With platforms encouraging users to upload longer videos, YouTube CTV figures growing exponentially and an increasing appetite from Gen Z for longer content, long-form videos are seeing something of a renaissance in 2024.
Easier to monetise and driving more time spent on platforms, it’s clear why platforms are encouraging creators to upload longer videos, but consumers have a renewed appetite for this content as well, with 53.1% of Gen Zers watching videos of 90+ seconds on social.
While the percentage of Gen Z watching longer social videos is lower than the percentage watching short-form, <90s videos (61.6%), the fact that there is little difference shows that users will consume content that entertains them, regardless of the length. Engaging, long-form content won’t put users off, shown by the response to Paramount uploading Mean Girls to TikTok in separate 10-minute clips, and 61.8% of Gen Zers searching for how-to content via social media.
In the sports world, long-form content such as video podcasts and how-to tutorials created around popular events are having a moment, and meet that need from consumers to be entertained in a more engaging way, or to have content which answers a specific need.
By providing a mix of entertaining and educational long-form content, brands can build stronger relationships with more engaged audiences by providing the content they want, with more detail and explanation than a short-form video can offer. And with TikTok, Meta and YouTube all looking at ways to grow their long-form video offering, this is a trend we expect to see more of going forwards.
How long should your Instagram reels be?
On Instagram, for example, guidance from the platform itself suggests that longer reels are a way to foster deeper engagement with followers. Reach outside of your audience may be lower, but that comes as the platform identifies different use cases for short video content (discovery and shareability) and long-form video (relationship building and depth).
While Instagram offers longer reels, any over 90s won’t be surfaced in recommendations. Longer reels can still be posted to engage with existing followers, but for a wider reach, keeping reels under 90s is recommended.
This may seem counterproductive given that they only recently encouraged people to create longer reels, but this is just another reminder that social media isn’t a one-size-fits-all channel. Also, that brands can’t have a one-dimensional strategy with their social media.
Shorter reels are snappier, more shareable and offer greater benefits in terms of discovery. Brands need to produce content that people can consume quickly, and given Adam Mosseri’s comments, content that people are likely to send to their friends. So, if you’re producing short-form content, one of the key questions you should you be asking yourself is ‘if I came across this on my feed, would I send it to someone?’
Longer reels, on the other hand, should be created with the aim of giving more depth and insight to viewers. There needs to be clear value for users to engage with the content, and to stay interested through the video. Done correctly, long-form video can help build the relationship between brand and consumer through good storytelling.
What does this mean for your social video strategy?
To make the most of long-form videos, ensure that viewers obtain all of the information needed early in the video. Front-loading the content would ensure this is consumed and not affected by a drop off in viewership.
The key here is to know what your aim is for the content that you’re producing. If you’re aiming for discovery and growing brand awareness, then putting time into producing longer videos is perhaps not the most efficient allocation of your time. Naturally budgets and capacity will also inform what you can or should do in terms of social video.
If you have the capacity, then experimenting with both formats makes for a more rounded social video strategy, increasing your chances of discovery while also giving followers more in-depth content to engage with and foster their relationship with you.