Long and Short: Understanding Video Choices in a Fragmented World

Long and Short: Understanding Video Choices in a Fragmented World

Below is a guest post from Patrick Harris, Vice President of Global Agency Development at Meta. Opinions are from the authors.

As a parent of two teenage girls, I’m constantly trying to prove that I’m still cool enough to hang out with — and guilty of spending more time than ever before watching a video on my phone. In fact, many of our shared experiences over the past 20 months of the pandemic have been through online videos focused on learning a new skill, belly laughs, sneaker drops or music that I don’t always understand.

I’m not alone. In fact, digital video consumption has quadrupled to four hours a day since before the pandemic. And that jump is likely to continue: Three-quarters of consumers who watch more video content online say they plan to conserve watch time after the pandemic.

Younger people especially tend to prefer video content. People aged 18-34, for example, are 1.5 times more likely to watch a brand-produced video than those aged 55-64, according to an Ipsos survey commissioned by Meta. Additionally, 40% of Generation Z video viewers say they don’t usually watch TV using traditional broadcast or cable. Put simply, ignoring video as an important brand tool and sticking to the traditional TV first mindset will hold advertisers back from realizing their full growth potential.

For marketers looking to tell powerful stories that capture people’s hearts and minds, video is a powerful tool. But in order for advertisers to build demand for brands and grow their business, they have to do more than just broadcast a message to penetrate. So what are the options?

A short video is great for helping people discover businesses. No matter where, a short video has the power to get the message across quickly and creatively, reach a wide audience and increase sales. Look no further than the creators. People love to shop with creators who share similar values ​​and interests and who are part of their community. The relationship between creators, community and commerce that is seamlessly and creatively expressed through the short video captures not only interest, but loyalty and love for the brand.

Additionally, e-commerce companies like clothing brand Bombas use mobile-first best practices, which include prominently highlighting brand elements such as the company logo and color palette, and making sure the action is understandable to anyone watching without a sound through the light use of text to tell a story.

Long videos are excellent for brand building. These can range from 15 seconds all the way up to 10 minutes and are an important channel for strong storytelling. Long, engaging videos provide advertisers with opportunities to drive longer viewing times, can help communicate more complex marketing messages, and tell differentiated stories for people who actively watch the content. A consumer who is deeply involved in a documentary or video tutorial on how to implement may be more open to longer-form advertising.

One example is Volvo, which includes tools like long videos to boost engagement. Volvo has raised awareness of its new model of electric SUV by creating an immersive experience that has brought the showroom to life for people who use their phones directly. When used together, longer and shorter format video can create deeper and more comprehensive customer experiences as well as increase sales.

There are now more ways to spread creative video than ever before, and marketers need to seize this opportunity to reach audiences where they live and in a way that captures their interest and imagination. As the competition for consumer attention and engagement continues, brands must constantly evolve by creating richer, more interactive and relevant video content.

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