Video marketing in the era of short videos

Video marketing in the era of short videos!

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by Vladislava Rykova

The modern world of marketing is undergoing significant changes with the emergence of short video clips. Platforms like TikTok, Instagram Reels, and YouTube Shorts are becoming increasingly popular, providing companies with new opportunities to engage their audience. The use of short videos has become not just a trend but a necessity for those who aim to communicate effectively with their target audience.

The Importance of Short Videos in Contemporary Videomarketing

Short videos are a crucial tool in modern digital marketing. They allow for the quick and efficient delivery of key messages, which is critically important in a world where user attention is limited. Such clips can quickly captivate and engage an audience, making them ideal for promoting brands, products, or services.

Short Videos on the YouTube Platform

To delve deeper into this topic with examples, we have chosen the platform YouTube Shorts.

Founded in 2005, YouTube has evolved from a simple video hosting service into a powerful marketing platform with over 2 billion users. This makes it an ideal place for business promotion, regardless of its scale or focus.

Overview of YouTube Shorts Promotion Strategies in 2024

Content Optimization for YouTube Algorithms

It is crucial to create videos that align with YouTube algorithms. This involves using relevant keywords in titles, descriptions, and tags, as well as crafting engaging and interesting content that compels viewers to watch until the end.

For example, in our case, for Мартенсит+ for Shorts videos, we tested various headlines, where videos with the keywords "Service" had better reach and views than others.

Video Testing

Creating High-Quality Video Content

Video quality holds significant importance. Well-shot and well-edited high-quality videos stand a better chance of attracting an audience and achieving higher ratings.

In our experience, 4K videos demonstrate better performance compared to HD, let alone SD. On the other hand, creating trash content is also an option (if it aligns with your strategy), as videos with a significant number of dislikes often garner more views. This may be attributed to the fact that content evoking strong emotions tends to capture more attention.

Social Signals and Audience Interaction

Active engagement with the audience, responding to comments, and using social media to promote your videos can significantly enhance audience engagement and loyalty.

Audience Interaction

For instance, in one of our projects, we organized a contest on YouTube, quite unusual, isn't it? The main goal was to increase the number of subscribers to the channel to 1000 (the minimum requirement for monetization). Simultaneously, we increased the average duration of video views, attracted new subscribers, and some participants left comments not only under the contest video but also under others.

Regular Content Updates

Regularly adding new content helps maintain interest in your channel and keep it relevant. As the experience shows, for the Shorts format, it is advisable to publish daily, while for full-length videos, once a week will be sufficient (don't forget about content quality!)

Number of Views

Statistics from an example of posting once a week for 90 days on the MAVR YouTube channel

Collaboration with Other Channels and Influencers

Collaborating with other vloggers or influential personalities can help expand your audience and increase trust in your content.

YouTube Advertising

Investing in paid advertising on YouTube can be an effective way to quickly attract a new audience.

Trends in YouTube Shorts Algorithms for 2024

  • Increased Personalization.
  • Greater Emphasis on Safety and Content Quality.
  • Adaptation to New Formats, Such as Shorts Short Videos.
  • Introduction of New Interaction Metrics (number of views, video watch duration, likes, dislikes, and comments; subscriptions: the number of users who subscribed to the channel after watching the video; reposts: how many times your video was shared or reposted by other users).
  • Development of Tools for Content Creators.
  • Importance of Geotargeting: Geotargeting allows targeting content to an audience in a specific geographic region, increasing ad relevance and potentially boosting conversion.

Trends in Algorithms

Instead of a Conclusion: How to Get Your Video into the TOP Recommendations?

To get your video into the top recommendations on YouTube in 2024, it is important to consider the following strategies:

  • Optimization of content for YouTube algorithms: Use relevant keywords in titles, descriptions, and tags. Create engaging content that motivates viewers to watch the video until the end.
  • Creation of high-quality video content: Focus on producing quality content both technically and creatively. Consider creating content that evokes strong emotions.
  • Social signals and interaction with the audience: Maintain active communication with the audience, respond to comments. Use social media to promote your videos and organize contests to attract and retain the audience.
  • Regular content updates: Publish new content regularly.

Content Renewal

  • Collaboration with other channels and influencers: Use collaboration to expand your audience and build trust in your channel.
  • Adaptation to changes in trends and algorithms: Stay updated on YouTube changes and pay attention to geotargeting.
  • Analysis of new interaction metrics: Focus on increasing the number of views, watch duration, likes, comments, subscriptions, and reposts.

The era of short videos opens up new horizons for video marketing. Creating meaningful, creative, and engaging short videos can significantly increase audience engagement and strengthen brand perception. Considering the rapid development of digital media, adaptation to the short video format is crucial for success in the modern marketing world.