Historically, users have always enjoyed video content and bite-size clips. With the rise and fall of Vine to now the rise of Tik Tok short video seemed to be the new wave. However, lately there’s been a popular demand for longer videos. But why the sudden demand?
In 2020 the average number of videos over 20 minutes in length grew 66 percent indicating an increasing focus on longer form, educational content, such as on-demand webinars. Social media platforms have slowly started introducing tools that allow creators to explore and experiment with all lengths of video content. YouTube introduced Shorts which allows creators to upload snippets of their long-form videos while Tik Tok known for their short 10 second clips has increased their upload limit to 10 minute videos. As platforms slowly merge into each other enabling users to create all types of videos, marketers are able to repurpose and promote their video content more easily.
A recent study shows that the average length of all business related video content is just over 6 minutes, perfect for educational content, live event, recaps, and other ways to creatively tackle harder concepts. From how-to videos to onboarding and training videos, here are some ideas on how to take advantage of long form video.
#1 Thought leadership videos.
Thought leadership videos can have varying video lengths dependent on the concept delivery and audience. In a more formal setting such as a TED Talk at ten minute video is acceptable and the perfect length.
#2 live event recaps and webinars.
Event recaps can easily summarized a multi-day events in an 8 to 10 minute video while also providing exclusive insights. A great B2B video marketing strategy is to host a nine minute webinar, discussing live event, including exclusive special, guest interviews with attendees or thought leaders.
#3 training and how-to videos.
Mid funnel, how-to videos should be between 2 and 10 minutes. When providing a quick overview or further education, it is important to keep your message concise yet digestible, just enough to pique and keep their interest leading them down the B2B marketing funnel
#4 interviews.
We love a good interview with special guests or thought leaders in the industry. Interview videos are best when between the 6 to 10 minute mark where new viewers feel educated enough, but also veterans to the subject can gain more knowledge.
#5 updates and messages from the CEO.
By adding a face to the name, a company can humanize their brand by showcasing their company culture and values. Whether it’s a new product update or an announcement for a special event or day, these updates that are important to the company will also most likely resonate with the intended audience.
#6 testimonials and customer studies.
Video testimonials are the new word of mouth. Over 70% of consumers trust testimonial videos over a company video, as they demonstrate how your company has helped others who are in similar situations. These help build trust and provide invaluable brand validation increasing purchase rates by a whopping 74%. And there you have it, those are six ideas for experimenting with long-form video content try them out and let me know how it goes in the comments below.
