Video content is everywhere, but SEO-savvy short-form videos are rare.
Thanks to platforms like TikTok, Instagram Reels and YouTube Shorts, these bite-sized videos, typically 15 seconds to two minutes long, strive to capture attention quickly and drive engagement.
Creating video content can feel overwhelming, as success requires more than just creativity, storytelling and staying on top of trends.
Harnessing key findings from metrics and analytics and SEO know-how can determine the difference between a post with 300 views and only one conversion and a post with 2,000 views and 50 conversions.
Understanding the role of SEO in short-form video
SEO for videos involves optimizing content so that it ranks well on search engines and platform-specific algorithms.
Unlike traditional long-form video platforms, short-form video apps rely heavily on algorithms to personalize user experiences.
Your content must be optimized for searchability and relevance to reach the right audience.
In short-form video, this involves:
Strategic keyword placement.
Metadata optimization.
Using platform-specific tools to boost discoverability.
Scripting for success
Your script forms the backbone of your video’s SEO.
Start with keyword research to identify terms your target audience is searching for.
Tools like Google Keyword Planner, Ahrefs or even TikTok’s search bar can reveal trending topics.
For example, if you’re producing a “healthy meal prep” video, include relevant keywords naturally in the spoken dialogue or captions.
Phrases like “quick meal prep tips” or “healthy meal ideas” signal to algorithms what your content is about, improving its chances of being surfaced to users searching for similar topics.
It is also important to script and deliver a call to action (CTA).
Like any other form of social media, CTAs can encourage interaction or prompt conversions.
CTAs can engage viewers and influence platform algorithms by encouraging desirable user behaviors (post interactions).
Types of CTAs in short-form videos
Depending on your objective, CTAs in short-form videos can be subtle or direct. Here are the most common types:
Engagement-focused CTAs
These encourage interactions that boost visibility and engagement, aiding in rankings. Examples include:
“Drop your thoughts in the comments below!”
“Tag a friend who needs to see this!”
Traffic-driving CTAs
If your goal is to redirect viewers to external platforms or pages:
“Visit the link in my bio for more!”
“Subscribe to my channel for in-depth content!”
These CTAs work particularly well when paired with visual prompts like arrows pointing to clickable links.
Community-building CTAs
Use these to build a loyal audience base:
“Follow me for more tips like this!”
“Join our community to stay updated!”
Consistent follower growth signals relevance to algorithms, boosting your content’s discoverability. As such, it can be beneficial to engage with your audience in the comments section of a post.
Conversion-oriented CTAs
For videos tied to products or services:
“Shop now and get 20% off!”
“Sign up today to start your journey!”
These are particularly effective when paired with urgency (e.g., limited time offers) or exclusivity.
Placement of CTAs in short-form videos
In short-form videos, timing is everything. Proper CTA placement ensures your audience sees and acts on them:
At the beginning
Place CTAs early for videos with a high drop-off rate. Examples include:
“Before we start, don’t forget to follow for more content like this!”
During the content
Smoothly integrate CTAs into the middle of your video. For example, if you’re demonstrating a product, you might say:
“This gadget is a game-changer! Click the link in my bio to grab yours.”
At the end
A strong closing CTA reinforces your message and leaves a lasting impression:
“If you found this helpful, like, save and share it with someone who needs it!”
Designing visual and verbal CTAs
The effectiveness of a CTA often depends on how it’s delivered. Here’s how to optimize its presentation: