We recently sat down with Austin Falter, the owner of Falter Media, to discuss the rise and impact of short-form content, especially on platforms like TikTok. Here's what he had to say:
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Popup: Can you give us a quick synopsis of what you do?

Austin: I specialize in TikTok marketing and that style of video across Instagram reels, YouTube shorts, even video ads. Short form is getting the most reach across every platform right now. It's great for businesses because you don't have to produce a big commercial. You can make little one-minute snippets, and it's getting great reach across every platform. It's relatable, and people like to see the behind-the-scenes of what's going on at a brand.

Building Trust Through a Recognizable Face

‍Popup: How do you approach creating successful short-form content?

Austin: Conversion content is number one. We use the spokesperson model for a lot of our companies. People recognize my face, and it's easier to build trust. For example, we had an E-bike client who wanted to focus on educating their audience. The owner decided to be the spokesperson, and every day he was putting out content, gaining traction, and ranking for SEO. 

Tailoring Offers for Different Audiences

Popup: Is there a specific niche that benefits from short-form content?

Austin: Low ticket offers work great for impulse buys, and extremely high ticket offers work well for novelty sells. For example, there's a Moon’s Rare books, an antique store in Utah. They share rare books that just came in, like C.S. Lewis or J.R.R. Tolkien, and that gets millions of views. Both low and high ticket offers have different strategies, but you must have an offer tailored to your audience.

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Building Brand Loyalty with Short-Form Content

Popup: Where would short-form content have its most benefit?

Austin: A lot of people think top of funnel, but I think it's most beneficial for the middle of the funnel. The level of trust that's built through short form is amazing. For example, Safe Life Defense grew their YouTube channel by 2,000% in a month by posting shorts every day. After two months of consistency, they got 9-10 million views in a week span. It helps with brand building and loyalty building.
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The Journey from Quantity to Quality

Popup: What advice would you give to eCommerce brands trying to implement short-form content?

Austin: Systematize your content and focus on quantity over quality at first. If you can film 30 videos in one day and batch it, you've learned the process of content creation. Then you can work on quality. For example, E-Lux electric bikes did three months with their content, and already you can see their Instagram, YouTube, TikTok reaching new people. Commit to it for two years and just go crazy.
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Popup: How can people connect with you?

Austin: If you search Falter Media on any of the social media channels, you'll see my face. We've got free trainings, downloads, and you can have a strategy call with me through my links on social.

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