Optimizing Your Short-Form Video Content
Ragan and PR Daily’s 2024 Social Media Conference kicked off with a memorable pre-conference workshop slate. During an afternoon session, Mackenzie Perna, co-founder at Sun & Sol Co., and Tyler Paget, social media director at Fox Racing, did a deep dive into how organizations can create impactful short-form content on TikTok, Reels and Shorts.
Here’s what we learned.
Establishing an ownable identity
Perna began by sharing how brands can create an ownable identity to show they’re truthful by embracing truth in various ways.
“We recommend that brands take on a very editorial approach and show their human community truth,” she said. “If we look around, we’re all diverse in ages and ethnicities, in what we like to do on the weekends. And consumers are looking at some of this from their brands as well. So when you’re programming your content showing diversity in your audience, and what you’re providing in regards to the entertainment and content, you’re sharing consumer truth. We all want to trust the brands that we’re purchasing from as well as the content we’re investing our time into.”
From CommPRO:
The article on Ragan and PR Daily’s 2024 Social Media Conference provides valuable insights for communicators on crafting effective short-form content for platforms like TikTok, Reels, and Shorts. It emphasizes the importance of creating an ownable identity, leading with a compelling hook, optimizing content, showcasing humanity, and wisely engaging with trends.
Mackenzie Perna and Tyler Paget’s workshop highlights the need for authenticity and human connection in social media content. They advise brands to reflect their audience's diversity and truth, moving beyond one-dimensional communication to establish trust and relatability. The notion that “the days of speaking through a one-way megaphone are over” underpins the shift towards more engaging, two-way communication with audiences.
The article stresses the criticality of the content’s initial hook to grab attention quickly and maintain viewer engagement. Practical tips on optimizing content—such as staying within safe zones on the screen, leveraging audio, and using relevant keywords—are particularly useful for ensuring that the content is both seen and heard effectively.
Furthermore, the piece discusses the trend of humanizing brand content, citing a report that shows a consumer preference for seeing real people rather than polished, corporate imagery. This human element can increase relatability and engagement.
Lastly, it addresses the strategic approach to trends, advising brands to assess authenticity, relevance, and memorability before participating. This guidance helps communicators make informed decisions about trend involvement, ensuring that their content remains genuine and impactful.
Communicators should read this article to understand the evolving landscape of social media marketing, where authenticity, strategic engagement, and effective storytelling are paramount. It offers practical advice and strategic thinking that can enhance their approach to short-form content creation, making their campaigns more effective and resonant with their target audiences.
