According to recent statistics, as many as 92% of marketers value video content as a marketing asset. In addition, an overwhelming majority (86%) of businesses keep using videos as a marketing asset.
It is not surprising why many want to harness video content to bolster their marketing efforts. The reason behind these investments is the return companies earn. About 87% of marketers have expressed that this content type enabled them to produce good ROI.
In addition, recent data has logged an increase in video consumption among online users. In 2018, viewers watched an average of 1.5 hours of internet videos daily. Four years later, people now watch an average of about 2.5 hours of video content per day. This growth is rooted in the increasing reliance on all things digital when the COVID-19 pandemic broke out.
Online video consumption is likely to rise in the years to come, and marketers must ready themselves to deliver what consumers want.
It is common in the marketing industry to use videos of different lengths depending on the marketing strategy needed. Choosing the video duration is typically based on the intent, platform where it will be posted, and target viewers.
Shorter videos are often used on sites like Tiktok and Instagram, while longer ones fit better on platforms like YouTube. Although short-form videos have garnered a lot of attention recently, particularly among people with short attention spans, long-form videos are sought mainly by individuals looking for more extensive information.
There is only so much that short-form video content can cover. Therefore, businesses must diversify their digital marketing efforts through longer video alternatives. Lengthier videos can help educate users and provide relevant information to help solve their problems. They can also be useful at varying stages of the customer journey.
Learn more about long-form video content through this infographic from Digital Marketing Philippines.