The Internet is dynamic and always evolving. Currently, videos are the preferred medium to enhance content on social media and websites, which are the primary platforms for their distribution. This underscores the importance of staying updated and adaptable in the digital landscape.
In this ever-changing digital world, you may ask yourself, which is better for your brand, short or long videos? Well, here we will share some relevant information about this topic because, on one hand, short videos are still ruling, but longer ones are returning to platforms. So if you’re looking to implement good Social Media Marketing in Florida, be sure to follow Markethix, the best Agency in town.
It is no surprise that Social media platforms are extending their video length limits right now. Why does this happen? Well, as said before, the internet is always evolving, and now it seems that the average attention span for many people watching videos has gotten longer. The best way to grab your audience’s attention is to attract them from the very beginning. If you have a strong beginning, people will want to stick around and hear what you have to say!
What exactly defines a short video and a long video?
Beyond enriching content, videos have also gained prominence as a customer conversation tool. This makes them an effective way to attract and retain potential customers’ attention.
With so many options in play, it’s important to know how to use them in marketing actions for brands. Long and short videos serve different purposes and are viewed by different audiences. But first, let’s define what each one is:
Long videos:
Duration: Typically 10 minutes or longer
Purpose: In-depth explanations, tutorials, product demos, webinars, etc.
Audience: Viewers seeking comprehensive information or entertainment
Platforms: YouTube, Vimeo, social media
Short videos:
Duration: Typically under 60 seconds
Purpose: Grab attention, convey a message quickly, create a social buzz
Audience: Viewers with short attention spans or those scrolling through social media
Platforms: TikTok, Instagram Reels, YouTube Shorts
There is particularly a group of short videos called “snackables” that range from 15 seconds to 1 minute. These groups include TikTok videos, YouTube shorts, and Reels.
So Who is Ahead?
According to a study by Google, long videos are replacing television content. Every day, more than 700 million hours of YouTube content are watched directly on TV. In other words, television is being used as a medium to extend what people frequently watch on YouTube.
The most requested videos are those that last between 3 and 6 minutes, regardless of whether they are informative or instructional. This means that a large format of videos is returning to social platforms, and this is why social media are now extending the maximum length of their videos.
At the time of this blog post, these are now the maximum length of videos implemented in the following platforms:
YouTube Video Player: up to 12 hours
Facebook Feed Video: up to 4 hours
X (Twitter) premium subscribers: up to 2-3 hours (depending on file size/quality)
Instagram Reels: up to 15 minutes
TikTok: up to 10 minutes and testing 15-minute uploads in some regions
Pinterest: up to 15 minutes
Does this mean that you should only use short videos in your campaigns? At Markethix, as a Video Marketing Agency in Florida, we can say that it will depend on who is watching your videos.
Studies show that almost 60% of Generation Z users use short videos to discover new content before watching a longer version. Short video apps like TikTok and Instagram have around 200 million and 18 million hours of video watched per day, respectively.
Most viewers will watch a short video to the end, but the same is not true for a longer video. Use tools to find out where you lose the most viewers and edit accordingly. Apply the lessons learned to future content.
Another way to retain and capture a larger audience is to add chapters to your long-form videos. This will not only increase retention but also make your content easier to discover and consume.
Benefits of Longer Videos
As social media evolves, short videos have become the go-to. However, as times continue to change, people are now preferring longer, documentary-style videos. Long-form videos are making a comeback, and we can see how people are uploading on social media videos that are a little bit larger than those “snackables”. Social Media Marketing in Florida is changing; these “larger videos” also have their advantages, such as:
1. They use a storyline to drive the video
People will always want to hear a story. You can even create a story without directly naming the product you can showcase the best part of a brand with a video. With long videos you also give a positive view of your brand to your audience. Keep it in mind.
2. Seamless Brand Integration
Remember that when producing long-form videos, maintaining originality and authenticity is key to connecting with your audience. By staying honest and transparent with your audience, you are more likely to gain their trust, which can drive them to achieve your goals.
On the other hand, your video does not need to include every feature of your product or service you offer. Instead, make your brand practical by showcasing situations your audience may find themselves, and you can help them
3. Engagement
Statistics have shown that the average American spends 6 hours per day watching videos. That doesn’t mean making a 6-hour video, But it can encourage you to produce more videos frequently.
Many brands have used humor to keep video watch time high. Having an audience laughing is more likely for you to leave a positive opinion of your brand when naming it. Use humor to keep engaging.
4. Attention span
As explained before, the average attention span for many people watching videos has gotten longer. The best way to grab your audience’s attention is to attract them in at the beginning. If you have a strong beginning, people will want to stick around and hear what you have to say!
In Conclusion
Your audience will want larger videos than before, that does not mean to now switch to an episode of your favorite series, but you can try to use larger videos than the ones you used to produce for your brand and see their reaction. Remember that an appealing introduction is what will retain them longer. If you manage to do it for more than 20 seconds, they will probably watch all your video can offer.
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