Video content has been booming. With the rise of TikTok over the past several years, people have been especially interested in short-form video. But is there still a place for long-form video in our culture? Yes, there is.
When you take platforms like YouTube, there's much to be desired. The platform has 122 million daily users and 2.5 billion monthly active users (The Social Shepherd). Anyone can upload videos of any length.
When looking at other social platforms, TikTok has been expanding its video length limit, first with the ten-minute TikTok, and now thirty minutes. However, with a TikTok ban impending, many users will likely need another video platform to fill the void.
YouTube is a strong contender to be that platform. It developed YouTube Shorts for short-form video, while also maintaining the capability to upload longer videos that it's known for.
While short-form video satisfied a craving for instant gratification, long-form video caters to deeper engagement. It provides creators the canvas to dive into complex topics, narrate meaningful stories, or build educational series. This format gives audiences the chance to spend more time immersed in content, fostering stronger connections with creators and brands.
A 2023 study from Wistia found that long-form video drives higher viewer retention rates when the content is engaging. Additionally, YouTube's algorithms continue to favor watch time–a metric where long-form video thrives. As audiences lean into podcasts, vlogs, and episodic content, they're proving they're willing to invest time in longer formats.
The growing appetite for long-form video stems from an audience looking for depth and authenticity: Gen Z and Millennials. While often characterized as having short attention spans, these groups also value authentic storytelling and informative content. They're turning to video essays, documentaries, and niche hobbyist channels in droves. Creators like Marques Brownless, Emma Chamberlain, and MrBeast have shown that audiences will not only watch but eagerly anticipate 15- to 30-minute videos–sometimes even longer!
Brands are also getting on board and testing long-form video content. Companies are leveraging these videos to build trust, educate consumers, and showcase their expertise.
Let's take a look at Patagonia. The outdoor gear brand uses documentaries to highlight environmental issues, which resonates with its audience and stays true to its brand message.
We could also look at Adobe, which produces tutorials and storytelling pieces for creative professionals. Long-form video gives brands the opportunity to go beyond the surface and leave a lasting impression on their audience.
Creating long-form video is not without its challenges. It requires a greater investment of time, resources, and creativity. The content needs to be consistently engaging to hold viewers' attention from start to finish.
However, the payoff can be significant. Long-form videos often enjoy longer shelf lives, better SEO performance, and deeper audience engagement. For advertisers, the format offers more opportunities to deliver meaningful messaging without feeling rushed.
While short-form video dominates the headlines, long-form video is quietly proving its value. By offering depth, storytelling, and opportunities for connection, it's becoming an essential part of the social media landscape.
As creators and brands continue to explore this format, they're unlocking new ways to engage their audiences. The next time you're tempted to scroll through another short video, consider taking a deep dive into a long-form video instead. You might be surprised by how much you enjoy the journey.
