Capturing and retaining the buyer’s attention has become increasingly challenging for businesses. Several factors contribute to these difficulties, from information overload to shortened attention spans of the consumer market. In the vast expanse of the digital space, one medium has risen as the ultimate engagement generator: videos.
Humans are visual creatures, and videos have the power to capture attention, convey emotions and tell stories in a way that static images or text alone cannot. According to a report by Wyzowl, one person watches an average of 17 hours of video a week. The same study also discovered that videos are twice as likely to be shared compared to images, blog posts and product pages. It’s no wonder why 96% of marketers consider branded video as an integral part of their marketing strategy.
However, a question often arises: Should businesses create short form videos that capture attention quickly or invest in long form video content that provides more in-depth information?
Below, we embark on an enlightening exploration of short-form and long-form videos and discover which can propel your business to greater heights by looking at how to:
• Define Short-Form and Long-Form Video Content
• Choose the Right Format for Your Video Marketing Strategy
• Create Videos That Generate Engagement
Defining Short-Form and Long-Form Video Content
When it comes to video for content marketing, businesses typically have to choose between two video formats: short-form or long-form.
But what are they, exactly?
Chris Clements, a video producer at Thrive Internet Marketing Agency, concisely explained how the two branded video content types differ. “Short form videos are usually quick snippets used for social media. [On the other hand], long-form videos are longer than 60 seconds and often posted on YouTube or business websites.”
What Are Short Form Videos?
Short-form videos refer to brief content typically lasting anywhere from a few seconds to a few minutes. These are made to capture attention, deliver a focused message and engage viewers quickly. Platforms like TikTok and Meta’s Reels popularized this format, catering to the fast-paced nature of online consumption.
Short-form videos provide the following benefits, making them a compelling choice for businesses:
• Quick messaging: By fractionating information, businesses can communicate critical points efficiently so it’s easier for viewers to grasp and retain the intended message.
• Increased engagement: The shorter format of a branded video encourages viewers to watch the content in its entirety, leading to higher completion rates and more outstanding engagement metrics.
• Perfect for social media: Platforms like TikTok, Meta’s Reels and Snapchat prioritize short-form video content, providing businesses with a ready-made audience and tools to maximize impact.
• Flexible for experimentation: Short video formats allow businesses to test various creative approaches, visual styles and storytelling techniques without investing substantial resources in branded video production.
While short-form videos offer these advantages, considering their limitations is also essential. The abbreviated length may restrict the depth of information that businesses can convey.
For this reason, companies must balance brevity and delivering a meaningful message for an effective video marketing strategy. Those new to branded video production might find this challenging, so it is essential to get expert guidance to guarantee the success of their video content marketing efforts.
What Is Long Form Video Content?
Long-form videos pertain to more extensive and in-depth content, ranging from several minutes to hours. Posting a lengthy branded video allows businesses to explore topics comprehensively and give valuable information to their audience. Long form video content is commonly found on platforms like YouTube or streaming services, where viewers are more willing to invest time and attention for a more substantial viewing experience.
Long-form videos offer a range of benefits that can significantly impact a business’s video marketing strategy:
• Establishes credibility and expertise: Businesses can establish themselves as industry leaders and gain credibility in the eyes of their audience by providing a deeper exploration of relevant topics.
• In-depth storytelling: Businesses can craft compelling narratives and engage viewers on a deeper emotional level with longer video durations.
• Builds stronger connections: Businesses can better address their audience’s pain points by investing more time in branded video production through long-form content.
Maintaining retention throughout the extended viewing duration is the primary challenge when incorporating long-form content in video marketing strategy.
Businesses and professional video content creator must ensure the content remains compelling, visually appealing and properly structured to sustain interest. Long videos may also require higher production values.
How To Choose the Right Format for Your Video Marketing Strategy
Both video content types have their advantages and drawbacks, making it all the more challenging to choose which format is worth the investment. To help you make an informed decision, consider the following factors:
Target Audience
Your target audience should be at the forefront of your considerations. Understand their preferences, demographics and content consumption habits. Are they more inclined towards short videos, or do they prefer in-depth content? Then, tailor your format to their tastes to ensure your video content ideas resonate and capture their attention. This approach is essential for video content creators looking to increase engagement with their audience.
Content Complexity
Evaluate the complexity of the message or information you want to convey. Some video content ideas require a deeper exploration and benefit from long-form videos. On the other hand, straightforward concepts are better suited for short-form videos that deliver concise and impactful messages.
Distribution Channels
Different distribution channels have their unique audiences. For this reason, the expectation surrounding your video content ideas also varies. To guarantee success, assessing the platforms and understanding the content that performs best on them is essential. For example, social media sites like Instagram or TikTok are well-suited for short-form videos that easily capture viewer attention.
A video content creator that adapts their format to their preferred distribution channel has a higher chance of achieving maximum reach and relevance.
Production Resources
Short-form videos require less time and effort, making them more accessible for video content creators with limited resources. On the other hand, long-form videos may necessitate higher production values and more extensive planning. It’s essential to assess your production resources and your team’s capabilities to determine which format is more feasible and sustainable for your video marketing strategy.
Desired Outcomes
Before creating a video for content marketing, you must have clear objectives for your efforts. Are you aiming to increase brand awareness? Then short-form videos are the proper format for you. But if you desire to educate your audience or establish your brand’s reputation through video testimonials, you should invest your resources in producing long, in-depth videos.
If you still need help deciding which format suits your business, you can seek the advice of experts who offer video marketing services. Professionals are familiar with the intricacies of each digital platform and can provide recommendations on which formats work best on various channels.
Tips on Creating Videos That Generate Engagement
To maximize the effectiveness of your video content marketing strategies and generate increased engagement, follow these tips:
Consider Emerging Trends
Emerging trends in video content marketing help you stay current and relevant in a rapidly evolving digital landscape. “Artificial intelligence (AI) is the future of video production,” according to Clements.
“It is still in its infancy, but it is something to start learning now while it is on the ground floor,” said Clements.
By keeping up with the latest technologies, you ensure that every video for content marketing you produce is fresh, engaging and aligned with your audience’s preferences.
Stick to Consistency
About consistency, “If you’re still starting out, the biggest tip is to be consistent when creating and posting videos. [They] get the most engagement, so make plenty of them,” Clements said.
Aside from consistent production, a video content creator must maintain a unified brand voice, visual identity and production style across their content. This establishes recognition and familiarity among your audience, therefore fostering trust. Whether creating short reels or lengthy video testimonials, maintaining consistency is vital to strengthen your brand presence.
Track Your Analytics
Every video content creator must pay attention to metrics such as views, engagement rate, shares and comments. This data provides valuable insights into the effectiveness of your videos and allows you to make data-driven decisions for optimization. By understanding the audience’s behaviors through analytics, you can refine your strategy and create content that generates positive outcomes.
Utilize Video Production Services
If you lack the expertise or resources to produce high-quality videos, consider partnering with video production services to help you. Professionals from a video production company have the skills, equipment and experience to craft compelling and polished content that aligns with your brand goals.
With a video production service, you know you’re equipped to produce top-notch videos for your marketing efforts with little to no effort.
Leverage the Expertise of Thrive Agency
The decision between short-form and long-form videos for your business depends on several factors. To make an informed decision, assessing your specific circumstances and goals is crucial. Also, working with a company that offers comprehensive solutions encompassing production, marketing, web design and reputation management is enormously beneficial. Professionals can help you make the right choices for your video content strategy.
Thrive Internet Marketing Agency is a video production company that helps you create impactful visual content that resonates with your audience. Plus, we offer video marketing services specially designed to maximize the reach and impact of your videos. So, if you need video testimonials, product explainers or funny reels, reach out to our team and let us help you grow your business in the digital space.
Contact us today to learn more about our video production service.
