Video content has become crucial for companies to engage with their audience and convey their brand message. Videos even positively impact SEO and are considered part of a comprehensive digital marketing strategy for businesses large and small.
There are two main categories of videos: short-form and full-length. It’s essential for businesses to know when to use and market short-form videos versus professionally produced, full-length ones for their products or services.
So, when should you develop and market short-form videos versus full-length ones? Here’s how to appropriately leverage video content to connect with your audience.
Videos on Your Website: Use Full-Length Professional Production for a Great Impression
When showcasing videos on your website, it’s crucial to make a good first impression. For this season, we recommend using professional, full-length videos.
Use full-length videos that speak to your professional services for the homepage, services, about, and testimonial pages. Videos on ‘evergreen’ topics can be used for potentially years, and it would be well worth the investment to produce. By professional, we mean investing in professional production and editing for the content.
These full-length videos should be well-produced, clean, and convey a high level of professionalism. This is important as it sets the tone for your business and enhances credibility, ultimately influencing potential customers’ perception of your brand.
Full-length videos allow you to:
- Give your audience a deeper dive into your brand, products, or services.
- Showcase detailed demonstrations, in-depth customer testimonials, and company profiles.
- Be clear about your brand’s values and mission.
- Convey a sense of trust and expertise to potential clients and customers.
Videos for Social Media: Short-Form, Informal Content for Authentic Engagement
In contrast to website videos, social media platforms demand a different approach. When creating video content for social media channels, such as Instagram, Facebook, TikTok, or LinkedIn, short-form, personally recorded, and edited videos are often preferable.
However, short-form videos can also be used for articles, FAQs, and even shorter, more informal customer testimonials on a website.
These short and informal videos have a more casual and authentic feel, appearing more genuine to the audience, which can lead to better engagement. They are an excellent choice for social media posts and can:
- Quickly grab your audience’s attention.
- Hold the short attention span of social media users.
- Provide helpful information in just a few seconds.
- Be easily shared across multiple platforms.
- Allow you to connect with your audience even on a budget.
Striking a Balance
Finding the right balance between short-form and full-length videos is key, as they both have their place in digital marketing. Short-form videos can grab attention on social media, while full-length videos can foster deeper engagement on your website.
Businesses should consider their marketing objectives, target audience, and the platforms they use to distribute their videos. For example, a mix of short and long videos can be employed for marketing campaigns, leveraging the strengths of each format to help you reach your goals.
Leverage the Power of Video for Your Business
Both short-form and full-length videos are essential for effective digital marketing. By strategically leveraging each format, businesses can create a compelling video marketing strategy that resonates with their audience and drives meaningful engagement and conversions. Leverage the power of video for your business by contacting Gazz Digital today.
