South African companies must stand out from the crowd of competitors. Eye-catching, useful content is essential for attracting audience attention and increasing conversions. Short-form video marketing is the secret weapon that companies need to increase their conversion rates.

The effectiveness of short-form video content for South African businesses is evident. According to a 2024 survey by Social Media Today, an astounding 87% of South African marketers currently incorporate video content into their social media marketing campaigns. This significant statistic demonstrates an increasing understanding of video’s potential to engage viewers and produce results.

However, the benefits extend beyond brand awareness. Wyzowl published that 84% of South African consumers believe that watching a video influenced their decision to purchase a product or service. This displays the persuasive power of video content and its capacity to convert viewers from consideration to action. 

Including a short video on your landing page can increase conversion rates by up to 80%. This is an invaluable tool for local companies that have e-commerce platforms; embedded videos on product pages can help drive sales. 

According to HubSpot research, viewers retain 95% of a message given through video, vs 10% when reading text. This demonstrates the power of video in presenting difficult information in a way that resonates with viewers and motivates them to act. These numbers make it clear that video marketing, particularly short-form video, is more than a fad; it’s a conversion powerhouse.

Why does short video convert better?

There are various reasons why short-form video outperforms other content types in terms of driving conversions. Firstly, they typically span less than 3 minutes, and so instantly attract and maintain the audience’s interest. The fast-paced tempo and visually appealing structure are great for capturing viewers’ attention and keeping them engaged.

Secondly, videos are more emotionally connective. They allow you to convey stories, demonstrate items in action, and elicit emotions in viewers. This emotional connection to your brand can have a major impact on purchasing decisions.

Next, they are information-rich and easy to digest. Short-form movies can reduce complex information into manageable chunks. Viewers can quickly grasp product benefits, service offerings, and brand values. This also helps to improve trust and credibility. Videos (including product demos, customer testimonials, or behind-the-scenes looks) can help potential customers trust and believe in your company.

Traditional marketing content, such as text-heavy articles or static photographs, cannot compete with the dynamic and engaging character of short-form videos. They provide a more immersive and memorable experience, making a lasting impression on viewers and eventually encouraging them to convert.

Creating engaging short videos

Now that we’ve highlighted the power of short-form video, let’s look at how to build videos that convert in the South African market:

  • Know your audience – Understanding your target audience is critical. Discover their demographics, interests, and problem issues. Tailor your video material to meet their individual requirements and tastes.
  • Focus on value – Instead of simply promoting your goods, provide viewers with something of value. Show how your product or service addresses their problems or enhances their lives.
  • Storytelling is key – Even if your film is short, weave a narrative into it. Capture attention with an issue statement, then present your solution and highlight the good conclusion.
  • Strong Call to Action (CTA) – Tell viewers what they should do next. Would you like them to visit your website, download an app, or make a purchase? Include a clear and succinct call to action at the end of your video.
  • Optimise for mobile – South Africans are increasingly viewing video material on their mobile devices. Make sure your films are shot and edited vertically for the best viewing experience on mobile devices.
  • Leverage local trends and humour – South African audiences value relatable and humorous content. Incorporate bits of local humour or trends that are relevant to your target demographic.
  • Track and analyse performance – Using platform analytics, you can monitor the performance of your short-form video content. Determine what resonates with your audience and what does not. Use this data to fine-tune your content strategy and continually improve your video marketing efforts.
  • Be consistent – Regularly producing short-form films is essential for growing your following and keeping them engaged. Create a content calendar to organise video ideas and ensure a consistent flow of new content.

Embrace the power of short-form video

By following these guidelines and using the power of short-form video marketing, South African firms can significantly increase conversion rates. Short-form videos grab viewers’ attention, develop trust, and successfully express brand messages that resonate with them.

At Mobimeme, we love assisting South African businesses in using the power of video marketing. Our team of digital marketing experts can help you with everything from content strategy and creation to video production and social media administration.

We can help you develop captivating short-form video content that converts and propels your brand forward! If you need advice or assistance with your digital marketing efforts, please contact us today for an assessment or to get started. 


Mobimeme offers various digital services, including content marketing, SEO, analytics, social media management and expert direction in the digital sphere. Building and growing online audiences for your business is what we do best. For more insights, follow us on Facebook, Instagram, Twitter and LinkedIn.