Marketing in the Short-Video Landscape

Pro Tips and Techniques for TikTok, Instagram Reels, and Other Social Entertainment Platforms

About This Report
The short-video landscape is bigger than just TikTok. Marketers must develop a strategy to make the most of this form of marketing across multiple venues.
Table of Contents

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.

Here’s what’s in the full report


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25expert perspectives

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Table of Contents

  1. Executive Summary
  2. A Framework for a Holistic Approach
  3. Getting Started
  1. Bridging Organic, Influencer Marketing, Paid Ads, and Ecommerce
  2. Key Takeaways
  3. Insider Intelligence Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Candice Beck
Chipotle Mexican Grill
Senior Manager, Social and Digital
Interviewed January 15, 2021
Bonin Bough
Chief Growth Officer
Interviewed January 21, 2021
Gayitri Budhraja
e.l.f. Cosmetics
Vice President, Brand
Interviewed February 2, 2021
Audra Carson
Post Consumer Brands
Senior Director, Integrated Marketing Communications
Interviewed January 22, 2021
Shamsul Chowdhury
Vice President, Paid Social
Interviewed January 6, 2021
Simon de Beauregard
Pernod Ricard
Global Director
Interviewed January 11, 2021
Michael Dobson
Horizon Media
Vice President, Social Media Strategy and Buying
Interviewed January 11, 2021
Paul Donato
Advertising Research Foundation
Chief Research Officer
Interviewed January 21, 2021
Lindsey Gamble
Innovation Strategist
Interviewed January 14, 2021
Sandie Hawkins
General Manager, US Global Business Solutions
Interviewed January 14, 2021
Matt Higgins
Blue Hour Studios
Vice President, Strategy
Interviewed January 19, 2021
Mary Keane-Dawson
Group CEO
Interviewed January 21, 2021
Kolin Kleveno
Senior Vice President, Addressable Media
Interviewed January 20, 2021
Mike Lu
Interviewed January 29, 2021
Ross McCormack
Havas Media Group
Vice President and Director, Social Strategy
Interviewed January 19, 2021
Sean Naegeli
Co-Founder and Chief Influencer Officer
Interviewed January 14, 2021
Eric Petersen
Weber Shandwick
Senior Vice President, Platform Strategy
Interviewed January 21, 2021
Victor Potrel
TheSoul Publishing
Vice President, Platform Partnerships
Interviewed January 12, 2021
Peter Sellis
Snap Inc.
Senior Director, Product
Interviewed January 22, 2021
Vishal Shah
Vice President, Product
Interviewed January 14, 2021
Vikram Sharma
Interviewed February 2, 2021
Rogier Vijverberg
Founder and Executive Creative Director
Interviewed January 14, 2021
Allie Wassum
Vice President and Group Director, Social Strategy
Interviewed January 14, 2021
William White
Interviewed January 14, 2021
Maria Wollenburg
Manager, Social Media and Content
Interviewed January 14, 2021

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Read This With Insider Intelligence


Debra Aho Williamson


Blake Droesch
Junior Analyst
Jasmine Enberg
Senior Analyst
Nina Goetzen
Zach Goldner
Junior Forecasting Analyst
Chris Keating
Research Director
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Oscar Orozco
Senior Forecasting Analyst
Melissa Rosenberg
Senior Researcher
Lauren Ruhlen
Audrey Schomer