Why Quick-Kind Video Is the Future Of Lead Technology

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

When HubSpot began rising again within the early 2000s, the core technique for main lead era was natural search optimization. It labored extremely nicely for HubSpot (and lots 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 optimization, making the competitors for key phrases fiercer than ever — and making it harder and costly to rank and drive site visitors. But many new companies nonetheless flip to this technique to drive development in 2024, with out taking a look at different avenues — which Kieran and I imagine is a large mistake.

As mentioned in a current episode of Advertising Towards the Grain, we see the way forward for main lead era shifting to short-form video — and the info backs us up. Quick-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 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 plan?

Benefits of Quick-form Video as a Lead Technology Device

Quick-form video — like YouTube Shorts, TikTok, and Instagram reels — affords firms vital benefits over conventional lead-generation methods. Whereas the particular 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 huge audiences, which is particularly useful for newer firms that want to develop their buyer base. For instance, the variety of every day YouTube Shorts views reached 70 billion in 2023.

• AI defensibility: video content material is inherently extra persona-driven than data-driven, which means it’s more durable to duplicate with AI, guaranteeing your content material stays distinctive and interesting

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

Three Suggestions for Utilizing Video for Lead Technology

Learn to check and incorporate video into your advertising workflow by accessing HubSpot’s Video Advertising Starter Pack and contemplating the concepts under:

1. Lean into storytelling.

“Most brand marketing is boring,” says Kieran. “Instead, try approaching your brand like you’re writing a TV series.”

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

Additionally, by no means underestimate the ability of humor. “One of the outlandish things I think someone could do is hire a comedy writer for developing a company’s brand campaign,” Kieran says. Humor once more makes your video content material memorable whereas additional differentiating you from opponents.

2. Recycle present content material.

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

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

Additionally, don‘t 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’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 have created a multimodal weblog publish that engages readers in new methods.

3. Companion 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 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 improve authenticity and guarantee your message resonates with a receptive viewers.

To look at our total dialogue about the way forward for lead era, try the complete 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 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.