What is voice search, and why is it important for my website?

Voice search lets people ask questions out loud using devices like smartphones and smart speakers. It’s important because a growing number of users prefer this using voice assistants and this is increasing with the use of LLMS. Optimizing for voice search means your website can be more easily found when users speak their queries, giving you a competitive edge.

How do FAQs help improve voice search performance?

FAQs are naturally formatted as questions and answers, which matches the way people speak when they use voice search. By providing clear, concise answers, your FAQs help voice assistants quickly find and read the information users need. This makes your content more likely to be chosen as the “spoken” answer in search results.

What is FAQ schema markup, and how does it work?

FAQ schema markup is a type of structured data that tells search engines which parts of your content are questions and answers. By adding a JSON-LD code snippet to your page, you help Google and other search engines recognize your FAQs. This can boost your chances of having your FAQs featured in rich results.

How can I optimize my FAQ content for both voice search and mobile devices?

To optimize your FAQ content, write in a natural, conversational tone and keep your answers short and clear. Make sure your page loads quickly and is mobile-friendly, since many voice searches occur on smartphones. Also, using schema markup ensures that both users and voice assistants can easily access and understand your content.

What tools can I use to test my FAQ schema markup and voice search performance?

There are several useful tools for this. You can use Google’s Rich Results Test to check your FAQ schema implementation. Other tools include the Schema Markup Validator, Google PageSpeed Insights for mobile optimization, and Google Search Console to monitor performance and catch any issues with your structured data.

How to Grow an Audience with Short-Form Video Marketing - Jonathan Simon - Digital Marketing Consultant

Short-form video gets 2X more engagement than any other content type but most businesses still ignore it. Are you?

Jump Ahead to Learn:

Short-Form Video on Social Media Platforms

Too busy to read? Listen to the podcast summary. 4 minutes

Introduction

You only have 1.7 seconds to catch someone’s attention online. Short-form video is built for that.

Over the last few years, short-form video content has changed the way we communicate online. People love getting quick insights in less than a minute, and platforms are responding by pushing these bite-sized clips to massive audiences. It has become an essential digital marketing strategy for all organizations.

It started with the rise of TikTok, and then other social media platforms started to take note and launch similar platforms. Meta launched Reels, YouTube started Shorts, and then Pinterest and even LinkedIn followed.

According to a HubSpot report, 85% of marketers say short-form video is the most effective format on social media platforms.

In this article, I’ll explore what short-form videos are, and how they perform on TikTok, Instagram Reels, YouTube Shorts, Pinterest Idea Pins, and now LinkedIn Short Video. Plus, you’ll learn how to plan your strategy, create engaging clips, and use short-form video to grow your social media following.

Understanding Short-Form Video

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What are short-form videos?

Short-form videos are brief and engaging video clips that generally last 15 to 60 seconds, though some platforms allow up to 90 seconds or more. They are often used on social media platforms like TikTok, Instagram Reels, and YouTube Shorts. They are designed to capture your attention.

Why do they work so well?

Quick Consumption: People decide in seconds if they’ll watch or scroll on. It makes it easier to watch because we have developed short attention spans.
Highly Shareable: These short bursts of content are easy to pass around multiple platforms.
Algorithm Rewards: Many social apps (TikTok, Reels, LinkedIn feeds, etc.) push short-form videos with high views, replays, or engagement.

A Statista study found that short videos often generate significantly higher engagement than longer videos or text posts. So, if you're starting to create video content, starting with this quick-hit format is a great way to gain momentum.

Short-Form Video Marketing

Short-form video marketing means creating concise, impactful clips to promote your brand, share messages, or connect with audiences. The biggest advantage? You can capture someone’s attention and deliver your key point in under a minute. It has become an important part of every content and social media marketing strategy.

Instant Connection: A single video can showcase your personality or product quickly.
Low Barrier to Entry: All you need is a smartphone. Editing apps like CapCut or in-app tools on TikTok, LinkedIn, or Instagram make production simple.
Multi-Platform Reach: Post the same core content across different apps (with slight tweaks), tapping into broader audiences.

Pro Tip: Stick to brand consistency in each video. This might be a recurring color palette, tagline, or call-to-action. This way, people recognize your brand, product, or service right away. Also, use tools to get the job done faster.

What Should Digital marketers Post?

You should post content that engages your audience by Entertaining, Educating, or Empowering them.

Entertain
This content grabs attention and makes people feel something. This could be content that is funny, surprising, or emotional. It can include memes, behind-the-scenes clips, or relatable stories. The goal is to keep people engaged and coming back for more.
Educate
This content teaches something useful. It could be how-to posts, tips, infographics, or breaking down complex ideas in a simple way. The goal is to help your audience learn or understand something new.
Empower
This content motivates people to take action or feel more confident. It can be success stories, testimonials, inspiring quotes, or practical advice. The goal is to build trust and encourage growth or change.

The Current Short-Form Video Platforms

TikTok

TikTok has revolutionized short-form video content. (I know…we can not forget Vine. 🪦) Driven by boredom during the global pandemic, TikTok became the fastest-growing social media platform. It offers an easy way to create short videos and has a ready audience. When we think of short-form video content, we think of TikTok videos.

TikTok User Base: As of March 2025, TikTok has over 1.5 billion monthly active users, per Search Logistics.
Known For: Viral challenges, music-driven content, and an algorithm that can send even brand-new accounts viral.

Instagram Reels & Facebook Reels

Instagram Reels and Facebook Reels offer short-form videos within the Instagram or Facebook app. It helps users create quick, engaging clips with music, effects, and easy sharing to followers. It lets users produce and share short videos to reach friends, groups, and pages through Facebook and Instagram’s large audience.

Massive Reach: Instagram exceeds 2 billion monthly users; Facebook hovers around 3 billion (Statista).
Integration: Reels appear on your main feed, Reels tab, and can be easily cross-shared to Facebook, multiplying potential views.

YouTube Shorts

YouTube Shorts lets users make quick, fun videos right in the YouTube app. It offers easy editing tools and music options so you can share engaging clips with a wide audience.

Wide Audience: YouTube attracts over 2 billion logged-in monthly viewers (Statista).

Monetization Options: Shorts can help direct audiences to your long-form videos, which have established ad revenue structures.

Pinterest Idea Pins

Pinterest Idea Pins allow you to create short, multi-page videos that show creative ideas. They help you share tips, how-tos, or inspiration with others on Pinterest.

Longer Shelf Life: Unlike some fast-moving feeds, Pinterest content can resurface for weeks or months.
Search-Friendly: Users find your Idea Pins through keywords, and Pinterest’s audience is known for planning and shopping.

LinkedIn Short Video

LinkedIn Short Video is designed for quick, professional video updates. It gives you a simple way to share insights, announcements, or industry news with your network.

Professional Crowd: LinkedIn now reaches over 900 million members globally (Statista), and short video is taking off among business professionals.
B2B Engagement: Short videos can humanize your brand and boost your credibility if you’re sharing thought leadership or behind-the-scenes corporate content.

Set Your Foundation for Growth

Clarify Your Niche: Stick to a focused topic. This might be a healthy meal prep or financial tips. This way your viewers know why they should follow you. Do not be afraid to have a very narrow niche.

Optimize Your Profile: Use a consistent profile photo or logo, write a punchy bio, and include a link to your site or other social accounts.

Plan Your Posting Goals: Decide if you want to entertain, educate, empower, or persuade. Set a schedule (2–3 videos per week) and stick to it. If you can post more videos, even better.

Batch Creation: Record multiple videos in one go. That way you’re not scrambling to film daily.

Start Simple: A smartphone camera and a quiet, well-lit room can produce surprisingly good videos. Consider a ring light or microphone for an upgrade.

Crafting Attention-Grabbing Content

Use Strong Hooks: Grab attention in the opening 3 seconds with a catchy phrase, visual, or text overlay.
Tell Your Story in Seconds: Even a short video can have a problem-solution flow.
Leverage Trends: Use popular sounds or challenges, but put your spin on them.
Add Value: Educational content (tips, how-tos) often gets more shares.
Be Authentic: Don’t worry about a perfect studio setup. Show your real self.
Captions: Many watch silently, so on-screen text helps them follow along.

How to grow your audience using short-form video

Short-form videos are great for attracting attention, but sustainable audience growth requires strategy:

Consistency & Frequency: Regular posts keep you top-of-mind. This means at least once day.
Cross-Promotion: Reformat clips for each platform to expand reach.
Collaborations & Challenges: Creators in your niche can expose you to whole new groups of followers.
Track Metrics: Watch time, shares, and completion rates signal what works (and what doesn’t).
Refine Your Content: If one format flops, try different ideas. Look at analytics to guide your decisions.

Below are some quick guides to follow on how to grow your audience with short-form video on your favorite social media platform and keep viewers engaged.

TikTok Growth Tips

Watch Time Focus: Aim for re-watchable video clips (visual hacks, micro-vlogs) that encourage viewers to watch again.
Use Trending Sounds: Check TikTok’s “Discover” page. Pairing your video with popular audio can boost reach.
Engage via Duet & Stitch: React to others’ videos or build on their content to tap into new audiences.
Frequent Posts: TikTok’s algorithm favors consistent creators—2–3 times weekly is a good start.

Platform-Specific Tips for Reels (Instagram & Facebook)

Don’t Reuse: Try not to repost the exact same content you are placing on TikTok if you can avoid it. Your target audience will have likely already seen the video on that platform.
Showcase Personality: Instagram and Facebook audiences enjoy behind-the-scenes views or personal stories.
Use Native Features: Add filters, stickers, or Q&A tools to encourage direct interaction.
Hashtag Strategy: A few relevant hashtags can help surface your Reels on the Explore page.
Share to Feed and Stories: Increase views by letting your Reels appear everywhere possible.

YouTube Shorts: Best Practices

Tag Your Shorts: Include #Shorts in your title or description so YouTube categorizes your clip correctly.
Tease Longer Videos: End with a CTA inviting watchers to check out your main channel for deeper content.
Analyze Retention Rates: YouTube is known for advanced analytics, so see where viewers drop off and adjust accordingly.
Consistency Counts: Posting at least once or twice a week helps train YouTube’s algorithm that you’re a serious creator.

Pinterest Idea Pins: Tips for Success

Use Keywords: Pinterest is a visual search engine. Pepper relevant keywords into your Idea Pin descriptions.
Evergreen Content: Craft videos that stay relevant—DIY tutorials, recipes, style tips—so they keep getting saved.
Offer Value: People on Pinterest love quick tips and detailed how-tos.
Pin Consistently: Spacing out your Pins (e.g., one Idea Pin per week) can keep your content fresh in searches.

LinkedIn Short Video: Where Professionals Connect

Professional Insights: Provide quick management tips, success stories, or industry news bites that resonate with a B2B audience.
Text Overlays: Many LinkedIn users browse during work hours with sound off—captions are a must.
Humanize Your Brand: Show behind-the-scenes looks at your company culture or personal milestones (like hitting a project goal).
Timing Matters: Posting when people are likely to check LinkedIn. This means mornings or lunchtime, so you can increase engagement.

Turning Long-Form Content Into Short-Form Snippets

Why Start with Long-Form Video?

Long-form videos, like webinars, tutorials, or interviews, often deliver deeper insights. They can showcase your expertise in detail. But not everyone has the time (or patience) to sit through a 15-minute recording. By creating a central piece of long-form content, you have a “master file” to pull clips from later.

Plan Your Pillar Content: Begin with a substantial topic that you can break down into smaller, standalone points. For instance, if you host a 30-minute webinar on “10 Essential Social Media Strategies,” each point can become a short-form clip.
Record with Repurposing in Mind: Speak in “modular” segments. Briefly pause between key points so it’s easier to cut them into bite-sized chunks. This way, you won’t need tons of editing to isolate valuable moments.
Identify Highlight Moments: Scan your long-form video for the best one-liners, demonstrations, or “aha” moments. Look for quotes or tips you can tease in a quick snippet—something that hooks viewers enough to want the full video.
Edit into 15–60 Second Segments: Use editing tools (like CapCut, Adobe Premiere, or iMovie) to carve out mini clips. Trim off any “um” or pause, add captions, and consider a quick intro slide or an overlay to indicate it’s part of a larger video.
Tease the Full Content: End each short-form snippet with a simple call-to-action like “Watch the full session on my YouTube channel,” or “Catch the entire interview on our website.” This helps convert short-form views into longer engagement.
Customize for Each Platform: A clip that works perfectly on TikTok might need a different aspect ratio or text layout to pop on Instagram Reels or LinkedIn. Tweaking the caption or sound choice can significantly boost performance on different apps.

Pro Tip:

If you’re using YouTube for the main long-form video, mention it in your short clips, especially on TikTok or Reels. People are more likely to explore your main channel if they know there’s more detailed content available.

FAQs

Aim for between 15–60 seconds in length. Some platforms allow up to 90, but shorter often performs better. 20-30 seconds is the sweet spot for best engagement.
On most platforms, the more often the better. A good starting rhythm is 2–3 times a week. Adjust if your audience wants more.
To start, all you need is a smartphone and decent lighting. You can upgrade gear over time. This would include a microphone, ring light, and upgraded editing software.
Focus on creating as many videos as possible, constructive comments and block blatant trolls. Real critiques can help you improve and the more the create the better your content.
It is harder to keep up your content creation momentum when you take on too much. Begin with 1–2 platforms where you think your audience hangs out. Cross-post later.
Definitely. Tease longer content in your short-form clips so people know where to find more details.
Monetization depends on follower count, engagement, and brand fit. Be patient and consistent.

Conclusion

Short-form videos are here to stay. Platforms continue to push this fast-paced, engaging format, and viewers can’t get enough. Whether you focus on TikTok growth tips, start tapping into LinkedIn’s professional audience, or craft Pinterest Idea Pins, the core principles remain the same: keep it short, authentic, and valuable.

If you’re still learning how to grow your audience using short-form video, remember that results come from consistent posting, smart collaboration, and continuous experimentation. Pick one platform to begin with, learn its quirks, and gradually expand to others. This journey takes trial and error, but each short video is a chance to refine your style and message.

Keep going and watch your community flourish.

How to Grow an Audience with Short-Form Video Marketing