March 19, 2020

Are longer videos better for engagement?

Long-form, corporate video production content: what is it?

Over the last few years, content creators and video production agencies have been obsessed with short and sweet videos. Reason being that audiences are bound to watch shorter types of videos to the end as compared to long ones. As a video production company, we're always looking for the best ways to reach your audience with digital marketing efforts.

Whether you're looking for corporate video production or social media videos, there's been a shift in what kind and length of content perform best. Businesses have believed that video completion is the key metric, but message delivery has proven to be the metric that matters.

Long-form video content is any content that runs for longer than the average internet clip — typically, this means that the content runs for at least ten minutes, sometimes longer.

Why is this format so successful? Simple — it allows the creator to tell a full, cohesive story.

Storytelling is the crux of all advertising for any marketing agency. Good stories connect people to one another and can be used to add a level of humanity and personality to any business or advertising campaign. Stories are hard to tell in less than a minute; but, given enough time to have a beginning, middle, and end, stories can be unbelievably powerful.

Sure, long-form content may not be great for the average click-happy internet user — but it is great for conversions. Someone who clicks on a twenty or thirty-minute long video is much more likely to be invested in the topic than someone who happened to see a thirty-second clip on Facebook. In this case, longer content might actually mean more conversions.

We aren't the only ones who've noticed. Reputable companies such as MailChimp and Wistia have proven eager to jump onto this marketing bandwagon, creating their own long-form video content — and you can too, whether you know it or not.

How Long-Form Video Content Has Made A Comeback

If we told you 10, 20, and 30 minute videos are great for engagement, you might not immediately believe us, but think about it – If a person is willing to dedicate up to 30 minutes of their time on your content, this means your business has adequately captured their attention. The truth is, long-form video leads to higher engagement, and here's why:

The Benefits Of Long-Form Video Content:

  • consumers are device-agnostic
  • long-form video is everywhere
  • builds relationships & community
  • SEO friendly
  • great business lead qualifier

Why are social channels now focused on long-form content?

Today, long-form videos are the "in thing". It is reported that Facebook spent $1billion in 2018 for lengthier content. Google reverted to original YouTube programming, spending millions of dollars.

Twitter has also invested heavily in live video streaming.

Instagram got onto the band-wagon with its IGTV offering.

Snapchat is now featuring shows from major media companies. A lot of creative agency groups are catching on, including us!

The productions team at outdoor gear retailer REI released a forty-minute long special about a man named Paul who passed away before he could live his dream: to hike the Appalachian Trail. The story is touching, beautiful, and relevant to REI's purpose and message. With well over a million views on YouTube, the project was an overwhelming success.

Research conducted by ThinkNow Research data indicates that, over the last few years audiences have been gravitating towards longer content. 61% of the adult American population regularly watches shows on Netflix. This proves that a large portion of the adult population has become accustomed to watching lengthier content.

More consumers are now watching online videos on mobile devices. It is estimated that by 2021, 84 percent of internet users will be ardent consumers of video content. About 83% of them will be viewing them on mobile devices. Hence the demand for digital videos is expected to increase in the coming years.

What is the future of long-form videos?

The use of lengthier videos on social media is relatively new. However, as cited by eMarketer, 40 percent of US consumers stream videos on social channels and 52% of consumers do so worldwide. This indicates that the use of longer videos is expected to grow in the coming years, and you have the opportunity to reach your target audience in a new engaging way.

Increase in advertising demand, a surge of younger consumers, and change in audience behavior are clear indicators that longer videos on social channels are here to stay.

Ready to explore long-form video content for your brand? We offer full-service video production services and can bring your brand to life with long-form video! Contact us for a free consultation.

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