{"id":662720,"date":"2025-04-15T03:30:29","date_gmt":"2025-04-15T00:30:29","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/short-form-big-impact-what-creators-can-teach-performance-marketers\/"},"modified":"2025-04-15T03:30:29","modified_gmt":"2025-04-15T00:30:29","slug":"short-form-big-impact-what-creators-can-teach-performance-marketers","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/","title":{"rendered":"Short-form, big impact: What creators can teach performance marketers"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a21f430a56d3\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a21f430a56d3\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/#Want_more_impact_from_your_paid_media_strategy_Forget_polished_perfection_Learn_why_creator-led_content_is_outperforming_traditional_ads\" >Want more impact from your paid media strategy? Forget polished perfection. Learn why creator-led content is outperforming traditional ads.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/#The_rise_of_short-form_More_than_just_eyeballs\" >The rise of short-form: More than just eyeballs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/#Why_creators_are_outperforming_traditional_ads\" >Why creators are outperforming traditional ads<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/#Creators_are_not_just_for_B2C\" >Creators are not just for B2C<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/#What_performance_marketers_can_learn\" >What performance marketers can learn<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/#1_Short-form_as_a_performance_strategy\" >1. Short-form as a performance strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/#2_Focus_on_authenticity_over_polished_videos\" >2. Focus on authenticity over polished videos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/#3_Develop_creator_partnerships\" >3. Develop creator partnerships<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/#4_In_B2B_lean_on_your_employees\" >4. In B2B, lean on your employees<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/short-form-big-impact-what-creators-can-teach-performance-marketers\/#The_creator-led_future_of_performance_marketing\" >The creator-led future of performance marketing<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Want_more_impact_from_your_paid_media_strategy_Forget_polished_perfection_Learn_why_creator-led_content_is_outperforming_traditional_ads\"><\/span>Want more impact from your paid media strategy? Forget polished perfection. Learn why creator-led content is outperforming traditional ads.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>In 2025, the battle for attention is being won in under 60 seconds.\u00a0<\/p>\n<p>Short-form video is increasingly delivering measurable performance outcomes.\u00a0<\/p>\n<p>This article explores how you can harness short-form video and creator-driven content as part of a performance marketing strategy.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-rise-of-short-form-more-than-just-eyeballs\"><span class=\"ez-toc-section\" id=\"The_rise_of_short-form_More_than_just_eyeballs\"><\/span>The rise of short-form: More than just eyeballs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> Shorts alone amassing over <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/youtube-advertisers_youtube-shorts-get-over-70-billion-views-activity-7239669814154129409-e0CU\/\" target=\"_blank\" rel=\"noopener\">70 billion daily views<\/a>, engagement metrics are no longer the only measure of value.\u00a0<\/p>\n<p>\u201cThe unt<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ed potential of short-form video and creator content on YouTube,\u201d a <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.emarketer.com\/emarketer-youtube-untapped-potential-of-short-form-video\/\" target=\"_blank\" rel=\"noopener\">recent study from YouTube and eMarketer<\/a>, highlights how powerful this format has become.<\/p>\n<p>The study found that creator content influenced 49.5% of U.S. social shoppers to purchase something via social media platforms in 2024.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1536\" height=\"812\" alt=\"Creators, influencers in driving social purchases\" class=\"wp-image-454219\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases.png.webp 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases-600x317.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases-800x423.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases-200x106.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases-768x406.png.webp 768w\" data-lazy-sizes=\"(max-width: 1536px) 100vw, 1536px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1536\" height=\"812\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases.png.webp\" alt=\"Creators, influencers in driving social purchases\" class=\"wp-image-454219\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases.png.webp 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases-600x317.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases-800x423.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases-200x106.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Creators-influencers-in-driving-social-purchases-768x406.png.webp 768w\" sizes=\"(max-width: 1536px) 100vw, 1536px\"><\/figure>\n<\/div>\n<p>This also reflects a broader trend seen across platforms like TikTok, Instagram Reels, and even LinkedIn: attention spans may be shrinking, but demand for human authenticity is growing.\u00a0<\/p>\n<p>As AI tools accelerate video generation, the temptation is to mass-produce content.<\/p>\n<p>However, an over-automated short-form quickly loses the human touch, which is what makes it effective.\u00a0<\/p>\n<p>Indeed, with the proliferation of AI-generated content, expect to see increased demand for human perspectives and authentic content in the years to come.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"954\" alt=\"The second-order effects of AI\" class=\"wp-image-454220\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI-567x338.png.webp 567w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI-800x477.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI-190x113.png.webp 190w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI-768x458.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI-1536x916.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"954\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI.png.webp\" alt=\"The second-order effects of AI\" class=\"wp-image-454220\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI-567x338.png.webp 567w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI-800x477.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI-190x113.png.webp 190w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI-768x458.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/The-second-order-effects-of-AI-1536x916.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Brands should use AI to augment, not replace, creator input.<\/p>\n<p>Authenticity ranks as the top factor in building trust with younger audiences, per <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/Consumer-trends-08012025.pdf\" target=\"_blank\" rel=\"noopener\">Capgemini\u2019s 2024 Consumer Trends report<\/a>.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-why-creators-are-outperforming-traditional-ads\"><span class=\"ez-toc-section\" id=\"Why_creators_are_outperforming_traditional_ads\"><\/span>Why creators are outperforming traditional ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The same study from YouTube and eMarketer found that creator-led content consistently outperformed traditional brand advertising in driving purchase intent and brand recall.\u00a0<\/p>\n<p>Consumers perceive creators not only as relatable but as trusted sources of product discovery \u2013 particularly in verticals like beauty, gaming, tech, and fashion.<\/p>\n<p>What sets creator-led short-form apart is:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Native fluency<\/strong>: Creators know how to leverage platform-native features, from TikTok sounds to YouTube Shorts editing styles.<\/li>\n<li><strong>Trust<\/strong>: <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/pro.morningconsult.com\/analyst-reports\/influencer-marketing-trends-report\" target=\"_blank\" rel=\"noopener\">Up to 61%<\/a> of Gen Z and Millennials trust influencers they follow as much as personal friends.<\/li>\n<li><strong>Creative agility<\/strong>: Many creators iterate content faster than brands can brief, shoot, and approve a single video.<\/li>\n<\/ul>\n<p>For performance marketers, this is a compelling proposition \u2013 creator partnerships can outperform traditional assets while accelerating content velocity.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-creators-are-not-just-for-b2c\"><span class=\"ez-toc-section\" id=\"Creators_are_not_just_for_B2C\"><\/span>Creators are not just for B2C<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Creator strategies are particularly important in B2B, where influencers add a layer of credibility to the brands they work with.\u00a0<\/p>\n<p>LinkedIn research shows that subject matter expertise is the main trait of B2B influencers.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"892\" alt=\"Expertise is the most important trait for B2B influencers\" class=\"wp-image-454222\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers-600x335.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers-800x446.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers-768x428.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers-1536x856.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"892\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers.png.webp\" alt=\"Expertise is the most important trait for B2B influencers\" class=\"wp-image-454222\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers-600x335.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers-800x446.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers-768x428.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Expertise-is-the-most-important-trait-for-B2B-influencers-1536x856.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-what-performance-marketers-can-learn\"><span class=\"ez-toc-section\" id=\"What_performance_marketers_can_learn\"><\/span>What performance marketers can learn<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-1-short-form-as-a-performance-strategy\"><span class=\"ez-toc-section\" id=\"1_Short-form_as_a_performance_strategy\"><\/span>1. Short-form as a performance strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Short-form algorithms reward fresh content and experimentation.\u00a0<\/p>\n<p>Traditional A\/B testing is too slow and narrow, so if you\u2019re looking to start trialing short-form content as part of your media plan:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Test multiple hooks <\/strong>in the first three seconds to keep people watching.<\/li>\n<li><strong>Trial different formats<\/strong> (e.g., voiceover vs. direct-to-camera).<\/li>\n<li><strong>Split-test CTAs<\/strong> (e.g., pinned comments vs. on-screen overlay).<\/li>\n<\/ul>\n<p>TikTok\u2019s Creative Center offers built-in testing tools, but don\u2019t worry too much about having hugely polished videos.\u00a0<\/p>\n<p>The point of this format is to showcase authenticity and build human connections with your audience.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1064\" alt=\"Short-form videos on LinkedIn\" class=\"wp-image-454224\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn-508x338.png.webp 508w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn-800x532.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn-170x113.png.webp 170w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn-768x511.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn-1536x1021.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1064\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn.png.webp\" alt=\"Short-form videos on LinkedIn\" class=\"wp-image-454224\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn-508x338.png.webp 508w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn-800x532.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn-170x113.png.webp 170w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn-768x511.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-videos-on-LinkedIn-1536x1021.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p><strong><em>Dig deeper: How advertisers can capitalize on vertical video<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-2-focus-on-authenticity-over-polished-videos\"><span class=\"ez-toc-section\" id=\"2_Focus_on_authenticity_over_polished_videos\"><\/span>2. Focus on authenticity over polished videos<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>So many brands get stuck trying to deliver high-end content that they end up doing nothing.\u00a0<\/p>\n<p>The art of short form is authenticity.\u00a0<\/p>\n<p>Users aren\u2019t expecting cinematic production \u2013 they\u2019re expecting human insight and entertainment.\u00a0<\/p>\n<p>Authenticity wins attention and, more importantly, trust.<\/p>\n<p>For example, the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> retailer <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/@currys?lang=en\" target=\"_blank\" rel=\"noopener\">Currys<\/a> has done an amazing job of this in the UK.\u00a0<\/p>\n<p>Their TikTok strategy leans into lo-fi humor and relatable scenarios, often featuring their own staff in everyday settings rather than professional actors.\u00a0<\/p>\n<p>One standout example is their \u201cTech Support Guy\u201d <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a>, in which a fictional employee gives quirky, brutally honest advice on gadgets.\u00a0<\/p>\n<p>The advice is both informative and irreverent, and it feels native to the platform.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-3-develop-creator-partnerships\"><span class=\"ez-toc-section\" id=\"3_Develop_creator_partnerships\"><\/span>3. Develop creator partnerships<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Creators bring reach, relevance, and increased content velocity.<\/p>\n<p>The key is to focus on credible voices in your niche: subject matter experts, educators, and micro-creators who already have trust and a following within your audience.<\/p>\n<p><strong>How to get started<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Use creator marketplaces<\/strong> like <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/creatormarketplace.tiktok.com\/\" target=\"_blank\" rel=\"noopener\">TikTok Creator Marketplace<\/a>, <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/help.instagram.com\/337707278243327\/?helpref=related_articles\" target=\"_blank\" rel=\"noopener\">Instagram\u2019s Creator Marketplace<\/a>, <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/ads\/brandconnect\/\" target=\"_blank\" rel=\"noopener\">YouTube BrandConnect<\/a> or platforms like Collabstr and Aspire to source partners by niche, audience demographics, and past performance.<\/li>\n<li><strong>Tap into LinkedIn for B2B creators<\/strong>, searching for creators by topics (e.g. AI, martech, sustainability) and reviewing engagement metrics on their native content.<\/li>\n<li><strong>Leverage your existing customers or community for UGC<\/strong>. Often the most authentic advocates are your existing customers.<\/li>\n<li><strong>Offer a creative brief, not a script.<\/strong> The best results come when creators are trusted to tailor your message to their audience in their own voice.<\/li>\n<\/ul>\n<p>Treat creators as strategic partners, not ad placements; you\u2019ll see much more creativity and better results.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-4-in-b2b-lean-on-your-employees\"><span class=\"ez-toc-section\" id=\"4_In_B2B_lean_on_your_employees\"><\/span>4. In B2B, lean on your employees<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In B2B, employee advocacy outperforms brand pages.\u00a0<\/p>\n<p>Your people, from sales engineers to product managers, are your most credible storytellers.\u00a0<\/p>\n<p>B2B employees typically have 12 times more organic reach (followers) than brand pages.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"913\" alt=\"B2B employees typically have 12 times more organic reach (followers) than brand pages.\" class=\"wp-image-454225\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages-592x338.png.webp 592w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages-800x457.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages-198x113.png.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages-768x438.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages-1536x876.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"913\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages.png.webp\" alt=\"B2B employees typically have 12 times more organic reach (followers) than brand pages.\" class=\"wp-image-454225\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages-592x338.png.webp 592w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages-800x457.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages-198x113.png.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages-768x438.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/B2B-employees-typically-have-12-times-more-organic-reach-followers-than-brand-pages-1536x876.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>With this in mind, encourage your team to share content such as:<\/p>\n<ul class=\"wp-block-list\">\n<li>Insights or learnings from their role or industry.<\/li>\n<li>Reactions to trending <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> or updates in your space.<\/li>\n<li>Behind-the-scenes glimpses of work, processes, or events.<\/li>\n<li>Personal takes on challenges your customers or peers might relate to.<\/li>\n<\/ul>\n<p>Arming your team with a smartphone and some basic editing software such as Veed.io makes short-form video accessible to even the smallest budgets.\u00a0<\/p>\n<p>It will create authenticity that resonates more than corporate comms ever could.<\/p>\n<p><strong>Tip<\/strong>: Equip employees with tools (like video prompts), and incentivize participation.\u00a0<\/p>\n<p>Not everyone will want to be on camera, but those who do can become influential voices for your brand.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-creator-led-future-of-performance-marketing\"><span class=\"ez-toc-section\" id=\"The_creator-led_future_of_performance_marketing\"><\/span>The creator-led future of performance marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Today, influencers, creators and employee advocates are highly impactful in both B2B and B2C buying processes.\u00a0<\/p>\n<p>With the rise of AI-generated content, real people and communities will help brands gain attention and maintain authenticity.<\/p>\n<p>Short-form video has now evolved into a foundational pillar of modern media strategy.<\/p>\n<p>It\u2019s time to rethink your approach to content \u2013 from polished perfection to nimble, authentic, and native-first.<\/p>\n<p><strong><em>Dig deeper: How to get better results from Meta ads with vertical video formats<\/em><\/strong><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Ben Wood\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Ben-Wood.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Ben-Wood.jpeg.webp\" alt=\"Ben Wood\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Ben Wood<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=iambenwood&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/woodben\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\tBen Wood is the Performance Director at UK based digital marketing agency, Hallam. With over 15 years experience in search marketing, Ben has presented talks at SMX, Brighton SEO and\u00a0 even for Google themselves via their Digital Garage and International Growth programmes.\u00a0\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><script async src=\"\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/short-form-big-impact-what-creators-can-teach-performance-marketers-454217\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Want more impact from your paid media strategy? Forget polished perfection. Learn why creator-led content is outperforming traditional ads. In 2025, the battle for attention is being won in under 60 seconds.\u00a0 Short-form video is increasingly delivering measurable performance outcomes.\u00a0 This article explores how you can harness short-form video and creator-driven content as part of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":662721,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Short-form-big-impact-What-creators-can-teach-performance-marketers-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[147878,107942,70588],"class_list":["post-662720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-paid-social","tag-ppc","tag-video"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/662720","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=662720"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/662720\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/662721"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=662720"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=662720"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=662720"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}