Lights, camera, affiliate marketing: How to successfully utilise video content

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Whether you like it or not, video content is dominating digital marketing. Even LinkedIn has joined the bandwagon by introducing its own video feed. However, while video content might be one of the most accessible for audiences, for those creating it (such as affiliate marketers) it’s not so easy. Not only do you have to battle with fleeting trends and constantly updating algorithms, you have to contend with the short span of your audience.

Or, do you?

Has the time of the 60-minute TikTok video passed? Not exactly, but long-form video content is making a comeback. In this week’s newsletter, I’m going to delve further into this phenomenon and teach you some ways you can make the most of video content without needing to come up with a completely new strategy.

The Life of Long-Form Video Content

When video content first came onto the scene, it was about keeping your audience engaged for as long as you could. Brands and content creators were encouraged to share compelling stories that would keep eyes on them for ten minutes or more. Then, TikTok disrupted the market and suddenly it was about communicating as much as you could as quickly as you could. This did work in affiliate marketers' favour since it provided a more accessible way to promote products but it came at the cost of quantity.

To stay relevant and on top of the video-sharing algorithm, more of these videos needed to be shared which led to the risk of diluting their value for the sake of numbers. This has led to the resurgence of long-form video content. Audiences have an increasing desire for depth and are more willing to give their loyalty to a brand that provides this. Streaming is also a big contributor to the rise in demand for long-form video content since platforms like Amazon Prime and Netflix are producing 90-minute documentaries that deep dive into specific topics.

So, how can affiliate marketers and brands benefit from this resurgence of long-form video content?

• Tell compelling stories
• Put the focus back on value
• Increase production quality
• Pay attention to the analytics?

You also need to ensure you are strategically choosing long or short-form video content. For example, YouTube still remains the number one choice for longer videos but TikTok and Instagram are favouring bite-sized content. There’s a time and a place for both. Make sure you do the research and conduct the testing to determine where to best focus your efforts.

The Power of Video Content

Whether it’s long or short-form content, the power of video content is undeniable. It allows affiliate marketers and brands to achieve higher engagement rates, improve SEO and connect on a more personal level with their audiences.?

If you’re struggling to come up with consistent videos, try:

• A quick, engaging video that offers a helpful how-to guide.
• A longer, in-depth dive reviewing a product or comparing it against others.
• Hosting a live Q&A session discussing industry trends.

The key is to create these videos authentically so that they resonate with your audience, more than anything that is what they will help you achieve - a deeper connection. This connection will then lead to increased credibility and trust, greater purchases and higher commissions.?

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