Long-Form Video: Make the Most Out of Your Longer Content

Ever since social media apps like TikTok took the world by storm, we’ve been hearing about the importance of short-form video content in reaching and engaging audiences. But does the emergence of shorter formats mean that long-form video is a thing of the past?

Not necessarily. While short-form content is still the queen of engagement (at least statistically, but more on that later), longer videos still have their place in the digital landscape. In this article, I will share some insights and tips on how to boost your video strategy with long formats.

What Is Long-Form Video Content?

How long is long-form, anyway? Different platforms place the distinction between long and short-form videos at different points. For instance, YouTube Shorts can now be up to 3 minutes long. But if you asked a typical TikTok user whether they’d consider a three-minute video short, they’d look at you like you’ve lost your marbles. 

In short (no pun intended), there is no clear definition of long-form and short-form video content. I like to look at it this way – if it makes more sense to measure it in seconds, it’s short. If you measure it in minutes, it’s long. In more concrete terms, anything up to 90 seconds would be considered a short-form video.

Long-Form Video Statistics

As I already mentioned, long-form video content doesn’t have much going for it statistically. Shorter videos have better view-through rates, are more likely to go viral, and are generally the preferred format among viewers. In fact, according to Yagura, over 70% of consumers prefer short videos when looking for information on products and services.

But once you look beyond the mere statistics, things take on a different dimension. For example, Wistia noted that videos between 30 and 60 minutes convert the most viewers. As they explained, the most likely reason for this is the fact that longer videos attract people who are actually interested, rather than your average doom-scrolling user.

Needless to say, most statistics that put short-form content on a pedestal really look at videos as mere marketing tools, and don’t take into account content for content’s sake. Because once streaming services come into play, the numbers look much different. 

The number of users on SVOD services, which have traditionally been long-form-focused, has been growing steadily. Predictions indicate that the user penetration rate will exceed 20% by 2029, amounting to 1.7 billion worldwide users. In other words, users still watch and enjoy longer content formats far and wide.

Recently, there has been talk of a rising trend of short-form video content on OTT streaming services. However, this context typically defines short-form as videos under 10 minutes.

When and How to Use Long-Form Videos

Now that we’ve established what long-form video content is (as much as possible), let’s take a closer look at the best ways for publishers to use it.

Long-Form Videos in Marketing

Digital marketing is the main culprit behind long-form content’s declining reputation. And not for no reason. It is definitely not best suited for paid campaigns. Ad fatigue is already a major issue marketers face. The last thing internet users want to see is a 90-second or longer video ad. 

That said, longer video formats aren’t without a place in the digital marketing landscape. They are an excellent brand awareness-raising tool. Product presentation videos, explainer videos, and how-tos are excellent ways to introduce the audience to your brand and keep them engaged throughout a longer video.

Internal Communications

Another area where long videos thrive is internal comms. I’m talking about things like employee onboarding, training videos, webinars, and so on. These are formats where it is often important to convey larger amounts of information, and short-form videos simply don’t fit the bill.

OTT and VOD

By far, the best use of long-form video content is OTT streaming. Binging on shows and movies is still the go-to pastime activity of so many of us, and I don’t see that changing anytime soon. 

Of course, in order to use long-form videos for VOD and OTT streaming, you need a library of exclusive, engaging, and purposeful content. In most cases, an OTT service is the goal of video production, rather than a byproduct of an existing library. 

Benefits of Long-Form Video Content

With most of the statistics being in favor of short-form content, you may be tempted to give up on long formats altogether. But before you make any rash decisions, let me remind you of all the advantages that long-form videos bring.

Better Monetization Opportunities

If you’re producing and/or distributing content in order to monetize it, you’re likely already aware of the benefits of longer videos. It is very difficult to sell a subscription for short-form videos. And don’t even get me started on PPV. 

However, as Netflix and other streaming services have shown us, people are more than willing to pay a subscription fee for long content. And if you own exclusive content, you can also consider monetizing it through PPV or other TVOD models. 

But even if we only focus on AVOD, long-form still takes the cake. Longer videos simply provide more real estate for instream video ads. Publishers can also get away with longer ads than they would in a playlist of shorts. 

More Room to Tell a Story

According to Mailchimp, using storytelling in videos boosts audience engagement, establishes an emotional connection, improves the performance and shareability of your content, and drives potential conversions.

Whether we’re talking about explainer videos or customer testimonials, you’ll have a much easier time telling a story if you have enough time to tell it. Sure, some stories can be told in 90 seconds or less, but those really worth telling will have no problem retaining your audience’s attention for longer.

More Meaningful Engagement

People might be more inclined to watch short videos. But think about it – how many of the endless list of reels you doomscrolled through last night before bed do you actually remember? It might be difficult to attract initial attention with a longer content format, but once a viewer is hooked, they are more likely to stay hooked.

Content Recycling

Long videos mean more content to work with. A great thing about having a library of longer content is the vast amount of recycling options.

Cut up your long videos into meaningful, short video clips. These can be invaluable for content promotion, PPC ads, or social media posts. And we all know how much social media loves videos!

In addition to clipping long videos into shorter ones, you can also recycle your live streams and make them available for on-demand watching later.

Challenges of Using Long-Form Content

While there are some clear benefits to using long-form content, I’d be lying if I said it’s without drawbacks. Here are the main challenges publishers can expect when producing and distributing longer content.

Production Time and Expenses

The most obvious drawback of long-form content is that more footage means more production resources. I’m talking both in terms of time and money.

Additionally, while short-form content creators can usually get away with using an iPhone and a ring light, audiences usually expect a higher production value in long-form videos.

Video Hosting & Technology

Production is only one part of managing a video library. In order to distribute content to a wider audience, you’ll need video hosting services, as well as the right video tech – from a reliable video player to a CDN.

This is where choosing the right video platform plays a big role. Publishers should keep their needs in mind when shopping around for platforms.

Catching the Viewers’ Attention

I already mentioned that the engagement publishers get from longer videos is typically more meaningful. However, that doesn’t change the fact that grabbing initial attention is still a hurdle. The viewer needs to be ready to commit a certain time in their day to watching your content.

An effective hook, a clear message, and proper promotion are just some of the things I recommend using in order to grab – and retain – attention.

Long-Form Video: Pros and Cons Overview

To sum up, here’s a quick overview of the pros and cons of using longer content formats:

Make the Most Out of Your Long-Form Strategy

So, we’ve established what long-form content is and isn’t, how and when to use it, as well as come challenges you can expect to encounter along the way. All that’s left to do now is launch your long-form strategy.

Need help making the most out of your long-form content library? TargetVideo is here to provide the support, technology, and infrastructure you need to successfully broadcast and monetize. Reach out to our sales team to find out more.

Long-Form Video: FAQ

* This article was originally published here