Understanding the Shift Towards Comprehensive Videos

You’re not alone if you also noticed that longer videos are gaining more and more traction, despite us being in the golden age of short form content.

Katie Metz // Adriana Lacy Consulting

You’ve probably heard the joke before that we’re all losing our attention span thanks to the internet. And while there might be some truth to that, why is it that longer videos seem to be doing so well on YouTube? You’re not alone if you also noticed that longer videos are gaining more and more traction, despite us being in the golden age of short form content.

But what exactly does this mean for your social media content? And how can you leverage this new interest in long-form content?

The Ever-Evolving Viewer

Short, bite-size clips have their place on YouTube and always will. But it’s also quickly become the place to dig deeper into the subjects that interest you. Someone who can’t get enough quick cooking content on Instagram or TikTok might want to watch a full spread of French cuisine recipes being made on YouTube.

With the rise of streaming services, audiences have grown accustomed to longer formats and are now seeking the same depth and engagement on YouTube. Longer videos cater to this desire for comprehensive content, allowing you to fully immerse yourself in a subject without interruption. And let’s be honest: who hasn’t fallen down the rabbit hole about one of their favorite subjects on YouTube?

Earning a Viewer’s Loyalty

Shorter videos might entertain someone enough to earn them a follow and a like, but long videos have the power to do a lot more. Longer videos have the potential to create a more engaging and loyal audience. When viewers spend more time on a video, they are more likely to form a connection with the creator. 

It’s equally important to ensure this long-form content is engaging as well. This usually involves going through the effort of building narratives and putting in the hours to create meaningful content that will keep people watching. Your audience will notice when you produce well-thought-out content and will return, trusting that you’ll continue to provide.

The Power of Storytelling

Storytelling is a powerful tool, and longer videos provide the canvas to craft compelling narratives. Whether it’s a travel vlog, a personal story, or a fictional series, extended videos allow creators to build suspense, develop characters, and create emotional arcs to connect with their audience even more. This is all much more challenging to do when your sole focus is short-form content.

The Rise of Education as Content

Educational content is booming on YouTube, and longer videos are a perfect match for this genre. Whether it’s a detailed tutorial, a deep dive into a complex topic, or an extended documentary, educational videos benefit from the additional time. If your goal is to connect with others, plan your content around teaching people something; viewers see a lot of value in someone talking about something they’re knowledgeable in and passionate about.

So What’s Your Story?

So how does your social media situation tie into any of this? Here’s how you can make long-form videos work for you:

Have a plan

Longer videos require more time, resources, and planning. Outline the video to ensure it stays engaging the entire time.

Don’t be afraid to engage

You want to make sure your approach is resonating with your audience, so ask questions, encourage comments, and respond to feedback. This will help build a loyal community around your brand.

Be consistent

Like any good social media marketing strategy, consistency is always key. Create a schedule for when you can post and stick with it. Make this reasonable; long-form content just takes longer, so don’t be overzealous.

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The trend towards longer videos on YouTube is here to stay, driven by changing viewer habits, financial incentives, and the desire for more in-depth content. So if you want to make the most of these changes, then keep up-to-date with everything social media; we promise to keep bringing you the latest on the ever-shifting world of social media marketing!

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