The digital marketing world is always changing—new trends, new platforms, new algorithms, on and on. When it comes to video marketing, data has made it clear that businesses should be investing in the medium. But that brings up a couple important questions: what’s the difference between long- and short-form video? How can you get the most out of them?
Typically, long-form videos are over 10 minutes long, and many marketers consider that to be the line between long- and short-form. However, other marketers count anything over a couple minutes to be long form. Data shows that a customer’s attention span is short when it comes to social media, so a couple minutes could be all they want. According to Statista, the average US adult spends “103 minutes (one hour and 43 minutes) per day watching digital video on devices.” It’s hard to pinpoint exactly how much of that is short videos vs. long videos, but it can at least be broken down by platform.
Wyzowl found through their study that YouTube still dominates as the video watching platform, as 88% of marketers plan to do their video marketing there in 2022. LinkedIn, Instagram, and Facebook follow respectfully as the top three. Statista reported that the average length of a video on YouTube is around 11.7 minutes, which means that even as marketers claim that customers have short attention spans, they’ll watch longer videos if it catches their attention. So then it’s just a question of how to put together watchable content.
When you have more time, you can focus on a story in your videos. Typically, short-form videos can only catch the users’ attention as a tool for brand awareness—there’s not much time to do anything else. While these are great for entertaining videos, it benefits to have long, informative content for the viewer to browse once you’ve got their attention. Then, you can fit brand awareness and value into the same video. Typically, these also get more engagement because you’ve hooked the watcher once you pass those initial 10 seconds. It’s easy for users to just keep scrolling when they’re on their feed like TikTok or Instagram.
With a mix of fun, branded short videos and longer informational ones, you’ll build up your authority as a business. Consumers want videos, but that demand can be overwhelming for small businesses, so you need to make the most out of what you record. Some common ideas include How To videos for your customers, behind the scenes of an average day, a tour of your office, or other informational content.
In general, your social media marketing and video marketing plans can go hand in hand. While you’re limited on where you can post the full video, there’s still opportunity for advertising on your socials. To start off, you should upload your full video to YouTube. Using YouTube as a landing page, direct customers there through your social media. Take a short clip of the video and post it on Facebook, Twitter, and/or LinkedIn. For Instagram, they have been pushing Reels heavily in their algorithm, so you could post the clip there as long as it’s 60 seconds or less.
If you’re not sure which platform to advertise on, your social media team will know where your business gets the most traction. Overall, it would benefit to at least share it on your stories the day of posting for some additional traffic.
If you decide to record a video that’s over 10 minutes long, you can still capture the interest of those scrolling social media by repurposing the video. Take 30-45 seconds of relevant content to create multiple smaller videos and use them as evergreen content. When it fits your social media plan, post those to the features that better support short form: Reels on Instagram/Facebook and TikTok.
Once you have those shorter clips, you can also use that for paid advertisement. Paid video ads are becoming a more engaging way to catch the attention of users over still photos, and algorithms have been reflecting that.
If you’ve posted a step-by-step video, aka a format that could be easily transferred to written content, you could get even more out of it. Use the video transcript as the starting point and then format it to fit into a blog or newsletter. With the right quality video, you can also use screenshots to build a series of posts on social media.
By this year, analysts have predicted that online videos will make up more than 82% of internet traffic, which means small businesses are missing out if they haven’t explored video marketing yet (Cisco). We hope these tips can help, and give us a call if you’re interested in teaming up with our experts to get the most out of your videos. We’re Your Marketing Department for Hire!