When it comes to video content, one question always sparks debate: how long should it be? Some swear by short-form videos that capture attention in under a minute, while others argue for longer content that dives deeper and builds trust. The truth? Both approaches have value – but only when used strategically.
This week, we’re breaking down the pros and cons of short vs long video content, and how to find the right balance for your audience and goals.
Why Short Videos Work
Short videos, typically under 60 seconds, are ideal for grabbing attention in crowded social feeds. Platforms like Instagram Reels, TikTok, and even LinkedIn love brevity, often rewarding short-form content with more visibility. A snappy, concise video can:
Hook your audience quickly
Boost engagement rates
Make a strong first impression
Short videos are perfect for teasers, posing questions, or sharing quick wins. They’re an easy way to start conversations, introduce your expertise, or encourage a call to action. However, they have limitations – especially if your audience needs more context before taking the next step.
Why Longer Videos Convert
While short videos catch attention, longer videos (3-5 minutes or more) are where the magic happens for building trust and authority. When you provide real solutions or actionable advice, your audience starts to see you as a reliable expert.
Think about your own habits. How often do you watch a quick video and feel inspired enough to act on it? Now compare that to longer-form content that teaches you something valuable. Longer videos allow you to:
Dive deeper into a topic
Share relatable stories or case studies
Address audience pain points and offer solutions
The key is to keep your longer videos engaging. Nobody wants to sit through a lecture, so focus on delivering value while keeping your tone conversational and approachable.
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00Finding the Right Balance
Instead of choosing between short and long-form content, consider how they can work together. Start with long-form videos that showcase your expertise, and then repurpose them into bite-sized clips. For example:
Use a 5-minute tutorial to teach something in-depth.
Extract 30-second clips to highlight key tips or insights.
Post the short clips on social media to drive viewers to the full version.
This layered approach ensures you’re engaging both casual scrollers and those ready to invest more time in learning about you.
For more tips on repurposing content effectively, check out Maximising Content Through Repurposing.
Video Length by Platform
Your platform of choice also plays a role in determining video length. Here’s a quick cheat sheet:
Instagram/TikTok: 15-60 seconds
LinkedIn: 1-3 minutes for posts, longer for articles
YouTube: 5-10 minutes for tutorials or thought leadership
Email/Website: 2-5 minutes for trust-building content
Keep in mind that these are guidelines, not rules. What matters most is matching your video length to your audience’s preferences and the message you’re delivering.
Your Homework for This Week
Take stock of your current video strategy. Are your videos too short to build trust, or too long to hold attention? Try this exercise:
Identify one topic that resonates with your audience.
Create a longer video (3-5 minutes) to dive deep into the topic.
Chop it into 2-3 shorter clips and share them across your platforms.
Track the engagement on both the short and long versions to see what works best for your audience.
Remember, the perfect video length isn’t about ticking boxes – it’s about meeting your audience where they are and giving them the content they need.
