Short-form video has taken over our screens, and if you’re not using it regularly as part of your marketing plan, your brand is missing out on untold eyeballs.
We know that short-form video offers some of the highest ROI and will see the most growth of any marketing content this year. Shrinking attention spans and our quest for the next dopamine hit have made short videos a sure bet. And while we all know that TikTok and other social platforms are an important part of the mix, the smartest brands are using short-form video across every channel, whether it’s social, email, or landing pages.
Concise, compelling video content deserves a spot wherever you’re spreading your brand’s good word. It grabs your audience’s attention in just a few seconds, and that instant engagement is one of the best ways to drive brand awareness, making it easier to capture engagement and conversion.
Short-form video is a fundamental shift in the way brands connect with their audience — but you don’t need to reinvent the wheel and rework your entire marketing strategy. You just need to make the most of what you already have.
Here are three reasons why short-form videos should be an integral part of your marketing.
Short-form video is the perfect way to repurpose content
- Did you host a webinar recently?
- Did you record a Zoom call with a happy customer?
- Do you have a town hall recording with the latest product roadmap presentation?
- Did your social team make a fun video for your latest release?
Most companies have a lot more video content than they think. Short-form video doesn’t have to be an original production created with fancy recording gear. Tap into what you already have and make a dedicated repurposing plan. One webinar can become multiple clips that can be featured in a blog, on social media, in email campaigns, and more.
And one of the best reasons to repurpose content: It’s cost effective. The more you repurpose video content you already have or stretch the stuff you’re planning to make, the more valuable and cost-effective your marketing plan becomes.
If you spend $5,000 to produce one video but stretch it across an email campaign that brings in major leads, it’s easier to justify the cost. But producing a new video is not necessary. You can always use Vimeo’s editor to zhuzh up recordings from town halls or presentations and craft the perfect video soundbite for social media or a campaign landing page.
Highlight from our recent webinar with Ross Simmonds.
One video can reach multiple channels
When you do produce a video or take the time to make cutdowns or highlight reels, that video should be living in multiple places. Blast it on all your socials and include it in relevant email campaigns.
Short-form video allows you to create different iterations of videos quickly for different channels and different audiences because the production bandwidth needed is much smaller than with a longer piece of content.
This is where platform integrations like Vimeo’s HubSpot Media Bridge are so useful. You can access Vimeo right from your HubSpot homepage to edit or pull in clips to add to emails and landing pages, making it easy to include video in all of your marketing campaigns. And you’ll be able to check video analytics with the integration too, so you can score and segment your leads.
Recording from a talk our SVP of Product gave at SXSW.
Short-form video can give you the opportunity to experiment
Users have different expectations of short videos. It’s okay if they’re lo-fi or less buttoned-up than longer-form content. Take the opportunity to try out a new creative idea or do something that feels really authentic to your brand voice.
Short videos can be more casual, and that often makes them more accessible to create. Whether you want to try hopping on a trend or test out different voices or tactics, bite-sized content is the way to do it. Above all, short-form videos should be fun to watch, so have fun making them.
Content originally made for TikTok.
Ready to start incorporating video into your marketing? Don’t miss out on Vimeo’s integrations.
