Are you torn between using long-form or short-form videos for your small business marketing campaign? Well, you are not alone. Despite 89% of consumers wanting to see more brand videos, there is no one-size-fits-all answer about the ideal video length.

However, this should not deter you from creating an effective video strategy. In 2023, people watched an average of 17 videos per day, highlighting the influence of video content in today’s digital landscape.

Both short-form and long-form videos offer unique advantages and come with their set of challenges. Join me as I uncover the benefits and limitations of each video format to help you make informed marketing decisions.

What are Short-Form Videos?

Short videos typically range from 30 seconds to less than 10 minutes long. They are popular on social media platforms like TikTok, Instagram, Snapchat, and YouTube.

Short-form videos deliver brief yet engaging messages that quickly capture the viewer’s attention. Here are some popular types of short-form video content.

• TikTok Challenges
• Instagram Reels
• Snapchat Stories
• YouTube Shorts
• Twitter Video Ads

Benefits of Short-Form Videos

A previously cited report shows that 39% of marketers find short-form videos, ranging from 30-60 seconds long, more successful. The same study reports that 44% of customers prefer watching a short video to learn about a brand’s offerings.

So, it is evident that short-form videos have their benefits. Let’s take a closer look at some of them.

Attention-Grabbing 

Short-form videos capture attention quickly, making them ideal for the fast-scrolling nature of social media platforms. Your audience is more likely to watch them in their entirety compared to longer content.

Cost-Effective Production 

Creating short-form videos requires less time and resources compared to longer videos. As a small business owner with a limited budget, using short-form videos can be cost-effective. 

Increased Engagement

Short-form videos engage viewers due to their crisp and concise nature. This results in more likes, comments, and shares that boost your content’s visibility and increase brand awareness. 

Integrating short-form videos into your influencer marketing campaigns can further amplify your reach to new and diverse audiences. 

Highly Shareable

Short videos are highly shareable. This makes it more likely for your viewers to share them, increasing their virality. 

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There are multiple benefits of adding video to your website including increased engagement, improved SEO, and enhanced user experience.

Limitations of Short-Form Videos

While short-form videos offer many advantages in content marketing, they also present some challenges.

Limited Message Depth

Due to their brief duration, short-form videos may struggle to convey complex or detailed messages. Longer videos might be more suitable if you need to communicate intricate information.

Competition for Attention

Standing out on platforms flooded with short-form video content can be challenging. You must create content that stands out to avoid becoming lost in the sea of other videos.

Shorter Lifespan 

Short videos may lose their relevance with time. They can quickly get buried in users’ feeds, leading to a shorter visibility and engagement period than longer, evergreen content. 

This means you must consistently create short-form videos to maintain audience interest over time.

Limited SEO Impact

Short-form videos may be more challenging to optimize for search engines than longer, more keyword-rich content. This can affect the discoverability of your content outside the social media scene.

What are Long-Form Videos?

Long-form videos are typically longer, ranging from a few minutes to several hours. They extend beyond a few minutes to several hours, providing ample time for in-depth topic exploration and detailed content. 

These videos are particularly suitable for educational content, product demonstrations, and narrative-driven storytelling. Long-form videos are common on platforms like YouTube and Vimeo. Common types of long-form video content include:

• YouTube Series
• Webinars
• Educational Tutorials and Courses:
• Behind-the-Scenes Content 
• Interviews and Conversations

Advantages of Long-Form Videos

Long-form video content is the fastest-growing segment, with videos above 30 minutes experiencing tremendous growth over the years. Let’s explore some of the benefits behind this growth.

Establishes Expertise and Credibility

Long-form videos allow you to provide in-depth information about various subjects, establishing your brand as an authority. Potential customers will likely trust and rely on your insights when you consistently deliver valuable content.

Builds Strong Audience Connections 

The more your audience watches your videos, the more they become familiar with your content and brand. This consistent engagement promotes trust and loyalty, helping you create deeper connections with your audience.

Provide SEO Optimization Opportunities

Long-form videos keep your audience engaged for a longer duration than short ones. This signals search engines that your content provides value, resulting in higher rankings and increased visibility. 

Besides, these videos provide opportunities to optimize for relevant keywords. This Attrock guide offers more insights into the value of SEO for your small business. 

They Are Sustainable

Unlike short videos, well-produced and valuable long-form videos have an extended shelf life. They can continue to attract views and engagement over an extended period, contributing to a sustainable content strategy.

Instagram reels are also a part of short videos and you can get benefits from this platform by integrating it with your website. You can learn how to embed Instagram Reels on websites and get extra benefits from your Reels.

Drawbacks of Long-Form Videos

Despite their benefits, long-form videos also have certain limitations, including:

Attention Span Challenges

Between distractions, juggling tasks, and information overload, user attention span quickly diminishes. Viewers may lose interest and disengage from your long video before its conclusion.

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Complex Production Process

Creating high-quality long-form videos requires more resources, including time, equipment, and skilled personnel. This can be disadvantageous, especially for small businesses with limited budgets.

Platform Limitations

Some social media platforms and video hosting sites may limit video length, making it challenging to distribute long-form video content. You may then be forced to repurpose your content to suit various platforms. 

Short-Form or Long-Form Videos: Which Are Better?

Now that you know the benefits and limitations of each format, which one should you choose? Short-form or long-form videos?

Well, it all boils down to considering several factors, such as: 

Content Objectives

What do you want to achieve from your video marketing campaign? Short-form videos are highly effective for quick brand exposure and generating buzz. Long-form videos, on the other hand, contribute to a more in-depth understanding of the brand.

Target Audience Preferences

Audiences with short attention spans likely prefer short-form videos, while long-form videos appeal to those seeking a more immersive experience.

Similarly, short-form videos may appeal more to younger audiences, while older demographics may prefer the depth of long-form content.

Platform Dynamics

Various platforms support different content formats. Short-form videos are well-suited for platforms like TikTok, Instagram, and Snapchat. On the other hand, platforms like YouTube and Vimeo are better for hosting longer videos.

Industry Type

Short-form videos would be ideal if your industry thrives on trends, entertainment, and quick messages. However, long-form videos are effective for industries requiring in-depth explanations or educational content.

Bottom Line 

Ultimately, choosing short-form or long-form videos depends on your business’s specific needs and goals. Since both formats have advantages and limitations, making a choice may prove difficult. 

However, it doesn’t have to be an uphill task. The key lies in recognizing when to incorporate each video format into your marketing strategy. Understanding your audience and its needs allows you to combine both formats strategically, maximizing the benefits of each. 

Continuously analyze performance metrics and adapt your video marketing strategy accordingly to ensure optimal engagement and conversion rates.

The post Navigating the Video Marketing Maze: Short-Form vs. Long-Form appeared first on DigitalMarketer.

Manny Torres is a brand strategist who works with B2B advisors and business owners to increase profitability by generating more sales, improving customer retention and growing referrals.

In this video he shares how a DigitalMarketer Certified Fractional CMO can help your business. Whether you’re a small start-up, a growing company, or a large corporation, an outside perspective can uncover friction points, gaps, and broken systems to help your business get back on track.

In this video:

• How a Fractional CMO Can Help Small Businesses: 00:20
• Large Corporations Benefit from Hiring Fractional CMO: 00:41
• Common Mistakes Companies Make Implementing Marketing Strategies: 01:08
• How a Fractional CMO Benefits Growing Companies: 01:30
• Why Outside Perspective Matters in Your Business: 01:54
• What is a Fractional CMO?

A fractional CMO is someone who acts as the Chief Marketing Officer for your company but is hired as a contractor or consultant. 

Generally, fractional CMO’s are working with several different companies at one time, much like freelancers or consultants do. They work for you for a fraction of their time (hence fractional). But don’t let that spook you. A good fractional CMO is going to give your business as much attention as it needs.

What Does a Fractional CMO Do?

A fractional CMO will do all the same things a traditional CMO will:

• Get more leads
• Manage digital ads
• Create marketing strategy
• Oversee marketing tech integrations
• Grow email list and engagement
• Build marketing reports
• Work with freelancers or marketing agency
• And more…

What Doesn’t a Fractional CMO Do?

A fractional CMO probably won’t:

• Write and send all emails to your list
• Upload blog posts
• Schedule social media posts
• Redesign button colors on landing pages
• Track detailed metrics for every marketing asset

The best way to know if a fractional CMO is right for you is to look at your marketing performance and to look at your team.

• Do you have someone dedicated to your marketing as a whole?
• Are you struggling to find a direction with your marketing?
• Do you have a solid understanding of marketing yourself?
• Do you have a marketing team, but no marketing leaders?
• Are you struggling to coordinate with your marketing contractors or agency?

About Growth Amplifiers

Growth Amplifiers provides service-based business owners who are busy and overwhelmed running their operations a framework and support to save valuable time and increase revenue and profits while providing more value to their customers.

Specialties include:

• Brand Strategy
• Content Strategy
• Marketing Strategy

Hire Manny https://www.digitalmarketer.com/certified-partners/growth-amplifiers/

Find a FCMO for Your Business https://www.digitalmarketer.com/find-a-certified-partner/

Become a Fractional CMO https://www.digitalmarketer.com/partners/

Who is Manny Torres?

Manny Torres is a brand strategist who works with B2B advisors and business owners to increase profitability by generating more sales, improving customer retention and growing referrals. Learn more about Manny here.

What is DigitalMarketer?

DigitalMarketer is the premier online community for digital marketing professionals. It’s a place where you can learn how to market like a pro, connect with industry experts, and get the strategies and tools you need to grow and scale your business to new heights.

The post Benefits of Hiring a Fractional CMO – Manny Torres – [VIDEO] appeared first on DigitalMarketer.

Dave Albano shares why our exclusive, action-based growth program might be a good fit for YOUR small business.

In this video:

• What is Digital Marketer ELITE? 00:14
• What’s included in the yearlong coaching program? 00:21
• Who should consider ELITE? 00:39
• How to get started… 1:06

What is Digital Marketer ELITE?

ELITE is a year-long coaching program tailored to help ambitious business owners set and meet next-level goals for their business and life.

But TBH, it’s more than that. 

Our coaches come alongside you and a small cohort of business owners to develop and implement a “predictable growth engine” into your business.

It isn’t a generic, one-size-fits-all approach to business growth. Our coaches and your community peers develop targeted and specific programs and processes to help you achieve your revenue and growth goals.

What’s included in the yearlong coaching program?

We combine an incredible community and marketing mastermind groups with tactical sessions, accountability coaches, and world-class training that will make your business more efficient and effective and let you get back to what you do best.

Learn more https://www.digitalmarketer.com/elite/

Apply here https://digitalmarketer.typeform.com/to/pD5Uyk5f?typeform-source=www.digitalmarketer.com

Just one of our testimonials Ryan A. says, “Biggest breakthrough is continuing to go back to my customer Journey and ask how can I make it better? We implamemted some really cool lead nurture strategies that boosted our call volume around 20%”

WHAT IS DIGITALMARKETER?

DigitalMarketer is the premier online community for digital marketing professionals. It’s a place where you can learn how to market like a pro, connect with industry experts, and get the strategies and tools you need to grow and scale your business to new heights.

The post Elite Coaching Promo Video – Dave Albano [VIDEO] appeared first on DigitalMarketer.

Just ask any of the DigitalMarketer Certified Partners. They have all worked tirelessly to get their agencies where they are, and they know what it takes.

We wanted to get to the bottom of that success, so we reached out in our Certified Partner Facebook Group and asked for some tips.

And they had some really great advice. Thirteen CPs  let us know what is working for their businesses, what tips they would give to other agency owners, and what they wished they had known long ago. This way, you can learn from their mistakes and get your agency on the right track.

Charles Musselwhite—Musselwhite Marketing

What I would have told a younger version of myself:

• There is more than enough business out there
• Surround yourself with experts (DMCP’s) and be a sponge
• Get out of your own way
• Know your strengths and delegate the rest
• Share the WEALTH! You can’t do it all by yourself. Find good people and build your team
• The best talent isn’t always in your backyard
• CONNECTION is critical
• Focus on customer/client satisfaction and profits will follow
• If you want to make more money, HELP MORE PEOPLE!

Kathleen Slattery Booth—IMPACT

I have SO much advice I would give my younger self.

You’re only as good as the people you hire, so hire the best person for the role regardless of where they are. This might mean embracing a remote work culture, but it’s okay—if your people are top notch, they (and the company) will thrive regardless of whether they come into the office.

Be picky and hold out for the right people, but if you DO make a mistake and wind up with someone who doesn’t perform to your expectations, fire fast. While it may not feel good to let someone go, you’re doing both yourself and them a favor by moving them along to their next opportunity.

When you find the right people, treat them well. Be generous with pay, time off, and benefits. Employee churn is particularly hard in the agency world where client relationships are built on trust.

Doug Foley—Foley Media

When you’re trying to sell “Digital Marketing Services,” remember that to most of your customers and prospects, it is an entirely different language. While Customer Value Journey, Funnels, and Conversion Rate Optimization might be your expertise, the customer may have just learned what SEO meant last Tuesday. These things confuse them and will paralyze them from making decision. Instead, lead with an insight that is relative to where they are today. For example, “In 2020, more than 50% of all searches will be voice searches… what that means for local business owners is they need to make sure they have their business set up properly in Google My Business…”

That quick win opens the door for a deeper conversation and for a larger customer value journey. More often than not, business owners call for SEO, because that’s what they are familiar with. They don’t really care about being number 1 on Google, they want the leads that they associate with being in that position. The CVJ is that solution, but you cannot lead with that—you need to meet them where they are at, and start a conversation.

Darren Craig—Fully Charged Media

If I was starting out again I’d keep everything “clean” or “simple.”

Stay focused on your goal and don’t get distracted—it will slow you from reaching your goal. Learn to say no quickly.

Write processes or checklists as soon as you can, then you can hand things off or grow your team easier.

Grow a team as soon as you can, before you get too used to the money.

Build your network wherever they may be. Always be learning, as long as you’re implementing the learning—as Marcus Murphy said “Education without implementation is entertainment” (I keep reminding myself of that!)

Jeff J Hunter—BrandedMedia

I wish I had really “niched down” sooner. Most of my clients would ask me for a wide variety of help, and my personality type makes me prone to say “YES.” The problem was, I couldn’t scale my agency because I was doing everything for anyone.

When I was able to focus on a specific type of client (Marketing Agencies & Influencers) and the specific type of service offering (Branding & Organic Social Media Marketing) it all came together. The hardest lesson I learned was saying an important two-letter word, “NO.”

Joshua Davis—Smart Web Ninja

Always be reading to learn and grow, but for sure read a few books to properly understand how to structure your business the right way, such as E-myth, Clockwork, and Profit First.

Also, productize your services. Don’t be custom to everyone, saying yes all the time to everything. Have 3 “packages/service offerings” such as “Good” “Better” “Best.” Be confident in what you’re good at and have to offer and stand by it! If you’re getting a lot of no’s, then maybe change it, but keep it productized. This is one of the things that will enable your agency to scale faster. Plus your team will love you more!

Dennis Yu—BlitzMetrics

Be brave and charge 3X what you’d have charged before. If you’re not getting 2/3rds or more saying no, your prices are too low.

Take care of these premium clients, since they happily pay more for the extra attention and to know things are done right the first time, without their needing to intervene.

Don’t spend money or time trying to pretend or flaunt—focus on solid execution with a solid team following a solid process.

Finding a super specific niche is good, but that means you have to be okay with passing up opportunities that look good. And it means you need referral partners to send stuff that doesn’t fit you, which means they send stuff your way that is what you’re known for.

Give away everything you know. Those who would implement it wouldn’t be your clients anyway—and they’d second guess you all day, while paying pennies. Sharing your knowledge will cause the right clients to come your way, eliminate headaches and wasted time before they happen, and bring you more deals than you’d imagine.

Omari Broussard—10X Strategies Consulting

I’ve learned there are 3 “Major Keys” to keep in mind when building an agency…

1) Sales—You can be excellent at marketing, but if you can’t close sales, you’re dead in the water

2) Document Everything—The key value in your business next to your client list is your systems, which are fueled by checklist

3) Right Butts in the Right Seats—If you want to scale, you will reach a point when you need to build a team

These 3 simple keys will keep you moving forward through the good and challenging times.

Salome Schillack—Shine And Succeed

The way a client interacts with you during the sales process is how they will interact with you when you work with them. If they don’t say “please” and “thank you,” don’t sign them up.

Go slow and go deep. Focus on delivering outstanding service and results for a few people and you’ll have more referrals than you need.

There is no such thing as a Facebook ads emergency. Be strategic, teach your clients to be strategic, plan your work, and then execute the work. Say “no” to clients when they want to create emergencies. If you do this, you’ll never need to jump in on anything in the middle of dinner with the family.

Connor Peterson—Humanized Marketing

#1: Get paid for revenue driven services and make sure the client understands that you are making them more money.

#2: Avoid or outsource time and effort-based services.

#3: Always be communicating with clients, they’re investing money with you, keeping them up to date reminds them why they work with you and also makes them feel like their investment is being delivered on.

Michael King—LASIK Marketing Agency

Know your “WHY”: Being an entrepreneur is a lonely road at times. Knowing WHY you are doing what you are doing helps you get through the challenging times.

Collaborate with top performers: find others who have pieces to the puzzle that you don’t and partner with them. Don’t be afraid to outsource to people who excel in areas that aren’t the highest and best use of your time.

Understand the difference between strategy and execution: Be wary of over consuming content and the shiny object syndrome. Instead, when you learn a wicked smart idea, implement it and then optimize it.

Matt LaClear—Your SEO Squad

Beware of aggressively following up with prospects. Either they see the value you represent, or they don’t. Pursuing the latter will only zap you of your joy. The world is full of cats who dig you. Pursue them at all costs.

Great happiness is your most reliable ally in growing your agency. Spend your time, energy, and talents on clients who appreciate your skills. Those that don’t will rob your peace. Avoid these vampires by any means necessary.

Expect remarkable results from everything you do. You are one of a kind. Remember that you rock, and are destined to win.

Julian Canita—Julian Canita Marketing Solutions

I would tell my younger self to learn how to sell. My belief was that as long as I had an awesome business and an awesome offer that the business would just come. So it’s only recently when I’ve really started to invest and learn sales for my agency.

The post Top Tips for Marketing Agency Owners from DigitalMarketer Certified Partners appeared first on DigitalMarketer.

Brad Martineau, CEO of SixthDivision, visited the DigitalMarketer office to remind the DM Certified Partners that they have probably been forgetting to give their business the TLC it needs. Part of that TLC is going to the “chiropractor” and getting your agency’s backbone aligned.

What does that mean?

Brad explains that each agency has a core backbone and its alignment is a crucial step to growing your business and succeeding with the goals you set when you started your own agency.

If somewhere down the entrepreneurial journey your business turned from a nice idea into a terrifying demon, watch this training.

And if you don’t have time to sit down and watch the whole thing, don’t worry. We’ve outlined the main ideas down below.

Here are the 4 ways to align your agency’s business purpose so you can reach your goals, showcase your value, choose your products, and make a profit.

#1: What’s the Return?

Why do you have your agency? What are you getting from it?

The easy answer is to make money; but this is where agency owners mess up and their nice idea starts to transform into something ugly. There are 3 aspects of return that will align your agency’s spine.

Aspect #1: Money

What is the amount of money you need to take home in order to survive?

This doesn’t mean your gross revenue. This means how much money, post-tax, you need coming your way in order to put food on the table and keep your business afloat.

Defining this number is crucial in understanding how you’re going to achieve it. As Brad highlights in his presentation, if your business doesn’t work in an Excel spreadsheet, it won’t work in the real world.

Aspect #2: Time

How much time do you want to spend working?

In the first months, and potentially years, of your agency, you’re going to spend a lot of time working—but the goal is to move toward your weekly work goal.

For example, your ideal work schedule may be 9:30am to 4pm Monday through Friday, with a hard no on working weekends. Or, your ideal work schedule is working ten hours a week maximum.

This ideal work schedule is never going to be stagnant. If you’re already an agency owner, you know there are ebbs and flows. Some months you can leave the office by 5pm and then other months you’re eating late-night dinners at your desk trying to fix every problem coming your way.

The goal is to know what work schedule you want and push toward it on a regular basis.

Aspect #3: Peace of Mind

What gives you peace of mind?

This is the architecture of your company and the return you’re scaling toward. Your agency doesn’t have to become an 8-figure agency. It can be a $250,000 a year agency that makes you happier than trying to run a massive organization.

Here are some questions to ask yourself:

• Do you want to be the CEO?
• Do you want to be a technician who builds a team around themselves?
• Is this a massive agency?
• Is this a small agency?

#2: What’s the Business Purpose?

How does your agency serve other people, what transformation does it give them, and what trigger motivates them to work with you?

When we ask what the purpose of our agency is, there are a lot (A LOT!) of pitfalls to avoid. That’s why defining 3 purposes, not just 1, is necessary.

Purpose #1: The Bigger Picture

This is the purpose that a beauty pageant contestant would give to the judges when asked what they want to do to change the world. Your answer doesn’t have to be “Create world peace,” but it’s allowed to be an answer that gives you the warm fuzzies and reminds you of the good you’re doing.

Purpose #2: The Right Now Purpose

The right now purpose is the down-to-earth purpose that anchors you to the work you’re doing today. Right now—who are you serving and what is the transformation you are giving them? This purpose accumulated over time is what creates the bigger picture purpose.

Purpose #3: The “Could Be” Purpose

This is the growth purpose. The “could be” purpose is positioned for the question, “What could this turn into?” This business purpose isn’t associated with anything you’re doing right now, but what you could do in the future to have more impact and/or make more money.

These 3 purposes give you buckets you can organize your business into. Everything that you do and every idea you have should be able to be placed into one of the buckets. Every idea that lands in the “could be” purpose bucket stays there until the opportunity comes for it to be transferred into the Right Now Purpose bucket.

TIP: Don’t change your right now business purpose more than once a year

Quarterly, ask your team and yourself:

• Do we need to adjust our right now purpose?
• Do we want to modify what our big picture business purpose is?
• Are there any “could be’s” that we want to bring in?
• Is there anything we should cut out?

To really make a statement about your agency’s purpose, also ask yourself:

• Who do I not serve?
• What’s the transformation I’m not trying to create?
• What are the triggers I don’t want to have anything to do with?

#3: What’s Your Product Menu?

What products do you have for purchase?

Taco Bell has a brilliant system as its product menu. When you see their menu, you’ll see over 10 options of different items to get. Now, really look at what they’re serving—tortilla, beans, cheese, meat, and lettuce served in different ways.

That’s what you want your product menu to look like too.

Your agency can create different offerings that use the same services. When you start to offer services that have different fulfillment requirements, you bring in new ingredients and start to make your life more difficult.

If you’re in the services business, abide by this ratio:

The number of team members divided by the number of products or services needs to be more than one.

If this isn’t the case, you’ll run into a problem. You won’t be able to predict deliverability and create profitability without team members being able to focus on each product offering.

#4: What is the Purpose of Each Product?

For the last alignment, we’re going back to #3: Purpose—but instead of asking the purpose of your agency we’re asking what the purpose of each product is.

Each product should be designed for a specific person, deliver a specific transformation, and have a certain trigger that makes people want to buy it.

On the backend, each product needs to have a team that stands by and upgrades, markets, and supports it.

For example, a digital course needs somebody to support it to makes sure it’s always accessible and up to date. Once you know you need this person, you can figure out what resources you need in order to have that product on your menu.

Now you can define the resources necessary to keep it on your product menu.

• Do you have the resources?
• If not, how much is it going to cost to get them?
• How many units do you need to sell to make it profitable?

After your agency’s chiropractor appointment, you can start to have marketing conversations about lead magnets and marketing automation.

When is the last time you aligned your agency’s spine?

The post Re-align Your Business Purpose with 4 Takeaways from Brad Martineau’s Agency Training appeared first on DigitalMarketer.