Attention spans are shrinking. So how do you get busy professionals to watch your content? That’s where promotional clips come in.
Promotional clips are short, engaging, often informative or inspirational snippets that come from long-form content such as webinars, podcast episodes, or interviews. Not only that, they’re key in transforming your presence on both YouTube and LinkedIn: expanding reach and driving engagement.
Why Promotional Clips Work
- Short Attention Spans: Viewers are way more likely to watch an entire 60-second clip over a 45-minute podcast episode.
- Repurposing Value: By focusing on creating short-form promotional clips, a 45-minute-long video can become dozens of minute-long clips. This grants you multiple different appearances in followers’ feeds, enhancing brand recognition and awareness.
- Sharing Tendencies: People are way more likely to share a quick reel or short than they are to share long-form content. Thus, increasing the impressions your video gets.
How Promotional Clips Boost YouTube Performance
YouTube focuses on content that:
- Drives high engagement (the earlier the better)
- Keeps viewers on the platform (playlists, suggested videos, and bingeable content)
- Delivers relevance through keywords, tags, and descriptions
Promotional clips achieve this by acting as a sample of your content. Once a viewer is hooked, they’re able to binge all your other short-form clips and dive into your long-form content. They also help boost your watch time across your channel, which is then rewarded by your content getting pushed out more. YouTube’s algorithm also values consistency. More clips = daily posting. This has a positive impact on your reach.
How Promotional Clips Drive LinkedIn Engagement
LinkedIn focuses on content that:
- Generates conversations (longer comments)
- Drives engagement quickly
- Establishes thought leadership
Promotional clips work with this because they’re the perfect opportunity to provide powerful quotes, insights, and stories that will capture attention, spark a reaction, and stretch the conversation. Plus, LinkedIn will push out your video to the networks of people who liked and/or commented on your post, easily expanding your reach.
Best Practices for Promotional Clips
Promotional clips only work when they’re done right. Here are the best practices we recommend when creating short-form content:
- Hook Early: The first 3 seconds are make or break on whether a viewer stays or scrolls.
- Keep it Short: 90 seconds is a good threshold; above this, you can lose viewers.
- Add captions: Nowadays, people are scrolling with their sound off.
- Call to Action: The goal of the promotional clip is to direct attention to your long-form content. Make sure it’s clear where the viewers should go for more.
Final Thought
Promotional clips are an easy, effective way to boost your content’s performance and expand your reach. They’re algorithmic-friendly and work well across platforms. If you’re looking to increase engagement and foster powerful growth for your brand, it’s a no-brainer.
Looking to implement more promotional clips in your podcast marketing strategy? Reach out to our chatbox to start the conversation!