Executive Summary

To be successful in the short-video landscape, marketers must be strategic. Instead of focusing on only one venue, they should use a logical, structured approach that incorporates their goals and objectives for branding, social media marketing, influencer marketing, and video marketing.

Why should marketers take a holistic approach to short-video marketing?

Short-video venues will be a lasting part of the social media marketing landscape. With the dramatic rise of TikTok, as well as the growing number of similar offerings from both the traditional social platforms and standalone apps, businesses must determine their strategy for incorporating this form of marketing.

Which teams should be involved in short-video marketing?

Short-video venues sit at the intersection of social media, influencer marketing, and digital video, which means that a successful approach will combine expertise from teams across these areas.

What first steps should marketers take before launching a major initiative on a short-video platform?

The most important step is to figure out your brand voice. From there, learn about the pros and cons of user-generated content (UGC) and take time to understand the differences between the short-video venues. (Spoiler alert: They’re not all the same.)

What steps come next?

After laying the groundwork, the next steps involve incorporating short-video marketing into a brand’s existing organic social media, video, and influencer marketing plans, as well as considering the role of paid advertising. Some companies will also want to bring social commerce into the mix.

WHAT’S IN THIS REPORT? This report provides a framework for developing and executing marketing initiatives across the short-video landscape. It also features advice and examples from experienced marketers.

KEY STAT: Among worldwide retailers, more than one-third said they buy ads on TikTok.