Does short-form video content actually generate leads? Or just views?
Yes. Short-form video generates leads. It just does not do it on its own, and that is where most brands get stuck. The confusion is worth untangling, because it costs companies a lot of money. A video that gets watched is not the same thing as a video that sells. If you have ever had a post do 400,000 views and produced nothing from it, you did not have a video problem. You had a path problem. The short answer Short-form video reliably does one job: it earns attention. Whether that attention becomes revenue depends entirely on what happens in the ninety seconds after someone watches. Brands that get this right treat video as the front of a system. Brands that get it wrong treat video as the whole system, post consistently, see the views climb, and cannot explain why the pipeline did not move. Why most short-form video produces views and no leads Look at a typical campaign. The video is good. It gets watched. Then what? There is no landing page that matches what the video promise...