So, going into 2022, brands should pull back the curtain and engage with their audiences on a more personal level. Our social media trends report revealed that 36% of marketers surveyed currently leverage the authentic, behind-the-scenes content that's so popular on short-form video platforms like TikTok. Those who do use it rank it third in ROI, with 68% of marketers saying it's the most effective content behind fax number list funny and interactive content. Short-Form Video Example: Sierra Nicole Trendy? Check. Informative? Check. Prompts action? Check! This video works because it has all the ingredients for an effective short-form video. It first grabs the viewer’s attention by including a popular song and dance. The content addresses pain points viewers may be facing. Then, the call-to-action (CTA) in the caption rounds out the video by turning viewers into potential leads. More Explainer or Educational Videos In 2022, brands will likely focus on educational content in their short-form videos - think how-to’s, DIYs, and explainer videos. A 2020 Wyzowl report found that viewers want to see more of this video style from brands. Wondering where we currently stand? 32% of marketers surveyed in our social media trends report say they currently leverage educational content and 57% of those who do say it's one of the most effective content types. Educational videos are great added-value content because they help audiences in their day-to-day lives. Brands that make education a priority in their marketing strategy can improve lead generation and build stronger brand loyalty. Similarly, explainer videos target users who are at the decision-making stage of the buyer’s journey and, if done right, they can turn decision-makers into customers. It’s a win-win situation: Brands get to address their audience’s pain points and offer solutions, which is (surprise!) them. Not sure what I mean? See the example below. Short-Form Video Example.