In an era dominated by short-form content on platforms like TikTok and Instagram Reels, one might assume that long-form video content is fading in popularity. However, recent trends indicate otherwise. There remains a significant audience for long-form videos, particularly among younger viewers, such as Generation Z, who are increasingly seeking more in-depth and engaging content.
Gen Z Engagement with Long-Form Content
A 2022 Ipsos survey revealed that Generation Z, often associated with short-form video consumption, is actually embracing long-form videos in increasing numbers. Around 61% of Gen Z respondents identified themselves as “super fans” of particular subjects, demonstrating a strong desire for more detailed content on topics they care about. This audience tends to gravitate towards platforms like YouTube and podcasts, where they can access longer, more comprehensive content. This shift highlights the appeal of long-form content for fostering deeper engagement.
The Rise of Video Essays
One specific format gaining traction is the video essay. These videos, typically ranging from 25 minutes to over an hour, offer viewers an in-depth exploration of subjects ranging from history and science to pop culture and media analysis. The growing popularity of video essays suggests that there is an audience hungry for storytelling and nuanced discussion, offering creators the opportunity to dive deep into their chosen topics. On YouTube, searches for video essays have been on the rise, reflecting an appetite for more thoughtful and educational content.
YouTube’s Shift Towards Longer Videos
Data supports the trend towards longer video content. The number of videos longer than 20 minutes uploaded to YouTube grew dramatically, from 1.3 million in July 2022 to 8.5 million by June 2024. This suggests that creators are responding to the demand for longer, more involved videos that allow for richer storytelling and deeper connections with viewers. As audiences increasingly turn to YouTube for educational and insightful content, long-form videos offer a platform for detailed narratives and expertise.
Long-Form Video as a Marketing Tool
While short-form content continues to dominate social media, long-form video has proven highly effective in building relationships with audiences. Marketers are beginning to see the value of long-form video content for its ability to foster trust and credibility, particularly for educational or product-focused videos. Additionally, long-form content can be beneficial for search engine optimisation (SEO) due to its detailed nature and the opportunity for embedding relevant keywords throughout. The depth and richness of long-form videos make them a valuable tool for enhancing a brand’s online presence.
In a digital landscape filled with fast-paced, snackable content, long-form videos are making a comeback. Particularly among younger viewers, there is a growing appetite for in-depth exploration of subjects that matter to them. Video essays, long-form YouTube videos, and podcasts are becoming increasingly popular as they allow for more comprehensive storytelling and engagement. Marketers and creators alike are recognising the power of long-form content to build trust, foster connections, and offer value to their audiences. Ultimately, while short-form videos remain popular, the resurgence of long-form content proves that both formats can coexist, each catering to different viewer preferences.
By focusing on current data and emerging trends, it’s clear that long-form videos are far from obsolete. In fact, they offer a unique opportunity for brands and creators to engage more deeply with their audiences, providing value through education, entertainment, and storytelling. Whether you’re a marketer looking to enhance your SEO strategy or a content creator aiming to build a loyal audience, long-form videos are certainly worth considering in today’s digital landscape.
