As digital content continues to evolve, one thing is clear: video content is king. From YouTube’s rise to the explosive growth of TikTok, video has consistently been a powerful way to capture attention and engage audiences. While short-form videos (think TikTok Instagram Reels) have dominated the content landscape in recent years, we’re now seeing a major shift: long form video is back and is here to stay.
But how can brands stay ahead as video content continues to evolve? The answer is to embrace long form video as part of a larger content strategy. In this blog, we’ll explore the rise of video content, how brands can incorporate long form video into their plans, and how UGC, community, and experiential video fit into the big picture.
The Evolution of Video Content: From Short-Form to Long-Form
Short videos (those quick 15–60-second clips) have proven effective for instant engagement. Platforms like TikTok, Instagram, and YouTube Shorts have made short videos mainstream, giving brands a quick, scalable way to reach their audiences.
However, as consumer behavior evolves, we’re seeing a shift. While short-form videos are still effective for brand awareness, they don’t always foster the deep, sustained engagement brands seek. This is where long form video comes into play.
Long-form videos—from 3-minute product demos to hour-long documentaries or live events—allow brands to deliver value-packed content that engages audiences deeply. The focus will be on video experiences that are immersive, educational, and emotionally resonant. This shift is vital for businesses that build strong, loyal communities around their brands.
Why is long-form video on the rise?
- Increased viewer retention: Longer videos can hold attention longer, leading to deeper storytelling and a richer brand experience.
- SEO benefits: Google tends to favor longer videos because they often result in longer watch times and better engagement metrics, which boost search rankings.
- Better ROI: While resource-intensive, investing in long-form videos can yield significant returns by fostering deeper customer relationships.
Leveraging Long Form Video for Brand Growth
So, how can brands leverage long-form video to stay ahead of the competition? Let’s see!
Tell Your Brand Story
A long form video is the perfect way to tell a story. Whether a brand documentary, behind-the-scenes footage, or a series of customer testimonials, a long video allows you to create a compelling narrative that builds trust and engagement with your audience.
Create Educational Content
People crave more than entertainment—they seek value. Educational content, such as how-to guides, tutorials, and product demos, is ideal for long-form videos. This content drives engagement and allows your brand to establish authority in its industry.
Host Live Events
Live-streamed events (product launches, webinars, and Q&As) are gaining momentum and offer incredible opportunities for real-time interaction. Viewers can instantly interact with your brand, ask questions, and provide feedback. It’s something a short video can’t replicate. Additionally, live video can create urgency and excitement among viewers.
Integrate UGC into Your Video Strategy: Harnessing the Power of Authenticity
User-generated content (UGC) will be one of the most powerful tools for brands to create authentic, relatable stories. UGC can be anything from customer reviews and unboxing videos to social media posts. It adds trust and social proof that traditional brand content can’t’ replicate.
What is UGC?
User-generated content is videos, photos, or posts your customers or followers create. It showcases real-life experiences with your products or services and, in turn, helps create a more authentic brand experience.
Why Should Brands Use UGC?
- Authenticity and Trust: Consumers trust UGC because it comes from their peers rather than brands. Depicting a real customer experience makes your brand feel more connected and authentic, building trust and loyalty.
- Cost-Effective Content Creation: UGC is usually free or low-cost. When your clients create content for you, you don’t need to invest in expensive production. This allows you to generate more content with less effort and lower costs.
- Enhanced Engagement: Featuring UGC in your longer videos encourages more of your customers to share their experiences, creating a sense of community. It also invites engagement through likes, shares, and comments.
- Increased Reach: UGC is often shared more widely because people love to see their content featured by brands. This gives you access to a larger audience through your customers’ social networks.
How to Use UGC in Your Video Strategy
- Integrate UGC into Long-Form Video: Use UGC in behind-the-scenes footage, product reviews, or even a long-form brand story. Incorporating authentic customer experiences into your content makes your brand more relatable and trustworthy.
- Collaborate with Influencers: Partner with influencers or loyal customers to create video content. This type of co-creation mixes professional production with authentic user experiences and can be a great way to showcase UGC in a polished way.
- Leverage UGC for Testimonials: UGC works best in testimonials, where customers share personal stories about your product or service. These videos can be powerful tools for building trust and emotional connection.
Example: How Brands Are Using UGC
GoPro’s entire marketing strategy revolves around UGC. Their long-form videos showcase fantastic footage shot by users, encouraging others to share their GoPro moments.
Adding Experiential Video: Creating Emotional and Immersive Experiences
Experiential marketing will be a key way for brands to connect emotionally with their audiences. This video content taps into viewers’ sensory experiences by showcasing beautiful, calming, or inspiring visual storytelling. Think of stunning landscapes, natural scenes, or breathtaking video moments—designed to create a scene with an emotional impact on viewers.
What is Experiential Video?
Experiential video on social platforms focuses on immersive content that captures audiences without needing technologies such as VR or AR. Instead, it relies on scenery and sensory connections to evoke emotion.
Why Should Brands Use Experiential Video?
- Build Emotional Connections: Beautiful, calm videos can evoke serenity, awe, or inspiration—engaging viewers and allowing them to connect with your brand on a deeper level.
- Visual Appeal: Social media platforms, especially Instagram and TikTok, are built on visual content. Experiential videos help brands stand out in user feeds by capturing attention with aesthetic visuals, encouraging viewers to engage, watch longer, and share.
- Brand Aesthetic: Experiential video helps communicate your brand’s lifestyle and vibe. Whether in the fitness, luxury, or travel industry, creating stunning video content can reinforce the image you want to convey.
- Increased Shareability: Viewers are likelier to share relaxing, beautiful, or inspiring content. Experiential videos evoke positive emotions, making them shareable across your audience’s networks.
How to Use Experiential Video in Your Strategy
- Create Calming, Scenic Content: Showcase beautiful landscapes, serene environments, or tranquil moments—ideal for platforms like Instagram or YouTube, where aesthetic video content excels. For example, a wellness brand might use nature videos, while a luxury brand might feature slow-motion shots of its products in elegant settings.
- Tell a Mood Story: Use slow-motion video, time lapses, or subtle ambient sounds (like waves crashing or birds chirping) to create a mood that aligns with your brand’s values. For example, a travel brand might feature tranquil moments from vacation destinations, while a lifestyle brand could highlight relaxing scenes from nature.
- Use Experiential Video to Tell Your Brand’s Lifestyle Story: Whether it’s sunset views for a beachwear brand or calming cityscapes for an urban lifestyle brand, use experiential videos to transport your audience into the world of your brand.
Example: How Brands Are Using Experiential Video
Airbnb frequently shares experiential videos that showcase the beauty of vacation rentals in stunning locations. These videos help evoke feelings of adventure and wanderlust.
Community-Centered Content: Shifting from Exclusivity to Inclusivity
Brands will focus on community-driven experiences and move away from influencer-led and exclusive events. Consumers want to feel part of the community, not just passive observers of curated, unrelatable content. This shift reflects a broader movement toward authenticity, inclusiveness, and shared experiences.
What is Community-Centered Content?
Community-centered content focuses on building relationships and creating meaningful experiences for your audience. It fosters a sense of belonging, allowing customers to see themselves as active participants in your brand story. Examples include live Q&A sessions, virtual meet-ups, crowdsourced content, and real-time product collaborations.
Why Should Brands Use Community-Centered Content?
- Fostering Authenticity: Rather than showing off highly polished, influencer-driven moments that might feel unattainable, brands are starting to share more real-world content that highlights shared values, user experiences, and real connections. This is vital at a time when authenticity matters more than ever.
- Building Stronger Relationships: Community-focused content lets you connect directly with your audience. By showcasing user-generated content, interactive events, and customer testimonials, companies can create meaningful relationships beyond transactions.
- Increasing Engagement: People want to feel included. Inviting your audience into the action, whether through voting on a new product, polls or being featured in a brand video, encourages them to be more engaged. Customers tend to become loyal advocates when they feel seen and heard.
- Leveraging the Power of FOMO: When community-focused events or experiences are open to everyone, they create a more authentic sense of inclusion. This contrasts with FOMO (fear of missing out) caused by exclusive influencer-driven events. You can generate buzz and excitement by democratizing content and letting your audience participate.
How to Use Community-Centered Content in Your Strategy
- Live Q&A or Product Launches: Hold live Q&A sessions with key team members, company leaders, or even customers to give your community direct access to the people behind your brand. Start with interactive, live content where your audience can ask questions, provide feedback, or vote on items.
- Crowdsourced Campaigns: Instead of relying solely on influencers, ask your community to contribute content to a specific campaign. For example, create a #YourStoryYourBrand hashtag campaign inviting followers to share their stories about using your products. Your content can present these real-life stories, making customers feel a sense of ownership over the brand.
- Inclusive Virtual Meet-Ups: Brands are hosting virtual meet-ups or online communities where consumers can interact, share advice, and engage in real-time conversations. These virtual spaces are more inclusive and approachable, providing a sense of belonging to customers.
- Highlight Customer Testimonials: In your long-form videos, feature customer testimonials and stories, highlighting your community’s diverse community’s audience that real customers are integral to your brand’s story.
Example: How Brands Are Using Community-Centered Content
Beauty brand Glossier has excelled at inclusive, community-driven branding. It communicates directly with its audience through platforms like Instagram and Facebook Groups. Customers are invited to share their beauty tips, product reviews, and how they use Glossier daily, creating a community of shared experiences.
The Future of Video: A Shift Toward Deeper Engagement
Long form video will continue to thrive as a go-to channel for brands looking to engage and educate their audiences. While shorter videos are still essential for quick engagement, the value of long-form content—whether it’s YouTube documentaries, in-depth tutorials, or extended product showcases—will become more evident. It can deliver a richer storytelling experience that resonates emotionally with viewers.
Take Action Now
Brands that want to engage more meaningfully with their audience must use long-form videos. Integrating this format into their video strategy allows them to create authentic, appealing content for today’s savvy consumers.
Are you ready? Schedule a call with our team to learn how we can help you create a powerful video marketing strategy that leverages the latest trends in long-form content for the most impact.
