Short-Form Video Playbook EN

SHORT-FORM VIDEO PLAYBOOK

TikTok, Reels, Shorts, Triller: How to grow your audience & revenues with short-form videos?

DECEMBER 2020 CREATIVE MARKETING

This playbook belongs to Believe. It is strictly confidential and intended exclusively to Believe and Believe's customers, for non commercial use only. Disclosure to a third party

Introduction Observations

12 18

Creative examples

22

Take aways

46

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Best practices

04

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AGENDA

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INTRODUCTION A BRIEF HISTORY OF SHORT-FORM VIDEO…

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WHAT IS SHORT-FORM VIDEO? Video that’s short enough to hold attention spans, but long enough to tell a story

and get your point across. Typically, this lands in the 15-seconds to 1-minute time frame.

Short-form video is published to be seen over an indefinite period unlike stories which can typically expire after 24 hours.

TikTok

Instagram Reels

Triller

YouTube Shorts

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Today we’ll be looking at :

5

AUG 2014

SEPT 2016

LIP-SYNC APP M U S I C A L . LY L A U N C H ES

The social media platform, where users can upload 6-7 second video clips that loop, becomes massively popular, gaining more than 200 million users by 2015. Its users take the 6-second format and run with it, creating a new genre of internet humor and content creation.

The global version of Douyin

The Chinese version of TikTok

JULY 2015

TRILLER IS RELEASED

An American videosharing social network and entertainment platform

JAN 2017

TWITTER DISCONTINUES VINE

After its creators struggle to scale its user base or find new monetization opportunities that would also keep creators on the app.

BYTEDANCE ACQUIRES MUSICAL.LY

TikTok goes live in most markets besides America.

AUG 2018

BYTEDANCE MERGES MUSICAL.LY WITH DOUYIN, LABELING IT TIKTOK

For all markets outside of China, including America.

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VINE LAUNCHES

BYTEDANCE LAUNCHES TIKTOK

BYTEDANCE LAUNCHES DOUYIN

The app gives users the tools to create lip-sync videos over audio lasting 15-second to 1-minute. Going on to reach 200 million users by May 2017.

JUN 2012

MAY 2017

NOV 2017

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S H O R T - FO R M , A BRIEF HISTORY

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NOV 2019

SEPT 2018

TIKTOK GAINS SERIOUS TRACTION ON INSTALLS

Reels allows users to record short-form videos and edit them with a plethora of effects, as well as add in audio and music soundtracks

NOV 2018

JUN 2020

FACEBOOK LAUNCHES LASSO

TIKTOK BANNED IN INDIA

Lasso allows users to shoot up to 15-second-long videos and overlay popular songs.

FACEBOOK LAUNCHES INSTAGRAM REELS IN OVER 50 COUNTRIES

FACEBOOK LAUNCHES INSTAGRAM REELS IN BRAZIL

All Chinese apps are banned by the Indian government.

Launching with India

JULY 2020

SEPTEMBER 2020

FACEBOOK SHUTS DOWN LASSO

YOUTUBE LAUNCHES SHORTS Starting with India

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Surpassing Facebook, Instagram, YouTube and Snapchat for monthly installs on devices through the App Store.

AUG 2020

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S H O R T - FO R M , A BRIEF HISTORY

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TIKTOK, THE DISRUPTOR

EST. 2014 (MUSICAL.LY) & 2018 AS TIKTOK (MERGER)_

Breaking download records in 2019, TikTok is an app with music at the heart, that differentiates itself via an algorithm that brings people together over trending content, music and filters.

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No need for friends or follow accounts to use the platform, TikTok learns what you like and proposes more of that to you.

Link

8

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Source: The Verge

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Source: The Verge

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THE EMPIRE STRIKES BACK

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EST. 2015_

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The app holds music very much the centre of its strategy, with numerous big-name artists as investors, dedicated content for artists such as the production of behindthe-scenes videos and an Apple Music integration where users can listen to a full track while looking through content.

Music Business Worldwide

Triller, created back in 2015, originally started out as a lip sync app; it has recently made the move to opening the app to other social content.

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TRILLER, A SLOW AND STEADY FIRST SETTLER

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THE OUTSIDER

THE RUNNER-UP

THE NEWCOMER

850M monthly a ctiv e users

30M monthly a ctive users

Ca n rely on the 1B MAU of IG

Ca n rely on the 2B MAU of YT

DISCOVER PAGE: Trending hashtags Promoted campaigns

DISCOVER PAGE: Content genres (comedy, gaming…)

Trending hashtags Top videos Recommended

DISCOVER PAGE: posts liked by people whose posts you've liked, posts from accounts similar to those that you follow, and posts with high engagement.

DISCOVER PAGE: Part of the home page is dedicated to shorts content

ARTIFICIAL INTELLIGENCE: Persona lized content feed ba sed on user a ffinities (likes, comments, watch time)

ARTIFICIAL INTELLIGENCE: Ana lyses movements within video a nd a da pts videos to the bea t

ARTIFICIAL INTELLIGENCE: Algorithm based on user interaction (content & people followed)

ARTIFICIAL INTELLIGENCE: S h o rts a l g o rithm w i l l b e s e p a r ate f r o m c u r re nt Y o u Tub e a l g o rithm

MUSIC INTEGRATION: U s e rs c a n l i s ten & u s e t o u p t o 6 0 s o f a s o n g , music is ingested to the app

MUSIC INTEGRATION: U s e rs c a n listen to full songs via Apple Music , & can use up to 15s of a song that is in Triller (excerpt of 60s)

MUSIC INTEGRATION: U s e rs c a n a d d m u s ic o r o r i g inal a u d i o to a video that can be up to 30 seconds

MUSIC INTEGRATION: Users can choose from a g r o wing l i b r ar y o f s o n g s

CREATIV E TO OLS & FEAT URES : Myriad of filters ( TikTok creations only), speeds and tools available.

Duet a nd Stitch fea tures a llow users to use a nd reply to other content on pla tform

CREATIV E TO OLS & FEAT URES: AI editing on music videos, basic editing features in app. Sna pcha t integra tions

CREATIV E TO OLS & FEAT URES : Various editing tools and access to the large AR effects library: f i l te rs c a n b e c r e a ted b y e x te rna l s o u r ce

CREATIV E TO OLS & FEAT URES : Simple editing tools for the time being (speed, text, simple filters)

COUNTRIES: Open in +150 countries, closed in India , Chinese version Douyin

COUNTRIES: Most countries except China

COUNTRIES: Currently available in 50 countries

COUNTRIES: Currently only a v a ila ble in India

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THE LEADER

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SO WHAT’S THE DIFFERENCE?

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OBSERVATIONS SHORT-FORM VIDEO

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WHAT WE’VE NOTICED OVER THE PAST FEW MONTHS

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IT’S POSSIBLE TO HIT MORE VIEWS THAN YOU HAVE FOLLOWERS When looking at this specific format, we notice that sometimes you hit the jackpot with a video that can reach much larger audiences (up to 900% observed) than traditional video formats. An interesting strategy to grow your following.

349K views The fail video got 3X more views than the Hunna has

2.4M views After the publishing of this video, Las Prez

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followers

went from 970K to 1M followers over three 3 days

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REELS CAN GENERATE MORE VIEWS THAN CLASSIC VIDEO POSTS ON IG

54,4K

VS

We compared views on the last 5 Reels to the last 5 video posts of 18 artists and observed that in 80% of cases Reels outperformed the video posts.

84,3K

106K

263K

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As Reels can appear on many surfaces (Discover page, feed, dedicated hashtags, effects or music pages, stories and profiles) Reels can reach larger audiences.

150K

REELS

VIDEO POSTS

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INFLUENCERS CAN SPUR ON AND CREATE TRENDS

The right influencer strategy can have a huge impact on amplifying your track or challenge.

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As a lot of content takes inspiration from a specific concept that is copied and transformed by each person, influential accounts can generate a high number of views as well as encouraging users to create their own content around your music.

Believe artist Il Pagante used 4 influencers throughout the three phases of the marketing campaign to launch a summer holiday themed dance challenge #Portofinochallenge, a mix of lip-sync and dance. The strategy spurred on 46K creations using the track and 20,9M views on the hashtag.

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SHORT-FORM CAN BOOST STREAMS ON YOUR BACK CATALOGUE It’s not just latest releases that can be pushed through influence, it takes one performing video or account to boost your song and create a blob of activity around it…

As an artist, you might have a few tracks in your back catalogue that could be huge hits on short-form video platforms. You just need to find the right way to bring them back to life!

Welcome to wonderland lip synced by @sierra.Kai (2.7m followers) See video

+700% Streams on Welcome to Wonderland

467,3K

Videos created & published on TikTok using “Welcome to wonderland”

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Believe artist Anson Seabra saw success on TikTok with a song dating back to 2018, leading to a spike in streams across platforms.

WELCOME TO WONDERLAND, ANSON SEABRA, 2018

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And continue to rise…

Believe Revenues & Projections – Short-form Video Services We expect that short-form will represent

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REVENUES ARE ON THE UP

15% of video revenues in 2021. x1.6

A recent report on MIDiA estimates that user generated content, content made by user that includes music on both short form, stories, and other content, will be worth over $6B over the next 12 years.

2019

2020

2021

Platforms : TikTok, Instagram Reels, Shorts, VK Clips, Snapchat, Likee

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x2.3

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BEST PRACTICES

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TECHNIQUES TO START OUT & GROW YOUR AUDIENCE

Short-form videos apps / features are packed with cool video editing features and effects that are made to

be versatile and easy-to-use for creators, such as: -

Timer

-

Voice effects

-

Green screen

-

Sounds / Audio

-

Filters

-

Etc.

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GET FAMILIAR WITH THE TOOL

o

Check out what’s trending: challenges, hashtags or songs & recreate these videos in your own way.

o

Avoid re-purposed content: you would do better by creating videos utilizing the variety of tools at your disposal.

o

Make videos that stand out: turn your passion (e.g. artistic make-up) into an entertaining, relatable video (dance, cooking, sports).

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START WITH AN IDEA

19

o

Clarity is key: there isn’t time to convey multiple messages, so you have to start with a deep understanding of your point, and then hone your messaging from there. Structure with a beginning,

middle and end o

The first 3 seconds matter, a lot: grab attention from the start with a strong opening shot

o

Keep viewers interested: give users a reason to stick around by building towards a big finish

o

Design for the medium: shoot in vertical & aim for the 15 second sweet spot for length (10-17s is

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STRUCTURE YOUR VIDEO FOR SUCCESS

cool)

o

Post on a regular basis: post 3X per week for optimal growth

o

Interact with other users: follow and collaborate with popular accounts

o

Embrace entertainment: make it personal, authentic and show your personality

o

Experiment with content: use different editing tools, captions (but be succinct) and # for discovery

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OPTIMIZE YOUR SHORT-FORM VIDEOS

20

o

Keep up with trends: participate in popular existing challenges, use trending sounds and camera effects creatively to reach new audiences

o

Engage your audience: include follow ups to create excitement and curiosity connect with your

CREATIVE MARKETING

EXTEND YOUR AUDIENCE

account for the next instalment (e.g. part 2 tomorrow)

MUSIC USAGE o

Verify the availability of your music: have your team check that your songs are correctly linked to your

o

Select the most engaging snippet of your song for the platform: give audiences an extract of the

song that is most likely to generate the creativity of communities on the platform o

Use music within the app/feature library: use the music made available by the app/feature so that

audiences can use it too, increasing the chance of discovery o

Add a backlink to your bio: highly engaged users can click through to listen and buy your music

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profile in the platform

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CREATIVE EXAMPLES

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HOW USERS EXPRESS THEMSELVES ON SHORTFORM

Globally, we’ve identified 4 top categories we’ll be looking into in a little more detail : MUSIC PRODUCTION

COMEDY

SPORT

Top tip: a lot of these platforms are different locally, have a look at pages that aren’t influenced by algorithms (discover pages on TikTok and Triller) to work out what resonates to audiences in your market

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DANCE & LIP SYNC

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WHAT TYPE OF CONTENT WORKS ON SHORT-FORM ?

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DANCE & LIP SYNC CREATIVE EXAMPLES

GOOD FOR: JOINING IN ON THE FUN, TEASING SONG RELEASE

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THE CORNERSTONE THEME FOR SHORT-FORM IN 2020

LIP SYNC / TIKTOK / 1.1M FOLLOWERS / 300K VIEWS

This seemingly random video of skater 420DoggFace cruising down the highway while drinking some juice, made news and spurred other creations by big name creators.

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@420DOGGFACE208

The video has given a boost in streams to Dreams by Fleetwood Mac. Influencers and trends can positively impact streams.

Left : Link Right : Link

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TAKEAWAY:

25

DANCE & COMEDY / 650K FOLLOWERS / 2.9M VIEWS

Cousin Skeether (Mufasa) surfs on a trending sound and topic with this Coronavirus themed dance.

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@COUSINSKEETHER

TAKEAWAY: Using trending topics can push your content in front of a lot of eyeballs

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Link

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DANCE / REELS & TIKTOK / 1M FOLLOWERS / 2M & 5,1M VIEWS

TAKEAWAY: With the right concept and influencer strategy, challenges can generate a large amount of creations around your music Link video Link TikTok challenge

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Mixing comedy with a super simple dance move, Believe artist Naza teased the release of his latest song, Joli Bébé. The dance became a challenge #jolibebe, generating 88.1M views over on TikTok, with 739.1K videos created and 6K created over on Instagram.

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@NAZA

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LIP SYNC / TIKTOK / 2.2M FOLLOWERS / 2.3M & 183K VIEWS

DJ Khaled dances and sings along his latest song in his own, classic, DJ Khaled style.

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@DJ KHALED

Left : Link Right : Link

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TAKEAWAY: You don’t have to be a young adult to dance to your music, the important part is the authenticity.

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LIP SYNC / REELS 76.3K FOLLOWERS / 13.9K VIEWS

Adding hair dye and personality to this lip sync Girli cuts between scenes to make an ultra dynamic lip sync video

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@GIRLI

Link

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TAKEAWAY: Combining trending content (beauty transformation in this case) along with fast cuts can add even more personality on top of your videos.

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MUSIC PRODUCTION CREATIVE EXAMPLES

GOOD FOR: SHOWING YOUR TALENT, CREATING CONTENT WITHOUT SHOWING YOUR FACE SHORT-FORM VIDEO

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HIGH PERFORMING CONTENT TYPE

MUSIC PRODUCTION & COMEDY / TIKTOK / 1.1M FOLLOWERS / 300K VIEWS

This remix by DJ snake of a Coronavirus rant

by Cardi B is a clever concept that shows his production talent without showing his face

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@DJSNAKE

Link

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TAKEAWAY: Responding to both an influential account and a strong subject in the news gives DJ Snake a timely edge to his music

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MUSIC PRODUCTION & DANCE / TIKTOK / 38.6K FOLLOWERS / 433K VIEWS

Great use of cuts to create this interpretation of Touch It. The video loops giving for an infinite end (you can keep on watching it over without realizing)

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@LEVRAIMOTIF

Link

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TAKEAWAY: Creating a song that cleverly loops increases watch time on your videos and can help it be pushed by the algorithm.

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MUSIC PRODUCTION / REELS 76.3K FOLLOWERS / 13.9K VIEWS

Girli shares little behind the scenes titbits of her latest song in the making.

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@GIRLI

TAKEAWAY: A little behind the scenes is always good give your audience a glimpse inside your world.

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Link

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MUSIC PRODUCTION / TIKTOK 20M FOLLOWERS / 486.7K VIEWS

Marshmello invites TikTokers to duet with him over his riff under the hashtag #mellomadeitright which has generated 10.3M views

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@MARSHMELLOMUSIC

Link

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TAKEAWAY: Duets are a great method to invite your audience to interact and engage with you.

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COMEDY CREATIVE EXAMPLES

GOOD FOR: CONNECTING EMOTIONALLY WITH YOUR FOLLOWERS, CREATING ENGAGEMENT

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AUDIENCE

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@GORDONRAMSAY COMEDY / TIKTOK / 11.7M FOLLOWERS / 10.5M VIEWS

TAKEAWAY: This duet is clever way of showing expertise, personality and humour

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Gordon Ramsay created an easy and effective content pillar, part of a the #GordonRamsayChallenge. TikTokers use the hashtag to invite Gordon Ramsey to react to their cooking (3.9M views on #), Gordon Ramsay then uses the duet feature on TikTok to react.

Link

Link

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COMEDY / REELS 101K FOLLOWERS / 349K VIEWS

This hilarious fail shows the funny, experimental and human side to the band as well as taking a short-form trend (magically getting dressed) to a more down to earth level

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@THEHUNNABAND

TAKEAWAY: You don’t have to be picture perfect for short-form videos

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Link

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COMEDY / TIKTOK 6M FOLLOWERS / 3.5M VIEWS

1M followers gained in 24 hours.

40 days in to this account creation Oneya Johnson has over 6M followers.

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@ANGRYREACTIONS

TAKEAWAY: A unique content proposition / concept that works and is repeatable can make for fast follower growth.

Link

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The concept is super simple, Oneya reacts angrily while only saying nice things.

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COMEDY / REELS / 113K FOLLOWERS / 394K VIEWS

TAKEAWAY: Short-form takes memes to another level so don’t hesitate to build on these for your content.

Link

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Sangeetha Rajeev teased the release of her latest song with a jokey Reel which takes the Distracted Boyfriend meme one step further…

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@SANGEETHASR

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COMEDY / TIKTOK / 1.5M FOLLOWERS / 18M VIEWS

This #PulledOverChallenge, where kids on TikTok trick their parents into lying on the floor has racked up over 50M creations on the platform.

CREATIVE MARKETING

@SHEENAMELWANI

TAKEAWAY: Pranks and reactions are a great way to show your personality, partaking in challenges will also give you the opportunity to generate views on your content.

Link

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Sheena Melwani’s Dad, is a regular part of her TikTok making her laugh with his witty and funny remarks.

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SPORTS CREATIVE EXAMPLES

GOOD FOR: SHARING OTHER PASSIONS, CHALLENGING YOUR AUDIENCE

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AUDIENCE

SPORT / TIKTOK / 2.3M FOLLOWERS / 2.1M VIEWS

Use of slow motion with song adds something special to the dunk in this video.

CREATIVE MARKETING

@ALPHONSODAVIES

Interestingly this video reached almost the same amount of views as footballer Alphonso Davies has in followers.

Link

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TAKEAWAY: Simple moments shot in innovative formats such as slow motion, can elevate your videos.

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SPORT & TRICK SHOTS / 10.9M FOLLOWERS / 126.2M VIEWS

Trick shots are big on TikTok, this one with it’s almost impossible feat created such high engagement that it was picked up by TikTok to show to new users on opening the app.

CREATIVE MARKETING

@DUDEPERFECT

Link

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TAKEAWAY: Trick shots are great for challenging your audience to create duets and stitches with you. They are a great method of avoiding the dance routine if you’re not John Travolta.

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SPORT / REELS / 9M FOLLOWERS / 2.8M VIEWS

This simple slow motion with impactful music made by Skrillex himself, shows his extra curricular passion for Skateboarding as well as teasing his latest movement.

CREATIVE MARKETING

@SKRILLEX

Link

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TAKEAWAY: Creating your own authentic content featuring your music is great to activate or reactivate your fans.

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SPORT / REELS 575K FOLLOWERS / 958K VIEWS

Believe artist The Kambi shows off his sporty side with this slow motion of a push up which loops infinitely.

CREATIVE MARKETING

@THEKAMBI

TAKEAWAY: Infinite loops can be played with to create clever snippets.

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Link

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TAKE AWAYS WHAT TO REMEMBER : )

Short-form video will account for 15% of all video revenues in 2020…

It’s time to get in on the action!!

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TAKEAWAYS TO SUM UP

Consider short-form mobile video a way to keep your image fresh and your audiences tuned in Short videos for short attention spans

Keep in mind that users are browsing social – and watching video – on their mobile devices more than ever. Short-form videos give you more freedom to produce hard-hitting, relatable videos that get to the

Short-form Videos offer a lot of flexibility in content and style It gives you the opportunity to experiment with different styles and concepts leveraging the different

editing tools and effects at disposal & offering your audience variety while still delivering the information

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point.

and entertainment they want.

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Focus on at least 2 platforms Short-form is definitively a style that will stay, using two apps will ensure that you’re investing on a space that

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TAKEAWAYS TO SUM UP

will remain relevant over the next few months. We suggest that you, create specific content for each platform as you will benefit from a push in reach when using in app-features and encourage your audience to follow you on both platforms feeling they will get something exclusive or special on the two.

It’s OK to be a copycat on and take part in the blobs of activity that appeal the most to you.

Short-form video will account for 15% of all video revenues in 2020

Users are increasingly creating videos featuring music and sharing them with their communities, an essential

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It’s all about trends and what you can add to existing content. So don’t be afraid to copy what’s already going

part of monetization for artists.

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THANK YOU About Believe Believe is a world leading digital music company, helping artists and labels to build their audiences and careers, at all marketing services to its partners, with more than 1,200 professionals and offices in 45 countries.

Believe owns several brands, labels and companies including Believe Distribution, TuneCore, Nuclear Blast, NaĂŻve, AllPoints. www.believemusic.com/

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stages of their development. It is a best-in-class technology organization, providing global distribution and digital