Video Content have been an integral part of digital marketing campaigns and remain a powerful tool in this endeavor. This type of content delivers messages to consumers through the combination of audio and visual elements, allowing them to retain information more effectively than written text.
The percentage of businesses using video content in their marketing efforts has been within the 85-87% range for the past three years, with a whopping 92% continuing to value it as a vital component of their strategies.
Many digital marketers have seen the relevance of video and the results it can produce. An overwhelming majority (87%) say this content type has helped them generate good ROI.
Typically, marketers use a mix of videos of varying lengths – some lasting as short as five seconds while others are spanning ten minutes or more. The choice of video duration is dependent mainly on the intent, platform, and target audience.
Still, there is only so much that shorter videos can cover. This is why it is essential for marketers to harness long-form videos effectively to diversify their marketing strategies and remain competitive in the industry.
If marketers contemplate using long-form video content for their digital marketing efforts, here are some pointers to consider.
Long-Form Video is on an Upward Trend
As the name implies, long-form video content is one that is relatively longer in duration and carries a more extensive message compared to other videos used in marketing. It is designed to be further informational, engaging, and filled with value to appeal to audiences and keep them interested.
Long-form videos have gained traction in the market because of several reasons. One is the accessibility of the internet, and another is the proliferation of digital devices. In relation, the demand for online video content increased in the past couple of years, with pandemic mandates driving people to stay at home.
According to recent statistics, the average person currently watches about 19 hours of online videos weekly – an astonishing 8.5-hour growth per week throughout the past four years. In 2018, users watched online videos for an average of 1.5 hours daily, but this figure has ascended to 2.5 hours per day in 2022.
Modern consumers are likely to increase their online video consumption in the succeeding years, and digital marketers must be prepared to deliver what the audiences want.
Long-Form Video vs Short-Form Video
Videos under a couple of minutes or two minutes and 30 seconds, according to some sources, are classified as short-form videos.
Going to the long-form alternative, the length to distinguish this content type is not officially defined. But some suggest that for a video to be considered long-form, it should be at least ten minutes long. Many express that the typical duration is five minutes, while others say that going beyond a two-minute length is already enough to be deemed a long-form video.
Apart from length, other differentiating factors between long-form and short-form video content include their purpose, platform for posting, and audience, as previously mentioned.
Short-form videos are often used for ads, announcements, and teasing content, delivering the message swiftly and in a punchy way. They are ideal for short attention spans and people looking for a quick means to get information. This video content type is also known for being shareable on platforms like Tiktok and Instagram.
On the other hand, long-form videos are fitted for educating users, which might be helpful at different stages throughout the customer journey. Many consumers look for informational videos that can help address their problems. This is especially true for B2B businesses constantly looking for solutions to solve their pain points.
Creating Effective Long-Form Video Content
To see favorable outcomes from long-form videos, marketers must ensure that their content is loaded with value from the beginning to the end, removing all the fluff and retaining what is relevant. It should also be aligned with the brand’s principles.
Accordingly, digital marketers can incorporate a storytelling method to add more narrative to the video. They can also throw in some questions into the content, even rhetorical ones, to stimulate engagement. Marketers should be intentional with how the video is made, ensuring all points are presented strategically.
Some businesses create video content and implement digital marketing strategies with an in-house team, but not all have the necessary resources to do so. If they want a more cost-effective and practical method, companies can opt to outsource these services instead.
Advantages for Digital Marketers
When done correctly, incorporating long-form video content into the digital marketing campaign can yield desired results for the brand. Here are some benefits this content type can bring to the business.
- A Wider Room for Storytelling and Better Audience Engagement
With an extended duration, marketers are not restricted in what they want to include in long-form videos. A lot of important details might get left out in shorter videos as marketers need to fit everything within a limited amount of time.
By going more in-depth with their message, brands can connect with the viewers on a more personal level, making them feel like they are part of the process instead of just being talked at. They can get audiences to think critically and see how the business’s offers can fulfill their needs.
This also creates better chances for retention, allowing consumers to remember the company in the long term.
- Establish Brand Authority
Besides fostering an emotional connection with audiences, long-form videos can also help the company become an authority in its niche. Going into detail with the video subject matter allows the business to showcase its expertise and build its credibility.
This nurtures trust between the target audience and the brand. Consequently, consumers may share the videos organically across different platforms, directing more users to the brand.
- Supplement SEO Efforts
Longer videos have more metadata, which can help them rank higher in search platforms.
Optimizing the content sharing the video’s webpage, and incorporating keywords into the title and descriptions are also ways in which long-form content can help boost SEO efforts.
Furthermore, since long-form videos can keep the viewer on the business’s website longer, search engines may see the content relevant for targeted queries.
- Maximize Video Platforms
Online platforms like YouTube are critical for long-form video content. This particular site is the top video platform in the market and the most active social media site. It is also the second most popular online search engine, just behind Google, its parent company.
This platform can bump up a brand’s long-form video since its algorithm is designed to favor longer content. A lengthier video gives more room for online ads.
Additionally, digital marketers can also create snippets from longer videos and post them on other social media platforms to expand their reach.
- Increase Lead Conversion
All the aforementioned advantages are only part of the equation. The end goal of a marketing strategy is to direct prospects into taking the intended action, e.g., buying a product or subscribing to the enterprise’s services.
By piquing the consumers’ interest and gaining their trust, they will be more inclined to convert and even make repeat purchases.
The Takeaway
Marketers need to leverage effective strategies to make their digital marketing campaigns successful. Here, valuable content like videos plays a vital role in meeting the overall goals. Implementing a mix of short-form and long-form video content goes a long way for any business.
Going the extra mile by developing relevant long-form videos allows companies to stand out and differentiate themselves from competitors. As long as digital marketers use the right techniques and keep up with emerging trends and practices, they can enjoy the many advantages of this type of online content.
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.