Why Brief-Type Video Is the Future Of Lead Technology

Brief-form video is revolutionizing the best way that companies strategy major lead era. However are you aware why — and learn how to apply it to your advertising technique?

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

AI developments and the ensuing shifts in Google’s algorithm have considerably disrupted web optimization, making the competitors for key phrases fiercer than ever — and making it tougher 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 latest episode of Advertising Towards the Grain, we see the way forward for major lead era shifting to short-form video — and the information backs us up. Brief-form video was reported as having the very best ROI of any social media advertising technique in 2024, with over 84% of entrepreneurs saying that video has helped them enhance 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 Software

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

• Scaled distribution: video platforms give companies entry to large audiences, which is particularly worthwhile for newer firms that want to develop their buyer base. For instance, the variety of day by day YouTube Shorts views reached 70 billion in 2023.

• AI defensibility: video content material is inherently extra character-driven than data-driven, that means it’s tougher to duplicate with AI, making certain your content material stays distinctive and fascinating

• Differentiation: with so many companies nonetheless counting on conventional web optimization, embracing short-form video units you aside from the competitors and lets you rapidly achieve traction in less-crowded areas

Three Ideas for Utilizing Video for Lead Technology

Discover ways to take a look at and incorporate video into your advertising workflow by accessing HubSpot’s Video Advertising Starter Pack and contemplating the concepts beneath:

1. Lean into storytelling.

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

For instance, moderately than creating conventional, short-term video campaigns, contemplate long-term collection with recurring characters and plotlines. This storytelling strategy 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 believe somebody may 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 current video content material is an environment friendly strategy 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 throughout 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. Companion with influencers.

Collaborating with influencers permits manufacturers to achieve 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 associate 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 enhance authenticity and guarantee your message resonates with a receptive viewers.

To look at our complete dialogue about the way forward for lead era, take a look at the complete episode of Advertising Towards the Grain beneath:

This weblog collection is in partnership with Advertising 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 at HubSpot) as they unpack development methods and study from standout founders and friends.