Why Short-Form Video Is the Future Of Lead Generation

Short-form video is revolutionizing the way that businesses approach primary lead generation. But do you know why — and how to apply it to your marketing strategy?

When HubSpot started growing back in the early 2000s, the core strategy for primary lead generation was organic search optimization. It worked incredibly well for HubSpot (and many other businesses), helping us grow into the company we are today. But times have changed.

AI advancements and the resulting shifts in Google’s algorithm have significantly disrupted SEO, making the competition for keywords fiercer than ever — and making it more difficult and expensive to rank and drive traffic. Yet many new businesses still turn to this strategy to drive growth in 2024, without looking at other avenues — which Kieran and I believe is a huge mistake.

As discussed in a recent episode of Marketing Against the Grain, we see the future of primary lead generation shifting to short-form video — and the data …