Video is the most popular form of content on the internet. Video gets more likes, shares, and comments than anything else. One of the biggest reasons why Homesale Realty has seen great 2021 growth is our use of video content to promote our listings.

But not all video content is created equal. Some forms of video are more effective than others. In an era where most videos will be accessed by smartphone, viewers are often on the go. They have limited time and attention, so short-form video is the best way to connect.

What Is Short-Form Video?

The term short-form video has different definitions in different sources. For our purposes, a short-form video is two minutes long or less. However, many valuable pieces of video content are shorter. With the right strategy, it's possible to make an impression in a few seconds.

What Are the Major Short-Form Video Platforms?

• Instagram
  Instagram is the most popular social media platform for real estate agents for two reasons. One, it's highly visual: Some of the world's best real estate photography is found here. Two, it encourages using lots of hashtags, which makes it easier for users on the network to find your posts. Videos here can be up to 60 seconds long.
  
  
• Facebook
  Facebook briefly led the pack on social media video with its "Facebook Live" live streaming. A live video can be up to eight hours, while a pre-recorded one can be up to four hours. If you are already familiar with Instagram, you'll find Facebook's video recording and uploading interface easy to use.
  
  
• TikTok
  TikTok is the most popular micro-video platform in the world. Its audience skews very young, so it may not be best for all real estate agents. Still, you can do tremendous brand-building with a fun TikTok video. These videos can be up to 60 seconds in length and are usually humorous.

How to Make Your Short-Form Videos Stand Out

• Use Square Video
  Square video—a 1:1 aspect ratio—has displaced 9:16 portrait video as the most popular kind on mobile devices. Unless most of your audience is on desktop, don't even bother with old-fashioned landscape-style videos.
  
  
• Go Live if Possible
  No matter what network you decide to use, it will prioritize your content and spread it further if you use the built-in live-streaming features. This pulls the rug out from under real estate agents who are used to pre-recording videos and putting it all on YouTube!
  
  
• Have a Single, Overarching Idea
  Go as short as possible to get used to short-form videos—too short to need a script. Instead, have a single, overarching idea you want to communicate. Practice until your main idea comes through in a natural, compelling way. Then do it again live.
  
  
• Mention Your Brand First
  Your video should skip straight to the action—no lengthy intro music or long, lingering shots of your logo allowed! But there is one bit of housekeeping that should be the very first thing out of your mouth: Your brand name. Mentioning it within the first ten seconds aids recall by 23%.
  
  
• End with a Call to Action
  Just like your email marketing, your videos should always end with a call to action. Most people will not do what you want (even if they know what it is!) unless you spell it out. Many videos will have a simple CTA to "like and subscribe," but vary your CTA based on the video's fit within your content strategy.

Contact BHHS Homesale Realty to discover more about video marketing.