Harness The Power Of Video

[This article was published in January 2019 and has been updated, revised, and expanded.]

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.

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 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