If you aren’t using short-form video content in your marketing, it’s time to start. I’ve discussed the benefits of traditional (long-form) video in this column in the past. Our industry lends itself to video marketing because many industry segments, particularly technology, are extremely telegenic. A simple video demonstrating how a technology works, or how attractive a facility is, or the design of a new structure can be a powerful tool for promoting that technology, garage, or design service. 

But when it comes to video marketing in 2022, short-form video is the name of the game. In fact, because short-form videos, by definition, get to the point quickly and require less of a time commitment on the part of the viewer, they can be much more effective than traditional videos. Most of us have a shorter attention span than ever, and shorter marketing videos are more likely to catch the attention of your key audiences before they move onto another social media channel or news article. 

Short-form videos are typically less than 60 seconds long, with the ideal length coming in at about 30 seconds. If you use Instagram, TikTok, Reels, or Vine, you’ve no doubt seen thousands of them, and you might not have even realized that you were being targeted by marketers. 

Short-form videos are attractive as marketing tools because they are inexpensive to produce, and easy and inexpensive to post to social media channels. They also give you and your marketing team an innovative way to showcase your products and services. 

But most importantly, they are effective. According to a 2020 study by Wyzowl, people share videos at twice the rate of any other form of content. The study also found that 84% of people were convinced to buy a product or service based on the brand’s video. And when it comes to video marketing, short-form ranks #1 for lead generation and engagement. One survey found that short-form video has the highest ROI of any social media marketing strategy.

So, what should your videos look like? Parking lends itself to educational videos that can help your audiences better utilize your products or services. Studies show that brands that provide value-added educational content build stronger brand loyalty. Show your audiences that you understand their pain points and provide solutions, and they will come to you (or your corporate site) to learn more. This approach particularly appeals to decision-makers with responsibility for purchasing new technology, as well as design, planning, and other consulting services. 

So, fire up the camera on your iPhone, shoot short creative and educational videos, and get those videos out to your most important audiences via social media, e-newsletters, and email blasts, and on your website.