So, full disclosure: The agency I work for gets paid to make videos. I, myself, make some of them. So you might think that the shorter the video, the better, right? But the truth is, making a video—long or short—is not as transactional as many marketers might think. There’s a whole list of factors to consider—audience, subject matter, placement, and objective, to name a few. But in the end, in today’s rapidly evolving media landscape, the rules we’ve always heard about video length no longer apply.
A decade ago, things were different. The power of social media was not fully realized, and YouTube’s total domination was still yet to come. Long-form series drama—like what we see today on HBO and Netflix—was in its infancy. Broadcast TV still set many standards, and the digital side of marketing had little context with which to inform a new approach. It seemed that, while the transition to digital had begun, the proverbial iron was not “hot.” Not yet, anyway.