From Snippets to stories: how a resurgence of long-form video content will get brands to think beyond conventional short-form ads
The digital landscape is perpetually evolving, and with it, the video content consumption patterns of audiences worldwide. While short-form content has dominated platforms like TikTok and Instagram for years, we’re on the cusp of a significant shift. Long-form video content is making a compelling comeback, primarily in online video spaces, driven by changing viewer preferences and the strategic responses of platforms and content creators.
What’s Causing the Shift?
- Twitch became a staple in 2020 for a younger audience and continued to watch post-pandemic.
- A sense of community is involved with live streamers making it more appealing to engage.
- Less people are looking to watch cable and deal with multiple subscriptions.
The Rise of Long-Form Content
TikTok’s move to allow up to 15 and 30-minute uploads is a clear indication that platforms are adapting to the increasing appetite for longer videos. This is not just about competing with YouTube or streaming services but about retaining viewers on the platform. The evolution in viewer behavior, especially among Gen Z, who now use short-form video apps as a discovery tool for longer content, underscores a crucial trend. People are not just craving quick bites of entertainment; they’re willing to settle in for more extended, engaging narratives. The transition also hints at the significant role of Connected TV (CTV) and multi-screening behaviors in this shift. With audiences seamlessly moving between devices, the consumption of long-form content becomes more feasible and attractive, allowing for deeper engagement over longer periods. Platforms like Twitch, offering unique, niche experiences and fostering communities around ‘micro-celebrities,’ are at the forefront of this trend, evidenced by the staggering viewership hours and stream lengths.
Impact on Brands and Strategic Adjustments
For brands, this shift presents new challenges and opportunities. The emergence of long-form content as a preferred medium opens up new avenues for advertising, beyond the conventional short-form ads. Here are strategies for brands to leverage this trend effectively:
- Content Quality is King: As the viewer’s patience for longer content grows, so does their demand for quality. Brands venturing into long-form content must prioritize high-quality, compelling storytelling that can hold the viewer’s attention.
- Embrace Long-Form Ads with a Creator’s Touch: While short-form ads remain effective, especially for quick impressions or calls to action, long-form ads that resemble creator content could enhance viewer engagement. These ads, crafted with the narrative depth and authenticity of influencer content, can offer more substantial brand storytelling opportunities.
- Tap into Community and Niche Platforms: Platforms like Twitch provide a unique blend of community engagement and long-form content. Brands should consider these platforms for more targeted, interactive advertising efforts, engaging with specific communities through relevant, value-adding content.
- Multi-Screen Strategies: Acknowledging the multi-screening behavior of audiences can guide brands in crafting cross-platform campaigns that engage viewers across different devices, making the most of their divided attention.
- Experiment with Pre and Mid-Roll Ads on TikTok: TikTok’s longer video format offers new slots for pre and mid-roll ads, providing brands with opportunities to capture attention at multiple points within a single content piece. This could be particularly effective for storytelling or serialized ad content.
Conclusion
The resurgence of long-form content marks a big pivot in digital media consumption, driven by platforms adapting to and shaping user behaviors. For brands, this shift demands a reevaluation of content and advertising strategies to align with the evolving preferences of a diverse, screen-agnostic audience. By prioritizing quality, embracing new ad formats, and fostering community engagement, brands can effectively navigate this changing landscape, connecting with audiences in more meaningful, impactful ways.
