Short-form video is revolutionizing the way that businesses approach primary lead generation. But do you know why — and how to apply it to your marketing strategy?
When HubSpot started growing back in the early 2000s, the core strategy for primary lead generation was organic search optimization. It worked incredibly well for HubSpot (and many other businesses), helping us grow into the company we are today. But times have changed.
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AI advancements and the resulting shifts in Google's algorithm have significantly disrupted SEO, making the competition for keywords fiercer than ever — and making it more difficult and expensive to rank and drive traffic. Yet many new businesses still turn to this strategy to drive growth in 2024, without looking at other avenues — which Kieran and I believe is a huge mistake.
As discussed in a recent episode of Marketing Against the Grain, we see the future of primary lead generation shifting to short-form video — and the data backs us up. Short-form video was reported as having the highest ROI of any social media marketing strategy in 2024, with over 84% of marketers saying that video has helped them increase traffic to their website.
But what are the advantages to short-form video and how can you integrate it into your marketing plan?
Advantages of Short-form Video as a Lead Generation Tool
Short-form video — like YouTube Shorts, TikTok, and Instagram reels — offers companies significant advantages over traditional lead-generation strategies. While the specific perks will vary depending on your product and business model, three that Kieran and I find particularly compelling are:
- Scaled distribution: video platforms give businesses access to massive audiences, which is especially valuable for newer companies that are looking to grow their customer base. For example, the number of daily YouTube Shorts views reached 70 billion in 2023.
- AI defensibility: video content is inherently more personality-driven than information-driven, meaning it’s harder to replicate with AI, ensuring your content remains unique and engaging
- Differentiation: with so many businesses still relying on traditional SEO, embracing short-form video sets you apart from the competition and enables you to quickly gain traction in less-crowded spaces
Three Tips for Using Video for Lead Generation
Learn how to test and incorporate video into your marketing workflow by accessing HubSpot’s Video Marketing Starter Pack and considering the ideas below:
1. Lean into storytelling.
“Most brand marketing is boring,” says Kieran. “Instead, try approaching your brand like you’re writing a TV series.”
For example, rather than developing traditional, short-term video campaigns, consider long-term series with recurring characters and plotlines. This storytelling approach establishes a deeper connection with the audience, making your brand memorable.
Also, never underestimate the power 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 again makes your video content memorable while further differentiating you from competitors.
2. Recycle existing content.
Especially for teams with limited budgets and resources, repurposing existing video content is an efficient way to expand your short-form content portfolio.
For example, recycle long-form videos by cutting them into smaller, more digestible clips. Turn webinars into video ads, or customer interviews into testimonials. This approach maximizes the shelf-life of your existing content and enables it to reach a broader audience.
Also, 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 points. Add AI-generated audio, embed the video back into the blog, and distribute it on other platforms to drive traffic. Instantly, you've created a multimodal blog post that engages readers in new ways.
3. Partner with influencers.
Collaborating with influencers allows brands to reach targeted demographics with less effort. For example, I would look for people who have really successful YouTube channels and TikTok accounts with very specific audiences — and then partner with them for sponsored video content or embed my product into their content.
Associating your brand videos with (carefully chosen) creators increases your credibility, as they already have established trust with their followers. Furthermore, value and brand-aligned influencers increase authenticity and ensure your message resonates with a receptive audience.
To watch our entire discussion about the future of lead generation, check out the full episode of Marketing Against the Grain below:
This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.
It’s interesting to see how the landscape of lead generation is evolving, especially with the rise of short-form video content. The shift from traditional SEO strategies to more visual storytelling platforms feels like a seismic change for marketers and businesses alike. In my experience, short-form content does indeed capture attention more effectively, particularly among younger demographics who have grown up with platforms like TikTok and Instagram Reels.
I found your insights about the shift towards short-form video for lead generation particularly resonant, especially in light of how rapidly consumer behavior is evolving. The idea that AI advancements and changes in Google’s algorithms are making traditional SEO strategies increasingly challenging is something I think many businesses are grappling with right now. It’s a clear signal that innovation in marketing approaches is not just beneficial but essential if we want to stay ahead.
You’ve raised some really important points. Consumer behavior is definitely evolving at a lightning pace, and adapting to those changes isn’t just a trend; it’s becoming a requirement. Short-form video is a fascinating area to explore. It feels like we’re moving toward a world where attention spans are shorter, but the desire for engaging content is greater than ever.
You’ve really hit on some crucial points. The rapid evolution of consumer behavior is like watching a fast-paced movie where the plot twists come out of nowhere. It definitely keeps everyone on their toes, especially when we consider how much these changes are driven by technology. Short-form video has become a go-to for so many because it captures attention in a way that longer formats just can’t compete with. People want information quickly and digestibly, and if you can grab their interest within the first few seconds, you’re already ahead of the game.
Your insights on the shift toward short-form video as a primary lead generation strategy resonate deeply with the evolving landscape of digital marketing. The historical reliance on organic search optimization was certainly a robust strategy, but as you pointed out, the dynamic nature of AI advancements and algorithm updates has created a complex environment that traditional strategies can struggle to navigate effectively.
You bring up a great point about the historical reliance on organic search optimization. It really was the backbone of many digital strategies for years. I often think about how the shift towards short-form video isn’t just a trend but a reflection of our changing consumption habits. In a world that thrives on quick information, platforms like TikTok and Instagram are redefining how brands engage with their audiences.
It’s fascinating to witness how marketing strategies are evolving alongside technology, especially in the context of short-form video content. Your insight into the shift from organic search optimization to leveraging platforms like TikTok, Instagram Reels, and YouTube Shorts as primary lead generators resonates deeply with the current landscape.