Companies that successfully utilise the new marketing trend of short advertising can now reach decision-makers faster and more effectively. These short, concise video clips are ideal tools for attracting attention in an increasingly impatient online world and influencing business decisions in a targeted manner.
Why shorts advertising is so effective right now
Attention spans are shrinking in the digital age. Decision-makers are heavily involved in day-to-day business and have little time for long advertising messages. This is where shorts advertising comes in: With videos between 15 and 60 seconds long, key messages are conveyed in a compact format. One innovative example is a well-known technology company that was able to significantly increase its leads with a series of short product demos on YouTube Shorts. Another example is the automotive industry, where practical tests appeared in short clips and thus increased the interest of fleet managers within a few days.
This marketing strategy not only helps to increase reach, but also promotes interaction and dialogue with the target group. In the B2B sector, marketing managers from service providers report that they are contacted more frequently by decision-makers thanks to short how-to videos on Instagram Reels. The key here is to convey exactly the right message with high information value without wasting time.
Shorts advertising in practice: successful examples and tips
In the consulting industry, companies rely heavily on short video formats that explain complex solutions in less than a minute. One consulting company reports that such clips have increased the interest of board members, who often report that this content is understood more clearly than traditional flyers or long presentations.
In the retail sector, product presentations or behind-the-scenes insights are published as shorts, which are particularly popular with purchasing decision-makers and buyers. Here, the videos act as a source of inspiration and make decision-making easier.
Short adverts also offer attractive opportunities for software companies. A SaaS provider specifically uses short tutorials that explain features and at the same time answer common user questions in advance. This supports sales teams and leads to a higher completion rate.
BEST PRACTICE with one customer (name hidden due to NDA contract) An innovative start-up from the healthcare sector used Shorts advertising to present its new app. The short videos combined simple explanations with appealing visualisation and achieved a significant increase in downloads among decision-makers in the hospital sector within just a few weeks.
Strategies for optimising shorts advertising
To really reach decision-makers, videos should start with a strong visual statement in the first few seconds. A clear focus on a core message is important so that no message is lost. The use of clear lettering and subtitles also supports perception, especially because many videos are viewed without sound.
In terms of technology, it is worth focussing on vertical video formats (9:16), as these are optimally displayed on mobile devices. Plan a well thought-out sequence that not only allows the viewer to watch to the end, but also encourages them to watch it again. This will create a lasting effect.
As one financial services provider reported, the integration of short customer testimonials as advertising shorts has increased its ROI because emotional authenticity creates trust among decision-makers. Another example shows how a manufacturer actively integrates its specialist retail partners into its sales strategy through regular updates with short clips on Instagram Reels and YouTube Shorts.
iROI coaching to support the realisation of shorts advertising
Many companies are looking for support to professionally master the entry into short advertising. iROI coaching supports the planning and implementation of campaigns and provides practical ideas to ensure that the messages reach the right decision-makers in a targeted manner. Industry-specific features are taken into account so that the content develops maximum relevance.
The experiences of the coachees show that solutions with complexity reduction, focussed messages and authentic stories are more frequently perceived by decision-makers and are rated as helpful. This results in long-term loyalty and effective lead generation.
Practical advice for getting started
When you start your shorts advertising, you should consider the following aspects:
- Produce content with high visual clarity and emotional appeal.
- Test different messages quickly and cheaply to find the best resonance.
- Use existing networks and influencers to increase credibility.
- Always pay attention to the mobile optimisation of the videos.
- Plan content that offers added value and addresses the needs of decision-makers.
You can use the new marketing trend to strengthen your brand and build lasting customer relationships.
My analysis
Shorts advertising offers companies an enormous opportunity to address decision-makers in the digital environment briefly and effectively. The combination of compact format, visual appeal and simple distribution makes them an indispensable part of modern marketing strategies. Those who are early adopters of this trend and implement it in a targeted manner can strengthen their brand perception and support business processes in the long term.
Further links from the text above:
Short-Form Adverts: The Rising Trend In 15-Second Marketing
How to Optimise YouTube Shorts for SEO: A Guide
The Ultimate Guide To Short Video Ads
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