Power of Short-Form Video on Instagram & TikTok (Plus 8 Tips for NYC Businesses)

Since the launch of TikTok in 2016, video production in NYC has had to adjust considerably to meet the demands of this new platform. As professionals in the video production industry, we must work harder to engage viewers in the shortest period or lose our audience to competitors.  Even though Vine was the first to introduce a short form of video content in the early 2010s, it was TikTok and Instagram that made short form video a norm among creatives and social media users. In this article, I’ll explore how short video platforms like Tiktok and Instagram are changing video production and influencing NYC brands and content creators alike.

What Is Driving the Rise of TikTok and Instagram Reel Production in NYC?

TikTok and Instagram reels now dominate social media due to several easy-to-use features embedded in their respective applications. These include filters, music and sound collaborations, algorithm-oriented feeds, and live streams. According to 2023 statistics, New York is the largest media market in the U.S. The ease of use of the platforms combined with the large number of NYC residents ready to consume the content and creatives from advertising, film and TV ready to produce it aided the fast adoption of TikTok and Instagram reels in NYC.

Another feature that helped the virality of these platforms in NYC, most especially TikTok, is the ease of distributing content. Unlike other platforms that require you to have an account before you can enjoy the content, one does not need to have a TikTok account to watch the video that a friend sent them. My mother, 65 years, has not embraced any other social media platform save for TikTok. She doesn’t need to sign in to watch videos she received, nor does she need to have an account to share her favorite TikTok videos. Other social media platforms heavily gatekeeper their content, TikTok is very generous with the same.

Although content creators were making waves on Instagram before, they had to embrace TikTok mostly because of its trend algorithm which comes with the opportunity to reach a wider audience. This ability to reach a wider audience made TikTok platform and its rival Instagram a necessity channel for content creators in NYC.

The Impact of Short-Video Content on NYC Video Production

The acceptance of TikTok and Instagram by brands and audiences motivated many video production companies in NYC to grow their social media production capabilities. Traditional long-form video content with high-budget content is gradually being replaced by (reels) short-form content that can be consumed and understood in seconds. This has brought about the rise of video production companies such as Sinematic that specialize in creating content for both social media and traditional broadcast campaigns.  Even as it continues to produce high end global TV campaigns, Sinematic has pivoted to producing high-quality short-form content using smaller crews, digital cameras, advanced editing software, and AI-powered content optimization tools like Market Muse.

Another impact of this new production era is collaboration. Unlike before when only big brands could afford working with A-list celebrities to promote their products and services to be widely acceptable or go viral, there is now room for small businesses to grow by collaborating with micro and mid-sized influencers and gain traction online. Sinematic has helped many brands work with influencers of varying scale to build an online presence. Collaboration with influencers give NYC brands and  business owners a chance to create viral marketing content without breaking the bank.

Influence on Local Businesses: How NYC Businesses Are Using Short-Form Video for Marketing

NYC residents are not just known for consuming media content, they are also early technology adopters. Short-form video marketing has changed the way brands market themselves locally. Gone are the days of using only traditional media and news outlets like cable and large TV networks such as NBC and others. Entrepreneurs in NYC are using social media to engage their potential customers and promote their brand. The popularity of TikTok and Instagram reels has made some smart entrepreneurs create educational and persuasive content to engage existing and potential customers on social media. For those that want an even more polished look, they are stepping up their game by hiring social media content creation companies  to help them with their content creation.By working with the right social media production team, brands can expose their products and services to thousands or even millions of people across borders.

Tips on How to Embrace TikTok and Instagram Reels for Your Business

Using short videos for your business can be overwhelming if you don’t have the technical knowledge of video production. However, you can achieve great success if you understand the scope of these platforms which include speed, and collaboration, among others.

Speed: Speed is an important factor for virality especially if you want to incorporate trends into your marketing strategy. If a viral trend aligns with your brand, quickly get to work to join the trend. However, you must capitalize on creativity and quality so that potential customers can relate well to your content.

Make Every Moment Count: Even though reels last for just 15  – 60 seconds, make every second count by making your content engaging, precise, and relative. They are key factors that make people share your content with their friends and family which in turn can increase your customer base. Creativity is important to make a lasting impact within a short period.

Leverage Mobile Filmmaking: Mobile phones are great tools for worthy and well-formatted content on these platforms. If you’re new to video production, take advantage to learn how to make the best use of your mobile devices. If you are a traditional cinematographer who is unfamiliar with mobile videography, it is best to embrace change to stay abreast of the competition

Utilize Data: Marketing is about data. To measure your performance and stay ahead of your competitors, you must monitor your content’s performance. Knowing the content your audience engages well with can help you strategize and achieve better results.

Stay Emotionally Resilient: As a creator-cum-brand, you must stay resilient. This is a marathon, not a sprint. No matter how amazing your content is, some people will find it offensive, and trust me, they will come for you. To handle criticism and social media bullying professionally, keep this quote in mind: “You can’t please everybody”. The earlier you understand and accept this fact, the better you will handle criticism.

Be Patient: New Yorkers are not known for our patience, and a “New York minute” was born here. But growing your presence online will take some time. You will need time to find out what type of content works for your audience, what they best respond to etc. All of this will need data, and you can only build reliable data after some time of regular posting.

Stay Consistent: A social media account that is looking to use Instagram and TikTok as a channel for revenue growth should post at least 3 – 4 times a week, any less and you will have difficulty growing and nurturing a buying audience.

Get Help: Creating social strategy, writing a minimum of 4 scripts weekly,  filming and editing of content, staying on top of social media trends, hiring influencers, sending products to influencers … the list goes on and on. These are tasks that are best done by a team of social media content production professionals, and Sinematic would love to be able to help you with your social media content creation in New York City. 

Conclusion

The introduction of TikTok and Instagram Reels has transformed video production in New York City influencing creatives, entrepreneurs and brands alike. These platforms individually changed the traditional method of making content into giving almost everyone the license to be creative. With just a smartphone, your life and brand can turn around in the twinkling of an eye, which is a fascinating development in the video creative world.

However, it comes with several challenges as well. To succeed, you must be super-fast, creative, and follow current trends. Furthermore, you must be a fast learner, and be ready to relearn to ensure your content is widely acceptable. You could also hire social media content companies to help you.