Long-form videos are better at engaging viewers on an emotional level

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2019, 4:08 AM UTC

These videos let brands move away from “typical advertising tropes”.   

This article defines branded video as long-form content that combines film-making and advertising creatively to attract audiences “binge-watching” streaming services. The article cites a study by Twenty-Three which found that 80% of short ads (five minutes or under) saw less than one third of overall engagement. But, 8% of videos running for 15 minutes or longer accounted for 50% of overall video engagement.

Brands must use long-form content as a way to develop a deeper emotional connect with audiences. This form of content lets brands explore a longer narrative arc allowing them to let go of “typical advertising tropes”.  

The article highlights that audiences largely are willing to consume branded content when it has been declared as such and as long as it isn’t “overtly salesy”. Brands may mention themselves in a piece of content such that it is a representation of its value or place in society.

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[7 minute read]