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Short-Form vs Long-Form Video: The Answer is Sometimes Both

Short-Form vs Long-Form Video: The Answer is Sometimes Both

my notes ( ? )

On one hand, consumers have short attention spans, and on the other, studies have shown that longer video can perform better... first consider the goal of the campaign.... Determining performance on marketing-based goals can be a bit complicated to pin down...
If site perusal is your goal, short video is best... Why produce a long video when you want people to click away rather than watch? ...
Long-form video can be very effective at capturing attention. ... brand seamlessly integrated into the video... Typically, between 2-6 minutes is the sweet spot for long-form videos. ... some viewers will drop-off quickly... front-load messaging and quickly get your takeaway across before people leave.... can be difficult to do well and often interrupts the flow ... make the first 5 seconds more interesting... more people will choose to watch... by focusing on the story, those people will watch longer...
A 3-minute video can always be trimmed to a 60-second version for Instagram, a 30-second pre-roll, and a 6-second blast.

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