Nowadays, customers first encounter stores or brands through short videos, rather than blog posts or card news. Instagram Reels, YouTube Shorts, TikTok—the names may differ, but the flow is the same. If you fail to capture their attention within that brief timeframe of 15 to 60 seconds, they will simply move on to the next video. Therefore, today, for small business owners who haven't yet started creating short-form content, I have compiled four essential principles to follow when launching.
Why is short-form marketing important right now? The biggest reason is that platform algorithms prioritize exposing short videos to a wider audience. Even accounts with only a few hundred followers can see their videos spread to complete strangers if the content itself is good. For small business owners who find it difficult to spend a lot on advertising, this is one of the few opportunities to reach new customers with ideas rather than money.
4 Principles Small Business Owners Must Follow When Starting Short-Form Marketing
First, you must pique their curiosity within the first three seconds. People decide whether to continue watching or skip a video within two to three seconds of it starting. Rather than a generic opening like, "Today, I’ll introduce ○○," you should open by showing the result first or with a twist, such as "You shouldn't do this," to make them watch until the end. In short-form content, questions work more strongly than explanations, and plot twists work more strongly than introductions.
Second, you must convey the atmosphere before the information. Short-form content is not a medium for lengthy explanations, but one for conveying sensations. Rather than listing product specifications or prices, you should include elements perceived first by the eyes and ears—such as the store's ambiance, the texture of the ingredients, or the sounds of cooking—so that viewers can visualize the experience in their minds. You can sufficiently supplement the information in captions or comments.
Third, you must showcase the person rather than the product. People open their hearts more easily to videos that naturally reveal the owner's face, voice, and touch, rather than accounts that repeatedly post only neatly organized product photos. Rather than a perfectly edited advertisement, a personal explanation—even if a bit clumsy—actually builds trust. It must leave the impression that "there is a person like this at this shop" to lead to repeat visits.
Fourth, you must tailor a single video to suit multiple platforms. Even with the same video, Instagram Reels, YouTube Shorts, and TikTok each have slightly different preferred subtitle styles, hashtags, and video lengths. Instead of creating just one and stopping there, if you upload it to all three platforms by slightly changing only the subtitle placement or the opening sequence, you can create exposure opportunities in more places with the same effort.
Small actions you can start today
It is okay if you do not have an expensive camera or professional lighting. You can easily get started with just the mobile phone you currently own. Try starting by capturing one 15-second video a day of natural moments in your store or during your work process. The first few videos may not get as many views as you expect, but consistently uploading and seeing which moments get a good response is the best learning experience in itself.
Short-form marketing is not a task that requires flashy skills, but rather akin to a habit built little by little every day. Intrigue in the first three seconds, a gaze that captures the atmosphere, sincerity that reveals the person, and small refinements tailored to various platforms. Keeping these four principles in mind, please start with just one short video.