This article was translated from our English edition. The opinions expressed by the collaborators of Entrepreneur they are personal.
With TikTok e Instagram Reels slowly conquering social media marketing, no mistake: short videos are in demand.
The average length of most, if not all, business videos is just six minutes. And that number will decrease as consumers seek shorter videos.
With that in mind, why is there a demand for short videos? What platforms are best implementing short form videos? And most importantly, how can they benefit your business?
TikTok: Changing Consumerism, One Video at a Time
When it comes to shorter videos, TikTok has always led the industry. What started as a merger with Musical.ly quickly grew into one of the most powerful social media platforms in the world. And what made her so famous? The same concept that made Vine’s short videos go viral.
TikTok has more than 1 billion active users, twice as many as Snapchat and Pinterest. For reference, Twitter only has 397 million users. With such a massive user base, the only thing keeping the platform alive are the 15-second long videos.
But why are short videos so popular? Simple: people do not have free time. When they open apps like TikTok and Instagram, they are more likely to spend time watching shorter videos. And companies are already catching up.
The impact of Instagram Reels
With the invention of Stories by Snapchat, other platforms like Instagram caught up with short videos. Instagram Reels present young and old users with an easier way to tell others about their day. Use quick photos and videos that are only available for 24 hours instead of being posted permanently. Participation is now encouraged, especially after Instagram included the “Swipe” option. This has allowed e-commerce sites to advertise their products and facilitate instant messaging.
YouTube has jumped on the bandwagon
While YouTube is more or less a platform for long-form videos, its recent update offers shorter vertical videos. Known as YouTube Shorts, the feature allows creators to interact with their audience in less than 60 seconds.
But YouTube has another trick up its sleeve, and this one is primarily for advertisers. It is “YouTube TrueView” and it’s YouTube’s main ad technology. Through this, advertisers can promote long or short videos, and some can be skipped after five seconds.
However, since most people are unlikely to click on longer ads, YouTube now offers 6-second ads that cannot be skipped. The click-through rate for ads shorter than 15 and 30 seconds is around 70%, a huge figure for any business.
Time to say goodbye to IGTV
With IGTV from Instagram proving less captivating than his video reels and posts, he has decided to remove IGTV. Instead, it has a separate section for videos. These videos will appear on a person’s profile and can be viewed from the Instagram app.
The change they made here is that the videos posted to the Instagram feed can be up to 60 minutes long. The exact reason for doing this is not confirmed. But it seems that Instagram wants a perfect platform where short and long videos coexist.
This makes long videos more accessible to users using the Instagram app. And it helps promote video tutorials that people don’t normally consume on social media apps.
Another significant change is that longer Instagram videos can be monetized, a feature not available on Reels. This significantly shifts the focus towards creators who don’t sell a service and want to make money through Instagram.
Does this mean that long-form videos are out of the picture?
With short-form videos becoming more popular with consumers, will long-form videos disappear? While it is highly recommended for any company to create videos as short as possible, the answer is not so black and white.
While short-form videos will drive new user traffic, long-form videos are better for brand loyalty. Shorter videos will generate more engagement and appear in new users’ feeds. But longer videos will be the backbone of your business.
Of course, that depends on the service you offer. Ecommerce businesses will want to turn their attention to short-form ads and videos. However, long-form videos are better suited for when you want to dig into the details of the product. That is, of course, only after you’ve captured the user’s attention with a short-form video.
Companies offering webinars will benefit from longer videos. And so will companies that post interviews. However, promotions and instructional videos should be less than a minute or two, depending on the length of the tutorial.
Basically ask two questions:
- Can the video content be summarized in a short form video?
- Do you simply want to capture consumer attention or develop brand loyalty?
The correct formula is neither short nor long, but a combination of both.
What all this means for an entrepreneur
Short-form videos have substantial market value, especially for startups. Let’s take the example of the Dollar Shave Club. What started out as a viral YouTube video grew into a giant brand.
And that’s not where the examples end. There are countless success stories like this one that demonstrate the value of short videos.
Short videos have a higher click-through rate, and for entrepreneurs, that’s all they need. The short videos are of special interest to people with e-commerce businesses. For example, 84% of people say they feel more compelled to buy a product by watching a video. And the statistics continue to show a friendlier short video market.
There is no doubt that short-form videos are gradually moving up the chart. And while long-form videos are great for gaining insight and brand loyalty, shorter videos are better for PR.
This raises one final question: Are videos good for you? The answer is yes!