The Power of Short-Form Video in Today's Marketing Landscape

Welcome to Marketing in the Age of Machines. Each week, we bring you the following:

👉 An innovative marketing strategy that has worked for others.

👉 The 3 most relevant contents in marketing, AI, and business that will help you understand the ever-changing landscape.

👉 3 tools for the Marketer of the Future.

👉 The quote of the week. A simple take on everyday marketing concepts.

🤓 If you don’t understand this metric, you’ll never grow your personal brand.

Problem: 
In the realm of building a personal brand online, individuals often overlook the importance of understanding key metrics crucial for growth. This lack of comprehension hampers their ability to engage with their audience and expand their brand presence effectively.

Solution: 
Mastering the Audience Efficiency Score (AEC), which measures the ratio of followers to profile visits, is key to bolstering personal brand growth. This metric serves as a guiding North Star, indicating the effectiveness of content strategies in converting attention into tangible results.

Lesson: 
The key to AEC is consistency, data-driven decisions, and using technology to enhance personal branding across platforms. Embracing these elements can boost AEC and influence in the digital world. Interactions can engage and grow a loyal community, highlighting the importance of audience engagement and impact.

How will you leverage the AEC to strengthen your personal brand and deepen connections with your audience?

1/. What we learned when we challenged our own video marketing formula:
This post explores the evolving landscape of advertising, emphasizing the importance of relevance in connecting with audiences across platforms. Insights from Google Media Lab's Team Adrenaline and Google Creative Works shed light on best practices for creating authentic connections with users, underscoring the significance of context, storytelling, and technical considerations in driving ad effectiveness.

Insights for B2B Marketing Directors:

• Traditional approaches to advertising are evolving as marketers prioritize relevance over scale. Understanding user behavior and platform-specific best practices is crucial for breaking through on any platform, irrespective of its size or reach.

• Building for relevance entails adapting ads to platform specifications and testing different creative assets to achieve specific marketing objectives. Embracing experimentation and optimization based on real-time performance insights is essential for driving ad effectiveness and maximizing campaign ROI.

Read the full post here:

2/. B2B Growth, IRL: How to do event marketing that actually makes a difference:
This post underscores the significance of in-person events in contemporary marketing strategies, particularly amidst the prevailing digital landscape. It emphasizes the resurgence of face-to-face interactions post-pandemic and the unique opportunity events present to engage with audiences directly, fostering meaningful connections. Additionally, it explores the distinction between field marketing events, focused on immediate results, and brand marketing events, which prioritize broader impact. Offering practical insights, it guides readers through event selection, booth optimization, leveraging side events and partnerships, implementing guerrilla marketing tactics, securing speaking opportunities, and negotiating rates.

Read the full post here:

3/. Let's say you get 100s of millions of views per month from YouTube Shorts, IG Reels, or TikToks:
This tweet explores the challenge of determining the Return on Investment (ROI) for short-form video content, such as YouTube Shorts, IG Reels, and TikToks. Unlike long-form videos, short-form content often lacks significant revenue-sharing opportunities, making it difficult to measure its effectiveness. The post shares insights from conversations with industry figures like Gary Vaynerchuk, highlighting the complexities of quantifying ROI in this space. It emphasizes the importance of experimentation and adapting to changing trends in digital marketing, even if immediate ROI isn't apparent.

👉 Tools in the Age of Machines:

Invideo.io: An AI-powered video creation tool for brainstorming, editing, and publishing.

Potion: An AI-powered video prospecting tool designed to help you create personalized sales videos at scale.

Youform: A free form builder that stands out for its generous plan: unlimited forms and responses at no cost.