Learn to create short-form videos that stand out in TikTok, Instagram Reels and YouTube Shorts’ competitive algorithm-driven ecosystems.

Video content is everywhere, but SEO-savvy short-form videos are rare.

Thanks to platforms like TikTok, Instagram Reels and YouTube Shorts, these bite-sized videos, typically 15 seconds to two minutes long, strive to capture attention quickly and drive engagement.

Creating video content can feel overwhelming, as success requires more than just creativity, storytelling and staying on top of trends.

Harnessing key findings from metrics and analytics and SEO know-how can determine the difference between a post with 300 views and only one conversion and a post with 2,000 views and 50 conversions.

Understanding the role of SEO in short-form video

SEO for videos involves optimizing content so that it ranks well on search engines and platform-specific algorithms.

Unlike traditional long-form video platforms, short-form video apps rely heavily on algorithms to personalize user experiences.

Your content must be optimized for searchability and relevance to reach the right audience.

In short-form video, this involves:

• Strategic keyword placement.
• Metadata optimization.
• Using platform-specific tools to boost discoverability.

Scripting for success

Your script forms the backbone of your video’s SEO.

Start with keyword research to identify terms your target audience is searching for.

Tools like Google Keyword Planner, Ahrefs or even TikTok’s search bar can reveal trending topics.

For example, if you’re producing a “healthy meal prep” video, include relevant keywords naturally in the spoken dialogue or captions.

Phrases like “quick meal prep tips” or “healthy meal ideas” signal to algorithms what your content is about, improving its chances of being surfaced to users searching for similar topics.

It is also important to script and deliver a call to action (CTA).

Like any other form of social media, CTAs can encourage interaction or prompt conversions.

CTAs can engage viewers and influence platform algorithms by encouraging desirable user behaviors (post interactions).

Types of CTAs in short-form videos

Depending on your objective, CTAs in short-form videos can be subtle or direct. Here are the most common types:

Engagement-focused CTAs

• These encourage interactions that boost visibility and engagement, aiding in rankings. Examples include:
  • “Drop your thoughts in the comments below!”
  • “Tag a friend who needs to see this!”

Traffic-driving CTAs

• If your goal is to redirect viewers to external platforms or pages:
  • “Visit the link in my bio for more!”
  • “Subscribe to my channel for in-depth content!”

These CTAs work particularly well when paired with visual prompts like arrows pointing to clickable links.

Community-building CTAs

• Use these to build a loyal audience base:
  • “Follow me for more tips like this!”
  • “Join our community to stay updated!”

Consistent follower growth signals relevance to algorithms, boosting your content’s discoverability. As such, it can be beneficial to engage with your audience in the comments section of a post.

Conversion-oriented CTAs

• For videos tied to products or services:
  • “Shop now and get 20% off!”
  • “Sign up today to start your journey!”

These are particularly effective when paired with urgency (e.g., limited time offers) or exclusivity.

Placement of CTAs in short-form videos

In short-form videos, timing is everything. Proper CTA placement ensures your audience sees and acts on them:

At the beginning

• Place CTAs early for videos with a high drop-off rate. Examples include:
  • “Before we start, don’t forget to follow for more content like this!”

During the content

• Smoothly integrate CTAs into the middle of your video. For example, if you’re demonstrating a product, you might say:
  • “This gadget is a game-changer! Click the link in my bio to grab yours.”

At the end

• A strong closing CTA reinforces your message and leaves a lasting impression:
  • “If you found this helpful, like, save and share it with someone who needs it!”

Designing visual and verbal CTAs

The effectiveness of a CTA often depends on how it’s delivered. Here’s how to optimize its presentation:

• Visual CTAs
  • Use on-screen text to reinforce spoken CTAs.
  • Include arrows, buttons or other graphic elements to direct attention.
  • Ensure the text is clear, large enough to read and uses a contrasting color for visibility.
• Verbal CTAs
  • Keep the language simple and actionable.
  • Use an enthusiastic or persuasive tone to inspire action.
  • Repeat the CTA if necessary, but avoid being overly pushy.

Incorporating CTAs for SEO

A well-placed CTA can significantly enhance your video’s SEO performance by encouraging actions that align with platform algorithms:

• Watch time and completion rates
  • Encourage viewers to stay until the end with CTAs like “Stick around for the bonus tip at the end!” Longer watch times signal to algorithms that your content is engaging.
• Shares and reposts
  • Asking viewers to “Share this with your friends” increases your content’s reach and visibility.
• Follower growth
  • CTAs like “Follow me for more” drive continuous interaction with your content, boosting its priority in personalized feeds.

Testing and refining CTAs

Not all CTAs will perform equally well. Use platform analytics to test different approaches. For example:

• Compare engagement rates for videos with CTAs placed at the beginning versus the end.
• Experiment with different phrasings to see what resonates best with your audience.
• Analyze click-through rates for CTAs linked to external pages to optimize wording and placement.

Dig deeper: A guide to creating social media videos (for search and beyond)

Optimizing video elements

Once you’ve crafted your video, there’s more to be done to ensure greater reach and conversion rates.

For starters, metadata is crucial for short-form video SEO. This includes the video title, description, tags and thumbnail.

• Titles: Use a concise, engaging title that includes primary keywords. For instance, “5-Minute Fitness Routine for Beginners” is clear, keyword-rich and attention-grabbing.
• Descriptions: Write detailed descriptions that expand on the video’s topic. Include secondary keywords to enhance discoverability. Ensure the description provides value and context, encouraging users to watch the video.
• Tags: While not all platforms use tags prominently, when available, include relevant keywords and phrases as tags. On YouTube Shorts, for example, tagging plays a role in categorising your content.

Captions and subtitles

Platforms like Instagram and TikTok favor content that is accessible.

Adding captions or subtitles makes your videos inclusive and boosts SEO.

Keywords within captions help platforms understand your content’s context and many users watch videos without sound, making subtitles essential for engagement.

YouTube and TikTok’s built-in auto-captioning features are not the most accurate, but many content creation apps offer their own.

Leveraging hashtags strategically

Hashtags act as an additional SEO layer for short-form videos.

Use a mix of niche-specific, trending and branded hashtags.

For instance, combining hashtags like #QuickWorkoutTips, #FitnessGoals and your brand’s unique hashtag (#FitWithMe) can enhance reach and relevance.

Engaging thumbnails

Although short-form platforms often auto-play videos, a strong thumbnail can still be pivotal, especially on platforms like YouTube Shorts.

Ensure your thumbnail visually aligns with the video’s topic, incorporates text overlays and maintains high resolution.