Short Video Content is a Short Putt to Engagement

Wayner Unsplash 651368

Audiences crave content that is easily consumable—quick and to the point, delivering a reaction in the first few seconds. Whether it’s funny or somber, serious or straight outta left field, short video content is by far the content format of choice.

So what do you do when you have a lot of good video content? Content your viewer definitely wants to see but blows past the 2-, 3- or 5-minute thresholds? We ran into this problem” when we took the idea of having PGA Tour golfer Wesley Bryan answer 50 questions as a content video leading up to the 2018 RBC Heritage.

Instead of forcing viewers to hit 400 yards off the tee, we set them up on the green with five short putts. Boom. Hole in one. Other golf puns.

The result was more video views, more engagement and more clicks. Check out the series below. It’s a reminder that your audience is more important than your content. If you’re not giving them what they want AND how they want it, your good content will end up in the bunker.






When it comes to video content, Content Manager Pete Wayner is always under par. Not to be confused with subpar, which is the opposite. Sports.

Pete Wayner
Pete Wayner
Production Supervisor

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