Why Short-Form Video Is the Future Of Lead Generation

Brief-form video is revolutionizing the way in which that companies strategy main lead technology. However have you learnt why — and methods to apply it to your advertising technique?

When HubSpot began rising again within the early 2000s, the core technique for main lead technology was natural search optimization. It labored extremely properly for HubSpot (and plenty of different companies), serving to us develop into the corporate we’re at the moment. 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 harder and costly to rank and drive visitors. But many new companies nonetheless flip to this technique to drive development in 2024, with out different avenues — which Kieran and I consider is a big mistake.

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

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

Benefits of Brief-form Video as a Lead Technology Instrument

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

• Scaled distribution: video platforms give companies entry to large audiences, which is very priceless for newer firms that wish 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 character-driven than info-driven, which means it’s harder to replicate with AI, guaranteeing 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 allows you to shortly achieve traction in less-crowded areas

Three Ideas for Utilizing Video for Lead Technology

Discover ways to check and incorporate video into your advertising workflow by accessing HubSpot’s Video Marketing Starter Pack and contemplating the concepts beneath:

1. Lean into storytelling.

“Most model advertising is boring,” says Kieran. “As a substitute, attempt approaching your model such as you’re writing a TV sequence.”

For instance, somewhat than growing conventional, short-term video campaigns, think about long-term sequence 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 ability of humor. “One of many outlandish issues I believe somebody may do is rent a comedy author for growing 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 present content material.

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

For instance, recycle long-form movies by chopping them into smaller, extra digestible clips. Flip webinars into video adverts, or buyer interviews into testimonials. This strategy maximizes the shelf-life of your present content material and permits it to succeed in 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 put up 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 visitors. Immediately, you have created a multimodal weblog put up that engages readers in new methods.

3. Associate with influencers.

Collaborating with influencers permits manufacturers to succeed in focused demographics with much less effort. For instance, I’d 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 (rigorously 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 technology, try the total episode of Advertising and marketing Towards the Grain beneath:

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