Dopamine rush to deeper engagement: short-form video boom fuels brands’ embrace of longer-form content

by Lindsey Francy Jun 2, 2023 News
Dopamine rush to deeper engagement: short-form video boom fuels brands’ embrace of longer-form content

Some advertisers want to go big when it comes to video.

Brands jumped on the bandwagon of branded entertainment as short-form video took the digital world by storm. Everyone wants a piece of the attention pie in this fast paced, ever-distracted online landscape.

One of them is a women's clothing retailer. In order to appear more meaningful and connected, the marketers of PrettyLittleThing hired a production agency. It used to be a lot of product focused videos, but now it is more lifestyle focused.

Around 18 months or so is how long it will take for PrettyLittleThing's strategy to come to fruition. There are some hints about what will happen in the future. The dating show hosted by Nella Rose, called Love Lessons, has racked up over 9 million views on TikTok, making it one of the most popular shows on the platform.

Rose and Polack host a show called "The Pink Courtroom" Since May, they have aired four episodes, each lasting 15 minutes. The episodes have racked up over one million views on the video sharing website.

"This type of content is moving from being supplementary on the channel to taking it over and that's growing the reach of the channel."

The success of this approach is due to the fact that the faces of these shows are black. The brand used to rely on white people to represent it. The brand is able to connect with a wider range of people thanks to the inclusion of Black voices.

"When creators share long-form content, it allows their audience to get to know them better, understand why they should care and listen to what they have to say." Long-form content makes someone believe, and short-form content grabs the attention.

The style and fashion videos it had been producing weren't getting the type of engagement they wanted, so it had to change. The hope is that more eyeballs will come from more content.

When it comes to the success of our content on the internet, I look at our viewers. The value of subscribers isn't as high as it used to be because people don't subscribe to everything It doesn't mean they're going to watch everything we post We are focused on returning viewers.

The short-form video phenomenon is reflected in these perspectives. As more people watch these videos, creators and brands have a better chance of getting people interested in longer content. Short-form videos taking over is not a simple win-loss situation. Building a para social relationship with an audience is what it is all about nowadays.

"When creators share long-form content, it allows their audience to get to know them, better, understand why they should care and listen to what they have to say." It's important to grab the attention with short form content and long form content makes someone believe.

Bose agrees with the logic.

Bose's chief marketing officer said that the company is creating a lot more long-form content.

Some of those videos are part of a series called "55," which is about how people can use radio communication in safer ways as a way to promote the Bose Aviation range of products. There are films that give viewers an insight into their creative process and how the quality of sound they get from Bose products can help with that. There are some videos that are 5 minutes long.

There's no limit to what makes good content. The videos are long. They have to fit our editorial voice which is very much about the love and passion of music or sound.

With the short-form video boom, some brands realized that their logo was not cutting it anymore. The need to stretch out their narratives and dive deeper into their stories was something they saw as a necessity.

The idea of what you can do with longer-form content is more compelling than short-form. It's possible to make a 15-second or 30-second spot that makes you happy. When we think about trying to tell amazing stories, that is more destination viewing.

Chatter like this puts corporate bean counter on edge. To them, long-form content is a waste of time and money. In order to overcome the issue, he designed a model to show his CFO why he should be allowed to make films.

The model we developed was based on the cost of airtime.

He said that the cost is weighed against the earned media generated by the film and the engagement it generated.

If we hadn't made something that blurred the lines of advertising, no one would have talked about our brand. It is hard to prove the value of long-form content when it comes to sales.

Instead of focusing on sales, he spoke the language of return on invested capital. Guess what? It was a success. Red Bull and Patagonia were the first to change their advertising strategies around longer-form content. The films were used to market its brands. Commercials on the video sharing site became trailers for their films. There are seasonal campaigns revolving around a film. A film called "An Beer film" replaced the logos. As Hinz describes it, it's an entire story telling system.

In the past, we've done 20 episodes of TV or seven films, but this year we're going to put out four big films because it aligned with what the priority of our athletes were. The bigger the film, the more important the stories are.