This is how you can utilize the short-form video trend to convert more sales

The skill to capture attention is an undervalued currency nowadays. Whether you’re a marketer, a business owner or a salesperson, to capture and hold someone’s attention can feel like a battle that no one comes out of without feeling exhausted. With so many brands competing for the same customers, how do you stand out, engage potential leads and convert them into paying customers? One of the most effective ways to do this is with utilizing the short-form video trend.

Short-form videos have taken over the internet in recent years, especially in marketing, where they are redefining how businesses communicate with their audience. But if you’re not leveraging this trend in your cold outreach strategy, you’re very likely leaving money on the table. Short-form, personalized videos have the power to not only capture attention unbelievably quick but also increase conversions which leads to to higher engagement and, best of all, more sales.

Why do short videos perform so much better than just text?

Short-form videos have quickly become one of the most popular types of content on the internet. There are several reasons for their success, and at the core of it is the growing demand for immediate, engaging, and easily digestible content that is either entertaining or educating.

1. People’s attention spans are shrinking. According to studies, the average human attention span is now around eight seconds, which is less than that of a goldfish. This means that brands and businesses have a very limited window to make an impression. Short-form videos, typically ranging from 7 seconds to a minute and get straight to the point. They communicate the message quickly without overwhelming or drawing out the message, making them more likely to stay engaged until the end. By the way, if you see someone joking about a goldfish’s short attention span, don’t laugh too hard!

2. Short-form videos are highly visual and dynamic. Unlike text-based content, videos capture attention almost instantly. The combination of moving images, sound and sometimes captions offers a multi-sensory experience that keeps the viewer more engaged than a block of text would. The use of visuals, like your talking face, allows businesses to explain information or a technically advanced product, for example, in a way that is easy to understand and sounds more interesting. 

3. These videos are super versatile. They can be shared across various platforms such as social media, email, or even websites. Whether it’s TikTok, Instagram Reels, Youtube Shorts, or embedded in a cold email, short-form videos fit into nearly every marketing strategy. This flexibility allows businesses to maximize their reach while delivering content that’s engaging, no matter the platform.

4. Short-form videos are easy and fun to share. Because they are quick to watch and easy to digest, people are more likely to share them with others. This viral nature of short-form videos is one reason why they perform so well, especially when it comes to generating brand awareness and warming up your dear leads.

Where did the short-form video trend even come from?

The short-form video trend didn’t just appear from nowhere. It was born from a combination of evolving social media platforms, changing user behavior, and an increasing preference for fast content. A major turning point in the rise of short-form video content came with the launch of Vine in 2013. Though Vine eventually shut down, it laid the foundation for the trend for six-second looping videos and started to show the power of short, entertaining clips. After that, Snapchat popularized the concept of disappearing content. Snapchat’s Stories feature that allows users to share videos and images that disappeared after 24 hours and it introduced a sense of urgency. 

However, the real explosion of short-form video came with the rise of TikTok. TikTok allowed users to create and share videos of up to 60 seconds. With its endless (and highly addictive) scroll feature, short clips and algorithm-based feed, TikTok changed content consumption quicker than anyone thought. Other platforms like Instagram and Youtube soon did the same with the introduction of Reels and Youtube Shorts. Now, everywhere you look, you can find the short-form video trend and people’s wish to escape from reality for a few hours, taken advantage of in both good and bad ways. 

Grab attention + create connection = build trust

While short-form video has made waves on social media, its real power for businesses is in the way it can be used in cold outreach. Traditionally, cold outreach has been dominated by text-based emails. But as we know, inboxes are becoming so crowded and leads becoming more resistant to generic messages, cold text-based emails alone are losing their impact. Personalized videos and Mailmoo offer a solution for this by allowing you to record video footage that is then rendered to create personalized videos for each lead that you have, mentioning their name and company. This way not only you grab the attention of your lead but also create a connection with the person behind the screen. It shows that you’ve taken the time and effort to craft something specifically for them, rather than sending a one-size-fits-all, non-effective sales pitch that most likely gets left unopened by the lead anyways. Why even bother?

Videos are naturally more engaging than text because they provide a human touch. When leads see your face, hear your tone of voice, and can tell that you are excited about your service or product, they are way more likely to trust you. Personalized videos allow you to give out a sense of authenticity that’s difficult to achieve through text alone. Research shows that cold emails with videos generate significantly higher open and response rates compared to those without. Personalized videos can increase click-through rates by as much as 300%.

How MailMoo helps you to embed videos in your cold emails

MailMoo understands the power of personalized video, especially when it comes to cold outreach. Itallows businesses to easily create and send short, personalized video messages to their leads in away that is authentic, engaging and truthfully, fun to make and fun to watch! It is designed to make the process of creating personalized videos as simple as possible by recording a longer video footage that is then edited into shorter clips. Once your video is ready, it’s easy to embed directly into cold emails. The video appears as a clickable thumbnail within the email and that is something not many cold emails have. So, make sure you stand out!

Our platform also offers built-in analytics, allowing you to track the performance of your outreach. You’ll know who watched your video, how long they engaged with it, and whether they clicked through to your website or whatever call-to-action you had mentioned. This data allows you to follow up with the right leads at the right time. Talk about hyper-personalization…

Time to stand out, now

The short-form video trend is here to stay, and businesses that embrace it are seeing significant improvements in engagement, conversions, and sales. Whether on social media or in cold outreach, personalized short videos offer a way to capture attention quickly and create good connections with leads. If you haven’t started using short-form videos in your cold outreach yet, you’re missing out on a powerful tool that can set you apart from the competition. With MailMoo, creating and sending personalized videos is easier than ever and the results speak for themselves. It’s time to make your cold outreach strategy as engaging and effective as possible and short, personalized videos are the key strategy for doing that.