A Case for Long-Form Video Content

In a world full of shortening attention spans and ‘I want it now’ mentalities, marketers are skeptical of utilizing long-form video content. Some question if people will sit through a 10 minute branded video or even click on the video at all. The Q1 Global Video Index released by Ooyala says they do.

Unsurprisingly, people who use televisions and gaming consoles to view videos spend 71% of their time on long-form content. However, what is surprising is the amount of time mobile and tablet users spend watching long videos: 53% of mobile time and 52% of tablet time is spent on long-form content.

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People are not only clicking on videos, but they’re also sitting through most them. On mobile devices, over 20% of people watch at least 30 minutes of a video. This is a 29% increase from Q1 2012. On tablets, 25% of viewing time is spent on content longer than 60 minutes.

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A prime example of a successful long-form video campaign launched in March of last year: KONY 2012. In one week, this 30 minute-long video amassed over 100 million views on YouTube and Vimeo combined.The clip owes most of its success to great storytelling, clearly defined goals, and a strong call to action.

No matter if you agree or disagree with the message, it’s an excellent, effective template for long-form video content.

Constantly bombarded with short videos on social and digital media sites, many viewers yearn for storytelling through in-depth video content. Since a significant number of people are viewing long-form video content, it’s a good idea for marketers to capitalize on this opportunity.

Utilizing long-form video is advantageous for advertisers. It’s a way to deliver comprehensive messages while also entertaining the audience. Additionally, long-form videos can be used to offer consumers a better and more insightful brand experience.

As the Ooyala study and past campaigns have shown, consumers enjoy engaging with long-form content. Viewership is up across a number of devices and a majority of people are spending between 30 and 60 minutes on long-form videos. Though most marketers seem to currently rely on short-form content, long-form videos allow advertisers to create deeper engagement and connections with the brand.

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