Video marketing is an essential tool for brands, but one big question remains: Should you focus on short-form or long-form content? The answer depends on your audience, goals and platform. Let’s break it down.

The Power of Short-Form Video

Short-form videos, typically under 60 seconds, have skyrocketed in popularity thanks to platforms like TikTok, Instagram Reels and YouTube Shorts. Their bite-sized nature makes them highly engaging and easily shareable. Here’s why they work:

Higher Engagement: Short videos capture attention quickly and encourage higher retention rates.

Viral Potential: The fast-paced nature of these videos makes them perfect for social sharing and trends.

Great for Brand Awareness: Quick, digestible content keeps your brand top-of-mind without overwhelming viewers.

When to Use Short-Form Video

• To create buzz around a product launch
• To showcase behind-the-scenes content
• To engage with trends and challenges
• To deliver quick tips or how-to content

The Value of Long-Form Video

Long-form videos (anything over 2 minutes) offer depth, storytelling, and higher conversion rates. These are often found on YouTube and Facebook Watch. Here’s why they’re valuable:

Better Storytelling: More time allows for in-depth narratives and stronger emotional connections.

Higher Conversion Rates: Longer videos help nurture audiences and build trust.

SEO & Evergreen Content: Long videos often rank better on search engines, bringing in long-term traffic.

When to Use Long-Form Video

• To provide detailed tutorials and educational content
• To tell compelling brand stories or customer testimonials
• To host interviews, panel discussions, or behind-the-scenes documentaries
• To position yourself as a thought leader

Finding the Right Balance

The best approach is to mix both rather than choosing one format over the other. Use short-form content to grab attention and long-form content to deepen engagement. 

By understanding your audience’s preferences and experimenting with different formats, you can maximise impact and drive results.