Short Form Video: How Advertisers Can Turn NuVoodoo’s New Research Insights Into Practical Action

April 14, 2025/Mike O'Connor

With better than 90% of Gen Z’s and Millennials now watching short form videos on platforms like YouTube, TikTok and Facebook according to NuVoodoo’s 2025 media study, new opportunities for targeted advertising are now emerging. In this second article in our two-part series, we’ll show you how to take advantage of the data we presented in Part 1 and to generate results from short-form video-based advertising campaigns.

Targeting the Most-Used Short Form Video Platforms by Gender and Generation

SOURCE: NUVOODOO MEDIA STUDY OF 2908 US ADULTS 14+. RESEARCH WAS CONDUCTED IN JANUARY, 2025. 2,356 IN THE RESPONDENTS IN OUR SAMPLE INDICATED WATCHING SHORT FORM VIDEO AT LEAST OCCASIONALLY.

For advertisers targeting Generation Z, platforms like TikTok and YouTube Shorts should be top priorities, with Instagram Reels also playing a meaningful role. These platforms resonate with younger audiences through their quick, visually engaging, and culturally relevant content.

Millennials show particularly strong affinity for Facebook Reels and YouTube Shorts, providing advertisers opportunities to deliver impactful messaging through these highly engaged channels. Content here can effectively bridge entertainment and practical value to resonate strongly with this demographic.

Gen X audiences likewise favor Facebook Reels and YouTube Shorts, suggesting advertisers can reliably reach these users by leveraging these two powerful platforms. Creative content designed with the specific interests and concerns of Gen X in mind—such as financial security, family dynamics, and lifestyle enhancement—can drive deeper connections.

Boomers, though generally less engaged with short-form video compared to younger demographics, still represent a notable audience, particularly through Facebook Reels and YouTube Shorts. These platforms offer advertisers a valuable means of connecting with an older audience segment in a format increasingly familiar and accessible to them.

Given the distinct user bases, content styles, and expectations of each platform, advertisers must customize their strategy, not to mention creative assets, to maximize impact. Ultimately, this study underscores the tremendous advertising potential of short-form video, but highlights that achieving optimal results requires a strategic, platform-specific approach finely tuned to the habits and preferences of each target audience. Let’s add some color and platform-specific tactics that can turn our understanding into action, leveraging short-form video as the critical entry point.

Strategy 1 – Precious Metals Dealer Brand – Targeting Gen X

Target: A Gold and Silver stacker is someone who regularly acquires physical precious metals, such as gold and silver coins or bullion bars, typically from specialized bullion dealers like our client. The goal is often to accumulate tangible assets as a hedge against economic uncertainty, inflation, or currency devaluation, viewing precious metals as a stable store of long-term value.

Campaign Objective : Convert Gen X individuals (with a focus on those displaying financial anxiety/distrust of traditional systems) into qualified leads and, ultimately, purchasers of precious and alternative metal assets like gold and silver. Our goal is to establish the brand as a trusted, knowledgeable resource, using short-form video as the entry point for the customer journey.

Cross-Utilization Strategy:

- Awareness & Interest (YouTube Shorts & Facebook Reels):
  - Content Strategy: Don’t just tell them about financial uncertainty, show it. Use quick cuts of news headlines, stock market dips, juxtaposed with the stability of gold/silver (historical charts, visually appealing shots of the metals). Feature relatable “man/woman on the street” interviews expressing concerns, followed by brief, reassuring expert commentary (but avoid overly promotional language at this stage). Key: Keep it under 30 seconds, highly visual, and emotionally resonant.
  - Targeting: Utilize YouTube’s and Facebooks’s detailed targeting options:
    - Demographics: Age (Gen X range), location (US).
    - Interests: Finance, investing, retirement planning, economic news, precious metals, “survivalism” (carefully, to avoid fringe audiences), alternative investments.
    - Behaviors: “In-market” for financial products, “financially anxious” (if available – look for signals like searches for “recession,” “inflation,” etc.).
    - Custom Audiences: Upload customer lists (if available) for lookalike modeling.
  - Call to Action (CTA): Subtle but clear. “Learn More,” “Get the Facts,” “Protect Your Future.” Link directly to a landing page (not the main website).
- Engagement & Consideration (YouTube Long-form Videos & Facebook Videos):
  - Content Strategy: Address specific concerns raised in the Shorts. Offer:
    - “Myths vs. Facts” videos: Debunk common misconceptions about precious metals.
    - Expert Interviews: Longer-form conversations with economists, financial advisors (independent ones are more trustworthy).
    - “How-to” guides: Practical steps for buying gold/silver (different types, storage options, etc.).
    - Case Studies/Testimonials: Real people (Gen X demographic) sharing their positive experiences.
    - Webinars: Live Q&A sessions with experts (collect email addresses for registration – lead capture!).
  - YouTube Optimization: Use compelling thumbnails, clear titles, detailed descriptions with keywords, and relevant tags. Add end screens and cards to promote other videos and the landing page.
  - Facebook Optimization Run longer form videos as ads, using the same targeting.
- Conversion (Google Search, Display Network Retargeting & Facebook Retargeting):
  - Google Search: Bid on keywords related to precious metals investing, recession planning, financial security, etc. Ad copy should directly address Gen X concerns and offer a solution (e.g., “Worried About the Economy? Protect Your Retirement with Gold.”).
  - Google Display Network: Retarget users who watched the Shorts or long-form videos with visually appealing banner ads. Offer a free guide, a consultation, or a limited-time discount.
  - Landing Page: Crucial! This page should be:
    - Highly targeted: Reflect the specific messaging of the ad that brought them there.
    - Simple and clear: Focus on the benefits of precious metals, not just the features.
    - Trust-building: Include testimonials, security badges, guarantees.
    - Strong CTA: “Get Your Free Guide,” “Request a Consultation,” “Speak to an Expert.”
    - Lead Capture Form: Keep it short – name, email, phone number (optional).
  - Facebook Retargeting Run ads to those that engaged with Facebook Reels and Videos, send them to a landing page, or use a lead form ad.
  - Sales Team Follow-up: Prompt and personalized contact is essential. The sales team should be trained to address Gen X concerns and build trust.

Result: Gold and Silver sales spiked 35% YOY in Q4 2024

Strategy 2 – Travel Lifestyle Brand: Targeting Mid-20s Gen Z Digital Nomads (TikTok + Instagram Ecosystem)

Target: A digital nomad, someone who leverages technology to work remotely, enabling them to travel freely and live in various locations around the world. They typically prioritize flexibility and experiences over a traditional fixed workplace. Our client sells budget travel backpacks and passport wallets.

Campaign Objective : Drive website traffic, generate leads (email sign-ups), and ultimately increase sales of travel gear among US-based Gen Z digital nomads (and aspiring nomads).

Cross-Utilization Strategy:

Awareness & Inspiration (TikTok):
- Content Strategy: Authenticity is key. Partner with actual digital nomad creators (micro-influencers can be very effective and cost-efficient). Focus on:
  - “Day in the Life” videos: Show the reality of nomadic life, highlighting the use of the brand’s products in practical situations (packing, working remotely, exploring).
  - Travel Hacks & Tips: Short, actionable advice on saving money, finding Wi-Fi, packing light, etc.
  - Destination Spotlights: Focus on lesser-known, budget-friendly locations that appeal to Gen Z’s sense of adventure.
  - Challenges & Trends: Participate in relevant TikTok challenges (travel-related, of course) and use trending sounds.
  - User Generated Content Encourage user generated content, asking viewers to use a specific hashtag.
- Targeting:
  - Demographics: Age (mid-20s), location (US).
  - Interests: Travel, backpacking, digital nomad, remote work, budget travel, specific destinations (Southeast Asia, South America, etc.).
  - Behaviors: “Frequent travelers,” “engaged shoppers,” “digital nomads” (if available).
- CTA: “Shop Now,” “Learn More,” “Visit Our Website” (link in bio). Consider using a trackable link (e.g., Bitly) to measure traffic.
Engagement & Consideration (Instagram Reels & Stories):
- Content Strategy: Expand on the TikTok content. Offer:
  - Behind-the-Scenes: Show the making of the TikTok videos, the creators’ personalities, the brand’s values.
  - Product Demos: Highlight the features and benefits of the backpacks, daypacks, and other gear.
  - Travel Guides: More in-depth information on specific destinations.
  - Interactive Stories: Use polls, quizzes, Q&A stickers to engage with followers and gather insights.
  - Run Contests and Giveaways: Increase engagement and generate excitement.
- Instagram Optimization: Use relevant hashtags, tag locations, and collaborate with other travel accounts.
Conversion (Instagram Shopping & Landing Pages):
- Instagram Shopping: Tag products directly in Reels and Stories, allowing users to purchase with a few taps.
- Landing Page: If directing traffic to a website, ensure the landing page is mobile-optimized, visually appealing, and easy to navigate. Highlight special offers, discounts, or bundles.
- Email Capture: Offer a free travel guide, packing list, or discount code in exchange for an email address. Build an email list for future marketing efforts.
- Remarketing: Retarget users who visited the website or engaged with Instagram content but didn’t purchase. Show them ads featuring specific products they viewed or added to their cart.
Result: Five successive quarters of near double-digit sales expansion 2023 to 2024

Keys to Both Short-Form Video-Centric Strategies:

Emphasis on Authenticity: For both target audiences, authenticity is paramount. Avoid overly polished, corporate-looking content. Embrace real people, real experiences, and real concerns.
Data-Driven Optimization: Continuously monitor the performance of each campaign element (Shorts, long-form videos, ads, landing pages). Use analytics to identify what’s working and what’s not, and adjust the strategy accordingly. A/B test different creatives, CTAs, and targeting options.
Cross-Platform Promotion: Don’t work in silos. Promote the YouTube channel on TikTok, the Instagram account on YouTube, etc. Create a seamless flow between platforms.
Community Building Encourage comments and engage. It helps algorithms spread the message to wider audiences.

By implementing these types of refined strategies, NuVoodoo’s clients can effectively leverage the power of short-form video to reach their target audiences, build brand awareness, and drive conversions. The key is to understand the nuances of each platform and tailor the content and messaging accordingly.

At NuVoodoo, we don’t just observe consumer behavior—we measure it and turn insights into actionable strategies that drive real results. Ready to optimize your advertising strategy? Contact us at tellmemore@nuvoodoo.com—let’s turn strategy into action.