First, let’s get on the same page: how long exactly is long-form content? While technically long-form can be anything more than one minute long, in this case, we’re referring to best practices of a video that is anywhere between 1 to 3 minutes long.
Creating long-form content is a lengthier process than creating social content, and does require an investment in most cases. So we’re breaking down how brands can leverage it —specifically explainer videos, brand splashes, and more — to make your audience not only pay attention but also engage with your brand in meaningful ways. Plus, we’ll cover best practices for maximizing the ROI of your video content, ensuring you’re set up to succeed from start to finish.
The Power of Long-Form Video: Hype and Explainer Videos
When it comes to long-form video, there are two core types that brands often rely on: explainer videos and brand splash videos. Both serve different purposes, but each plays a key role in driving audience retention and brand engagement.
Brand Splash Videos
Think of a brand splash as the highlight reel of your business. These videos are all about creating excitement, often featuring fast-paced cuts, upbeat music, and visuals that grab the viewer's attention right away. The goal? To leave a lasting impression, even if the viewer only watches for a few seconds. These videos don’t dive deep into the details — they’re designed to build excitement and keep your audience engaged throughout.
Why it works: In today’s world, attention spans are short. By using quick, engaging visuals and music that aligns with your brand's personality, you can get your audience to stick around long enough to care about what you’re offering.
Explainer Videos
On the other hand, explainer videos focus on the nitty-gritty. Whether it’s a new product launch or a behind-the-scenes look at your company, these videos are where you get to showcase your brand’s expertise. The key here is depth. Explainer videos provide detailed information that helps educate your audience, making them perfect for customer education and building trust.
Why it works: These videos help solidify your credibility by explaining the value of your offerings. For example, an explainer video can walk consumers through the specifics of a product, highlighting benefits and features, helping them understand exactly why they need it. They’re also a perfect tool for internal training or explaining more complex services.
When to Use Long-Form Videos in Your Brand Strategy
Timing is everything when it comes to rolling out a long-form video. But with larger budgets necessary to execute, when should brands leverage these deeper, more detailed videos?
Introducing New Campaigns or Brand Changes
Whenever there’s a brand shift, whether that’s new messaging, a visual rebrand, or a shift in brand tone, long-form video provides an opportunity to explain these changes directly to your audience. These types of videos give you space to elaborate on why the changes matter and what your audience can expect from your brand moving forward. Think of it as a “reintroduction” of your brand, offering clarity and building excitement for what’s to come.
Complex or Technical Products
Sometimes, your product isn’t self-explanatory. If you offer a highly technical product or service, a long-form product explainer video is key to educating potential customers. These videos dive deep into the specifics, helping you show your audience exactly how your offering works and why it’s worth their investment. Long-form content can also be beneficial for products that are more expensive, allowing brands to get detailed on the benefits and features.
One of the main questions brands face is how detailed they should get with their explainer videos. The answer? It depends on your audience. If your product is complex, don’t shy away from digging into the details. However, always keep your audience’s needs in mind — too much information too fast can overwhelm viewers.
Start with the basics and gradually layer in more detail. Remember, the goal is to educate without overwhelming. If your product is a piece of tech, for example, begin by explaining the main benefits before diving into specific features. For more technical industries, like SaaS or finance, using explainer videos that go into significant detail can make or break customer understanding and trust.
Best Platforms for Long-Form Video Content
Where you place your long-form video is just as important as the video itself. Different platforms cater to different kinds of content, and understanding the best places for long-form content ensures your videos reach the right audience.
YouTube is a no-brainer for long-form content. Its users come prepared for longer viewing experiences, making it the ideal platform for explainer videos and in-depth product tutorials. Streaming services like Hulu or Paramount Plus also offer brands a chance to showcase longer ads, making them great platforms for brand splashes and campaign launches.
On platforms like TikTok and Instagram, long-form videos don’t usually perform as well, unless they’re influencer-led or highly engaging from the get-go. For these platforms, it’s best to break longer videos into shorter, bite-sized content.
Maximizing Your Investment: How to Repurpose Long-Form Content
Repurposing content is the ultimate way to get more bang for your buck. A single long-form video can easily be cut down into smaller segments for use on social media, websites, and even email marketing campaigns. Let’s say you create a 60-second explainer video. You can break this into four 15-second clips and use them across different platforms like TikTok or Instagram Stories. This not only extends your content’s shelf life but also helps you reach multiple audiences with varied attention spans.
Best Practices for Creating Engaging Long-Form Video Content
Creating a long-form video that keeps your audience glued to their screens is no easy feat, but it’s possible with the right approach. Here are some key best practices:
- Start Strong. The first few seconds of your video are critical. Use bold visuals, engaging text, or recognizable logos to hook your audience. Think of it like thumb-stopping power—get them to stop scrolling and pay attention.
- Pacing and Music. The pace of your video matters. Use upbeat music or sound effects to elevate your video and bring it to life. When the video you’re watching feels tangible, it creates an immersive experience for the audience that keeps them engaged and wanting more. This creates a cohesive feel that makes the video easier to watch.
- Consistent Visuals. Your brand’s visuals should be cohesive from start to finish. Consistency in colors, logos, and transitions helps viewers feel that they’re still watching the same brand story, even if the topic shifts within the video.
Long-form video is more than just a marketing tool—it’s an investment in audience engagement and brand loyalty. By taking the time to create detailed, informative, and exciting video content, your brand can deepen its connection with customers and stand out in a crowded digital space.
With the right strategy, a long-form video can educate, entertain, and convert all at once. Now is the time to make video a central part of your brand strategy and start creating content that captivates and converts.