Comprehensive Guide to Short Video Marketing

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Still images are incapable of providing audiences with the real-world value of product/service. Video reels can. The presence of video marketing has been on the rise in recent years. This is because of the popularity of social media platforms like TikTok or Snapchat. “Meta reports that up to 675.3 million users can be reached on Instagram using Video Reels.” (Beveridge). Soon, all social media platforms will include video reels as part of their content.

By incorporating video reels as a marketing strategy, your business will have the edge over competitors when it comes to growing your audience base, staying current, and effectively converting customers to your brand.

In this article, we will go over what a video reel is, what needs to be considered when making a short video reel, tips on how to create effective video reels of your own, and some insight when determining the best platform to publish video reels for your business.

What is a Video Reel?


 A reel is a short video clip around 60 seconds long. The reel is usually edited or manipulated before it is shared on a social media platform. A short caption is included alongside most video reels as well. “Video reels account for up to 20% of user activity on Instagram.” (Dennis).

These short videos allow users to publish creative content that is more engaging for audiences than a still image is. Users can add things to video reels like disappearing text, effects, and filters to make the content stand out more. Video reels can be used to showcase your business and help market your brand.

What to consider when making a video reel


A lot goes into making a video reel. Because video reels are limited in length, determining the best way to fill that time with effective content is vital. Video reels need to include:

Target/Intended Audience- These are the people the content should be aimed at. Consider that the target audience for a video marketing reel could be different than for other marketing mediums.

Look at things like age, gender, race, geographic location, behavioral patterns, and what times of the day are online user’s most active. Knowing the target audience will help when determining the content and design for your video reels.

Engaging Content– Video reels allow for a higher level of interaction to take place. They can be used for business to address the audience directly and in real time.

Take this as an opportunity to make a good first impression with the audience. Present your company in the best light. Think outside the box and be creative with your content.

Purpose– Video reels need to have a clear purpose or message in order to be effective. Figure out what outcomes you want and then create content that surrounds those ideas. Be clear and direct so that audiences can understand the purpose of the video reel. Simplicity is key so don’t overthink it.

Relevance & Relatability– Audiences are more likely to engage with content that is current and that they can identify with. Part of the reason video reels are so popular is because they provide trendy content that audiences find relatable. Content for your business video reels needs to embody these things as well.

Conciseness– Video reels should be clear, concise, and simple. Don’t try to do too much. Audiences need to be able to easily identify what your business is and what the video reel’s purpose is. Video reels that are over complicated will confuse audiences and reduce the level of engagement.

Consistency– Creating content that has consistency is how you build brand loyalty and recognition. Too much variation in the design or message for a video reel makes it hard to build a reliable following. The more consistent your video reels are, the easier it is to build lasting customer relationships.

High Quality Content– Video reels need to be professional. They need to be of a high quality in terms of both video and sound production to be effective marketing tools.  This will boost the credibility of your business as well. No one wants to watch a grainy video with choppy audio.

Keep these things in mind when deciding what content to include in your reels.

How to use video reels in marketing


Implementing video reels into a business marketing strategy can seem daunting at first, but video reels adhere to the same guidelines as any other marketing medium.

Start by defining the purpose or intention behind wanting to implement video reels. Understanding why your business wants to market this way goes a long way in figuring out what kind of content to include. Some content ideas for video marketing reels are:

Create a Story– Video reels are most effective when they tell a story or have some kind of hook.. Talking about the history, values, and provided services of your company builds brand recognition.

Telling a story is a great way to build audience interest and engagement with your brand. Make sure the content is relatable to audiences, otherwise people will just keep scrolling. Content needs to be interesting, not boring Prompt the audience with questions to draw them in and create a sense of need for your products/services.

Catchy Jingles– Video reels must include an audio component. This can be a prerecorded song, noise effect, or original audio sound bites. Take advantage of this fact by incorporating audio that is memorable.

A catchy jingle builds brand recognition and credibility. Pick audio that is pleasant and not overwhelming. The goal here is to build audience engagement and brand association. Keep it simple so that it is easier to remember.

Memorable Slogan– Including a business slogan is a good idea because it provides audiences with a simple and concise statement of purpose. Make sure your slogan stands out in the video reel design. Again, simplicity is better than overcomplexity here.

A Signature Character– Because video reel production includes utilizing actors, it’s important to pick actors that will help convert customers. Using the same characters in various reels will help build brand consistency and recognition as well.

Consider the target audience for your video reels. Determine what attributes appeal to them when developing a video reel character in order to increase audience engagement. Think about your ideal customer persona and make sure to develop characters that are relatable. Including a relatable character will influence audiences to participate with your business.

Showing Off Products/Services in Action– Still images aren’t great at showing audiences why a product/service has value, but video reels are. Audiences might understand what your business is offering, but what they are missing is a reason why they should buy it. Seeing a product/service in action can solve this.

Instead of boasting to customers about how awesome the products/services are, it is far more effective to showcase how your businesses’ offering will solve problems so audiences can see the use for themselves. Customers who discover the value of your business themselves are more likely to be converting into loyal returners rather than when the same information is being forced upon them.

This is all about persuading the audience to come to you. Video testimonies from pervious customers or influencers is a great thing to do to build brand credibility.

Video Marketing Platforms


After producing content for a video reel, it’s time to post your content on the world wide web. It can be difficult to know which platform(s) are going to be most effective or best suited for your company’s video reels. This article is here to help.

It is better to not limit your content posts to just one platform. It is important to post video reel content on multiple platforms in order to ensure effective results. The three most popular platforms for video marketing reels are:

TikTok: TikTok is an app dedicated to short video. Its videos range from 5 to 120 seconds in length.

Instagram Reels: Reels are the short videos that appear on Instagram profiles and feeds. Unlike Instagram Reels are pre-recorded like other short videos and can last up to 90 seconds.

YouTube Shorts: YouTube Shorts are YouTube’s take on the short video trend. The YouTube app has a Shorts-specific camera for creators to make these videos. They can run up to 60 seconds long.

When asked what short video app works best for their businesses, 50.85% — just over half — chose TikTok. Instagram Reels received the second-highest number of votes at 27.12%, and YouTube Shorts came in third at 15.25%. The rest of the poll participants (3.39%) reported that another app worked best for them. (King).

Each platform has a unique audience and angle. It is recommended that businesses weigh each the pros and cons of each platform before publishing content.



Video reels are the newest and most trendy content medium. Their potential is even greater when implemented as part of a business marketing strategy. Familiarizing yourself with video reels is all it takes to get started and this article provides just that kind of information.

We have gone over the definition of a video reel, what goes into video reel production, some helpful insights when creating content for video reels, and even the best and most effective platforms for posting video marketing reels.

Now it is up to you to take what you have learned here and apply it within your business. The only limitations is your imagination. Time to get to work!


ProShot Media Product Photography Services

Zachary (Jack) Street bio picture

Zachary (Jack) Street

I am originally from Denver, CO. I graduated from Montana State University Spring 2023 with a Bachelors Degree in English. In my free time I like to write, read, and enjoy the great outdoors anyway that I can.

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