In recent years, the digital revolution has fundamentally changed the way we consume media, with the rise of mobile devices shifting our focus toward full-screen immersive experiences and intuitive interfaces. Think of how natural it has become to scroll through videos on platforms such as TikTok and Instagram. These changes not only satisfy the need for immediacy and sensory engagement, but also reflect a new interaction paradigm, where each swipe optimizes the visual space and makes the user experience fluid and engaging. The simplicity and effectiveness of these formats also translate into a change in the way brands communicate with their audiences. Companies are rapidly adopting these new tools to tell their story, showcase their products, and build or maintain their brand identity. Vertical videos, in particular, offer a direct and engaging way to convey advertising messages, product demonstrations, or simply to raise awareness of a brand. Generation Swipe: TikTok and Instagram conquering the digital world In 2024, observation of social media usage habits finds that TikTok dominates among Generation Z, with a total of 2.05 billion users globally, with the predominant age group ranging from 18 to 34. Instagram, in contrast, captures a wide range of ages, making it strategic for companies seeking to reach a broader and more diverse audience. This audience diversity between TikTok and Instagram underscores the importance for brands to understand and adapt to evolving media consumption habits to optimize their digital presence (Sprout Social).
The Power of Content Creators
In this context, content creators and influencers are revolutionizing the way products are presented and perceived by audiences. During the “consideration” phase of a product, that moment when consumers actively weigh the options available to them before making a purchase, the presence and influence of these new players become crucial. Through vertical videos on platforms such as TikTok, Instagram Reels and Stories, influencers do not just showcase a product; they tell about it, experience it and integrate it into their daily lives, making the message extremely personal and direct. This type of content, which is authentic and often creative, manages to establish an emotional connection with the audience, leveraging that trust and personal relationship that influencers have been able to build with their followers. In this scenario, content creators are not just promoters, but true storytellers who, through their unique style and personality, become the absolute protagonists of the videos that show and describe the product, significantly influencing the purchase decisions of their audience.
Short Interactive Video: engagement assured!
Hej!, an agency specializing in conversational marketing and AI, has created a format suited to meet these communication needs: the SIV (Short Interactive Video) that emerges as a response to the growing demand for short and engaging content-a real qualitative leap in the way brands can interact with their audiences. SIV turns every viewing into an opportunity for active engagement. Imagine a video that not only shows you a product but invites you to interact with it through Call To Action that can guide you to discover more details, sign up for an event, or even allow you to make an immediate purchase. This level of interactivity is designed not only to attract attention but to keep it, incentivizing users to explore and interact with the content rather than passively consume it. Central to this strategy are the content creators, the true protagonists of SIVs. Influencers are not simply spokespeople; they are partners in creating a narrative that resonates with their audience, making the brand message more relevant and personal. Their contribution is critical because it conveys trust and increases the relatability of the content.
The technology that supports SIVs is equally crucial. The integration of chatbots and related media allows each user's experience to be personalized, responding in real time to their actions and interests. This not only improves engagement but also guides users through an intuitive path of discovery and interaction, which can range from simple additional information to complex paths to purchase decisions. Finally, the strength of SIV lies in its versatility. Designed to be effective on both TikTok and Instagram, these videos leverage the unique characteristics of each platform to maximize their reach and impact. Whether leveraging the viral nature and young user base of TikTok or utilizing the visual power and demographic diversity of Instagram, SIV adapts to get the most out of each context. Acting on multiple stages of the funnel, from brand awareness to product consideration, Hej!'s solution proves to be a versatile and powerful tool; with its emphasis on interaction, personalization, and strategic use of content creators, Short Interactive Videos do not just follow trends but anticipate them, offering brands a powerful means to engage consumers in increasingly meaningful and measurable ways. This winning combination of advanced technology and strategic creativity marks the future of video, where engagement is not just desired, but actively pursued and achieved.