3 Data-Backed Reasons why Short Form Video converts for Top of Funnel

1. 73% of consumers prefer to watch a short-form video to learn about a product or service than long a long-form video

Think about your customers' process of evaluating your solution. For example, they may find themselves on your website clicking on testimonials or case studies along the navigation bar - because "Who have they (the vendor - your business) worked with?" is one of the top of funnel questions your prospects have during their evaluation of potential solutions...and plenty more to determine if your solution is worth considering.

Buyers want answers to their buying questions fast, and short form video helps your prospects achieve just that!

Let us continue on the Testimonial / Case Study example... your website can have a lengthly article about your very happy clients detailing how they have benefited from your services, the only problem is that the written format requires more time from the prospect.

Compare lengthly written testimonials / case studies to a short (< 90 seconds) videos where your prospects can see and listen to people just like them and the challenges they solved along with the benefits! Short video testimonials allow buyers to gather the same information as written testimonials but more efficiently, seamlessly, and with greater impact.

People in general prefer to watch a shorter video to learn about a business and their offerings, thus allowing your customers to easily answer questions while evaluating your solution as a potential candidate.

2. Higher Engagement & Retention

Another reason to compliment your sales and marketing efforts with short form video is that your prospects will be more likely to engage with and retain the information about your services vs. reading.

Some additional notable stats:

• "Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text."
• "Videos up to 2 minutes long get the most engagement"
• "Short-form video ranks #1 for lead generation and engagement."
• "Video Content on Instagram Receives 49% Higher Engagement Rates"

3. Increased Click-Through and Conversion Rates

If your videos are done well with the correct messaging for your business' target market, they can encourage and motivate your buyers to learn more about your offerings - there is a much higher likelihood of your buyers clicking on specific call to actions.

Short form videos revolutionize the buyer's journey by offering swift, informative insights. In a matter of seconds, prospects gain a comprehensive understanding of your business' core values, product/service and can influence the decision-making process along your customers' buying journey.

Short form videos not only capture attention but significantly expedite deal cycles - the concise nature of short form videos allows your buyers to quickly check off essential boxes, leading to higher conversions compared to businesses not leveraging short from videos.

Some notable short form video click through and conversion rates:

• Video increases conversions and sales by up to 80%
• Video content in emails can improve click-through rates by up to 300%.

Conclusion

You're trying to get your prospects to go from

Not knowing much about your business

to

Booking a discovery call, demo, registration, sign up, etc...

Make that process as easy as possible for them.

It just so happens that short-form videos offer prospects an enjoyable user experience, enabling swift assessments of your services' value for further consideration.

Sources listed below in comments