Long-Form Video Content: The Key to Growing Your Brand’s Fanbase

Clients often ask us, “How long is long” when developing a video. Of course, the answer is always “that depends.” It depends on the goals and objectives of the video, the campaign it’s supporting, the target audience, and where it’s intended to be hosted.

This question is particularly relevant in the age of on-demand, digital-first content. Online media distribution has brought a refreshing ambiguity to this question by liberating content from strict durations and allowing the essence of the material to dictate the time spent.

Long, as a measure of video length, is relative.

In some cases, the longer the content, the deeper the engagement—and that’s where the magic of long-form video comes into play.

But first, how do we define “long” in terms of video content? There is such a thing in terms of marketing.

For some, anything beyond a few minutes feels long. However, in digital marketing, long-form video content typically refers to videos lasting more than ten minutes. Think documentaries, in-depth tutorials, interviews, or engaging story-driven advertisements. These longer formats are not confined to the big screen or television. They can be a powerful marketing tool. And unlike the rigid formats of traditional advertising, long-form video lets marketers explore content creation without the looming shadow of a 30-second time slot. Instead, the focus is on delivering value and resonating deeply with the audience.

In this guide we’ll cover:

1. The Rise of Long-Form Video
2. Short-Form vs. Long-Form Video Content
3. Why Long-Form Video?
4. When to Use Long-Form Video Content
5. How to Promote Long-Form Videos on YouTube

The Rise of Long-Form Video

Video as a form of marketing is nothing new. Television ads dominated for decades, cramming as much information as possible into a short span of time. But as digital platforms have evolved, so have consumer viewing habits. People no longer want to be bombarded with rapid-fire ads. Instead, they crave more meaningful and engaging content.

The rise of long-form video content aligns with the growing trend of digital marketing video that focuses on storytelling, brand authenticity, and providing value to the audience. Major platforms like YouTube and TikTok are increasingly investing in longer video formats. This aims to enhance user engagement by catering to audiences’ desire for more in-depth and informative content. For instance, TikTok allows its in-app video recording length to ten minutes; but, has expanded its video upload limit to sixty minutes, reflecting a significant trend toward longer content.

Long-form video examples can be seen in successful YouTube channels, branded documentaries, and even live streams, where content creators spend more time developing a connection with their audience. A prominent example is Red Bull, which has created several long-form videos focusing on extreme sports, lifestyle content, and behind-the-scenes footage. Instead of pushing its product directly, Red Bull has become synonymous with adrenaline-fueled experiences, and its long-form video content reflects this.

By delving deep into topics that align with the interests of its audience, the brand has built a loyal following and increased its visibility in a unique way. Equally important has been Red Bull’s understanding of the YouTube algorithm, where the mix of video length, how active is your account, video titles and descriptions, and a clearly defined target audience are designed to work together with the single objective of boosting engagement.

Patagonia is another excellent example, often creating films that emphasize sustainability, nature, and adventure. These long-form narratives don’t just sell clothing—they tell stories about environmental preservation, culture, and adventure, positioning the brand as more than just a retailer. This allows the audience to form a deeper connection with Patagonia’s mission and values.

Short-Form vs. Long-Form Video Content

The debate between short-form vs. long-form video content often centers around engagement, audience retention, and objectives. Short-form videos—typically less than a minute—are excellent for quick hits of information, product promotions, and brand awareness. TikTok and Instagram Reels are great platforms for short-form content. However, short-form content often lacks the depth best achievable through long-form videos.

Long-form videos, by contrast, offer a more immersive experience. They give brands the opportunity to provide value beyond a quick pitch. By spending more time on a topic, long-form videos foster trust, convey expertise, and encourage deeper connections with viewers. They are particularly useful for digital marketing video ads targeting audiences who are looking for more than just a flashy promo.

Both short-form and long-form videos have their place in a robust video marketing strategy. The key is to balance the two based on your goals, audience, and the platforms you’re using.

Why Long-Form Video?

So, why should marketers invest in long-form video strategies? Here are some of the greatest advantages of producing videos that exceed the ten-minute mark:

1. Catering to Diverse Audiences: Long-form video gives brands the time and space to cater to a variety of audience segments. It allows content creators to provide in-depth explanations, walk viewers through tutorials, or tell compelling stories. These aspects appeal to different viewer preferences, from those seeking entertainment to those wanting educational content.
2. Engagement and Retention: Long-form videos often encourage deeper engagement. When the content is valuable and engaging, viewers are more likely to stick around until the end. This extended viewing time signals to platforms like YouTube that the content is worth recommending, which can drive more traffic to your channel.
3. Boosting SEO and Search Results: One of the key factors in search engine rankings is user engagement. Videos that hold viewers’ attention for longer periods often perform better in search engine results, especially on YouTube. When you think about how to promote videos on YouTube, focusing on engaging, in-depth content can significantly increase visibility. Videos with longer durations tend to generate more comments, likes, and shares, all of which contribute to higher search rankings and recommendations.
4. Building Brand Interest: Long-form videos give marketers the opportunity to provide value beyond just selling a product or service. By creating content that speaks to your audience’s interests or needs, you can build a stronger connection and increase brand loyalty. When a brand takes the time to educate or entertain its audience without an immediate sales pitch, it establishes itself as a thought leader in its industry.
5. Cross-Platform Opportunities: Long-form content can be repurposed for multiple platforms. For example, a long YouTube video can be broken down into bite-sized clips for Instagram, TikTok, or Facebook. Additionally, longer videos lend themselves well to digital marketing video ads, especially for audiences on YouTube who are increasingly accustomed to skipping short, traditional ads in favor of more engaging, value-driven content.

When to Use Long-Form Video Content

Developing a long-form video strategy is a highly valuable element for establishing community brand presence. As part of a brand activation initiative, the brand can easily communicate its value proposition in a public space with individuals that share common interests with your brand. Use long-form video when your Brand has a unique and intricate story to tell that directly appeals to the people you are trying to reach. When developing long-form content for YouTube, there are certain types of videos that work exceptionally well. Here are some of the best examples:

1. Documentaries and Mini-Series
   These are ideal for brands or creators looking to tell in-depth, story-driven content over a longer time frame. Whether it’s behind-the-scenes footage, a brand’s journey, or environmental storytelling like Patagonia, documentaries can deeply engage and resonate with audiences interested in exploring the subject.
2. In-Depth Tutorials and How-Tos
   Longer tutorials allow brands to showcase their expertise, walking viewers step-by-step through complex processes. Tech, makeup, fitness, and DIY channels often use this format to build trust with their audiences. Detailed tutorials cater to users looking for comprehensive learning experiences rather than brief overviews.
3. Product Demos and Reviews
   This type of content provides detailed information about a product’s features, use cases, and benefits. Longer formats give influencers and creators the opportunity to fully explore the product, helping viewers make informed decisions. Popular for tech gadgets, cars, and appliances.
4. Interviews and Thought Leadership
   Interviews with industry experts, influencers, or even customers can add credibility to a brand. Long-form interviews allow for deeper discussions, showcasing the expertise and thought leadership that can build trust and authority in your field. This format also works well for podcast-style videos.
5. Vlogs and Day-in-the-Life Content
   For personal brands or influencers, vlogs can create a strong personal connection with the audience. Long-form vlogs, especially when combined with storytelling, help foster a sense of relatability and community. This format can humanize a brand by showing behind-the-scenes content or a day in the life of key people within the organization.
6. Live Streams
   Live streams are a great way to engage with audiences in real-time, particularly for product launches, Q&A sessions, or events. They allow viewers to participate actively, which builds stronger connections with the brand. Once the live stream ends, it can remain on the platform for viewers to watch later, adding longevity to the content.
7. Branded Films or Short Movies
   Some brands take storytelling to the next level by producing short films that align with their brand values and message. These cinematic experiences often focus less on the product and more on the story, creating a powerful emotional connection with the audience. Red Bull’s extreme sports documentaries are a notable example of this approach.
8. Case Studies and Success Stories
   These videos offer an in-depth look into how a product or service has helped customers or businesses. By showcasing real-world applications, brands can demonstrate value and effectiveness. This type of content resonates well with potential customers looking for detailed insights into the benefits of working with a brand.

How to Promote Long-Form Videos on YouTube

When thinking about how to promote videos on YouTube, it’s important to consider both organic and paid strategies. YouTube remains the leading platform for video consumption, with more than 2 billion logged-in users per month. Here’s how to promote your long-form content:

1. Optimize for SEO: YouTube is the second-largest search engine, and optimizing your videos for search is crucial. Use relevant keywords in your video title, description, and tags. Keywords such as “long-form video,” “tutorial,” or specific terms related to your content can help your video appear in search results.
2. Create Eye-Catching Thumbnails and Titles: Your video’s thumbnail is often the first thing viewers see, so make it count. Ensure the thumbnail is professional, visually appealing, and clearly represents the content. Combine this with a compelling title that encourages viewers to click, and you’ll increase the chances of gaining more views.
3. Encourage Engagement: Engagement is a major factor in YouTube’s algorithm. The more people like, comment, and share your video, the higher it will rank. Encourage your audience to engage by asking questions, inviting comments, or even running a giveaway or challenge tied to the content.
4. Use YouTube Ads: YouTube’s ad platform is robust, allowing marketers to promote their long-form videos through a variety of ad types, including skippable ads, bumper ads, and display ads. Tailor your ad strategy to reach your target audience effectively, while keeping in mind that the longer nature of your content may perform better with TrueView ads (where viewers have the option to skip after five seconds).
5. Collaborate with Influencers or Industry Experts: Collaborations are a powerful way to grow your audience. Partnering with influencers or experts in your field can help promote your long-form content to their followers, giving your video a wider reach and greater visibility.

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In today’s digital-first world, long-form video offers a wealth of opportunities for marketers to connect more deeply with their audience, tell compelling stories, and boost engagement. The question of “how long is long” should no longer be a concern; instead, the focus should be on delivering valuable content that resonates, regardless of its length.

By embracing long-form video content and promoting it effectively—especially on platforms like YouTube—you can create marketing campaigns that not only capture attention but also build lasting brand loyalty. Whether you’re crafting a documentary-style ad, an in-depth product tutorial, or a thought-provoking interview, long-form video gives your brand the space to breathe and grow in the ever-evolving landscape of digital marketing.