Why are brands prioritising 15-second content in 2024?
In today’s fast-paced digital landscape, consumer attention spans have dramatically shrunk. With the constant influx of information and stimuli, people are now more likely to skim through content rather than engaging with it deeply. In response to this shift, brands have begun to prioritise short-form content, particularly on Instagram, to capture and retain their audience’s attention.
One of the most effective ways to achieve this is through Instagram stories, which have emerged as the ultimate short-form storytelling tool. These ephemeral posts allow brands to share bite-sized, visually-rich content that is designed to be consumed quickly and easily. But why are brands prioritising 15-second content, and what benefits do they stand to gain from this strategy?
Increased audience engagement
One of the primary reasons brands are prioritising 15-second content is to increase audience engagement. Instagram stories offer a range of interactive elements, such as polls, quizzes, and question stickers, that enable brands to encourage audience participation and drive engagement. By incorporating these features into their stories, brands can create a sense of community and foster deeper connections with their followers.
For example, a fashion brand might ask its followers to vote on their favourite outfit of the season, or a beauty brand might ask followers to share their favourite skincare routine. These interactive elements not only increase engagement but also provide valuable insights into audience preferences and behaviors.
Humanising the brand
Another key benefit of 15-second content is its ability to humanise the brand. By sharing behind-the-scenes glimpses of their daily activities, work culture, or customer testimonials, brands can demonstrate their values and personality, making them more relatable and authentic to their audience.
For instance, a tech brand might share a video showcasing its team’s morning routine, or a food brand might share a clip of its chefs preparing a new recipe. These types of stories humanise the brand, making it more approachable and likable.
Increased frequency of posting
With 15-second content, brands can upload their daily activities or work culture, sharing customer testimonials and interview clips to make content more relatable for their audience. This increased frequency of posting not only keeps the audience engaged but also provides more opportunities for brands to showcase their products or services.
For example, a travel brand might share a daily vlog of its team exploring a new destination, or a fitness brand might share a series of 15-second workout clips. By uploading content more frequently, brands can maintain a consistent presence on Instagram and keep their audience engaged.
Cost-effective
Finally, 15-second content is a cost-effective way for brands to create and distribute content. Unlike longer-form videos or blog posts, which require significant resources and production time, 15-second stories can be created quickly and easily using a smartphone.
This cost-effectiveness makes 15-second content an attractive option for brands with limited budgets or production resources. By leveraging the power of Instagram stories, brands can create high-quality content without breaking the bank.
Conclusion
In conclusion, brands are prioritising 15-second content in 2024 because it offers a range of benefits that can help them increase audience engagement, humanise their brand, and maintain a consistent presence on Instagram. By incorporating interactive elements, sharing behind-the-scenes content, and posting frequently, brands can create a sense of community and drive meaningful interactions with their audience.
As the digital landscape continues to evolve, it’s likely that short-form content will remain an essential tool for brands looking to capture and retain their audience’s attention. By embracing the power of 15-second content, brands can stay ahead of the curve and achieve their marketing goals in the years to come.
Source: https://www.growthjockey.com/blogs/instagram-stories-for-modern-marketing
