Short-form video is revolutionizing the way that businesses approach primary lead generation. But do you know why \u2014 and how to apply it to your marketing strategy?<\/p>\n
When HubSpot started growing back in the early 2000s, the core strategy for primary lead generation was organic search optimization. It worked incredibly well for HubSpot (and many other businesses), helping us grow into the company we are today. But times have changed.<\/p>\n
<\/a><\/p>\n AI advancements and the resulting shifts in Google’s algorithm have significantly disrupted SEO, making the competition for keywords fiercer than ever \u2014 and making it more difficult and expensive to rank and drive traffic. Yet many new businesses still turn to this strategy to drive growth in 2024, without looking at other avenues \u2014 which Kieran and I believe is a huge mistake.<\/p>\n As discussed in a recent episode of Marketing Against the Grain<\/a>, we see the future of primary lead generation shifting to short-form video \u2014 and the data backs us up. Short-form video was reported as having the highest ROI<\/a> of any social media marketing strategy in 2024, with over 84% of marketers<\/a> saying that video has helped them increase traffic to their website.<\/p>\n But what are the advantages to short-form video and how can you integrate it into your marketing plan?<\/p>\n Short-form video<\/a> \u2014 like YouTube Shorts, TikTok, and Instagram reels \u2014 offers companies significant advantages over traditional lead-generation strategies. While the specific perks will vary depending on your product and business model, three that Kieran and I find particularly compelling are:<\/p>\n Scaled distribution<\/strong>: video platforms give businesses access to massive audiences, which is especially valuable for newer companies that are looking to grow their customer base. For example, the number of daily YouTube Shorts views<\/a> reached 70 billion in 2023. <\/p>\n AI defensibility<\/strong>: video content is inherently more personality<\/em>-driven than information<\/em>-driven, meaning it\u2019s harder to replicate with AI<\/a>, ensuring your content remains unique and engaging <\/p>\n Differentiation<\/strong>: with so many businesses still relying on traditional SEO, embracing short-form video sets you apart from the competition<\/a> and enables you to quickly gain traction in less-crowded spaces <\/p>\n Learn how to test and incorporate video into your marketing workflow by accessing HubSpot\u2019s Video Marketing Starter Pack<\/a> and considering the ideas below:<\/p>\n \u201cMost brand marketing is boring,\u201d says Kieran. \u201cInstead, try approaching your brand like you\u2019re writing a TV series.\u201d<\/p>\n For example, rather than developing traditional, short-term video campaigns, consider long-term series with recurring characters and plotlines. This storytelling approach<\/a> establishes a deeper connection with the audience, making your brand memorable.<\/p>\n Also, never underestimate the power of humor. \u201cOne of the outlandish things I think someone could do is hire a comedy writer for developing a company\u2019s brand campaign,\u201d Kieran says. Humor again makes your video content memorable while further differentiating you from competitors.<\/p>\n Especially for teams with limited budgets and resources, repurposing existing video content<\/a> is an efficient way to expand your short-form content portfolio.<\/p>\n For example, recycle long-form videos by cutting them into smaller, more digestible clips. Turn webinars into video ads, or customer interviews into testimonials. This approach maximizes the shelf-life of your existing content and enables it to reach a broader audience.<\/p>\n Also, don\u2018t be afraid to lean into AI. As Kieran explains during the episode: AI tools now enable you to take the text from a blog post and generate a two-minute educational video that perfectly summarizes the blog\u2019s key points. Add AI-generated audio, embed the video back into the blog, and distribute it on other platforms to drive traffic. Instantly, you’ve created a multimodal blog post that engages readers in new ways.<\/p>\nAdvantages of Short-form Video as a Lead Generation Tool<\/h2>\n
Three Tips for Using Video for Lead Generation<\/h2>\n
1. Lean into storytelling.<\/h3>\n
2. Recycle existing content.<\/h3>\n
3. Partner with influencers.<\/h3>\n