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Are you torn between using long or short videos for your small business marketing campaign? Well, you’re not alone. In spite of 89% consumers who want to see more brand videos, there is no one-size-fits-all answer about the ideal video length.
However, this should not deter you from creating an effective video strategy. In 2023, people watched on average 17 videos daily, highlighting the impact of video content in today’s digital landscape.
Both short- and long-form videos offer unique advantages and come with their own set of challenges. Join me as I break down the strengths and limitations of each video format to help you make informed marketing decisions.
Short videos they usually range from 30 seconds to less than 10 minutes. They are popular on social media platforms like TikTok, Instagram, Snapchat and YouTube.
Short form videos deliver short but interesting messages that quickly capture the attention of viewers. Here are some popular types of short-form video content.
The previously cited report shows that 39% of marketers consider short-form videos, in the 30-60 second range, to be more successful. The same study reports that 44% of customers prefer watching a short video to learn more about a brand’s offering.
So, it is evident that short videos have their advantages. Let’s take a closer look at some of them.
Short-form videos grab attention quickly, making them ideal for fast scrolling social media platforms. Your audience is more likely to watch them in their entirety compared to longer content.
Creating short videos requires less time and resources compared to longer videos. As a small business owner with a limited budget, using short videos can be cost effective.
Short form videos engage viewers because of their sharp and pithy nature. This results in more likes, comments and shares which increases the visibility of your content and increases brand awareness.
Integrating short videos into your influencer marketing campaigns can further increase your reach to a new and diverse audience.
Short videos are very easy to share. This makes your viewers more likely to share them, increasing their virality.
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There are multiple the benefits of adding video to your website including increased engagement, improved SEO and improved user experience.
While short-form videos offer many advantages in content marketing, they also present some challenges.
Because of their short duration, short-form videos can have trouble conveying complex or detailed messages. Longer videos may be more appropriate if you need to convey complex information.
Standing out on platforms flooded with short videos content it can be challenging. You need to create content that stands out so you don’t get lost in the sea of other videos.
Short videos can lose relevance over time. They can quickly become buried in users’ feeds, leading to shorter visibility and engagement periods than longer, evergreen content.
This means you need to consistently create short videos to keep your audience interested over time.
Short-form videos can be more of a challenge to optimize for search engines than longer, keyword-rich content. This can affect the visibility of your content outside of the social media scene.
Long videos are usually longer, ranging from a few minutes to a few hours. They range from a few minutes to a few hours, giving enough time for in-depth research of the topic and detailed content.
These videos are particularly suitable for educational content, product demonstrations and narrative storytelling. Long videos are common on platforms like YouTube and Vimeo. Common types of long-form video content include:
Long-form video content is the fastest growing segment, with videos above 30 minutes has experienced tremendous growth over the years. Let’s explore some of the benefits behind this growth.
Long videos allow you to provide in-depth information on a variety of topics, establishing your brand as an authority. Prospects are more likely to trust and rely on your insights when you consistently deliver valuable content.
The more your audience watches your videos, the more familiar they become with your content and brand. This consistent engagement promotes trust and loyalty, helping you create deeper connections with your audience.
Long videos keep your audience engaged longer than short videos. This signals to search engines that your content provides value, which results higher scale and increased visibility.
Additionally, these videos provide opportunities to optimize for relevant keywords. This Attrock guide offers more insight into the value of SEO for your small business.
Unlike short videos, well-produced and valuable long-form videos have a longer shelf life. They can continue to attract views and engagement over a longer period of time, contributing to a sustainable content strategy.
Instagram reels are also a part of short videos and you can get the benefits of this platform by integrating it with your website. You can learn how embed Instagram Reels on web pages and get extra benefits from your Reels.
Despite their advantages, long-form videos also have certain limitations, including:
Between distractions, juggling tasks and information overload, the user attention span is rapidly decreasing. Viewers may lose interest and disengage from your long video before it ends.
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Creating long-lasting, high-quality videos requires multiple resources, including time, equipment, and skilled personnel. This can be disadvantageous, especially for small businesses with limited budgets.
Some social media platforms and video hosting sites may limit the length of videos, making it difficult to distribute long video content. Then you may be forced to repurpose your content to suit different platforms.
Now that you know the advantages and limitations of each format, which one should you choose? Short or long form videos?
Well, it all comes down to considering several factors, such as:
What do you want to achieve from yours? video marketing campaign? Short-form videos are very effective for quick brand exposure and buzz. Long videos, on the other hand, contribute to a deeper understanding of the brand.
Audiences with short attention spans likely prefer short videos, while longer videos appeal to those looking for a more immersive experience.
Similarly, short-form videos may appeal more to a younger audience, while an older demographic may prefer the depth of long-form content.
Different platforms support different content formats. Short-form videos are suitable for platforms such as TikTok, Instagram and Snapchat. On the other hand, platforms like YouTube and Vimeo are better for hosting longer videos.
Short form videos would be ideal if your industry thrives on trends, entertainment and quick messages. However, long-form videos are effective for industries that require detailed explanations or educational content.
Ultimately, choosing short or long form videos depends on your company’s specific needs and goals. Since both formats have advantages and limitations, the choice can prove difficult.
However, it doesn’t have to be a difficult task. The key lies in knowing when to include each video format in your marketing strategy. Understanding your audience and their needs allows you to strategically combine both formats, maximizing the benefits of each.
Continuously analyze performance metrics and adjust your video marketing strategy accordingly to ensure optimal engagement and conversion rates.