In an era where digital content constantly evolves, discovering the unexpected can be a game-changer. Insights from a founder and a CEO reveal innovative shifts in marketing strategies. The article kicks off with the surprising success of short sizzle reel video clips and wraps up with the impact of this-or-that quizzes, covering six unique insights in total. This exploration promises to challenge conventional wisdom and inspire fresh approaches.
One format that has outperformed traditional blog posts and social media for us recently has been short “sizzle reel”-style video clips. We tested 5-10-second clips highlighting our marketing and web design services on LinkedIn and Facebook. The open and click-through rates were 4-5 times higher than typical content.
The short format forced us to convey our message and value proposition quickly. The casual style felt authentic to viewers. The clips grabbed attention, then directed people to our website to learn more. This two-step approach worked well.
For example, one 5-second clip on our video production services led to a 200% increase in video work requests over 3 weeks. The brevity caught viewers by surprise and made the message “snackable.” We’re testing more ultra-short video clips in our content mix. Don’t underestimate micro-content. Give it a try!
Chase Chappell, Founder, Sirge
Use Video Testimonials for Authenticity
I discovered that video testimonials can outperform traditional case studies in unexpected ways. When I started my local SEO agency, I relied on standard written testimonials and detailed reports showcasing my clients’ successes. They were informative, but let’s be honest, they lacked a certain flair.
One day, I had a client who owned a quaint coffee shop and was thrilled with the results from optimizing their Google Business profile. Instead of asking for another written testimonial, I suggested capturing their excitement on video. With a bit of persuasion and a latte or two, we filmed a casual interview in their cozy shop.
To my surprise, this short video ended up being a hit. I shared it on social media and my website, and it resonated with other local businesses. Watching the owner’s genuine enthusiasm and hearing their story created a real connection. The video showcased not just the results but also the personality of the business, making it relatable and engaging.
Since then, I’ve made video testimonials a regular part of my marketing strategy. They bring a personal touch that written formats simply can’t match. It feels like having a friend vouch for you rather than reading a generic review.
I found that potential clients are more inclined to trust what they see and hear. The authenticity of these videos has transformed how I communicate successes. So if you’re looking to shake things up in your content strategy, don’t underestimate the power of a good video. Sometimes, all it takes is a little creativity to turn the ordinary into the extraordinary.
Ramzy Humsi, Founder & CEO, Vortex Ranker
Implement Interactive Quizzes and Calculators
One format that has greatly outperformed for us is interactive quizzes and calculators. We tested an interactive calculator that helps customers determine their digital marketing budget based on key metrics, like traffic, conversion rate, and cost per lead. The time on page for this quiz was over 3 minutes, much higher than our average blog post. It generated a flood of new leads, with a 15% conversion rate to sales-qualified leads.
We also tested some BuzzFeed-style quizzes to engage new audiences on social media. For example, a “What kind of digital marketer are you?” quiz led to a 450% increase in newsletter signups over a month. The casual, entertaining style of these quizzes makes them highly shareable. They provided a low-pressure way for people to engage with our brand and establish thought leadership.
The constraints of these interactive formats force extreme focus in delivering value. Quizzes and calculators feel more organic and helpful than a sales pitch. They provide useful information and an experience, then naturally lead into a call to action, like signing up for a newsletter or requesting a quote. The results of these tests have convinced us to make interactive content a major part of our content strategy going forward.
Don’t be afraid to get creative and think outside the long-form content box. Micro-video and micro-content are proving tremendously effective, and the tools to create them are more accessible than ever. Give your audience small, snackable pieces of insight and watch how they respond.
Luke Heinecke, CEO, Linear
Produce Short Explainer Videos
Redditors appreciate brevity and authenticity, so here is a concise response based on my experience:
As a fractional CMO, I regularly test non-traditional formats. Recently, I produced an explainer video for a client in the martech space. Despite its short length, it received 4x the views and 10x the social shares of their typical long-form content.
The video distilled their product’s key benefits into 90 seconds. Its casual, animated style felt more authentic than a glossy commercial. The catchy music and visuals captured attention, while the voice-over quickly conveyed value.
Within a week, sales inquiries tripled. An ultra-short, eye-catching format allowed us to reach a wider audience and drive measurable impact. Explainer videos are a micro-format that can produce macro results. For marketers seeking fresh approaches, consider testing some – your audience may surprise you.
Ryan T. Murphy, Sales Operations Manager, Upfront Operations
Leverage Animated GIFs for Engagement
One surprising content format that has worked well for me is animated GIFs. While they seem simple, an animated GIF can convey an emotion or message in just a few seconds. For example, we created a series of short GIFs highlighting common pain points in the content-creation process, like searching through files or getting approvals. These resonated well on social media and drove higher engagement than text-only posts. The GIFs were memorable and succinct, helping to raise brand awareness in a fun, light-hearted way.
For another campaign, we used GIFs to tease new product features in the weeks leading up to a launch. The animations built hype and excitement, with each new GIF revealing another small detail. By the time the full announcement came out, our audience felt invested in the new tools we were releasing. The GIF teasers drove a 28% increase in traffic and hundreds of new sign-ups.
While GIFs may seem like a simple format, they pack an emotional punch in just a few frames. For marketers looking to grab attention or build excitement, GIFs are an easy, eye-catching tool that can be created using free or low-cost tools. Don’t underestimate the power of animation to bring your content and campaigns to life.
Julie Ginn, Vice President Global Revenue Marketing, Aprimo
Create This-or-That Quizzes
While working with a local real-estate company, I’ve found that using “this-or-that” quizzes focused on real-estate trends, home decorating, or houses for sale has significantly outperformed traditional content formats. As a specific example, we would use an Instagram Story to list a series of two trends or two dream houses along with a poll sticker, allowing viewers to choose between them. The number of people viewing all the posted stories is also higher than traditional stories or posts.
These interactive quizzes engage potential buyers and sellers and encourage them to share on social media. Because of their fun and relatable nature, we’ve seen increased engagement, making the audience feel more connected to the brand.
Moreover, I’ve noticed an uptick in click-through rates to their website. Participants in these quizzes are more likely to explore the agency’s listings and resources further. Overall, incorporating interactive quizzes into a content strategy has proven to be a highly effective way to boost engagement and drive traffic!
