Oct 7, 22 | 4 min read
short or long videos
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The Internet is a dynamic and interactive place. Therefore, all the products and services we use must follow this trend. The way Digital Marketing is carried out needs to be aligned with the transformations that occur more and more rapidly in current times.
In a world that consumes more and more video content, what is better for your brand: short or long videos ?
To answer this question, Google published an article that brings together data from YouTube and the best cases of creators.
Of course, to help you, we provide you with the most relevant data, as well as our detailed video content, the current scenario and how to use the options to leverage your brand. Follow us!
Differences between long videos and short videos in the world of Marketing
With so many options in play, it is important to know how to use them in marketing actions for brands. First of all, we must highlight that videos are the preferred choice for brands to enrich content, according to a study by Hubspot.
According to a report by Vidyard, social media and websites remain the two main channels for video distribution.
Videos have also gained prominence as a customer conversation tool, becoming an effective way for salespeople to attract more attention from leads.
Source: State of Video Report, March 2022, Demand Metrics, sponsored by Vidyard
Additionally, the most requested videos are those that are between 3 and 6 minutes long, regardless of whether they are informative or instructional, according to Techsmith .
Does that mean you should list of sweden consumer email only use 3-6 minute videos in your campaigns? Not at all! As we know, an action for a brand must be contextual and encompass different variables in its planning.
Long and short videos serve different purposes and are viewed by different audiences.
According to a study by Google , long-form videos are replacing television content. Every day, 700 million hours of YouTube content are watched directly on a television. In other words, the television is used solely as a means of enlarging the screen.
Not in vain, brands are increasingly prioritizing digital content and leaving traditional channels in the background.
As for short videos, according to the same survey, 59% of Gen Z use short videos to discover new content, before watching a longer version. According to the WSJ , short video apps like TikTok and Instagram report 197.8 million and 17.6 million hours of video watched per day, respectively.
On the other hand, according to Think With Google, YouTube has 30 billion daily visits.
But after all, which one is better?
Taking into account all these numbers and data, we highlight that videos themselves are important, whether short or long. The reach of each of them is gigantic and should not be ignored.
Short videos are best leveraged on social media platforms like Instagram and TikTok, either in news feed posts or stories. They can be used especially if your goal is to increase brand awareness or social media shares.
A beverage giant, Red Bull, excels at using short videos to build its brand and also to go viral on the internet. After all, who hasn’t heard of the famous slogan: Redbull gives you wings ?
Red Bull: Witches
Long videos can be used on blogs or landing pages. In general, they are used to complement the content in a more educational and visual way.
In addition, they are also ideal for displaying more details about products or services that have many features.
But remember, since it's harder to keep your audience engaged with longer videos, it's critical that you focus on creating quality content and scripts to keep their attention from start to finish.
Among the companies that stand out for using this strategy in blogs, we highlight Nike . The sporting goods company makes several videos to better explain the benefits of its products, complementing the content written in the articles.
There are many examples and we can see that campaigns are adapting over the years. Brands are increasingly investing in long and short videos to add more versatility and reach to their strategy.
So between short videos and long videos, choose and use both!
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