What Does YouTube’s Changing Algorithms Mean to Mortgage Companies?
Short-form video content is proving to have a much longer impact than previously thought, and this presents a huge opportunity for mortgage companies looking to generate leads and stay in front of potential clients.
In fact, recent changes to YouTube’s algorithm suggest that these videos may have a longer shelf life than expected, and that’s a game-changer for mortgage company marketing.
A Year-and-a-Half-Old Video Still Generating Leads?
Imagine getting fresh leads from a video posted over a year ago. That’s exactly what happened recently: a short-form video about zero down payment home loans, originally uploaded in December 2022, started generating engagement again. In the last week alone, four new leads emerged from a video that, by traditional wisdom, should have lost relevance months ago.
This unexpected relevance suggests one thing: YouTube is rethinking how it treats short-form videos. And if you're marketing ideas for mortgage loan officers, this is something you need to pay attention to.
The Evolution of YouTube’s Algorithm
For a long time, marketers believed that short-form videos had a fleeting presence. They would gain traction for a few days, maybe weeks, and then fade into the background as newer content took over. However, recent changes suggest that YouTube is actively working to extend the longevity of Shorts and other short-form content.
This shift aligns with the platform’s long-standing focus on searchability. Unlike other social media platforms where posts disappear into the feed quickly, YouTube prioritizes content that remains discoverable over time.
If people are searching for real estate topics, from mortgage marketing company strategies to mortgage broker marketing, YouTube wants to ensure they find valuable and relevant content... even if it was created months or years ago.
For years, the assumption was that YouTube Shorts, like other short-form content, had a quick burst of visibility before disappearing. However, platforms are now experimenting with extending the lifespan of this type of content.
This shift makes perfect sense. YouTube is the second-largest search engine in the world. Its SEO capabilities are unmatched, and if people are searching for real estate topics, whether that’s mortgage broker marketing or home-buying tips. YouTube wants to surface relevant content, regardless of when it was posted.
What This Means for Mortgage Companies
If you’re in the mortgage industry and using video marketing, here’s what you need to know:
Short-form videos are no longer “one-and-done” – They might continue driving leads long after they’re posted.
SEO matters more than ever – Titles, descriptions, and metadata should be optimized for discoverability.
Consistency is key – Every video is an opportunity. The more you post, the better your chances of ranking and staying visible.
Should I Do Long-form or Short-form?
So what does this mean for real estate professionals? Simply put, your video strategy needs to be well-rounded. While short-form videos can now generate engagement for longer periods, long-form content still holds immense value.
Think of short-form videos as the hook, which should be quick, engaging snippets that attract new audiences and spark curiosity. Long-form content, on the other hand, is where the deeper connections happen. It allows you to establish authority, provide in-depth insights, and build lasting trust with potential clients.
Mortgage companies that use both long-form and short-form videos can strengthen their brand presence, nurture leads more effectively, and engage potential borrowers at every stage of the home financing journey.
Whether it’s marketing ideas for mortgage loan officers or general video marketing for real estate, the key is consistency and strategic planning.
While short-form videos are proving to have a longer tail than expected, long-form content still plays a crucial role in video marketing for mortgage companies.
The best strategy? A combination of both. Long-form content builds deep trust and authority, while short-form videos create frequent touchpoints and now, potentially, long-term discoverability.
Final Thoughts for Mortgage Companies
YouTube’s evolving algorithm is creating new opportunities for mortgage companies to attract and convert leads through video content. If you haven’t already, it’s time to take mortgage company marketing seriously and create a mix of short and long-form videos that can stand the test of time.
Need expert help with mortgage video marketing? At RedButton Media, we specialize in creating high-impact videos for mortgage professionals. Let’s talk about how we can elevate your video strategy today!
