Video has grown tremendously as a tool for connecting with audiences since the early 2000s. Back in 2005, YouTube was a small dating site, not the major video search engine and social media platform it is today. Additionally, we didn’t have YouTube Shorts, IGTV, Reels, or most of the other video-focused platforms that exist now.
But now, with the spread of both forms of video, it has become crucial for businesses to understand both of them for the best results. Let’s start by explaining each type of video content and when you should use it for your business. Firstly, let’s define each type of video content and when to use it.
Understanding Short-Form and Long-Form Videos
Short-form videos, think under 10 minutes, are all about being quick and snappy. They’re perfect for grabbing attention fast in our busy online world. You mostly see them on TikTok, Instagram Reels, and YouTube Shorts, where folks are scrolling like crazy. But you can also use them on websites, blogs, or emails to make things more engaging and get your point across quickly. This is a key aspect of a modern video marketing strategy.
Long-form videos, over 10 minutes, dig deeper. They let you go into detail and connect with viewers. They’re not as common on social media, but they work great on YouTube and company websites, where people are ready to watch longer stuff. These are awesome for educating, showing off products, storytelling, and establishing yourself as an expert.
Short-form is great for catching eyes and quick messages, while long-form is better for going deep and educating. It all depends on what you’re trying to do, who you’re talking to, and where you’re posting. Both are super useful online for creators and businesses. Short-form video content is particularly effective for quick engagement in today’s fast-paced digital landscape.
Factors to Consider When Choosing a Video Format
1. Audience
Okay, so looking at video trends is great, but honestly, the ideal video length depends on your audience. Check your numbers. You might be surprised! Maybe those long videos flop on YouTube, or maybe your socials love the long stuff over 10 minutes. Forget what everyone else says.
Bottom line: Do people like your videos, length and all? Review your best-performing videos and note their lengths. If your long videos get the most love, make more. If short and sweet is their thing, go for that. Don’t just follow some rule because “that’s how it’s done.” Do what works for your viewers.
2. Video’s Goal
Figure out what you want the video to do. This makes everything else way easier and keeps you on track. What’s the point? Are you trying to teach people something and look like a pro? Tell a story that gets people moving. Or just show off your stuff to boost sales? This is a core element of your video marketing strategy.
Once you’ve got your goal nailed down, deciding on the vibe, format, budget, where it’s going, and how long it’ll be gets a lot simpler. Knowing what you’re aiming for helps you plan it out right and make sure you’ve got enough time to make it awesome.
3. Type of Video
The ideal length of a video is heavily influenced by its content. An educational tutorial requires more time to thoroughly explain each step, while a customer testimonial only needs a brief statement to be effective. Storytelling can be incorporated into various video types to enhance engagement.
Videos that are best suited for a longer format include:
- Documentaries
- Event videos
- Tutorial videos
Videos that are best suited for a shorter format include:
- Product videos
- Culture videos
- Customer testimonials
4. Budget
The budget for Video Production increases with the length of the video and the production value. A professional team creating a 20-minute documentary about your company’s history will require a substantial financial investment, covering not just the video clips but also the crew’s time, equipment, editing, and other aspects of the video process. Even in-house video production requires considering the value of your team’s time and any video creation tools.
If a professionally produced video is beyond your budget, consider using your phone to record footage and using social media platforms for editing and adding effects. Social media thrives on simple, user-generated videos, so don’t hesitate to create your content if you’re unsure about investing in something bigger.
5. Marketing Channels
Platforms where you post your videos change whether you should go for short or long content. Some places have time limits. Like, right now, Facebook Reels are capped at 90 seconds, Instagram Reels at 3 minutes, and LinkedIn videos at 15 minutes. This is vital to consider when planning your video marketing strategy.
The same thing goes for video ads. You’re stuck with whatever the platform says. Check out the rules for where you’re planning to post before making your videos so you don’t end up with stuff that won’t work.
Conclusion
When you’re deciding between short or long videos, it comes down to what you’re trying to do. Think about who you’re talking to, what the video’s for, the kind of stuff you’re making, how much money you’ve got, and where you’re putting it online. Short videos are great for getting people’s attention fast, and long videos are better for explaining things deeply and showing you know your stuff. Short-form video content is crucial for quick engagement, while long-form allows for detailed storytelling.
Honestly, doing a mix of both is probably the best way to go. If you get all this figured out and make videos that people like, you’ll get the desired results.
Frequently Asked Questions
What is a video marketing strategy?
A video marketing strategy is a planned approach to using video content to reach specific business goals. It involves choosing the right platforms, formats, and messaging to connect with your audience and track performance.
Why is short-form video content important?
Short-form videos grab attention quickly, fit perfectly with today’s fast-scrolling habits, and are more likely to be watched, shared, and remembered, making them ideal for social media.
How can healthcare brands use video marketing?
Healthcare brands can use video to educate, build trust, and connect emotionally through doctor explainers, patient stories, facility tours, and awareness campaigns.
How does storytelling improve video marketing?
Storytelling makes video content more engaging and relatable. It helps brands create emotional connections, making messages more impactful and memorable.
