The Resurgence of Long-Form Video
The social landscape has been through a rollercoaster over the last few decades when looking specifically at video length. Trends come and go, and that also includes the “optimal” length for your video to be. In 2023, platforms like TikTok and YouTube Shorts dominated the social scene for quick-paced and short style videos. But one trend that’s making a surprising comeback in 2024 is the popularity of long-form videos. This shift is reshaping the landscape of online content creation and consumption. Let’s explore this trend in detail.
The Pendulum Swings Back
For years, the mantra of online video content was “shorter is better.” Platforms like Vine in 2013, with its six-second limit, and TikTok in 2019, with its 15-second clips, dominated the scene. But the pendulum is beginning to swing back. Users are increasingly seeking out longer, more in-depth content.
Platforms such as TikTok have noticed this and even began to incentivize users to post videos longer than 10 minutes on the platform (that’s a whole 3,900% increase from the original 15 second limit). It’s important to note that YouTube has remained as one of the top platforms for long-form video content and recently introduce Shorts as an answer to TikTok’s dominance. This shift is driven by user desire for deeper engagement, more comprehensive information, and richer storytelling.
The Power of Storytelling
Longer videos offer content creators the opportunity to delve deeper into their subjects and craft more compelling narratives. Creators in the documentary, tutorial, and vlog sphere benefit heavily from longer videos. Additional time allows for more detailed exploration, narrative, and richer storytelling. The viewer now has the opportunity to connect with the content on a deeper level, leading to higher engagement and loyalty.
The Impact on Advertising
The comeback of longer videos also has significant implications for online advertising. Advertisers can craft more detailed and engaging ads that run before, during, or after these longer videos depending on the creator’s platform of choice. Advertisers no longer have to hope that consumer’s will continuously scroll through content in hopes of their advertisement being seen: instead, multiple ad placements can be shown during the same piece of content from a creator that is already being watched.
The Future of Longer Videos
Looking ahead, the trend towards longer videos is likely to continue. As internet speeds increase and data plans become more affordable, the technical barriers to streaming longer videos are rapidly disappearing. Furthermore, as our lives become more digital, the appetite for in-depth, high-quality, and most importantly authentic online content will only grow.