Are Short-form or Long-form Videos Better for Brands?
While viewers favor their mobile devices for short-form vertical video, they’re increasingly turning to another familiar place for long-form online video from their favorite creators. As brands take inspiration from creators and experiment with short-form vertical video, they should keep in mind other creative considerations and the availability of automated tools and templates that make video ad creation easy. Creators who upload both long-form video and Shorts on YouTube see longer overall watch time and subscriber growth. Other creators like fitness instructor GrowWithJo and dermatologist Dr. Dray have discovered that Shorts help them expand their existing YouTube channel audience and balance out their long-form content. Creators have been at the forefront of multiformat content experimentation, and have seen their YouTube presence and viewership grow exponentially as a result. And over the past year, she started using YouTube Shorts to give fans a behind-the-scenes look at her design process, and to share fitness tips, quick recipe ideas, and more. This combination of video ad formats is a recipe for success on YouTube. This post was done with t he he lp of GSA C onte nt G enerator Demoversi on !
It’s inspiring to see how these entrepreneurs are growing their audiences and businesses, while also experimenting with new tools and formats. They can use this opportunity to break from the traditional one-size-fits-all approach to video ads by, instead, adapting creative assets to the look and vibe of the ad environment, whether it’s in-depth, long-form video or casual, short vertical videos. We often look to creators’ learnings and insights when developing tools, templates, and creative best practices for making vertical video ads on YouTube. Some of the shortest videos on YouTube last only a second or two, whereas the longest video on YouTube right now would take you about eight days to watch. Are short-form or long-form videos better for brands? We’ve spent years studying and refining best practices for effective storytelling via short-form and long-form content on YouTube, exploring what makes content “good,” and defining the ABCDs of effective YouTube creative. One of the best parts of working at YouTube is being part of the creator economy and enabling next-generation media companies to make the innovative content people love. Embrace action. Chewkz, a comedy creator in the U.K. Connect with Gen Z. The team from Shorts Break, a lighthearted comedy channel from India with 13 million followers, uses Shorts to reach younger audiences.
PinkVenomChallenge on Shorts to promote the release of their latest music video, “Pink Venom.” The group’s multiformat marketing approach helped them set a new YouTube record: Pink Venom garnered 90.4 million views in its first 24 hours, becoming the third-biggest 24-hour music video debut of all time. Since the earliest days of video sharing on the internet, they’ve experimented and optimized the length of their videos to find the sweet spot of audience attention. GrowWithJo shares quick workout tips and tutorials on Shorts, inspiring viewers to also check out her long-form exercise videos. She does this all while continuing to post long-form workout videos daily. Ho’s willingness to innovate and embrace new formats in creative ways makes her beloved by millions. Another way creators experiment is by giving their Shorts a distinctive style that stands out from other video formats. To take advantage of this new evolution in content and user experience, marketers should think more expansively about their video campaigns and build for a range of ad lengths and screens.
Marketers should also use Shorts as a new way to achieve lower-funnel campaign goals. They might use built-in effects and filters, try different editing styles, or add popular audio samples. You might know her better as Blogilates, the world’s most-watched Pilates instructor, who has made Pilates and wellness accessible to millions of people for more than a decade. That’s because people now move seamlessly between screens, experiencing worlds of content made of what they love, fueled by creators who are experts in what’s relevant. Whether the content is long, short, mainstream, or personal, YouTube is the one place where people watch it all. As of January 2022, on average, viewers are watching over 700 million hours of YouTube content on TV daily.3 The growing popularity of connected devices tells us that the old distinctions between network TV, digital, streaming, and mobile video are fading. All of this experimentation with short-form video makes creators an excellent resource for actionable Shorts-related tips. If video is the breakout medium of the past few years, then mobile short-form vertical video is the breakout format. After all, adding vertical video to the mix gives brands a new creative canvas to tell their story and expand their multiformat strategy on YouTube, which helps drive the results they care about.
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