Why 60 Seconds Could Change Your Content Strategy

In December for our monthly Q&A webinar, Justin Vajko provided a full packed hour of using short form video for authority power and lead generation. This is an area many businesses (including my own) struggle with creating and executing. But there are a few good reasons to lean into this type of content, and it can help transform 2024 and beyond.

Making Content Memorable: Justin shared a surprising statistic: using short form video (typically 60 seconds or less) makes the “memorability” of your content increase dramatically. Written content has about a 10 percent retention rate. The same content showed in short form video increases that retention to 95 percent, on average. The more your audience can remember your content, the greater the impact.

Making Content Viral (In A Good Way): Short form video has a great advantage – your audience is more likely to share it (12 times more likely, in fact), which helps with gaining access to audiences you may never have reached. Furthermore, when someone you know shares something, you are more likely to watch/read it and trust it more. In this case, sharing is caring.

Leaning Into The Pandemic Shift: Short form video has increased in popularity as well with the shift due to the pandemic. Many people created video because they had the time. Now, you can create video with the help of AI, including Opus Clip, Runway and InVideo. And if you are wondering what aspect ratio is the best to use, just look at your mobile phone. The aspect ratio of 9:16 is the ratio of your phone screen. Yes, we are living in a video-friendly world.

As small business owners, there is also another statistic shared by Justin that will make you consider adding video to your marketing strategy. Nearly 60 percent of decision makers are more likely to choose video when presented with two different ways of consuming content.

This should be an additional tool in your marketing tool belt as you plan for the upcoming year, and assistance for creating short form video has never been more abundant. This will be on my New Year’s resolution for my agency.

You can watch the entire webinar, along with past webinars, on the 3 Dog Write YouTube channel.

And be sure to register for the Jan 18 webinar, where AI conversational strategists Mary Kathryn Johnson and Arvell Craig join me for a discussion around community building using AI. As always, no cost, no selling, no kidding.