With the online ecosystem constantly evolving, marketers are always on the lookout for innovative strategies to increase brand exposure and engagement. Recently, short tutorial videos have become a buzzword in the marketing realm. Mark A Preston and Rand Fishkin, Co-Founder of SparkToro, provide invaluable insights into using this strategy effectively and the evolution of what's been coined as "zero-click content".
The Rise of Short Tutorial Videos
With SparkToro's recent shift towards short video content, showcasing how their tool can be beneficial in diverse scenarios, many have wondered about the efficacy of this strategy. As Rand puts it, while vanity metrics from platforms like Twitter or LinkedIn provide some engagement insights, it's challenging to measure the exact impact in terms of actions taken.
Understanding Zero-Click Content
However, the current landscape has led marketers towards a fascinating concept - zero-click content. As Rand Fishkin elaborates:
"We produce a lot of content that requires no click at all. You can consume it entirely... it's all about getting that zero-click content and that engagement from it."
Platforms like Twitter, LinkedIn, and Facebook favour content that keeps users on their platform, thereby discouraging links that navigate away. This phenomenon has led brands to create content that can be consumed in its entirety on the platform itself, counting on the possibility that a segment of the engaged audience might be intrigued enough to further explore the brand.
Key Benefits of Zero-Click Content:
Platform Algorithm Advantage: Platforms reward non-linked content, leading to higher visibility.
Immediate Engagement: Provides immediate value without requiring the viewer to navigate away.
Organic Exploration: Sparks curiosity leading to organic brand exploration without direct prompting.
Challenges to Overcome:
Limited Trackability: It's difficult to quantify the exact impact in terms of conversions or site visits.
Requires Faith in the System: Brands must believe in the effectiveness of the zero-click content strategy without hard metrics to back it up.
Action Steps for Brands:
Prioritise Platform-Specific Content: Craft content tailored for specific platforms, focusing on engagement.
Diversify Content Types: Mix up content styles - from posts to short tutorial videos, ensuring a varied digital presence.
Opt for Native Videos: Platforms favour native videos over external links, so make the most of it.
In the modern digital landscape, while metrics and data-driven strategies are vital, sometimes success hinges on reading the room and having faith in innovative concepts. By embracing the power of short tutorial videos and the potential of zero-click content, brands can pave the way for higher engagement and brand recall.