• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Social Media Examiner | Social Media Marketing

Your Guide to the Social Media Jungle

  • 🔥 Free Newsletter
  • Tools
  • FindHelp
  • Events
  • Shows
    • Social Media Marketing Podcast
    • Social Media Marketing Talk Show
    • Crypto Business Podcast
    • Our YouTube Channel
  • Articles & Videos
    • Articles
      • Web 3.0
      • How To
        • Instagram Marketing
        • Facebook Ads
        • Facebook Marketing
        • YouTube Marketing
        • YouTube Ads
        • LinkedIn Marketing
        • TikTok Marketing
        • Clubhouse
      • View Points
      • Expert Interviews
      • Tools
    • Video Tutorials
      • Instagram Marketing
      • Instagram Ads
      • Facebook Marketing
      • Facebook Ads
      • LinkedIn Ads
      • TikTok
      • Clubhouse
  • Sponsor
    • Podcast Sponsorship
    • Email Sponsorship
    • Event Sponsorship
  • About
    • Society
  • Search
  • Longer-Form Video Is an Opportunity for Marketers

    by Michael Stelzner / January 7, 2022

    We all know that short-form video is all the rage on TikTok and Instagram but there’s a bigger trend many marketers might be overlooking.

    In this analysis, you’ll uncover the growing importance of longer videos, which platforms are a sure bet, and why you should start planning your video strategy now.

    Longer-Form Video Is an Opportunity for Marketers by Michael Stelzner

    Television-Viewing Trend Data

    According to our research, most social marketers aren’t using video that’s longer than 1 minute. On Facebook, only 44% of marketers are regularly publishing native video and only 6% are on Instagram. And only half of marketers are publishing videos on YouTube.

    The data below reveals a macro-trend that could benefit marketers from two different angles: content creation and running ads against longer-form videos.

    First, let’s explore television-viewing trends.

    According to Nielsen, as of June 2021, consumer adoption of streaming services like Netflix, YouTube, and Hulu is slightly more than 1 in 4 people, making it the second-largest category of TV streaming behind cable.

    The pandemic has shifted people to streaming content and it’s unlikely many will ever go back.

    When you wrap your mind around the streaming wars and the companies battling for eyeballs, there’s no question that broadcast and cable television will become obsolete over the next few years.

    According to eMarketer, people plan to carve out more of their day watching digital video in the coming years. After all, there are only 24 hours in a day, so if the average person sleeps for 8 hours, that leaves only 16 hours for everything else. By 2023, 15% of our waking time will be spent watching digital video!

    So here’s what we know so far—people are watching and will continue to watch more online video content.

    Social Media Starts Looking Like Television

    The major social media platforms are well aware of this trend and have been leaning into longer-form video.

    Snapchat announced scripted, unscripted, and docuseries originals in May 2021. So far, they’ve created 128 different shows targeting Gen Z.

    Launch Social Projects Faster and Easier

    FindHelp Marketplace

    Looking for a content creator, campaign manager, or strategist for your social channels or a special project?

    Find the right expert for even the most complicated project or campaign in just a few clicks with our new FindHelp marketplace. You'll have more time to focus on other areas of your business without sacrificing your social presence. Browse highly qualified Facebook and Instagram experts today.

    FIND HELP TODAY

    TikTok is investing $1 billion on video creators. The platform recently announced it’s supporting 3-minute videos.

    Facebook announced a $1 billion creator fund and you can bet they’re looking for video creators.

    No Longer Just for Tech and Finance Nerds...

    Crypto

    Originally just for people who understood the jargon, Web 3.0 is now the business playground for entrepreneurs, creators, and marketers.

    Whether you’re a newbie or have already gotten your feet wet, you can learn the ins and outs of NFTs, DAOs, social tokens, and more on the newest show hosted by Michael Stelzner—the Crypto Business podcast.

    Follow the show on your favorite podcast platform to find out how to make Web 3.0 work for your business.

    FOLLOW THE SHOW

    YouTube is also seeing mass adoption in an unexpected place—television screens. Nearly 40% of YouTube’s U.S. ad impressions now occur on TV screens, up from 12% just 2 years ago, according to The Information.

    What about streaming on mobile devices? App Annie’s recent study on mobile video revealed that YouTube is the top-ranked streaming app by time spent.

    Today, YouTube is the dominant social platform for longer-form video.

    Video Adoption by Platform

    For more data on marketers’ video use, the Sprout Social Index revealed how marketers in 17 different industries are using video on Facebook, Instagram, and Twitter.

    So What Does All This Data Tell Us?

    Here are a few take-home points.

    1. The social platforms know that longer-form video is a huge opportunity. They’re working to attract creators so they can tap into some of the marketing dollars that come from video.

    2. YouTube is the frontrunner. They’ve been doing long-form video the longest and have the best ad platform. You can jump on this trend today by advertising on YouTube.

    3. You can start planning a longer-form video strategy with the understanding that the algorithms across social platforms are being tuned to display longer videos.

    Get More Advice on Video Marketing

    • Structure marketing videos for success.
    • Script videos for social media.
    • Create videos people will click on, watch, and share.

    Curious about NFTs, DAOs, and Web 3.0?

    Crypto

    Follow the Crypto Business podcast to find out how NFTs, social tokens, DAOs (and so much more) will affect your business in the near future.

    Every Friday, host Michael Stelzner interviews leading industry experts about what works right now in Web 3.0 and what to expect in the future, so you can prepare your business for the shift, even if you're a total newbie.

    FOLLOW THE SHOW

    Tags: Facebook, Facebook Video, Instagram, Instagram Video, Snapchat, TikTok, Twitter, Twitter Video, YouTube

    About the authorMichael Stelzner

    Michael Stelzner is the founder of Social Media Examiner and the Social Media Marketing Society. He's host of the Social Media Marketing podcast, the Crypto Business podcast, and he's founder of the Social Media Marketing Society. He also authored the books Launch and Writing White Papers.
    Other posts by Michael Stelzner »

    Get Social Media Examiner’s Future Articles in Your Inbox!

    Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (39 pages, 50+ charts)!

    Industry Report Cover

    Worth Exploring:

    Facebook

    Marketing Help Explore More →

    Instagram

    Marketing Help Explore More →

    YouTube

    Marketing Help Explore More →

    Linkedin

    Marketing Help Explore More →

    Facebook Ads

    Marketing Help Explore More →

    Social Media Marketing Industry Report

    Get Free Report →

    Social Marketing Trends

    The data you've been missing!

    Need a new plan? Find out how thousands of marketers plan to change their social marketing activities in our 14th annual Social Media Marketing Industry Report. This 39-page report reveals what marketers have planned for their organic social activities, video marketing, social ads, and more. Get this free report now and never miss another great article from Social Media Examiner.

    Enter your email to get
    our free report:


    Footer

    Your Guide to the Social Media Jungle
    Copyright © 2022 Social Media Examiner®
    All Rights Reserved. Terms of Use | Privacy Policy.

    Helpful Links

    • About us
    • Our content via email
    • Our podcasts
    • Our YouTube channel
    • Our live show
    • Our industry report
    • Sponsorship opportunities
    • Write for us…
    • RSS
    • Accessibility