Using Video in Your MSP Marketing Pt 1:  The Power of Short-Form Video

Welcome to the first installment of our two-part series on short-form videos. In this series of blogs posts, we’ll look at the powerful marketing potential of short-form videos for  MSPs.

I’m going to start by discussing why short-form video is a crucial component of an MSP’s overall marketing program. In the second part, I’ll take a deeper dive into some practical steps and strategies you can take to get started using short-form videos effectively.

Short-form videos–typically ranging from a few seconds to a couple of minutes–have emerged as a powerful tool for quickly capturing audience attention and delivering impactful messages. With the rise of platforms like TikTok, Instagram Reels, and YouTube Shorts, the appetite for short-form content is stronger than ever. For MSPs, leveraging this trend can help lead to increased visibility, engagement, and growth.

The Rise of Short-Form Videos

The rise of short-form videos can be attributed to several factors:

• The proliferation of mobile devices has changed the way people consume content. With limited time and shorter attention spans, users prefer quick, easily digestible content that they can watch on the go.
• Social media platforms have adapted to this trend, providing features and algorithms that prioritize short-form content.

This creates a powerful environment within which businesses can reach a wider audience.

Marketing Potential of Short-Form Videos

1. High Engagement Rates: Short-form videos often see higher engagement rates compared to longer videos. According to a study by Wyzowl, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video; with shorter videos leading to increased interaction.
2. Cost-Effective Production: Creating short-form videos is generally less resource-intensive compared to long-form content. Small businesses can produce high-quality videos using smartphones and basic editing tools, making it a cost-effective marketing strategy.
3. Improved Brand Recall: Short, impactful videos can significantly improve brand recall. A report by HubSpot revealed that 64% of marketers who use video believe that video content helps users understand their product or service better, and short-form videos are particularly effective in this regard.
4. Enhanced SEO: Search engines and social media platforms favor video content. By incorporating short-form videos into their marketing strategy, MSPs can improve their search engine rankings and increase their online visibility.
5. Versatility Across Platforms: Short-form videos can be easily adapted for multiple platforms, including Instagram, TikTok, Facebook, and YouTube. This versatility allows businesses to reach diverse audiences across different channels.

Implementing Short-Form Videos in Marketing Programs

Here are some ways MSPs can leverage short-form videos in their marketing campaigns:

1. Product Overviews
   Create short videos that provide a quick overview of your services. These videos can be used in sales presentations, on landing pages, and in email marketing campaigns to quickly convey the value proposition to potential clients.
2. Case Studies
   Case studies showcasing successful client partnerships can be effectively communicated through short-form videos. These videos can highlight the challenges faced by the client, the solutions provided by your MSP, and the results achieved.
3. Thought Leadership
   Short-form video can be a great way to establish thought leadership in your chosen area of expertise. MSPs can create videos featuring industry insights, trends, and expert opinions to demonstrate their knowledge and expertise.
4. Event Recaps
   If you’re attending industry events, trade shows, or conferences, short-form videos can be used to provide event recaps. These videos can highlight key takeaways, notable speakers, and your MSPs participation.

Statistics on Short-Form Video Effectiveness

• Wyzowl: According to Wyzowl’s State of Video Marketing 2021 report, 87% of video marketers reported that video gives them a positive ROI. Furthermore, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
• HubSpot: HubSpot’s 2021 Marketing Statistics report states that 85% of businesses use video as a marketing tool, and 59% of executives say they would rather watch a video than read text.
• Animoto: Animoto’s Social Video Trends: Consumer Insights for 2020 report found that 58% of consumers visit a brand’s social media pages before visiting their website, and video is their favorite type of content to see from brands on social media.

Best Practices for Creating Short-Form Videos

1. Keep It Concise
   The primary advantage of short-form videos is their brevity. Ensure that the content is concise and to the point. Aim to convey the key message within the first few seconds to capture the viewer’s attention.
2. Focus on Quality
   While short-form videos are easier to produce, maintaining high quality is essential. Use good lighting, clear audio, and professional editing to create visually appealing videos.
3. Use Strong Visuals
   Visuals play a crucial role in short-form videos. Use compelling visuals that align with your brand and message. Incorporate animations, graphics, and text overlays to enhance the visual appeal.
4. Include a Call-to-Action
   Always include a clear call-to-action (CTA) to guide viewers on the next steps. Whether it’s visiting your website, following your social media pages, or making a purchase, a CTA can drive engagement and conversions.
5. Optimize for Mobile
   Since most short-form videos are consumed on mobile devices, ensure that your videos are optimized for mobile viewing. Use vertical or square formats, and make sure the text is readable on smaller screens.

Conclusion

Short-form videos present a significant opportunity for MSPs to enhance their marketing efforts. With high engagement rates, cost-effective production, and versatility across platforms, these videos can help businesses reach a wider audience and achieve their marketing goals.

Click her to read part two.

Tracy Trottier is a marketing manager and heads up the MarketBuilder program at N‑able