Short-Form vs Longform Video: Which is Best?
The answer is not as straightforward as you might think.
If you feel like each platform is telling you a completely different story, you’re not alone. TikTok rewards short-form. YouTube rewards longform. Instagram is claiming to want both. Have you even considered Threads?
Most strategies we recommend require a healthy mix of longform and short-form video. Let’s break everything down so you can create a plan that actually works for you.
What Is Considered Short-Form Video?
Short-form videos are usually pieces of content that are 60 seconds or less in length. They are carefully designed to stop the scroll and deliver value fast. The primary places you’ll find this are TikTok, Instagram/Facebook Reels, and YouTube Shorts.
Why Short-form?
They’re easier to create in volume. We have clients that we shoot with monthly to produce a high volume of effective short-form content. We plan concepts and scripts ahead of time to ensure a smooth production day. One day a month produces a month’s worth of content.
High potential for virality. Every single platform pushes short-form content and the view potential is higher than other forms of content.
Can be repurposed across multiple platforms. You can create something for your Instagram page that can be repurposed for TikTok or YouTube Shorts, and vice versa.
Are there downsides to Short-form?
Short shelf life. Short form content has a very brief moment where content is pushed and discovered (with the exception of YouTube Shorts).
Limited space for storytelling or education. Not every topic or subject suits short-form content due to the short time frame you have.
Lower viewer loyalty. People aren’t as connected with your brand due to the nature of how the content is served.
What Is Considered Longform Video?
Longform videos are usually pieces of content that are 2-3 minutes in length or more. On YouTube this is taken even further, with longform videos hitting upwards of 8-10 minutes or more. These are videos that people search for, binge, and continue to tune in for more.
Why Longform?
Builds deeper brand trust. The more time spent with the viewer, the deeper the connection.
Better for education and storytelling. With less time restraints, you have more time to cover topics and tell stories in detail.
Evergreen potential. These videos are good for discoverability year-round, not just hitting the trendy moments.
Are there downsides to Longform?
Higher production time. Since the videos are longer, they take more time to get all of the shots, necessary subject matter, etc.
More difficult to keep attention. The average human has attention span less than a goldfish now. This can make retaining attention in longform content challenging.
Requires more planning up front. For a smooth production, you’ll have to invest more time making sure your shoot runs smoothly. We are more than happy to help with the planning, it’s what we do!
Which Should You Invest In?
If your goal is brand awareness or reach…
Short-form is the way to go. It’s built to introduce you and your brand to new faces through the high discoverability of how the content is distributed. It’s made for quick impressions and fast engagement. You can introduce your brand to thousands of new people with only one viral video.
If your goal is authority and retention…
Longform is the way to go. It’s designed to build depth in the relationship with your audience and allow you to cover topics in-depth. It also allows you to showcase expertise and keep your viewers in your ecosystem longer.
Can you do both?
If you can, we highly recommend experimenting and doing both. We have designed packages with curated scope of work for those wanting to tackle both building a community and deepening your connection with them. Longform and short-form go hand in hand.
Your homework for the week:
A solid strategy is to create one longform video with 3-4 short-form videos from that.
Think of a topic that you would consider yourself an “industry expert” in. It could be something you’re knowledgeable about. Something you’re passionate about. Something that you experienced and can share your expertise with. Now think of three short, bite-sized moments that can act as independent stories. Start experimenting with this formula with your ideas.
Let’s get the ball rolling.
The question isn’t short-form vs longform anymore, it’s “how can we utilize both to build our brand effectively?”
Want help mapping this out for your brand? We build video and content strategies for creators and businesses that want to stop guessing and start growing.
Let’s talk strategy. Book a discovery call with us or shoot us a DM on Instagram. Your content creation journey doesn’t need to be a lonely one, we’re your partners in this game.