Activate Digital MediaEmplifi Highlights Long-Form Video Trend
New research from Emplifi, a leading social media marketing firm, has uncovered a fascinating trend: long-form video content is seeing a resurgence in engagement across social platforms. Despite common beliefs about decreasing attention spans, Emplifi's data highlights significant opportunities for brands to connect with their audiences through longer videos.
Key Insights from Emplifi's Study
Emplifi's comprehensive study analyzed data from over 325,000 brand social profiles on Instagram, Facebook, TikTok, and X (formerly Twitter), revealing that medium-to-long videos, ranging from 13 seconds to over 26 seconds, performed exceptionally well on Instagram and TikTok throughout 2023.
"Brands can reliably assume their audiences still thirst for engaging video content, and Reels and TikTok videos are the leaders in that space," the report states. "Their popularity has yet to erode our collective attention spans as medium-to-long videos – from 13 seconds to more than 26 seconds – performed well on both channels in 2023."
Engagement Trends and Platform Performance
The data shows that Instagram Reels and TikTok videos are key drivers of brand engagement. Instagram has consistently led TikTok in median video views over the past two years, though TikTok is narrowing the gap as it continues to grow in 2023. This suggests that audiences on both platforms are receptive to longer video content from brands.
The study also underscores the importance of visual storytelling. Instagram's focus on images and short-form video and TikTok's significant engagement levels indicate that visually engaging content is crucial for effective brand activations. The divide between dynamic, visually engaging content and static content has never been more pronounced.
Strategic Takeaways for Brands
While short-form videos remain popular, the research suggests that brands should not overlook the potential of longer video formats. Incorporating a balanced mix of video lengths into content strategies can help brands capture and maintain audience interest more effectively. Partnerships with influencers and leveraging user-generated content (UGC) can also help brands manage the resource investment required for producing longer videos.
Elevate Your Video Ads Strategy
Stay ahead in the fast-evolving world of social media marketing. Visit Activate Digital Media to delve deeper into Emplifi's comprehensive report and learn how to enhance your brand's video ads and social media paid ads strategies for maximum engagement. Read the full report here.
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