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Short-Form vs. Long-Form Video: What Is Best?
With video advertising at an all time high, videos attaining millions if not billions of views across the world. The opportunities to reach new audiences, gain new sales and build a robust sales pipeline have never been better.
But digital platforms are always changing and updating, the content lengths and style across the viewing platforms changes and audience preferences change. There has been a debate building amongst the marketing community about what type of content is best = Short Form or Long Form.
In truth the answer to the question is wrapped in what you want to achieve. Short Form content and Long Form content will have different measurements of success, and are created to solve different issues for an organisation.
What Is Short Form Content?
Short form content is usually something which viewers can engage with in up to 60-90 seconds. This could be a short video, series of photos or even a short animation. This is normally a “hook” – something that will pique the interest of the audience. Make them want to know more.
TikTok, Instagram Reels and YouTube Shorts - are key platforms for short form content.
Short form content is great if it’s the intro to a product or a special offer.The style of the content is needs to be eye catchy, making sure the message stands out and viewers will want to investigate further.
Print Style Comparison: this is maybe the equivalent of a bill board or poster you see in a Bus Stop – the ideas being the more people that see the poster the better. It will provide quick reach, a fast hook and brand awareness.
In terms of customer journey, as marketers we often talk about this being the "top of funnel" or a first contact for lots of potential customers. At the top of the funnel, you want lots of people that will move through the stages to become paying customers.
What Is Long Form Content?
Long form content is more often than not a video, around 3-15+ minutes in length. Delivering a deep dive into a product, service or organisation: answering questions, providing comparisons, giving real world examples and use cases – rather than just being the hook, long form content will build trust, show value and convert audiences into customers.
YouTube, Website Landing pages, Embedded Mail content, Vimeo and Linked-in: are key platforms you see Longer Form content.
The content will differ in style, although it still needs to be engaging, it can be a little slower, provide depth and value to the audience. Telling them a story and taking the audience on a journey. Example content Brand documentaries, podcasts, webinars.
Print Style Comparison: This could be more like a high end magazine or detailed brochure. It provides more information, from pricing to who would benefit. providing deep engagement, qualification and decision making for customers.
In terms of customer journey, Long Form content provides the "bottom of the funnel". Building customer confidence in the product or service allowing them to purchase with confidence.
Quick comparison guide for Long Form and Short Form content:
Feature | Short-Form Content | Long-Form Content |
Primary Goal | High reach, awareness, quick hooks | Trust building, education, conversion |
Typical Duration | Under 60–90 seconds | 3 minutes to 15+ minutes |
Key Metrics (KPIs) | Impressions, shares, view count, reach | Retention rate, watch time, CTR, conversions |
Best Used For | Product teasers, quick tips, trends | Case studies, mini-docs, product demos |
Production Angle | High frequency, agile, modular | High production value, storytelling |
How Does This Look In The Real World?
Imagine someone with a new shop selling shoes. Short form content examples could be - photos of the new shop, a short video tour, unboxing some new shoes, possible discounts available. These are quick hooks, to get people excited and in the door.
Long form content ideas: Testimonials, walk-through of the suppliers to show quality, Brand documentary about who they sponsor and how those people are achieving greatness with the new shoes.
This content makes people want to buy a certain branded shoe, before they have even walked into the shop and realised they need new shoes.
In this example each form of content has a specific reason. The short form content may get people through the door, but they have a much lower chance of purchasing right away. They may just browse for the future, or see if there are any good deals. Long form content builds a brand where local and dedicated customers will come back.
There are clearly benefits to each different approach and considering what your intended results are will guide you for the type on content that you need.
So if we can compare the benefits, we can also compare the considerations:
Short form content is generally less targeted. (The conversion rates will be much lower)
Short form content will not last as long. (once the discount is over the content is no longer relevant)
Long form content is generally more expensive. (but can be reused)
Long form content needs a process to get in front of the correct people.
To compare our video package pricing: Our short form packages start at £999 + VAT for 5 pieces of content. Our long form packages start at £1699 + VAT for 1 piece of content.
The Smart Production Strategy!
With a successful marketing strategy it is a combination of Short and Long Form Content that will deliver best results. Planning your digital content will always give you best results, allowing you to learn and adapt for the future and drive meaningful marketing efforts.
Where Do We Fit In.
We are specialists in creating awesome and engaging long form content. Content which tells a story, shows real value and delivers results. Telling those stories requires lots of content. Different backgrounds, people and different parts of the process. Some of this content will inevitably not make the edit for this story, but creates awesome opportunities to make additional complimentary short form content.
Sadly it doesn’t work the other way, it is almost impossible to set out to create lots of short form content, then cut it all together and create an impactful and engaging long form video.
Digital assets like video can be built into a process, automated and made into a system that delivers results for you with minimal intervention. By drawing customers to you, qualifying them and converting them. You can save time and reduce stress for you and your team.
Build a steady pipeline of customers that are excited to purchase from you. Give them the knowledge and understanding to do business with you. Save time, answer their questions and reduce friction – building a robust and streamline system which brings customers to you.
If you want to talk about how video could revolutionise your Marketing - get in touch today. Call us on 01473 598669 Email us at info@offsetfilms.co.uk
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