It’s no secret that all the major social media platforms have been taking measures to better cater to video content and to the people who make and watch it for a while now, and it’s also no secret that those platforms should be factoring into your video production plans nowadays, heavily. That’s just the way it is now.
And because many of those social media communities prefer shorter content, a lot of marketers and videomakers have built their video content plans solely around short videos, but that’s not always the best idea. In fact, it never really was, but it’s an even worse idea now. Why?
Because people aren’t shunning long-form content anymore. In fact, they’re not just tolerating it either. People are actually craving long videos, but that doesn’t mean that they don’t still have plenty of interest in the short ones, too. That’s why the answer is often a little bit of both. Read on to more.
Why does long-form video content have more value now?
To put it simply, making long-form content a part of your video production plan is more important than ever because more people are watching it now. Don’t believe it? Just take a look at this report from Ooyala, a leading provider of online video technology products & services: Long-Form Video Is Now the Most Popular Content Regardless of Screen Size, New Ooyala Q1 2017 Video Index Reveals.
The bottom line is that the report is based on data gathered from the company’s 500+ customers, which means it’s a good representation of the way people are currently watching video, and it states that, for the first time, long-form videos make up the majority of the time spent watching any kind of video on any type of screen.
That means that people are now spending more time watching long-form video content on their televisions, smartphones, tablets, etc., than they are watching any other kind. That may not sound like such a big deal, but trust us, it is. It’s a clear indication of the way things are changing among video viewers, and we’re not just talking about videos longer than a minute, either.
We’re talking about videos which run for twenty minutes or more. Why is this happening? Maybe it’s the fact that there’s more high-quality, worthwhile content available on every device now, or maybe it’s due to the bigger screens on smartphones, but the point is that longer videos are more valuable than ever before.
Short videos are still the answer for short attention spans.
Like mentioned at the top, so many videomakers and marketers started putting their focus on creating short-form videos in the first place because it seemed like a good fit for the ever-shrinking attention spans of the viewers they were trying to reach, and it was. That hasn’t changed.
Yes, long-form content is currently performing better than ever, but as videos continue, the viewer rate still drops. So, if what you’re after is the most video completions, then short-form videos are still the answer. More people will end up watching the video in its entirety that way.
And that’s not the only reason that creating shorter video content is still absolutely worthwhile. You also need to consider the fact that the majority of video ads are still limited to thirty seconds or less, which means that if you solely create long-form videos, then you won’t be able to take advantage of the benefits of such ads.
That includes those short, unskippable ads as well, which tend to have a great completion rate. So, again, if your primary objective is to acquire as many video completions as possible, then you’ll want to create plenty of short-form videos.
But it’s difficult to tell the whole story in a minute or less.
Like mentioned above, the sheer fact that more people are craving longer videos should be enough of a reason to start seriously considering creating some, but that’s not the only reason. For instance, while you can do plenty in thirty seconds if you know what you’re doing, it’s not easy to tell your whole story in that amount of time.
So, if your primary objective isn’t to rack up as many complete views as possible but to create some awareness about who you are and what your story is, then long-form videos are your best bet. After all, telling your whole story will require a deeper level of attention on the part of the viewer.
The good news is, according to Ooyala’s recent report, people are more willing to give that kind of attention than ever before, so at least you know the desire is there. The rest, however, is on you. Just because they’re more willing than ever doesn’t mean that they’re willing to sit through even a few seconds of anything that doesn’t immediately grab their attention and then maintain it.
For more on how to do that, check out this post, How to Maintain Attention and Keep People from Abandoning Your Videos, but the bottom line is that long-form video content is a better fit when your objectives are ultimately to tell your story and to create or enhance awareness about who you are and what you do.
Strive for the right balance in your video production plans.
Now, the exact ratio of long to short content should depend on the specific kinds of videos you’re ultimately trying to create, the particular viewers you’re trying to connect them with, etc., but the bottom line is that creating a mixture of long and short-form content is always a good bet.
Just remember to think carefully about your primary objectives when creating any video and allow that to dictate your approach. Good luck!
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.