Latest In Video Marketing: Long Form Vs Short Form Videos
Temitayo Michael
Copywriter || B2B Content Marketer || Demand Gen || I Help Web Design Agencies, Creative Agencies & SaaS Brands Move Potential Clients Through The Buyer’s Journey Using Relevant Content
Like many of you, I was taken by surprise by the sudden increase in short-form videos in the past few years.
Platforms like TikTok , YouTube Shorts, and Meta 's Reels rapidly changed how we consume content, and it felt like everyone was racing to create the shortest, most engaging clips possible.
But recently, I've noticed a shift that excites me: longer videos are making a comeback.
My Observations & Community Feedback
In the past few months, I've observed a growing preference for videos that are longer than the typical minute or less.
While we're not talking about a return to 30-minute or hour-long videos (unless you're in a niche like YouTube essays or documentaries), there’s a trend towards content that spans two to five minutes.
Platform Adjustments Reflecting This Change
This trend hasn't gone unnoticed by the major platforms:
Initially, I thought most platforms were simply seeking to compete with YouTube by implementing these significant changes.
However, some other reports indicate why even platforms that popularized short-form content are recognizing the value of longer videos.
Some Interesting Reasons For The Comeback
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The Role of Social Search
An interesting development is how more people, especially Genz are using social media platforms for search instead of traditional search engines like Google.
This means that just like detailed blog posts, there’s a growing demand for in-depth, well-produced video content that provides real value hence long-form videos.
Insights from Research
Neal Patel 's research at NP Digital has been enlightening for me as well.
While short-form content is great for increasing touchpoints with users, it doesn't always help in forming a lasting brand connection.
Longer videos, however, allow for more comprehensive storytelling and deeper engagement, which can make your content more memorable.
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