Media platforms

Shorter videos are requested. Here’s how the different social media platforms react.


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With TikTok and Instagram Reels slowly conquering social media marketing, there’s no mistake: short videos are in demand.

The average length of most, if not all, professional videos is only six minutes. And that number is expected to decrease as consumers seek shorter videos.

With that in mind, why are short videos in demand? Which platforms best implement short 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 dominated the industry. What started as a merger with has quickly grown into one of the most powerful social media platforms in the world. And what made him so famous? The same concept that made Vine short viral videos.

TikTok has over a 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 videos.

But why are short videos so popular? Simple – people don’t have free time. When they open apps like TikTok and Instagram, they’re 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 have caught up with short videos. Instagram Reels presents adults and young users with an easier way to tell others about their day. It uses quick photos and videos that are only available for 24 hours instead of being posted all the time. Now, engagement is encouraged, especially after Instagram included the “Swipe” option. This has allowed e-commerce sites to both advertise their products and facilitate instant messaging.

Related: Here’s Why Businesses Should Focus On Video Content

Youtube has joined the movement

While YouTube is more or less a platform for long-form videos, its recent update features shorter vertical videos. Known as YouTube Shorts, this feature allows creators to engage with their audience in under 60 seconds.

But YouTube has another trick up its sleeve, and this one is aimed primarily at advertisers. It is called “YouTube TrueView” and is the primary advertising technology for YouTube. With this, advertisers can promote long or short videos, some of which can be skipped after five seconds.

However, like most people are unlikely to click on longer ads, YouTube now offers 6-second non-skippable ads. The click-through rate for ads shorter than 15 and 30 seconds is about 70%, a huge number for any business.

It’s time to say goodbye to IGTV

With Instagram’s IGTV proving to be less captivating than its reels and video posts, he decided to delete 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 videos posted to the Instagram feed can be up to 60 minutes long. The exact reason for this operation is not confirmed. But it looks like Instagram wants a seamless 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 typically don’t consume on social media apps.

Another big change is that longer Instagram videos can be monetized, a feature not available on Reels. This drastically shifts the focus to creators who don’t sell a service and want to make money through Instagram.

Related: The 8 Most Popular and Effective Uses of Video Marketing

Does this mean that long length videos are not taken into account?

With short videos becoming most popular among consumers, will long videos disappear? While it’s highly recommended that any business keep videos as short as possible, the answer isn’t that black and white.

While short videos will drive traffic from new users, long videos are better for brand loyalty. Shorter videos will get more engagement and appear on new user feeds. But longer videos will be the backbone of your business.

Of course, it depends on the service you offer. Ecommerce businesses will want to direct their attention to short videos and ads. However, long-form videos are best suited when you want to delve deeper into product details. This is, of course, only after catching the user’s attention with a short video.

Companies that offer webinars benefit from longer videos. And it will be the same for companies that publish interviews. However, promotions and how-to videos should be less than a minute or two, depending on the length of the tutorial.

Basically, ask yourself two questions:

  • First, can the content of the video be summarized in a short video?
  • Do you just want to grab the consumer’s attention or build brand loyalty?

The correct formula is neither short nor long, but a mixture of the two.

What it all means for an entrepreneur

Abridged videos have substantial market value, especially for new businesses. Take the example of Dollar shave club. What started as a viral YouTube video has grown into the giant of a brand.

And that’s not where the examples end. There are countless success stories like this that prove the value of short videos.

Short videos have a higher click-through rate, and for entrepreneurs, that’s all you need. Short videos are especially great for people with an e-commerce business. For example, 84% of people say they are more compelled to buy a product while watching a video. And statistics continue to show a more user-friendly market for short videos.

There is no doubt that the abridged videos are gradually appearing in the chart. And while long videos are great for information and brand loyalty, shorter videos are better for public relations.

This raises a final question: are videos good for you? The answer is yes!

Related: Connecting With Your Target Audience Via Video

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