Over the past few weeks, you may have noticed that we have been posting more short-form video content on our Instagram and LinkedIn. With platforms prioritizing short-form content, it's imperative that brands can adapt with the times and start creating content their followers actually want to engage with.
From behind-the-scenes content to educational content and even a few TikTok trends, there are a bunch of different video types for your brand to connect with your audience in a new light.
The good news? You do not need to be a professional to start creating short-form content.
Table of contents
Why short-form content creation matters
If there is one thing social media users have made clear over the last few years, it’s this: attention spans are short, trends move fast, and video content is continuing to take over all social platforms.
Platforms like TikTok, Instagram Reels, and YouTube Shorts have fundamentally changed how users are engaging with content.
Algorithms are no longer prioritizing a feed based on whether someone follows you; it's more nuanced than that. While these algorithms can sometimes feel like a Rubik's Cube to solve, the bottom line is that your content needs to keep users engaged, but it's not as daunting as one might initially think.
According to HubSpot’s 2026 State of Marketing Report, Short-form video delivers the highest ROI of any social media content format.
So what does that really mean?
Brands must shift to a video-first strategy to continue attracting, engaging, and delighting their prospects on social media.
Essential tools for social media video production
You don't need a Hollywood production budget to make professional-looking videos. In fact, most brands can dramatically increase their content quality with just a few affordable tools and intentional set-up choices.
To get started, we recommend having the following essentials:
- A smartphone with a solid camera
- Wireless mini microphones
- Lighting equipment
- A tripod or gimbal
While you can certainly create great content without these things, they help ensure that your content is clear, consistent, and easy to engage with across different platforms.
Best practices for filming short-form content
The most effective short-form videos are always engaging, simple, and designed for how users consume content on platforms like Instagram Reels and TikTok.
Here are a few best practices to keep in mind while filming content:
- Film vertically: Platforms like Instagram Reels and TikTok are designed for vertical video, so always film in a 9:16 format whenever possible.
- Hook viewers quickly: The first few seconds matter most. Start with a strong visual, bold statement, or quick movement to stop the scroll.
- Prioritize audio quality: Clear audio is just as important as good visuals. Using a wireless microphone can help reduce background noise and make videos feel more professional.
- Use good lighting: Good lighting instantly improves video quality. Natural light, ring lights, or portable LEDs can help brighten footage and reduce harsh shadows.
- Keep content fast-paced: Short-form content performs best when it moves quickly. Use jump cuts, multiple angles, captions, and B-roll to keep viewers engaged.
- Always add captions: Many users watch videos without sound, so captions help improve accessibility, retention, and engagement.
Most importantly, be yourself! Your brand has its own unique voice, and short-form content is one of the best ways to showcase the personalities behind it.
Editing software for short-form video production
Editing content doesn’t have to be complicated. While you can certainly learn to use master editing software like Adobe Premiere Pro, it is not the only option on the market that delivers solid results.
Tools like CapCut and Canva are extremely beginner-friendly and offer free versions and premium accounts that unlock additional capabilities, so you can try before you buy. These editing platforms make it easy to enhance voice, add background music, and include burned-in captions for your videos.
If your team uses HubSpot, we also recommend checking out their video hosting tools. Using this feature lets you customize video thumbnails, edit closed captions, and even schedule content directly through its social publishing tools.
Elevate your short-form content strategy
Short-form content isn’t slowing down anytime soon, and brands that embrace video-first social strategies will continue to stand out in increasingly crowded feeds.
With the right tools and some best practices, your team can create short-form content that feels polished, engaging, and authentic to your viewers.
Whether you're filming behind-the-scenes office moments, educational content, or fun trends, making these small adjustments can make a major impact on how your audience perceives your content.
