SHORT FORM vs LONG FORM CONTENTBLOG POST
THE BATTLE OF THE ATTENTION SPAN
Remember, in simpler times, when just having video content available for your customers to watch was enough?
It’s no secret that video has fast-become a marketers most popular form of content to use on digital channels. It helps convey and achieve business goals, increases conversion and is now digestible across all key marketing channels no matter where you post it.
Now, with an abundance of adoption platforms – IGTV, Stories, 360degree, Live, Snapchat, LinkedIn, Virtual Reality, to name but a few – the state of play has changed dramatically when it comes to creating video content.
With all this availability, the one metric that still comes into question every time content goes into production is how long it should be.
The answer lies in all of the above.
Before deciding on a length for your content, firstly you need to understand what objective you are trying to achieve and what channels you are going to use to achieve it.
It Only Takes a Minute – to Make a Sale
Short-form video appeals to the time-conscious consumer who isn’t in a purchase frame of mind. 6-30 second videos capture their attention enough whilst they’re browsing and means the objective of video completion is achievable.
Then, the more engaging the video, the more likely they are to change their mentality.
Have a great offer? Get your message across in less that 15 seconds and you could convert someone from casual scroller to sale in mere minutes.
Want to tease a new product launch or retarget someone that’s already been to your website? 6-seconds is all you need to make that fleeting mark on your audience. These bumper ads help to drive both brand recall and awareness in a short space of time.
Fundamentally, if you want to capture attention when a consumer may be looking elsewhere and have a KPI for video completions – the shorter, the better. Bear in mind to see real results, you need to make sure that snapshot is seen by as many people as possible.
However, if your objective is to build brand affinity, educate your customer or establish authority, you may need a customer to stay a little longer.
At Long Last Love – give the viewer more
Just because the content is moving doesn’t mean it needs to hit your customer fast and leave them wanting more.
When a customer is in research phase (and therefore in more of a purchase frame of mind), they will dedicate more time to understanding and deciding if your brand is the right choice for them.
Longer-form content is less about the quick, punchy sales message but more about telling your story or providing information that, further down the line, solves a need for them.
Becoming an authority in your sector won’t be achieved if you solely rely on getting the next sale as brand affinity means so much more than that.
Hit ‘em with a little bit of both
Think of YouTube influencers – they create long-form video content for audiences of 10k+ for the purposes of entertainment.
But that doesn’t mean just having this YouTube presence will attract new/less engaged fans post after post. They use their social following to give an insight into their channel and over time, convert those audiences into ‘fans’.
When the users watch the YouTube video, the goal isn’t always about selling a product. Quite often, it’s about telling a story that is authentic and keeps the viewed enthralled.
The same can be achieved for your brand.
Share a snippet of your messaging on Instagram Stories, let them watch a more detailed 30 second vid on your main feed then get them to your website to watch the full 2minute30 film.
It might be a longer game but understanding that there is a place for both formats creates a richer, more engaged audience journey utilising the most consumed form of content available on the internet – VIDEO.
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