In light of our fleeting attention spans and constant scrolling, it’s no surprise that content creators are expected to hook their viewers in almost instantly and leave them wanting more. As a business owner, Mastering Short-Form Video for Cake Decorators may seem like a daunting prospect, but the reality is that you no longer need a full professional team on your side to achieve great videos.
The likes of TikTok and Instagram make it easier than ever to produce engaging material that showcases your business in the right light, helping you grow your cake decorating business and reach a wider audience. This guide will provide you with best practices to master the art of short-form video.
What is Short-Form Video Content?
Short-form video content is video which lasts between five and 60 seconds long—they’re often filmed vertically as platforms like TikTok and Instagram Reels prefer this format. The aim of this type of video is to provide quick and digestible information for audiences.
Best Practices for Engaging Short-Form Content
Engage Your Viewers Within Three Seconds
Since you don’t have much time to play with, you need to grab the attention of your audience immediately. Short-form platforms allow users to scroll quickly if they don’t like what they see, so focus on creating videos that are high-quality.
While you can film on your phone, investing in a camera that delivers superior images will elevate the final video. Keep your text and voiceovers snappy and to the point, whether you’re showing how to create sugar flowers, artfully recreating a beloved cartoon character for a celebration cake, or teaching viewers how to get the perfect buttercream swirl.
Make Sure the Content is Easy to Understand
Consider your target audience and what they need to know, then break that information down to its simplest form. You need as many people as possible to understand what you’re talking about, while also being valuable and informative.
Make sure your visuals are clear, and that any voiceover or text is located at the right point in the video so as not to confuse anyone. It’s also worth viewing your videos on mute before you upload them – do they still make sense without sound? If not, adding subtle subtitles can help make your videos as accessible as possible.
Experiment With Different Formats
There’s a broad range of options when it comes to video formats, from behind the scenes of your business or a day in the life as a cake decorator, to answering common questions you receive or product testimonials or reviews for new ingredients or decorating tools. You can also look at the trending videos of the moment and see if it’s possible to put a unique spin on it. Once you’ve found several formats that work for you and resonate with your audience, you can use them to inspire fresh variations that will build views quickly.
Optimise Your Videos for Search
You want your videos to be discovered so you can get the name out about your business, so to ensure search engines can find you, you’ll need to make sure you’re optimising your titles, descriptions and relevant hashtags. Research the keywords that are most relevant to your business and services, and incorporate them into your descriptions and hashtags to boost your reach.
Hashtags like #CakeDecorating, #FondantArt or #WeddingCakes, for example, will increase the number of people who see your videos if they’re searching for those terms. Likewise, if you post a video about a specific technique like piping roses or airbrushing cakes, include tags that are specific to those skills.
Choose Your Platform Wisely
There are several options for where to post your short-form videos, and the type of content you’re creating will determine where it’s best to post. TikTok is arguably the most famous and offers a unique algorithm that will significantly boost your reach, propelling your skills into the spotlight. If you’re just starting out, TikTok can be a great option to reach a broad audience. YouTube Shorts can also provide excellent exposure because of the billions of people who use YouTube globally.
If you’re looking to create entertaining videos that captivate audiences, Instagram Reels is ideal—it allows for creativity, collaboration with others, and works well for showcasing products or sharing tutorials. Facebook Stories can be valuable for sharing your brand’s personality and your unique decorating style, such as with behind-the-scenes glimpses into your process.
Stay Consistent
Consistency is important in social media, especially on video platforms where users are continually scrolling. Create a schedule that you can stick to and make sure you’re posting regularly, ideally every one to three days, to maintain your presence online and build your audience steadily.
Engaging, dynamic, and made for showcasing creativity like cake decorating, short-form video is one of the best ways to connect with your audience and grow your business. Hopefully these tips will give you an advantage and help you stay ahead in the exciting and ever-changing world of digital marketing.
