Why Short-Form Video Is the Future Of Lead Generation

Quick-form video is revolutionizing the best way that companies strategy main lead era. However have you learnt why — and the best way to apply it to your advertising and marketing technique?

When HubSpot began rising again within the early 2000s, the core technique for main lead era was natural search optimization. It labored extremely effectively for HubSpot (and plenty of different companies), serving to us develop into the corporate we’re immediately. However instances have modified.

AI developments and the ensuing shifts in Google’s algorithm have considerably disrupted search engine optimisation, making the competitors for key phrases fiercer than ever — and making it tougher and costly to rank and drive site visitors. But many new companies nonetheless flip to this technique to drive development in 2024, with out different avenues — which Kieran and I imagine is a big mistake.

As mentioned in a latest episode of Marketing Against the Grain, we see the way forward for main lead era shifting to short-form video — and the information backs us up. Quick-form video was reported as having the highest ROI of any social media advertising and marketing technique in 2024, with over 84% of marketers saying that video has helped them improve site visitors to their web site.

However what are the benefits to short-form video and how will you combine it into your advertising and marketing plan?

Benefits of Quick-form Video as a Lead Technology Device

Short-form video — like YouTube Shorts, TikTok, and Instagram reels — gives firms vital benefits over conventional lead-generation methods. Whereas the precise perks will fluctuate relying in your product and enterprise mannequin, three that Kieran and I discover significantly compelling are:

• Scaled distribution: video platforms give companies entry to huge audiences, which is very beneficial for newer firms that want to develop their buyer base. For instance, the number of daily YouTube Shorts views reached 70 billion in 2023.

• AI defensibility: video content material is inherently extra persona-driven than info-driven, that means it’s harder to replicate with AI, making certain your content material stays distinctive and interesting

• Differentiation: with so many companies nonetheless counting on conventional search engine optimisation, embracing short-form video sets you apart from the competition and lets you shortly acquire traction in less-crowded areas

Three Suggestions for Utilizing Video for Lead Technology

Learn to take a look at and incorporate video into your advertising and marketing workflow by accessing HubSpot’s Video Marketing Starter Pack and contemplating the concepts under:

1. Lean into storytelling.

“Most model advertising and marketing is boring,” says Kieran. “As an alternative, attempt approaching your model such as you’re writing a TV collection.”

For instance, slightly than creating conventional, short-term video campaigns, contemplate long-term collection with recurring characters and plotlines. This storytelling approach establishes a deeper reference to the viewers, making your model memorable.

Additionally, by no means underestimate the facility of humor. “One of many outlandish issues I feel somebody might do is rent a comedy author for creating an organization’s model marketing campaign,” Kieran says. Humor once more makes your video content material memorable whereas additional differentiating you from rivals.

2. Recycle current content material.

Particularly for groups with restricted budgets and assets, repurposing existing video content is an environment friendly solution to broaden your short-form content material portfolio.

For instance, recycle long-form movies by reducing them into smaller, extra digestible clips. Flip webinars into video adverts, or buyer interviews into testimonials. This strategy maximizes the shelf-life of your current content material and allows it to achieve a broader viewers.

Additionally, don‘t be afraid to lean into AI. As Kieran explains in the course of the episode: AI instruments now allow you to take the textual content from a weblog submit and generate a two-minute academic video that completely summarizes the weblog’s key factors. Add AI-generated audio, embed the video again into the weblog, and distribute it on different platforms to drive site visitors. Immediately, you’ve got created a multimodal weblog submit that engages readers in new methods.

3. Accomplice with influencers.

Collaborating with influencers permits manufacturers to achieve focused demographics with much less effort. For instance, I might search for individuals who have actually profitable YouTube channels and TikTok accounts with very particular audiences — after which accomplice with them for sponsored video content material or embed my product into their content material.

Associating your model movies with (fastidiously chosen) creators will increase your credibility, as they have already got established belief with their followers. Moreover, worth and brand-aligned influencers improve authenticity and guarantee your message resonates with a receptive viewers.

To look at our whole dialogue about the way forward for lead era, try the total episode of Advertising Towards the Grain under:

This weblog collection is in partnership with Advertising Towards the Grain, the video podcast. It digs deeper into concepts shared by advertising and marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Advertising at HubSpot) as they unpack development methods and study from standout founders and friends.