses, and content that feels authentic yet polished. Success here often involves understanding current aesthetic trends whilst maintaining brand consistency.

TikTok Mastery

TikToks succeed when they feel authentic and spontaneous, even when professionally produced. The platform algorithm favours content that generates immediate engagement and encourages user generated content responses.

TikTok success often comes from understanding cultural moments, participating in relevant conversations, and creating content that feels native to the platform rather than promotional.

Building Your Video Creation Workflow

Successful marketers develop systematic approaches to creating content that allow them to output videos consistently without sacrificing quality. This involves understanding how to edit efficiently whilst maintaining the high quality standards your audience expects.

When you look at top creators, you’ll notice they follow structured workflows. They make content using repeatable processes that ensure consistency whilst maintaining creative flexibility. Understanding how to watch videos analytically helps you develop better production strategies.

Pre-Production Planning

• Content ideas brainstorming sessions focused on entertainment value
• Script development for short form video format that maintains engagement
• Equipment setup for consistent video quality across all productions
• Tone of voice guidelines for different content formats and platforms

Effective pre-production involves understanding your audience’s preferences, platform requirements, and brand message priorities. The goal is creating frameworks that streamline production without sacrificing creativity. When you create content regularly, having consistent quality becomes essential for building trust with your audience.

Production Efficiency

• Batch filming multiple short videos in single sessions to maximise efficiency
• Creating templates for different types of content that maintain consistency
• Developing signature visual styles that work across platforms
• Establishing workflows to edit videos quickly without compromising quality

Smart production involves understanding which elements can be systematised and which require individual attention. The most efficient creators develop repeatable processes whilst maintaining creative flexibility. A great example is benchmarking videos from successful competitors to understand quality benchmarks and create their own versions that meet or exceed those standards.

Post-Production Optimisation

• Platform-specific editing for optimal aspect ratio and engagement
• Audio enhancement for mobile device viewing experiences
• Adding features where appropriate to boost engagement
• Creating multiple versions for different social media platforms

Understanding platform-specific requirements becomes crucial when scaling output. Each platform has unique optimal formats that can significantly impact performance. The most successful creators look at examples from top performers to understand what works, then make videos that incorporate those insights whilst maintaining their unique brand voice and quality standards.

The Technology Behind Successful Short Form Video

Creating compelling short form video content requires understanding both creative principles and technical execution. The brands succeeding are those that balance entertainment value with technical proficiency.

Modern video creation tools have democratised high-quality video production, but understanding how to use these tools effectively separates amateur content from professional-grade material that builds genuine brand authority.

Having reliable technical workflows is essential here. This includes understanding compression, audio quality, colour correction, and platform-specific technical requirements.

Measuring Success Beyond Vanity Metrics

Effective short form video requires understanding metrics that actually matter for business growth. While views and likes provide surface-level feedback, deeper metrics reveal true impact on brand awareness and conversion.

Engagement Quality Metrics

• Comment sentiment analysis reveals audience connection depth
• Share-to-view ratios indicate content virality potential
• Save rates demonstrate perceived content value
• Click-through rates to your website show conversion intent

Understanding these metrics helps optimise content creation strategies based on actual business impact rather than superficial engagement numbers.

Brand Building Indicators

• Brand mention increases across social media platforms
• User generated content featuring your products or services
• Direct message inquiries generated by video content
• Organic search increases for your brand name

These indicators show genuine brand awareness growth rather than temporary attention spikes from something that’s gone viral.

Conversion Tracking

• Attribution from video platforms to actual sales
• Cost per acquisition
• Customer lifetime value from video-acquired customers
• Cross-platform conversion paths showing customer journey

Proper conversion tracking reveals the true ROI of short form video investments, enabling better budget allocation and strategy refinement.

The Future of Short Form Video Content

The short form video landscape continues evolving rapidly. Video marketers who build brand awareness effectively today understand they’re not just creating content for current platforms – they’re developing skills and strategies that will adapt to future platforms and changing audience preferences.

Smart content production strategies focus on developing reusable frameworks rather than platform-specific tactics. This approach ensures your investment in learning content creation methods pays dividends across multiple platforms and future developments in digital marketing.

The brands that will dominate tomorrow are those investing in understanding entertainment principles, audience psychology, and authentic storytelling today.

The Bottom Line

Right, let’s be honest here – entertainment has gone from “nice-to-have” to “absolutely essential” in the world of short form. We’re not talking about adding a few jokes to your existing content. We’re talking about a complete mindset shift that’ll leave your competitors wondering what the hell just happened.

Here’s the thing that’ll keep your competitors up at night: whilst they’re still debating whether fun video content is “on brand,” you’ll be building genuine connections with audiences who actually want to see videos from you. They’ll make videos in response to your content, generating organic engagement that your competitors can only dream about.

The brands cracking the short form video code right now aren’t just winning – they’re playing an entirely different game. They understand that in a world where people’s attention spans last about as long as a TikTok, content that genuinely entertains doesn’t just outperform, it completely obliterates the competition.

Video marketers who get this aren’t creating shorter versions of their boring long form content. They’re not trimming their three-minute product demo down to 30 seconds and calling it “short form video advertising.” They’re building entirely new strategies based on one simple truth: if you’re not entertaining when you’re filming, you’re basically invisible. Soz.

Think about it – your target audience scrolls past approximately 24 pieces of mediocre content before they find something worth stopping for. When they do stop, it’s because someone managed to make them feel something in those crucial first few seconds. That someone could be you, or it could be your competitor who read this and actually did something about it. They’re hooked on videos that grab attention immediately and that keep people engaged throughout.

Setting yourself apart

Here’s what separates the winners from the “we’re thinking about maybe trying short form video marketing someday” crowd: they start creating engaging content tomorrow, not next quarter.

The most successful video marketers aren’t waiting for perfect equipment, unlimited budgets, or divine inspiration. They’re grabbing their mobile devices, understanding what makes content engaging on each platform, and producing videos that make people give a damn.

Your competitors? They’re still in the board room discussing content marketing strategy whilst you’re building actual relationships with real humans who watch stuff and buy things. The difference is clear: those who watch videos analytically and strategically win every time.

Stop planning. Start entertaining. Your audience is waiting.

Because in 2025, the brands that win aren’t the ones with the biggest budgets or the fanciest backdrop – they’re the ones that figured out how to make people genuinely excited to see their content appear in their feed.

The short form video revolution isn’t coming. It’s here. The only question is whether you’re on camera.

Ready to make TikTok your personal money printer? Our award-winning team transforms scroll-happy audiences into credit-card-happy customers. Because fame without fortune is just digital delusion.

Never let it be said we don’t appreciate the value of choice here at 24 fingers (just ask Emma about shoes) but – and we can barely believe we’re about to say this – there are times when having too many options is bad, especially when it comes to using social media platforms for marketing your brand.  

When it comes to advertising your business, it pays to be precise. There are lots of platforms that entrepreneurs can use to showcase their wares or services. However, like butter scraped over too much bread, trying to hit them all can be exhausting and do your bottom line no favours. Instead, try the following: 

Where are your people?

Any small business needs a marketing strategy and underpinning every single part of it is a deep knowledge of your customer. As well as their needs and pain points, you must also know which social media platform they spend their time on. 

If your market is Gen Z, then you should be hitting Instagram with both marketing barrels, because that’s where 73% of them hang out. On the other hand, 78% of baby boomers prefer Facebook. Target your marketing accordingly and you’ll save time, money and reap the sales rewards. 

How’s that content coming along then?

It’s all very well knowing where your ideal customers are if you don’t know what content they’re consuming. Do your younger audience members on Instagram want to wade through a blog post about the latest news in your sector, or will your older, Facebook-loving clients be keen on a funky video backed by a hard house soundtrack?

Alternatively, you can ask for feedback: 

• Look at your metrics to see who is consuming which content and on what platform
• Poll your customers and social media visitors to find out what they want to see/read
• Talk to your customers as they interact with you – direct questions work

Pick your platform carefully

So, you’ve established your ideal customer and found out what they want. Now all you have to do is match it to the appropriate platform – simples. 

One of the best starting points is a social media site you’re either familiar with or have had a positive experience with in the past. Use it as a test bed to try new ideas, then use your customer feedback to see how well this content performs on other outlets. 

A Facebook video could work well on YouTube and Instagram, for example, while a link to a blog post could engage on Linkedin and Twitter. Play around and see what happens. 

Act on your results

The great thing about social media is, even if you’re only operating on one or two platforms, they come with insightful analysis so you can see for yourself what’s happening with your content. 

Use those figures to more accurately target your audiences with content you know they’ll lap up and enjoy, and planning your next ad campaign will be a breeze, because you’ll know exactly where you need to be. 

If you’re still feeling more scattergun than surgical tool, drop us a line and we’ll help sharpen up that focus. 

We’re 24 fingers, a digital marketing agency and a proud member of the 42 Club, Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. We help companies who are all fingers and thumbs with their social media grow their business and brand. Book your free strategy call here.

The world of social media never stands still, not for one second. It’s part of the reason we love it, but the speed of change can take some business owners by surprise. Take the international launch of Instagram Reels ads, for instance. 

Reels has only been around since August 2020, but it’s already expanded to include features including Insights, Remix and Live, all so it can keep up with rival platforms (we’re looking at you TikTok). 

It migth all be enough to make your head spin but the addition of ads to Reels is a sweet opportunity for business owners to widen their audience and expand their reach. 

Instagram Reels ads look just like any other post, so they’re looping videos, full screen and run for up to 30 seconds. The slight difference is they will have a “sponsored” tag below the advertiser’s account name, so anyone viewing it will be aware it’s an ad. 

The global launch follows testing in Australia, India, Brazil and Germany, and there may be tweaks as it goes along, as Instagram’s Adam Mosseri said the firm was not 100% happy with the format. Luckily for them, we’re always on our toes at 24 fingers and ready for the next change social media throws at us. 

We’re 24 fingers, a digital marketing agency and a proud member of the 42 Club, Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. We help companies who are all fingers and thumbs with their social media grow their business and brand. Book your free strategy call here.

Video content is a brilliant way to gain both extra followers and improve your social media reach, while getting your message and business out there. However, not all videos are created equal. The good news is that there are some quick and easy techniques to improve your video content – here are 5 ways to improve your social media videos in our guest blog by future CEO & website developer Louis Websdale.

You Say It Better When You Say Nothing At All

According to a recent survey, 64% of marketers say their videos perform better with captions. In addition to this, 85% of videos are viewed with no sound; this means that adding subtitles will increase the time spent watching your video.

Both Facebook and YouTube have their own in-built captioning tools which can be used for free but there are other more accurate third-party subtitling services that you can also use as Facebook and YouTube’s captioning is sometimes inaccurate.

Ummm, I’m Just, Like, Err, Lost For Words Right Now… 

Writing a script beforehand is a great way to decrease the number of ‘umms and ahhhs’ in your video. I would recommend writing down the main points of the video and some trigger words which will help if you get stuck.

Into Me, Outro You

A branded intro and outro screen is a brilliant way to improve the visual element of your videos while increasing your brand’s presence in the video. I use Adobe After Effects to create intro and outro screens for my clients and I can do the same for you, just contact me.

Feel the quality

A viewer will be instantly unimpressed by a low-quality video, in terms of the audio and picture resolution. I would recommend investing in a tripod and a microphone to ensure that your video is audible and is as stable as possible.

How long is long?

The best length for a social media video is 2 minutes or less as you want to get your message across efficiently and quickly. Twitter has a maximum video length of 2 minutes 20 seconds and Instagram only allows up to 60 seconds for a video on your grid. Facebook’s recommended duration is 40 seconds – less if you can.

I hope that these 5 ways to improve your social media videos will come in use when you are creating video content for your business. If you need help with any of these aspects, you can drop me a line at louis@louiswebsdale.co.uk or you can check my website out here and I will be more than happy to help you.

There was a time, not so long ago, when watching live telly was a national pastime, from Saturday morning kids’ shows to special episodes of EastEnders. Knowing it was being broadcast as we watched was thrilling – and hilarious if something went wrong. 

The rise of the internet and smartphones has put the power of live broadcasting into everyone’s hands, and while there’s less chance of an elephant having a poo on our living room floors (Ed’s note: poor John Noakes), the content being created by entrepreneurs and influencers can be every bit as compelling. 

It’s no surprise that Instagram also offers live streaming on its platform, alongside Facebook and YouTube. But is Instagram Live of any use to business owners? Absolutely. Allow us to explain…

Lights…

If you’re planning to plunge into the livestreaming world using Instagram, it’s easy peasy. First swipe right from your feed to open the Stories Camera. Then tap ‘Live’, followed by ‘Start Live Video’. Easy peasy. 

The trickier part is making sure your video is one worth watching, so let’s rewind a little. First of all, do your homework – has anyone else posted videos about the subject, product or service you plan to cover? If not – great. But if they have, can you put a must-see spin on it that will turn viewers into customers?  

Camera…

Next, get in touch with your ideal audience. All the world may be a stage and us mere players on it, but nobody wants to speak to an empty house. Use the countdown sticker in Instagram Stories or post on your Instagram Feed to give your followers a heads up. 

Timing is everything too, so check your analytics to ensure you’ll be grabbing your target audience at the moment when they’re most receptive (and willing to buy).

Action!

You can also partner up with a creator or business collaborator, or even a follower for your Instagram Live if you’re not keen on flying solo for your video debut (though remember what happened to The Supremes…). The ‘Using Live With’ button is a great way to build anticipation and even engage a wider audience before you’ve even uttered a single word. 

When you finally push the button and go live, you can interact with your viewers using a Q&A, either by taking questions during the stream or via the Questions sticker in Instagram Stories. Having a few in the bank before you get going is a great way to avoid any awkward pauses. Audiences prefer longer live streams, so aim for at least 10 minutes. 

Stick to the script

Chances are your viewers will be receptive and friendly, but to make sure the entire process is a positive community experience, don’t forget to turn on the comment moderation button. 

Open Instagram settings, scroll down to Privacy and then choose Comments. Here, you can filter out replies containing specific words or phrases, or use the Manual Filter to select your own words or phrases that you don’t want to pop up onscreen. 

Cut! That’s a wrap

When you’ve finished your Instagram Live, don’t forget to promote it in your Stories, where it will remain for 24 hours before being automatically deleted. 

You can, of course, hang on to your magnum opus for longer, by downloading it from Instagram TV (IGTV). It’s a good idea to watch your videos back and critique them as objectively as possible. Which bits did viewers respond to the most, and what made them turn them off? You can use that information while planning your next video. 

If you’re still gripped by stage fright, don’t worry. Drop us a line and we’ll soon have you ready for your close up, Mr DeMille… 

We’re 24 fingers, a digital marketing agency and a proud member of the Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. If you’re feeling all fingers and thumbs with your online marketing, use our hands (and hearts and minds) to get extra digits on your bottom line. Book your free strategy call here. 

We’ve all become a lot more savvy with video technology in recent weeks thanks to lockdown, from Zooming clients or colleagues to posting Facebook Lives and chatting with relatives via Facetime or Skype. But now things are gradually easing, why not take that new-found skill and try a webinar?

For business owners video – particularly webinars – are a powerful and inexpensive tool that can enhance your brand voice, establish you as a thought leader, and bring your products or services to a new audience. They do take a bit of planning and organisation though, so sit back and soak up our step-by-step guide to hosting a successful webinar. 

Which platform?

First and foremost, where will your webinar happen? There are so many to choose from right now, from Zoom to Google Hangouts and WebinarJam. Take some time to familiarise yourself with a few, and find one that’s totally right for you. 

What content?

Grab your marketing calendar and identify what issues or subjects you haven’t covered with other forms of communication, then assess if you can come up with content that will plug these gaps or engage specific groups. Have an optimum time slot in mind that will attract the biggest audience. After that, it’s time to get creative. 

Give yourself several weeks to assemble the content for your webinar and determine if topics you’re planning to explore have been covered recently, or whether there’s a trend you can capitalise on. When you’re fully prepped, the invitations can go out (don’t forget those follow-ups) and you can start actively promoting the event. 

Testing, testing, testing…

At least a day before your scheduled webinar, check all your pre-recorded pieces are good to go, any poll questions are done (and the answers), and all your equipment has been thoroughly tested, including your internet connection. Then it’s time for a complete dress rehearsal – conduct the entire webinar as if it was the live version, keeping an eye on time and sorting out any technical hiccups as they go without swearing…  

The big day

On the day of the webinar itself, make sure you’re suited and booted, with hair whipped into shape and make-up if you need it. Ensure sure your voice is good and warmed up and we’d say avoid eating too much just before, but have some water to hand. Make sure your internet connection is solid, the light is good, your background is clear and do a full battery and headphone check. Finally, check the camera, which needs to be at eye level if possible, is switched ON. Line up those pre-recorded segments and then smile as you go live. 

The aftermath

It’s always good to examine the pros and cons of any webinar, to see what worked and where you could make improvements. Download a recording and try to analyse it objectively. Further editing and post-production can help create valuable snippets for social media to enhance your brand or business. Don’t forget to share both the webinar or clips with the people who took part, as well as the wider social media public. 

Fancy running your own webinar but still not confident about taking that first step? Chat to us at 24 fingers and we’ll help you dive right in.

As a business owner, time is as precious a commodity as money, and combining both to the best effect when creating ads can sometimes feel like trying to turn water into wine. To make sure you end up with a lip-smacking Chablis rather than a vin de table you wouldn’t use as petrol, here’s our top 10 creative apps to make your content sparkle, as recommended by Facebook. 

Ripl

They say: Layer animated templates on top of photos

We say: This creative app not only makes videos from your own photos (so you get the shot you actually want), it’s customisable, can be linked to all your social media accounts and enables scheduled posting. What’s not to love?

Videoshop

They say: Combine photos and videos, experiment with stop- motion, resize and edit videos

We say: Embrace your inner Steven Spielberg with this smart editing tool. Add your own soundtrack or sound effects, include subtitles or merge several videos into one, and then share them across your social media contacts. 

Unfold

They say: Create stories with multiple photos

We say: If you want to give your ads and videos a sophisticated edge, then look no further. Unfold offers a range of cool templates and curated fonts. There are filters and effects too, but think Vogue rather than Snapchat. 

Mojo

They say: Create stories from video templates

We say: It’s the only one on our list that’s NOT Android compatible, but the easy-to-download, customisable creative app comes with more than 50 templates and text styles. They’re updated every month, so your content will always have a fresh feel. Like the others, you can share your creations to all social media platforms. 

Adobe Spark Post

They say: Transform photos with design and animation templates

We say: Even if you’ve never held a video camera in your life, you can make smart ads using your own photos or animated stickers from GIPHY. There’s a range of customisation options available, so you can play around and find the effect that best suits your business. Boooooom.

Adobe Photoshop Mix

They say: Cut and combine images

We say: Once you’ve mastered Spark Post, this is probably your next step. You can cut out and mash-up bits of different images, as well as blend layers and apply looks, whether you’re using an Apple or Android device. Excitingly, the app also integrates with Adobe Creative Cloud, giving you access to tools including Photoshop and Lightroom. 

Boomerang

They say: Create short looping videos

We say: There is so much fun to be had with this Instagram app, once you get started you’ll wonder how you ever lived without it. Simply film a moving object or take a video selfie, then hit one button and the software does the rest: creating a mini looped video from 10 photos that you can share on Facebook and Instagram. 

Plotaverse

They say: Add motion to still images

We say: WOW. There’s no other word for the stunning effects this app can help you create. It’s all about stopping social media users in their scrolling tracks with the hypnotic movements in ads using this app. If you’re looking for something completely different, this is it. 

Quik

They say: Animate your photos to music

We say: Well isn’t this nifty? You can combine up to 75 of your own images or video clips with your favourite tunes (or over 100 free songs from the app) and voila – instant shareable content. It’s customisable with text overlays, you can choose from 23 themes and it automatically turns on the audio when it hears voices. Smart. 

Facebook Ads Manager

They say: An all-in-one tool for advertisers of any experience level. 

We say: So, you’ve made your content, but now what? If you’re looking to run a campaign across Facebook, Instagram, Messenger or Audience Network, then this is a good place to start. There’s help with everything from creating ad campaigns to monitoring how they’re faring.

But don’t worry. If it all looks a bit complicated, book a discovery call with us at 24 fingers and we’ll guide you every step of the way. 

A mere week into October and the month’s already off to a stupendous start. We’re talking vegan cheese, wacky Snapchat filters and Theresa May-inspired poems.

Without further ado….

NSFW

This edition of #WINS and #FAILS wouldn’t be complete without the throwback of all throwbacks to possibly the greatest thread in Mumsnet history.

This time six years ago, an inquisitive Sara Crewe took to the popular parenting website to ask fellow mums a monumental question —

With many left lost for words, others turned to law of physics:

The post became so viral that the website crashed. Will there ever be a Mumsnet thread that will top this one? No. Probably not.

Grate Marketing

After taking to social to promote their brand new coconut-based ‘cheese’, Sainsbury’s received backlash in the form of one very passionate, very frustrated cheese enthusiast: 

The Facebook soliloquy, with a calm and collected total of 13 cheese emojis, sparked perhaps the greatest riposte of all time.

Remembering that ‘the customer is always right’, Sainsbury’s decided the only way to resolve a completely legitimate request to call their vegan cheese “Gary or something” was by, well, calling it Gary. Literally. 

We bet Gary pairs great with Branston Pickle.

Kellogg’s Nouvelle Cuisine

If it ain’t broke, don’t fix it. Someone tell Kellogg’s this.

A brunch recipe that even the hipsters of Hipsterdom would question, Kellogg’s avocado-feta-cornflake concoction took culinary experimentation to a whole new (nightmarish) level:

#becausenothanks #becausegross

We’ll stick to good old fashioned cereal….in a bowl.

Reunited and it feels so good

Social media can be weird (see above). Social media can also be wonderful.

A stroke of serendipity helped a Florida boy reunite his father with his mother who went missing in November and had been presumed dead, thanks to a YouTube video. You read that correctly.

Ten-year-old Evan Olsen said he was scrolling YouTube with a friend when he randomly clicked on a video of YouTube sensation Brooke Roberts feeding the homeless in Downtown Los Angeles and recognised one of the women as his own mother.

If this doesn’t make your heart warm and fuzzy, we don’t know what will.

Pawsitively Pawesome

Ever dreamt of what your life would be like if you were a dog? Dream no more.

The most recent Snapchat filter is a first of its kind, using facial recognition to add your features onto a moving video of a pug. 

(24 fingers’ Yvette didn’t choose the pug life. The pug life chose her).

It’s bizarre, it’s endearing, it’s borderline creepy…. and we can’t get enough.

What Rhymes with Theresa May?

The Twittersphere was abuzz on #NationalPoetryDay this Thursday, especially when things took a more political turn.

When #WriteAPoemAboutTheresaMay began to trend, many demonstrated an impressive way with words.

Like this man: 

and this lady:   

and, saving the best for last, this joker: 

For Theresa May, there’s lots to say.

Get the Goss

When news broke that Eighties heartthrobs Luke and Matt Goss are set to reunite after 24 years at a one-off gig next summer, the internet went wild.

So wild, in fact, that the #AskMattGoss hashtag became inundated with questions, the most pertinent being ‘when will I be famous?’: 

Matt Goss — till summer 2017, we’ll be patiently collecting our Grolsch bottle tops.