Ultra-COURTES videos have turned digital marketing upside down. Tiktok, YouTube Shorts and Instagram Reels are no longer simple entertainment platforms: they have become generated sales machines. Unlike conventional advertising campaigns, these formats offer massive visibility, unrivaled virality and direct connection with consumers. In France, several brands have managed to use this lever to sell massively.
An algorithm that promotes free exposure
Companies that succeed in Tiktok, YouTube Shorts and Reels have a fundamental principle: these platforms do not keep creators with the most subscribers, but those who captivate instantly. Unlike Youtube or Facebook, where the audience is built in the long term, ultra-curved videos can reach millions of views even if the account that publishes them is unknown.
Breathe, the brand of natural cosmetics, has exploded on Instagram Reels thanks to short videos showing behind the scenes of the manufacture of its beauty products and tips. In a few seconds, the brand captures attention and generates a feeling of proximity, immediately encouraging the purchase. Same logic for the Shelter workshop, a brand of ethical clothing that knew how to use Tiktok to demonstrate the ecological impact of its products in a few seconds. A well thought out video, with a strong grip and effective storytelling, is enough to create a viral effect and generate direct sales.
The art of captivating in less than 10 seconds
Internet users’ attention is a precious resource. On Tiktok, YouTube Shorts and Reels, the rule is simple: the first seconds determine everything. If a video does not immediately capture the attention, it will be ignored.
Mr. Barbier, French brand for men’s care. With quick and impactful demonstration videos, it shows the effectiveness of its products in a few seconds, so drastically its conversion rate.
The best videos always follow the same scheme:
- A strong grip from the first second to capture attention.
- An immediate visual demonstration of the product or its profit.
- A call for clear action, encouraging to order, subscribe or learn more.
The brands that master this art see their sales explode without having to invest fortunes in advertising.
Create an effect of desire and rarity
Ultra-COURTES videos are ideal for creating a feeling of emergency. A product presented as exclusive, in a limited edition or about to be out of stock encourages spectators to act immediately. Adopt ‘, brand of perfumes, uses this strategy with videos announcing limited collections on Tiktok. In a few seconds, users are seduced by a new perfume and go to buy before it disappears.
Influence marketing redesigned for short formats
Influencers play a key role in sales via short videos, but in a different way from classic collaborations on Instagram or YouTube. Here, what prevails is authenticity and spontaneity. Indeed, short formats allow brands to reach a massive audience with influencers with sometimes modest, but very committed and credible communities with their audience.
Oh My Cream, a brand specializing in Clean cosmetics, is based on micro-influencers to promote its products via short demonstrations. Rather than long speeches, a few seconds are enough to prove the effectiveness of a cream or serum, thus generating a high conversion rate.
Ultra-short advertising: a lever still under-exploited
If Tiktok algorithm, YouTube Shorts and Reels allows high organic visibility, advertising on these platforms is still under-exploited by French brands. However, sponsored formats are among the most efficient on the market. Manomano, Marketplace specializing in DIY, uses Tiktok Ads to present his products in action. A short video showing a tool being used is much more effective than a classic product sheet.
Another example is Vinted, which quickly adopted ultra-short formats to illustrate the simplicity of its application. Rather than long tutorials, fast situations immediately demonstrate the usefulness of the platform.
The advertisements on these platforms work because they imitate native content, based in the thread of the videos watched by the user. A well -designed advertising is more like a recommendation than an intrusive promotion.
The recipe for success for ultra-short videos
Tiktok, YouTube Shorts and Instagram Reels have redefined the way consumers discover and buy products. Brands that succeed in selling via these formats all apply the same recipe:
- Create an immediate impact in a few seconds.
- Missing on the authenticity and the demonstration produced.
- Use the rarity effect to trigger a quick purchase.
- Base on influencers to generate confidence.
- Use advertising to maximize scope and conversions.
Up to you !
