BroadVision Marketing Blog

[This article was published in May 2024 and has been updated, and revised.]

If there is one thing that business owners and marketing professionals have learned over the last decade or so is that video rocks! Especially short form video.

People love to watch video and incorporating this visual powerhouse into your digital marketing is a surefire tactic for attracting attention and driving traffic to your website. 

Taking a Brief Look at Video Marketing

Some of the catch phrases being tossed around in the marketing world are "native advertising" and "native video." If you're unclear as to what this is, here is a helpful definition found on Wikipedia:

Native video is video that is uploaded to or created on social networks and played in-feed, as opposed to links to videos hosted on other sites. Native video formats are specific to each social platform and are designed to maximize video engagement (i.e. number of views), discovery and distribution. The most widely used native video platforms include Facebook, Twitter and YouTube.

In other words, 'native video' is simply video that you place on a social media platform yourself. The main distinction is that it is not merely a link to videos living elsewhere. While even links to videos are better than no video at all, native video is far easier for viewers to access in the moment.

Another current catch phrase of importance is short-form video. This is distinguished from video that typically runs more than three minutes or so. While there are no hard and fast "rules", in general, short-form videos are typically 5–90 seconds long, but the average length is between 30 seconds and 3 minutes. Some say the ideal length is 31–60 seconds.

Short-form video has become a digital marketing powerhouse. With attention spans shrinking, these bite-sized videos (think TikTok or Instagram Reels) grab viewers fast and leave a lasting impression.

Marketers use them to showcase products, explain services, or tell brand stories in a fun, engaging way. They can build brand awareness, boost engagement, and even drive sales. Think of them as little trailers, sparking interest and leading viewers to explore more about your brand. Plus, short-form videos are relatively easy and inexpensive to create, making them a win-win for marketers.

Why Video Captivates Us: A Psychological Perspective

Humans are wired to respond to visual stimuli, making video an incredibly powerful medium for communication. At its core, video taps into fundamental aspects of how our brains process information and connect with stories, which explains its universal appeal.

The Power of Motion and Sound

Unlike static images or text, videos combine motion, sound, and visuals to create a multisensory experience. This combination engages the brain on multiple levels, making it easier to capture attention and sustain interest. Motion naturally draws the eye—our brains are programmed to notice movement as a survival mechanism. Add sound to the mix, such as music or narration, and you’re stimulating auditory pathways too, creating a richer, more immersive experience.

Emotional Resonance

Videos have a unique ability to evoke emotions. Whether it’s the heartwarming story of a customer’s journey or the excitement of a product reveal, videos can create an emotional connection that’s harder to achieve through other formats. Emotions are key drivers of memory and decision-making, which is why people are more likely to remember and act on video content.

Storytelling and Relatability

Humans are natural storytellers. Video allows brands to weave compelling narratives that feel personal and relatable, helping viewers see themselves in the story. And stories are powerful.

As Braden Dragomir, founder of Untold Storytelling says in a Forbes article,

"Story isn’t some jargony buzzword. It’s a complicated and meticulous process that involved making intentional choices about your characters and your plot. In its simplest form, the strength of your plot is going to drive you audience engagement. The more you can keep an audience in the story, the more likely they’ll believe the story you’re telling."

A short video can show a customer overcoming a challenge, a behind-the-scenes look at your team, or a fun day at the office—all of which make your business more human and approachable.

The Ease of Consumption

Finally, videos align with our preference for easy-to-digest information. A quick video can deliver a message more effectively than reading a paragraph of text. In an age where attention spans are short, the ease of video consumption makes it the perfect tool to communicate ideas quickly and effectively.

By combining these psychological elements, video becomes an irresistible medium that not only captures attention but also drives engagement and action.

The Case for Video Marketing - Short and Long

Here's a pop quiz question for you: What is the most effective tactic for inbound marketing? If you said video you get an "A" and are ready for a bonus question: What are the top platforms for your native video?

Well, we'll get to that in a moment, but first let's look at some data to back up our claim to the power of video...

We've all heard how video has continually been on the rise with trends such as mobile search changing the face of SEO and organic search marketing. Well, it turns out that short-form video is also on a meteoric rise, as well.

Here are a few significant statistics shared by friends at HubSpot:

• 56% of marketers reported that short-form video was the top trend they planned to invest in in 2024 (HubSpot State of Marketing Report, 2024).
• More than one in three video marketers say that the optimal video is just one to three minutes long, and 96% agree that videos should be less than 10 minutes long  (HubSpot State of Marketing Report, 2023).
• 73% of consumers prefer to watch a short-form video to learn about a product or service (The Leap, 2023).
• 96% of people say they watch explainer videos to learn more about a product, and 89% report having been swayed to purchase (HubSpot State of Video Marketing Report, 2023).
• Around 51% of consumers rely on product videos to make an educated purchase decision (Plainly, 2023).

The Power of Two: Short-Form and Long-Form Video in Online Marketing

The digital landscape is a battlefield for attention. In this fight, video reigns supreme, offering an engaging and dynamic way to connect with audiences. But not all videos are created equal. Marketers wield two powerful weapons: short-form and long-form video, each with unique strengths that can supercharge your online marketing and SEO efforts.

Short-Form Videos: The Attention Grabbers

Short-form videos, typically under 2 minutes (think TikTok, Instagram Reels, or YouTube Shorts), are the ninjas of video marketing. They excel at grabbing attention in a flash, perfect for today's audience with fleeting focus.

Benefits:

• High Engagement: Short, punchy content is more likely to be watched to completion, sparking curiosity and leading viewers down the marketing funnel.

• Increased Visibility: These bite-sized videos are easily shared across social media platforms, expanding reach and brand awareness.

• Platform Optimization: Platforms like TikTok and Instagram Reels prioritize short-form content in feeds, giving your brand a fighting chance for organic discovery.

• Cost-Effective Creation: You don't need Hollywood budgets to make compelling short-form videos. Smartphones and simple editing tools can create engaging content.

SEO Boost:

Although short-form videos themselves might not directly impact keyword rankings, they can be a powerful SEO tool. Here's how:

• Increased Website Traffic: Engaging short-form content can drive viewers to your website for more information, boosting traffic and potentially improving your ranking signals.

• Improved User Engagement Metrics: Short-form videos embedded on your website can increase dwell time and decrease bounce rate, both positive signals for search engines.

• Social Buzz: The virality of short-form videos can lead to increased brand mentions and social media shares, which can indirectly influence SEO.

Long-Form Videos: Deep Dives and Building Trust

Long-form videos, ranging from 5 minutes to an hour (think webinars, tutorials, or in-depth interviews), offer a deeper dive into your brand and its offerings. They're ideal for building trust, educating audiences, and showcasing expertise.

Benefits:

• Brand Storytelling: Long-form videos allow you to weave a narrative about your brand, its values, and its mission, fostering a stronger emotional connection with viewers.

• Demonstrations and Tutorials: Detailed, longer videos can showcase your product's features, educate viewers on complex topics, or demonstrate your services in action.

• Establishing Authority: In-depth content positions you as a thought leader, building trust and credibility with your audience.

SEO Boost:

Long-form videos offer a wealth of SEO advantages:

• Keyword Targeting: Longer videos allow you to naturally incorporate relevant keywords throughout the content, improving your ranking potential.

• Transcript Creation: Transcripts provide valuable text content for search engines to crawl and index, boosting your website's relevance for targeted keywords.

• Backlink Opportunities: High-quality, informative long-form videos are more likely to be shared and embedded on other websites, generating valuable backlinks that strengthen your SEO profile.

The Power of Video for Marketing: Unlocking Success with Short-Form Content on a Budget

In the constantly evolving realm of digital marketing, video content reigns supreme as one of the most effective tools for marketing. For small-to-medium business owners, video offers an unmatched opportunity to engage audiences, drive traffic, and build brand awareness.

And among the various types of video content, short-form video stands out as a game-changer, combining simplicity, creativity, and affordability to level the playing field for businesses of all sizes.

Why Short-Form Video Works

Short-form videos, typically under 60 seconds, have exploded in popularity thanks to platforms like TikTok, Instagram Reels, and YouTube Shorts. These bite-sized clips are optimized for today’s time-strapped audiences, capturing attention quickly and delivering key messages in a format that’s easy to consume.

Here’s why short-form video is so powerful:

1. High Engagement Rates: People are more likely to watch a 30-second video to completion than a longer one, making it easier to convey your message.
2. Viral Potential: The shareability of short videos amplifies your reach, enabling small businesses to compete with larger brands.
3. Platform Preferences: Social media algorithms often prioritize video content, particularly short-form videos, making them more likely to appear in your target audience's feed.

The Minimal Budget Advantage

Producing short-form video content doesn’t require a blockbuster budget or a full-scale production team. With the right strategy, tools, and creativity, small businesses can create compelling videos that deliver big results.

Here’s how to produce impactful videos on a shoestring budget:

1. Use Your Smartphone
   Modern smartphones are equipped with high-quality cameras, making professional-grade video accessible to everyone. Invest in a tripod or stabilizer for steady shots, and you’re ready to roll.
2. Leverage Free and Low-Cost Editing Tools
   Editing software like Canva, CapCut, and InShot offer user-friendly interfaces and powerful features for creating polished videos. Many of these tools have free versions or affordable subscriptions tailored for small business needs.
3. Tap Into Natural Lighting and Simple Backdrops
   Shoot videos during daylight hours to take advantage of natural lighting, which eliminates the need for expensive lighting equipment. A clean wall or tidy office space can serve as an effective backdrop.
4. Create Relatable Content
   Authenticity resonates more than perfection. Share behind-the-scenes glimpses, customer testimonials, or quick how-to tutorials to connect with your audience on a personal level.
5. Repurpose Existing Content
   Transform blog posts, FAQs, or customer reviews into engaging short-form videos. For example, break a listicle into bite-sized tips or narrate a popular blog article with visuals to match.

Short-Form Video Ideas for Small Businesses

If you’re not sure where to start, here are some content ideas to inspire your short-form video strategy:

1. Product Demonstrations
   Showcase how your products work or highlight their key features in action.
2. Customer Testimonials
   Share quick clips of satisfied customers talking about their experience with your brand.
3. Tips and Tricks
   Offer practical advice or solutions related to your industry in under 60 seconds.
4. Behind-the-Scenes Looks
   Give viewers a peek into your day-to-day operations, whether it’s packaging orders, brainstorming sessions, or celebrating team milestones.
5. Promotions and Announcements
   Create buzz around a sale, event, or new product with a catchy, visually appealing video.

Maximizing ROI with Distribution

Creating great videos is just the first step; distribution is where the magic happens. To maximize your video’s impact:

• Optimize for Each Platform: Edit and resize your videos to suit the preferred dimensions and lengths of platforms like Instagram, Facebook, TikTok, and YouTube Shorts.
• Add Captions: Many viewers watch videos without sound, so adding captions ensures your message is received.
• Leverage Hashtags and Trends: Incorporate relevant hashtags and participate in trending challenges to increase discoverability.
• Cross-Promote: Share your videos across your website, email newsletters, and social media channels for maximum exposure.

Measuring Success

Track your video marketing efforts to ensure they’re driving results. Key performance indicators (KPIs) to monitor include:

• Engagement Rates: Measure likes, comments, shares, and views to understand how well your videos resonate.
• Website Traffic: Monitor how many visitors are coming to your website from video content.
• Conversion Rates: Track leads or sales generated from your video campaigns.

Final Thoughts

Short-form video is more than just a passing trend—it’s a powerful tool that enables small businesses to compete in the digital arena. With minimal investment and a touch of creativity, you can captivate your audience, amplify your brand, and drive measurable results.

By embracing the potential of short-form video, your business can unlock new opportunities for growth, all while keeping costs under control. Now’s the time to grab your smartphone, hit record, and let your creativity shine!

The Winning Formula: A Multi-Pronged Approach

The key to success lies in leveraging both short-form and long-form videos strategically. Use short-form content to pique interest and drive traffic to your website, where long-form videos can educate and convert viewers.

Remember, a well-rounded video marketing strategy considers your audience's needs and preferences. Short, catchy videos might be perfect for product teasers or social media campaigns, while long-form content shines in tutorials or behind-the-scenes glimpses. By wielding both short-form and long-form videos, you can create a dynamic and engaging online presence, conquer audience attention spans, and propel your SEO efforts to new heights.

What Works for Native Video

We've covered some of the basics of video production here before, but some aspects change over time and the best platforms and best length of videos are two of those. What worked just a few years ago is already becoming suspect and platforms, or channels, that were hot back in, say, 2019 are fading away or shave been shut down as other new apps and platforms come into vogue.

When it comes to distribution for your native video content, length and platforms are key. So,  how long should a social media video be?  According to Riverside.fm,

Social media videos are usually best kept short. However, the ideal length of the video depends on the platform that you choose. 

Facebook – 2 to 15 minutes
Instagram – IGTV video: 2-6 minutes, Video in Feed: 1 minute or less, Stories: 1-10 slides
Twitter – 45 seconds
YouTube – 10 minutes
LinkedIn – 30 seconds

So, what are the best native video platforms? The answer today may change before the year is out, but for now your best bets are as follows:

• Instagram
• X (formerly Twitter)
• Facebook
• and, of course, YouTube

While there are certainly other platforms of note, such as Tik Tok, these are the current four powerhouse platforms for inbound marketing.

It's a Wrap

To sum up for this overview of visual marketing through video, the folks at HubSpot put it quite succinctly in their 2024 Ultimate List of Marketing Statistics,

In today’s marketing landscape, video marketing is critical. Video can be a great way to appeal to your target audience and convert leads into customers. Plus, with the impressive video capabilities available on smartphones, video marketing is also an affordable and easy tactic to implement, no matter your business type or resources.

Your Video Marketing Partners

Video marketing is a vital component of your inbound marketing strategy. And high-quality, relevant, and consistent content is one of the main keys to attracting and winning prospects and customers.

This content can take on many other forms as well, such as blog posts, eBooks, white papers, email, slide decks, infographics, webinars, and even the pages on your website. 

However, the challenge for most business owners is in creating this never-ending need for fresh content. Then there is the additional challenge of determining how best to distribute and use that content to carry out an effective marketing strategy.

Fortunately, you don't have to attempt this on your own! Your options for implementing a successful and affordable content marketing strategy also include finding a professional firm that can work with you to maximize your efforts.

A qualified agency like BroadVision Marketing will develop a road map with an implementation time line, marketing milestones, and key deliverables. Using this road map we will create the framework and structure for us to work with you and help you to achieve your marketing goals.  

To help you make an informed decision call BroadVision Marketing today at 707-799-1238.