Make The Short-Form Video
How To Use Short-Form Videos to Build An Audience
I wouldn’t say I’m a TikToker. Instead, I’m a working class artist who used short-form videos to build a following. Here’s how you can start making them too.
Why Short-Form Videos?
They’re hugely popular for sharing information on social media. This isn’t just a trend—marketers know short-videos grab attention and sell products. What would happen if you hijacked this tool for the good of humanity, for your art?
Your voice matters if you want to make the revolution irresistible, amplify your expertise, share your creativity, or spread hope. Get in the ring.
Accessibility is community building.”(Imani Barbarin) As many as 130 million Americans read below a sixth-grade level—so a well-crafted short video can reach wider audiences more effectively than text alone.
Improve your communication skills by practicing with the short-form video format. This can help you communicate better on Zoom calls or in front of a live audience.
Where Do I Even Start?
Get comfortable with filming with your phone. Take a few videos around your apartment, at the park, for your friend’s birthday party…
Get comfortable with your voice and presence on camera. Record short video drafts on your phone about a topic you care about. Talk to yourself like you would a best friend. What do you notice? Watch these videos back and note strengths before flaws.
Identify what makes you unique. Did you convince yourself the topic was important? Why or why not?
How Do I Track My Ideas?
Scripts are key. Most of your fav creators jot ideas down before filming. Some of them even use teleprompters. I recommend having a loose script, but speaking off-the-cuff, so it sounds authentic.
Use tools like Otter.ai to transcribe your own voice note ideas.
Brainstorm or ‘brain dump’ thoughts onto paper or typed documents. You’ll thank me later! Just get your ideas out there.
Ask yourself:
What’s on your mind or in the news? What’s pissing you off right now?
Are you trying to get people to an event? Why does it matter?
Are you sharing tips or educating? How can you hook your audience in?
Yeah, But Where Do I Record? What Do I Use to Edit?
There’s no one-size-fits-all approach to this. Many tools exist. Choose one.
CapCut is highly recommended for easy repurposing across multiple platforms.
You Can Also Try Editing in-app (IG, TikTok) is fine, but exporting these videos for other platforms can be time-consuming.
How Long Should My Short-Form Video Be?
TikTok: 7–30 seconds to start, up to 90 seconds later
Instagram Reels: 30–90 seconds
YouTube Shorts: Up to 3 minutes
Bluesky: < 1 minute
Substack: < 1 minute
Twitter (X): Up to 2 minutes (varies by followers)
LinkedIn: Up to 2 minutes
How Do I Make a Captivating Video?
Include Captions
Tell a Story (conflict + beginning, middle, end)
Use a List (e.g., “5 Reasons Why MOHELA Sucks!”)
Catchy Hook & Closing (grab attention, then end with a call to action)
How Do I Go Viral?
There’s No Perfect Formula For This. Marketers crave virality too. They’re trying to figure out how it happens, but authenticity gives you the edge. You’re a real person, not a product and your audience trusts you more. You Can Use Jonah Berger’s STEPPS Model to see if your video hits key points:
Social Currency: Does sharing your vid make people feel good or in-the-know?
Triggers: What context or cues bring your video to mind?
Emotion: When we care, we share—does your video spark feelings?
Public: Is it built to show and grow? Will people keep talking about it?
Practical Value: Does it help people help others?
Stories: Is it part of a broader narrative people want to share?
Wait…Why Is This So Hard?
Viral videos often look like luck, but, like an iceberg, beneath the video we all see are the hours and hours of work it took to gain traction. Timing is also a key element, so the first videos are often a test. Think of your first videos as an experiment.
It gets easier with practice—don’t be too hard on yourself.
Remember: short-form videos can spark powerful conversations.
So helpful !!!! 💖💖💖💖
This is so HELPFUL for me. Thank you!!