By: Melt van der Spuy
One of the biggest debates swirling around the video content space is whether long form or short form is a better return on investment. People tend to lean towards short form given the fast-paced world of social media that often prioritises content under a minute.
If you are expecting a cut-and-dried answer to the question: “Does long-form video content indeed offer a better return on investment?” I’m afraid I have to tell you that there is no straightforward answer. A better question to ask is rather, “Is long-form or short- form video the right fit for MY company’s unique goals?”
You will never achieve the same outcomes investing in short-form video as you would in long-form. However, that’s not to say that one is inherently better than the other. Any and all forms of video content have their benefits. From a docu-series to an Instagram Reel, or even a low-production webinar, different types of video content serve various purposes. But, creating video content just for the sake of it, isn’t going to get you anywhere. The first question shouldn’t be whether a long-form or short-form video is right for you, but rather what are your goals? Any marketing strategy starts with mapping out your long- and short-term goals, and video content creation should be no different. Your marketing strategy should begin by defining these goals and then evaluating what type of video content will achieve your desired results.
A BTS shot of Morgane Vercruysse from our YouTube series; Lumina.
When Long-Form Hits the Mark: A Success Story
Before diving further into the intricacies of video content, let me share a story that illustrates how long-form video can be extraordinarily compelling when aligned with the right objectives.
We collaborated with a social enterprise on a project that teaches coding to high-school students in rural areas. Operating on a modest budget, we crafted two purpose-driven longer-form videos: one to engage educators, and another aimed at securing funding. The result? The organisation secured a substantial (more than 7x their original investment) amount of funding within just a month. This was a return exponentially higher than their original investment in video content, showcasing that when a compelling story aligns with the right type of video, as well as the organisation’s goals, we see real-world results.
How do I determine if long-form or short-form video is best for my business?
Purpose before pixels
With that example in mind, it’s crucial to think about why you’re considering video content in the first place. Video is versatile; it can serve multiple objectives – emotional connection, brand loyalty, or the ever-elusive ROI. But these advantages become real only when your video strategy is thoughtfully designed to mirror your broader business goals.
The art and science of storytelling
Storytelling isn’t just an art, nor is it purely a science; it’s a careful blending of both, based on the core principle of authenticity. The goal is not to create truths, but rather to reveal them. While data analytics and performance metrics should inform the type of video content you make, good storytelling is about revealing fundamental human truths, the type that evokes emotion, creates connection and drives specific action. Good storytelling is also not confined to a certain time limit. If a video is thoughtfully designed with your goals in mind, it will be an effective tool for your business.
The lifetime value of content
People often unfairly compare short-lived trending videos and timeless content. A quick glance at the reruns of TV classics like “Friends” or “Seinfeld” indicates the enduring value of well-crafted content. When we talk about ROI, we should also discuss the long-term benefits that extend beyond immediate metrics.
Speaking from experience, short-term thinking, in this industry or any other, is a fool’s errand. Video content creation, like any meaningful endeavour, requires a long-term outlook. The real impact of video content often unfolds over time. Its value should extend far beyond the initial launch. Videos with longevity will offer you benefits for years to come and will continually engage new audiences. Aligning with companies that share this long-term vision ensures that we’re all rowing in the same direction, making it more likely to achieve remarkable results.
Choosing the right fit
Now, budget isn’t the most exciting topic, but it’s a crucial one. While hiring a fully fledged agency like ours for your project might be appealing, it’s not necessarily what your business needs right now. Sometimes, a simple selfie video can do the job. Myself, alongside the team at Tall Giraffe Video, also offer creative consultancy for this very reason – to guide you toward the most efficient means of achieving your objectives.
We don’t just create video, we help businesses achieve their broader goals and narrative objectives. Whether we’re working with a non-profit focused on educational initiatives or a traditional company seeking to modernise its marketing strategies, our approach goes beyond mere transactional interactions. We’re building relationships with the brands we work with based on tangible, long-lasting value.
The Only Wrong Choice is Inaction: Reach Out to Start the Conversation
The worst mistake you can make is to do nothing because you feel paralysed by the abundance of choices in front of you. Different content serves different needs at various stages of your customer’s journey. Whether it’s a tweet, a blog post, or a documentary, each format has a unique role to play in your broader strategy.
It’s always the right time to take action. Whether it’s a snippet on social media or full-scale documentary, your brand has a story that’s begging to be told. Here is my last piece of advice (for now)… don’t get bogged down in the ‘long-form vs. short-form’ debate, but rather focus on what your goals are, the story you want to tell, and how best to tell it.
And if you need a little help along the way, well, you know where to find us.
Get in touch with Tall Giraffe Video when you’re ready to tell your story. 😉