Short-form videos may be the biggest acquisition channel opportunity of 2021. Allow me to explain why.
What's the one thing Pinterest, YouTube, LinkedIn, Twitter, Reddit, and Google have in common? Over the past four months, they all launched their own Instagram story-like feature as part of their main product:
In addition, these platforms are actively working towards giving short video more exposure. (More on this below.)
On December 29th, Google announced they're about to make short-form videos more discoverable in their search app.
Expect Twitter to follow soon. These social networks are actively pushing short-form content so more of their users can see & engage with it.
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If you're familiar with the law of shitty clickthroughs, you'll know that each acquisition channel/strategy declines over time. Facebook Ads costs get higher year-over-year. SEO gets harder and harder as time passes, and so on.
There is one thing you can do about this: Keep an eye on new channels, so you can be the first to reap the benefits in case that channel takes off. This is what happened to Austin, the co-founder of Morning Brew.
Recently, the co-founder of Morning Brew (a newsletter with 3 million subscribers, making $20 million in revenue in 2020) has made a Twitter thread on which channels were most important to their early growth. One of the keys to their growth, it turns out, was being the first one to make use of a new short-form acquisition channel (IG stories):
The results changed their growth trajectory forever:
The takeaway? Test new acquisition channels. It may be the key to unlocking your growth as well:
Will YouTube/Pinterest/Google/LinkedIn/Twitter stories do the same thing for you as IG stories did for MorningBrew? Will they change your growth trajectory forever? Comment below.