The impact of short form content is becoming increasingly prominent in the digital world. Almost every social platform now has an element of short form video, with social video content now being discoverable in search engine results and LLM searches.
If you’re a luxury brand and you want to stay ahead of the curve, we’re sharing our view on the rise of short form content, and how that fits into your luxury brand plans.
The Push To Video Content:
LinkedIn has recently changed its menu layout to put more emphasis on video.
The create “+” icon that took the middle spot in the menu has now been moved to the top right hand corner, with a video feed taking its space on the menu, just like Instagram.
Pinterest video curation, TikTok live, Instagram trial reels, YouTube shorts, there is a plethora of video content that exists and that’s being tested across the digital sphere. As a luxury brand, you don’t have to adopt every style of video being tested.
It depends on the client you’re looking to attract and the brand ambience you want to curate. In other words, think about where your clients are.
Do they go to Pinterest, YouTube, TikTok? What pulls them in? Do they prefer 5-8 second quick content or slightly longer content, up to a minute?
The Instant Era Is Here:
Threads has trialled “ghost posts” where posts disappear after an element of time, as well as hidden words inside a thread that are visible when clicked on by a user.
Instagram has just launched “Instants”, a stark similarity to what BeReal used to create for its users.
Although both of these updates may not be immediately beneficial for luxury brands and their content strategy, paying attention to these updates is important.
Attention spans are lower, audiences are in a mixed era of wanting quick content that grabs their attention whilst also desiring longer form content that makes them remember simpler times without a mass of short form content.
Is There Room For A Bit Of Everything?
Short form content is dominating the digital market right now. But it’s important not to forget what came before. Blogs, email marketing, long form Youtube videos.
As luxury brands, it’s your responsibility to gauge the duration of content your customers will a) willingly engage in due to ease and a good hook, and b) willingly want to take time out of their day to watch and engage with from start to finish.
As well as find out what part of this sliding scale your brand consumers are on.
Think of your content ecosystem as a journey.
- Short-form content can attract attention.
- Long-form content can nurture trust.
- Email marketing can maintain relationships.
And ultimately, all three can contribute to conversions.
As a luxury brand, your responsibility isn’t to produce content simply because it’s trending. It’s to understand what your audience genuinely wants to consume and where they sit on the spectrum between quick inspiration and immersive storytelling.
The brands that will thrive in the coming years won’t be those creating the most content.
They’ll be the brands creating the right content.
