Short vs. Long: Data on video length in social media



In the world of social media marketing, video marketing has become a must-have for any brand looking to connect with their audience. But one of the biggest questions that content creators face is whether to create short-form or long-form videos. While there is no definitive answer to this question, there are a few things to consider when deciding on the length of your video content. 


Research on Sprout Social: Data-driven insights on video marketing


To shed some light on this issue, the social media management platform Sprout Social conducted a series of tests on TikTok to determine which types of videos perform best on the platform. They found that videos with music, full-screen video, and closed captions performed better than those without. In addition, engaging with users through comments and creating content that sparks conversations was important for building a community on the platform. 


Sprout Social’s testing approach on TikTok has been successful in increasing their awareness among their target audience. They were able to use data and analytics to understand what works and what doesn’t on the platform, and they were able to adjust their strategy accordingly. This is a great example of how data-driven marketing can help businesses achieve their goals. 


Our team has also seen better performance (though not always) with short-form video content on social media platforms. Short-form videos, which are typically under one minute in length, are easy to watch more often and don’t take as much time to thru-play before asking for some type of engagement. Easier is often better with social, depending on your goals. 


Are short videos better than long on social media?


However, the decision between short-form and long-form video ultimately depends on your brand’s goals and the type of content you want to create. If you want to deliver a message or provide educational content, long-form videos might be the better choice. 


On the other hand, if your goal is to entertain your audience or showcase a product quickly, then short-form videos are likely the better choice. It’s also important to keep in mind that the length of your video isn’t the only factor that determines its success on social media. The quality of the content and how it resonates with your audience are equally important. It’s important to create content that is engaging and informative to your audience, regardless of the length.


In conclusion, when it comes to video content on social media, there is no one-size-fits-all answer. The best approach is to test different lengths and formats, and analyze the results to see what works best for your brand and your audience. By understanding your audience and using data to make informed decisions, you can create video content that resonates with your audience, increases engagement, and drives revenue.


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