In a time of short attention spans, most people would agree that shorter is better. Shorter emails, shorter office meetings, shorter business days — why waste precious time when you don’t have to?

So it shouldn’t come as a surprise that your customers feel the same way. Video storytelling has been effective since YouTube took off in 2005, but over the past few years, a clear trend has emerged: Digital content consumers are seeking out shorter, more relevant visual experiences, and brands are responding with increasingly targeted short-form videos.

As Video Length Shrinks, Engagement Skyrockets

In 2012, the average online video was 6.4 minutes; in 2014, it was 4.4 minutes. The average Facebook video is 44 seconds, and data from Socialbakers indicates that Facebook videos shorter than 21 seconds have a higher completion rate. That’s not surprising considering that almost 20 percent of people click away from a video within the first 10 seconds.

Consumers today crave timely, snackable videos, which means marketers don’t have to resort to fancy production teams to get the job done. They can produce more brief, sharable messages faster — and for a fraction of the cost — to appeal to audiences in the moment.

Shorter videos offer a host of brand-building benefits. In fact, in an AOL study, short-form video produced 25 percent higher brand recall and 42 percent higher purchase intent for the featured product or service.

This explains why major brands and content creators are turning to short-form video outlets such as Vine, Instagram and wochit to deliver brief, timely messages to connect with their audiences.

Optimize Your Short-Form Video Efforts

Ready to communicate your message and engage your audience through the power of short-form video? Here are four specific strategies to make the most of the medium:

1. Ask the right questions first.

The success of your short-form video efforts will depend on your customers’ needs and behaviors and your own marketing goals.

To determine whether short-form video is right for you, think through these questions: Which brand messages can you deliver in 30-90 seconds? Does your audience engage on social platforms that feature short-form video? Do you plan to monetize these videos? How will you distribute them?

AskMen worked through this process when it used wochit to create a 60-second spot to accompany an article about an ibuprofen study. The brand realized that members of its target audience would be more inclined to finish the story if it gave them the option to watch it.

2. Find a convenient process and produce content consistently.

Short-form video production apps are easy to use and you can access them from anywhere. Identify the most convenient process for you and your team and incorporate that process into your routine. Some tools provide finished HD products with high-resolution graphics, photos and video clips, minimizing the amount of work involved for your team.

American Airlines takes advantage of this approach with its regular video shorts that highlight vacation destinations and unique workday moments. These videos give travelers and brand ambassadors an opportunity to peek behind the scenes of major traffic hubs and feel the excitement of travel.

3. Focus on relevance and timeliness.

Short-form video doesn’t require extensive or expensive production processes. You can (and should) develop spur-of-the-moment video concepts that tap into the ephemeral nature of social media.

The Boston Red Sox rely on quick-hit short videos to engage fans in real time. The brand uses Vine to create short, engaging stories that are easy to share on social media. These videos give fans — at the game and at home — a chance to participate in the excitement.

4. Use creativity and meaning to form relationships.

Short-form video formats capitalize on creativity and meaning. Tap into universal themes and common sentiments that your viewers will want to comment on and share with their networks.

Several brands consistently produce short videos packed with creativity and meaning. Elle Magazine (US) shared a retrospective of Guess girls on Facebook. Nissan ran a fan-made Vine competition that turned into an ad campaign for the 2014 Versa Note. Klondike collaborated with Vine star Rob Johnston to create a funny clip advertising its new candy bar. And the property company The Corcoran Group uses Instagram to bond with prospective customers and tourists by posting beautiful photo and video clips of New York architecture and real estate.

Content creators looking to increase engagement and reduce costs are in luck in the digital age. Modern consumers aren’t looking for feature film-quality videos. Instead, they are looking for meaningful, relevant connections. Don’t spread your marketing budget thin with exorbitant video production costs. Embrace the short-and-sweet approach to video content and you’ll start relating to your audience on a deeper level.