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Video Is the Now, but Short-Form Video Is the Future

Authors: Jess Ostroff Jess Ostroff
Posted Under: Content Marketing
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Video content is the now, but short-form video content is the future. New research reveals that when it comes to your video marketing, less is more.


  • Video is here to stay—we’ve got the research to prove it.
  • Audiences are consuming more and more short-form video content.
  • Convince & Convert is embracing short-form video in some exciting, new ways.

Jess: Video content is the now, but short-form video content is the future. Hey everyone, I’m Jess Ostroff, Managing Editor at Convince & Convert, and today I wanna talk to you about a few new statistics that prove that short-form video content is on the rise.

Now, we know that video works. According to a recent study by Animoto, over 76 percent of small businesses say they can measure a marked result from the video content that they’ve created. Plus, we have the anecdotal information from places like Facebook and Twitter and every single platform is integrating video into their application today. So that’s not the question. Video is here to stay. The question is, what should we put in our videos, and how long should they be?

Now, I know for myself, when I open a video on YouTube or Facebook or any other platform, one of the first things I do is I look at that little bar at the bottom and I try to find out how long this video is gonna be. And frankly, if it’s five minutes or more, I’m probably not going to watch it. Why? I just don’t have time. Nobody has time these days. In the attention economy, less is more.

And I know I’m not alone. According to another study by our friends at Vidyard, 56 percent of videos created by businesses today are two minutes or less. And the audiences are responding to this. 53 percent of videos that are 90 seconds or less are watched to completion. That means that over 50 percent of people who are watching videos that are 90 seconds or less are actually completing them, which is pretty good given our attention spans are now, what, seven seconds or less? But compare that to videos that are 30 minutes or more, and you’re only getting a 10 percent completion rate. So if you want people to watch your videos, shorter is better.

Now what does this mean for us? Well, here at Convince & Convert, we started producing this new video series that you’re watching right now. Also, Jay Bear has brought back his famous Jay Today series with snackable content marketing and social media advice in three minutes or less. You can find that on YouTube and Facebook, and we are also doing a series of webinines, which are webinars but truncated into nine minutes or less, and we feel like the content that we can put in nine minutes or less can still be super meaty, super helpful, and really, really great information and we don’t need a 45 or 60 minute webinar to do that.

So that’s what we’re doing. I love to hear how you’ve been experiencing short-form video marketing or how you’ve been experimenting with this new form of content. Let me know in the comments how is the short-form video going for you. Do you like it? Do you hate it? Are you doing this in your business? And we will catch you next week!

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