Instagram or Youtube? Short form or long form, what's better or how can you capitalize on both?
When it comes to video marketing, businesses and realtors often face a tough question: Should they invest in short-form, quick-hit videos for platforms like Instagram and TikTok, or focus on long-form, more evergreen content on platforms like YouTube? Each approach comes with its pros and cons, and knowing where to focus your efforts can transform your marketing game.
Short-Form Video: The Power of Instant Impact
(Think: Instagram Reels, TikTok, Facebook Stories)
Short-form videos are built for rapid consumption. With attention spans shrinking, platforms like Instagram are designed to grab viewers in the first few seconds and deliver immediate engagement. But what are the upsides and trade-offs for realtors and businesses?
Pros:
Quick Exposure: Instagram’s algorithm promotes new content quickly, giving your video a chance to go viral and gain views in hours or days.
High Engagement: Short videos fit seamlessly into busy scrolling sessions, making it easier for viewers to interact.
Cost-Efficient Creation: Less time is needed for scripting, shooting, and editing compared to long-form content.
Cons:
Short Shelf Life: After a week, most short-form content stops getting views and rarely resurfaces.
Limited SEO Value: Short-form platforms aren’t built for long-term search visibility, meaning your content likely won’t rank in search engines.
Brief Messaging: Condensed videos often limit storytelling and detailed information, which can be crucial in real estate.
Ideal For: Quick property showcases, behind-the-scenes clips, open-house reminders, and community highlights.
Long-Form Video: Evergreen Content That Keeps Paying Off
(Think: YouTube, Website)
Long-form videos provide more room for storytelling, in-depth explanations, and nurturing a long-term audience. YouTube is often called the “second-largest search engine,” offering major SEO benefits. But does the effort justify the payoff?
Pros:
Evergreen Value: A well-optimized video on YouTube can rank for relevant searches for years, driving consistent traffic and leads over time.
SEO Benefits: YouTube videos help with search engine optimization, making it easier for potential clients to find you through Google.
Room for Storytelling: Longer content allows for virtual property tours, market updates, or in-depth explainer videos that establish authority.
Cons:
Time-Intensive: Producing high-quality long-form videos requires more planning, shooting, and editing.
Delayed Engagement: Long-form videos may take time to gain traction, especially if you’re just starting out on YouTube.
Higher Production Costs: More content means more resources, from videographers to editing teams.
Ideal For: Virtual property tours, market updates, client testimonials, neighbourhood spotlights, and detailed buying or selling guides.
Where Should Realtors and Businesses Focus Their Efforts?
The Best Strategy Might Be a Blend of Both.
Use short-form videos for instant engagement and quick wins. Post property previews, behind-the-scenes content, or market stats as Reels or Stories.
Repurpose longer YouTube videos by cutting highlights and key moments into short-form clips for Instagram or TikTok, extending their reach.
Optimize your long-form content with searchable titles, descriptions, and keywords to maximize long-term visibility and generate leads over time.
Pro Tip: Consider YouTube as the long-term foundation of your video marketing strategy, while using Instagram to fuel daily or weekly engagement.
The SZ Media Approach: What We’d Do If We Were in Your Shoes
We believe the best way to maximize video marketing for your property listings is by combining long-form and short-form content during a 2-3 hour shoot. Here’s our recommended approach:
Full Home Tour:
Start by introducing yourself and taking viewers through an immersive, detailed property tour. Highlight key selling points and features that aren’t immediately obvious, like neighbourhood perks or recent upgrades (such as new electrical or renovations). This video will be hosted on YouTube and your website, boosting SEO and driving organic traffic for years to come.
Quick, Attention-Grabbing Reel:
While on-site, we’d create a short-form, high-energy vertical reel with a catchy hook. This video would be scripted to grab attention within the first few seconds and run for less than 30 seconds. It’s perfect for generating immediate engagement on social media platforms like Instagram and TikTok.
By balancing short-term visibility with long-term SEO value, you can maximize your marketing investment and create content that delivers immediate impact and sustained growth. The key is to understand where each type fits within your overall strategy and ensure you’re creating content that works smarter, not harder.
If you’re ready to take your video marketing to the next level, contact us at SZ Media for expert content creation tailored to real estate and business success.
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