Modern consumers have a shrinking attention span, so how do you capture their interest in your products and services? Short-form video marketing is an effective tool for companies of all sizes to captivate audience interest, increase engagement, and fulfil marketing objectives. 

This comprehensive tutorial delves deep into the tactics required to perfect short-form video marketing, even on a tight budget. We’ll go over the equipment you can use, the editing processes, and how to generate a captivating video that resonates with your target audience.

Why short-form video marketing matters

Before we get into the how-to, let’s clarify the “why.” Here are some interesting facts demonstrating the efficacy of video marketing in 2024. According to Wyzowl, 86% of companies employ video marketing, and 93% of video marketers consider it a vital aspect of their marketing plan. This extensive usage demonstrates the power of video in captivating attention and driving results.

Similarly, Insivia research reveals that 84% of customers claim that watching a video persuaded them to purchase a product or service. Short-form videos can be very helpful in driving conversions by presenting products or services in an engaging and informative manner. 

A HubSpot study also highlighted that viewers retain 95% of the message communicated through video, compared to 10% while reading text. Short-form videos can reduce complex material into easily digestible chunks – improving viewer comprehension.

These figures make it evident that video marketing is no longer a niche tactic; rather, it is a necessary component of any successful digital marketing strategy. Short-form video goes one step farther by catering to shorter attention spans and the “swipability” of mobile apps and social media platforms.

Getting started: Equipment and resources on a budget

The advantage of short-form video marketing is that you do not require a Hollywood-sized budget. Here’s everything you’ll need:

  • Smartphone – Your smartphone is perhaps your most powerful filmmaking tool available to you. Most modern smartphones have high-quality cameras capable of producing breathtaking images and videos.
  • Tripod – Purchase a simple tripod to provide stable footage, particularly for filming product demonstrations or talking-head videos. You could also invest in a small gimbal for your phone or camera to keep footage stable and smooth.
  • Lighting – Proper lighting is essential for professional-looking videos. Use natural light whenever possible. If filming indoors, try using inexpensive ring lights or softboxes to ensure even illumination.
  • Editing software – There are several free and premium video editing programmes for smartphones and desktops. InShot, KineMaster and iMovie are user-friendly solutions for basic editing, trimming, text overlays, and music inclusion. You could also subscribe to Adobe Premiere Pro or CapCut for more professional editing capabilities.

When it comes to music and sound effects, royalty-free content is your best friend. Websites like and offer a wide library of music and sound effects that you may harness to enhance your films without copyright issues.

Pro tip: Explore online tutorials and seminars to refine your video editing abilities and unleash the full potential of free editing tools. YouTube is your best friend when it comes to video editing hacks and tips; there are so many great tutorials on how to film, edit and produce high-quality clips for your social media channels and website.

Creating engaging short-form video content

Now that you have the necessary tools, let’s look at how to create engaging short-form videos. Start by identifying your goals. Short-form videos can be useful for a variety of marketing goals. Do you want to raise brand awareness, increase product sales, highlight business culture, or educate viewers about a specific topic? Clearly outline your goals to help drive your content development process.

Next, understanding your target audience is essential for creating content that resonates. Think about their demographics, interests, and pain issues. Customise your video’s language, tone, and images to connect with people on a deeper level.

Remember to keep it short and sweet. To keep viewers’ attention, aim for videos that last 15 seconds to 3 minutes. Hook the viewers early on. The initial few seconds are essential to capture your audience’s attention with an engaging opening scenario, a thought-provoking inquiry, or a hilarious introduction.

Storytelling is vital too. People connect to tales. Even if your film is short, weave a narrative into it. Show, don’t tell. Use pictures and music to elicit emotions and leave a lasting impact. Provide viewers with valuable content, such as entertainment, knowledge, or solutions to their problems.

Do not forget the call to action (CTA). Explain what you want people to do after watching your video. Do you want them to go to your website, download an app, or get additional information about a product? Include a clear and succinct call to action at the end of your video.

The majority of short-form video consumption takes place on mobile devices, so make sure your films are shot and edited vertically for the best viewing experience on mobile devices and social media apps. Each short-form video platform has its own features and trends. Familiarise yourself with popular video formats from sites such as Instagram Reels, TikTok, and YouTube Shorts. 

Even companies with restricted budgets can build effective short-form video marketing campaigns by implementing these methods and utilising easily available tools. Remember, short-form video marketing is all about being innovative, engaging, and adding value to your audience. Accept the power of narrative, maximise the reach of social media platforms, and watch your brand exposure and interaction skyrocket!

Mobimeme: Your digital marketing partner

At Mobimeme, we thrive on assisting businesses in realising the potential of short-form video marketing. Our team of digital marketing experts can help you with everything from content strategy and video creation to social media administration and targeted marketing.

We have many years of experience in the South African digital landscape, so we know the true value of a well thought-out and executed marketing video. 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.