Long-Form vs Short-Form Content Decisions

60 seconds vs. 15 minutes. How long should your video be on LinkedIn? We all know short-form video crushes on TikTok, Reels, and even LinkedIn. The stats back it up: 🟢 Videos under 90 seconds have retention rates up to 53%. 🟢 Long-form (10+ minutes) averages 16% retention. So the logical move is: keep it short, right? Not so fast. Here’s the twist → long-form videos might lose casual scrollers, but they win with serious decision-makers. A 12-minute walkthrough, case study, or product demo can create the kind of trust and credibility that a 60-second “snack” just can’t. In B2B, buyers spend ~27% of their journey in independent research. That’s where a deeper video pays off. Personally I rarely post short form videos. I just don’t feel I can get my message across in that short of time. My videos are always ~6-12 minutes long because I’m typically talking about a deep technical topic or showing a demo of a product. So the real question isn’t: “short or long?” It’s: “Do you want more eyeballs, or deeper impact?” PS…Would you rather get 10,000 views on a 1-minute clip…or 1,000 views on a 15-minute video that drives real pipeline and engagement?

Wimbledon is quietly running one of the smartest content strategies on YouTube. They’ve turned legacy sports footage into an evergreen content engine, and their approach to Shorts vs. Long-form is a playbook worth studying. SHORTS Strategy & Insights 👇 1. Personality-Driven Content Dominates: The most successful videos feature specific personalities (Mansour Bahrami appears in 4+ videos with 17M TO 191M 😳 views). Mansour Bahrami's "trick serve" have 191M views, while a full Federer vs. Nadal match has 13M. This shows audiences connect with individual moments and characters... 2. Behind-the-Scenes Moments Outperform Highlights Videos Showing unexpected moments, interactions with officials, and candid reactions (like "Sprinkler Causes Chaos" - 87M views) generate massive engagement. People crave authentic, unscripted content. 3. Emotional Storytelling Wins Titles emphasizing human elements "Brilliant fan joke," "Getting your revenge," "One of the Funniest Moments" significantly outperform technical sports analysis. Emotion drives shares and engagement. LONG-FORM Strategy 1. Evergreen Content, Timeless Appeal 📌 "Wimbledon’s Funniest Moments” –> 48M views (6 years ago) 📌 “Steffi Graf answers marriage proposal” –> 15M views (7 years ago) 📌 Classic full matches (e.g. Federer vs Nadal, Djokovic vs Federer) –> 9M to 13M views These clips aren't just highlights; they’re emotionally resonant, nostalgic, and valuable full-game content that is highly watchable and shareable. 👉 Lesson: Curate moments with lasting content value. Sports, like many other domains, thrive on memory and content value. Your brand likely has its own “classics.” Package and re-release them regularly. - I am Bengu Atamer, Co-founder of BuzzMyVideos (previously at YouTube/Google). Follow me for AI-powered growth strategies YouTube. 📩 If you want deeper strategy breakdowns subscribe to The Business of YouTube Newsletter here: https://lnkd.in/eMz5cUPg

There's much to be said about the election, but as I prepare my class for students tonight I couldn't help but make the observation that the battle for voter attention was won with long-form content. In a world where everyone’s told to “keep it short,” the winning formula proved to be the opposite. 1. The Role of Long-Form Content in Shaping Perception Donald Trump appeared on platforms like The Joe Rogan Experience, This Week with Theo Von, Logan Paul’s Impaulsive, Full Send Podcast, Lex Friedman, The All-In Podcast, and more. These shows dominate not only in audio but in video views on platforms like YouTube, making them a unique crossover between podcasting + streaming. Kamala Harris made fewer (though still calculated) appearances on shows like Club Shay Shay, The Breakfast Club, and Call Her Daddy. If you want to build impact, go deep -- these podcasts offered an unfiltered, conversational format where audiences could see beyond sound bites. This depth resonated with voters, building trust and familiarity in a way short-form content couldn’t match. YouTube has become the leading streaming platform in the U.S., capturing 10.4% of total TV viewership in July according to Nielsen. It’s also a key hub for long-form, with 31% of U.S. weekly podcast listeners in April 2024 choosing YouTube over Spotify and Apple. 2. Why Long-Form Content Builds Trust + Connection Depth Allows for Real Connection: In a 2-hour podcast, a candidate can go beyond the usual talking points. This isn’t a polished TV interview—it’s a conversation. Audiences get to know the person behind the campaign, and that creates a stronger emotional bond. Trust Builds Over Time: Authenticity shines in long-form. Listeners sense when they’re getting the real person, not just rehearsed responses. This authenticity builds trust, a currency more valuable than ever. Endless Repurposing Potential: A single long-form podcast can generate dozens of shorter clips for social platforms. Each clip brings viewers back to the full conversation, fostering continuous engagement. 3. Takeaways: Invest in Long-Form “Hero” Content: Don’t shy away from creating deep, valuable content. Long-form podcasts, interviews, or detailed case studies show audiences who you are and what you stand for, building trust. Repurpose for Maximum Reach: Just like a campaign, you can stretch the impact of one long-form piece across multiple platforms by creating shorter clips. These “micro-moments” are another way to reinforce your brand’s message. Focus on Relationship-Building, Not Just Impressions: Long-form content goes beyond views; it builds loyalty. When people see the full story, they’re not just scrolling past—they’re engaging with you on a deeper level. Bottom Line -- If you want to make an impact, don’t just chase views. The 2024 election taught us audiences are willing to invest time with content. Long-form might just be the shortest path to building trust, loyalty, and lasting connections.

Most UX writers still treat all copy the same. But here’s the reality: not all words carry the same weight in a digital product. There are three sizes of UX copy, and knowing when to use each one can make or break the user experience. ☑ Long-form copy (3+ paragraphs) For deep context, policies, or SEO-driven pages. Use this when users need to learn or understand before acting. Think help docs, about pages, or detailed product descriptions. ☑ Short-form copy (2–3 paragraphs) For scannable, focused ideas. Perfect for onboarding flows, mission statements, or product descriptions that require clarity without overwhelming. ☑ Microcopy (<3 sentences) For guidance, reassurance, and action. Buttons, tooltips, form labels - this is the glue holding your UI together. Done well, users barely notice it. Done poorly, it stops them cold. Here’s the kicker: most teams default to microcopy because it feels fast and “clean.” But over-relying on short text creates friction when users need more context to trust or act. Great UX writers layer all three sizes to match user needs: – Microcopy to guide – Short-form to frame ideas – Long-form to dive deep

I just ran an A/B test on form length, and it totally challenged what I thought I knew. I assumed the shorter form would win. But the longer form — more context, more clarity — actually converted better. A good reminder that CRO is less about “best practices” and more about actual users on your site. I wrote a Conversion Rate Optimization guide for marketers working on content-rich sites (higher education, healthcare, B2B and government). It includes common recommendations — like keeping forms short — but this recent test is proof: you should still test best practices. What works in theory doesn’t always work on your own site or in your own niche. One of the best ways to understand what your visitors want? Look at your onsite search data. Search is pure intent. And when you have that data, you have one more powerful signal for your CRO. Read the blog: https://lnkd.in/gZg2wGMU

In 2018, I started a LinkedIn newsletter. It now has 50,265 subscribers. Here's what I learned from growing it... First and foremost, understand that long-form content isn't dead. 😯 Somewhere in the year 2015, an alarming statistic caught fire online… The average human attention span is only 8.25! Less than a goldfish! The problem?  The original publisher of this “fact” was a website chiefly built for SEO optimization, and the “research” the site purported to derive this number from was 𝘯𝘰𝘸𝘩𝘦𝘳𝘦 𝘵𝘰 𝘣𝘦 𝘧𝘰𝘶𝘯𝘥. Still, it makes sense why 8.25 seconds was so widely accepted as the new benchmark of focus. Look no further than social media platforms like TikTok to see that high-performing content often power-packs entertainment or knowledge in the most bite-sized pieces. But if you’re aiming to be an industry thought leader, you need to have some type of long-form content (i.e., articles, podcasts, YouTube videos). This is because YOU are the product at the end of the day, and long-form content allows you to dive deep into subjects, showcasing your knowledge and expertise. Depth is crucial for establishing yourself or your brand as an authority in your field. Sure, Adam Grant can write pithy statuses across social media, but his books and insightful, lengthier lectures underpin his credibility. Long-form content will also propel content consistency. Every big creator utilizes long-form content to fuel their content frequency. Gary Vaynerchuk is a fan of the "Content Pyramid," and Justin Welsh follows a "hub and spoke model." No matter which model you use, the idea is that you publish an in-depth piece (article, video, podcast) and repurpose it as smaller pieces. Are you using long-form content in your personal brand? How is it working for you? #personalbrand #personalbranding #socialmedia #creatoreconomy

A 15-second reel can go viral. A 6-hour web series stays in trend for weeks. In a world filled with content, A few years ago, everyone said: "Short-form is the future. Long-form is dead." But despite this, we still binge-watch entire seasons in one go. 𝗦𝗼, 𝘄𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆 𝗵𝗲𝗿𝗲? ? Short-form or long-form content? 𝗧𝗼𝗱𝗮𝘆: • Top YouTubers and creators are now making longer videos, web series, and podcasts (even Bollywood is). • Netflix, Prime, and Disney+ still dominate watch time. • People finish 10-episode series in a single weekend. 𝗦𝗼, 𝘄𝗵𝗮𝘁’𝘀 𝗿𝗲𝗮𝗹𝗹𝘆 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴? 1/ Short term content gives instant gratification. The endless scroll design keeps us hooked.  2/ Long form content offers immersive storytelling and in-depth exploration of topics. 3/ Short form content is for idle moments. Think commuting, taking breaks etc. 4/ Long form content is for when you dedicate time for entertainment. Think evenings and weekends. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝗜'𝘃𝗲 𝗹𝗲𝗮𝗿𝗻𝗲𝗱 𝗮𝗯𝗼𝘂𝘁 𝗵𝘂𝗺𝗮𝗻 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿: • 𝗧𝗵𝗲 𝗵𝘂𝗺𝗮𝗻 𝗯𝗿𝗮𝗶𝗻 𝗰𝗿𝗮𝘃𝗲𝘀 𝘃𝗮𝗿𝗶𝗲𝘁𝘆 : Short form content provides instant satisfaction, while long form content fulfills deeper desires for storytelling and knowledge.  • 𝗣𝗲𝗼𝗽𝗹𝗲 𝘄𝗮𝗻𝘁 𝘁𝗵𝗲 𝗺𝗮𝘅𝗶𝗺𝘂𝗺 𝗳𝗼𝗿 𝘁𝗵𝗲𝗶𝗿 𝘁𝗶𝗺𝗲: If we have a few minutes, short form is the answer. If we have an hour, we might invest in a web-series. • 𝗜𝘁'𝘀 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗮𝗯𝗼𝘂𝘁 𝘁𝗶𝗺𝗲, 𝗯𝘂𝘁 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 : People make time for content they truly enjoy, whether it’s a 15-second reel or a 6-hour series. • 𝗔𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝘀𝗽𝗮𝗻 𝗶𝘀 𝗻𝗼𝘁 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝘀𝗵𝗼𝗿𝘁𝗲𝗿, it is just getting more selective. While I know these learnings might not be the same for everyone, 𝗪𝗵𝗮𝘁 𝗺𝗮𝗸𝗲𝘀 𝘆𝗼𝘂 𝘀𝘁𝗶𝗰𝗸 𝗪𝗶𝘁𝗵 𝘁𝗵𝗲 𝗰𝗼𝗻𝘁𝗲𝗻𝘁, 𝗾𝘂𝗶𝗰𝗸 𝗲𝗻𝘁𝗲𝗿𝘁𝗮𝗶𝗻𝗺𝗲𝗻𝘁 𝗼𝗿 𝗱𝗲𝗲𝗽𝗲𝗿 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴?

The YouTube Shorts debate is settled: 95% of creators should avoid mixing shorts with long-form content. After testing extensively across multiple channels (including my 1M+ subscriber channel), the data is clear. 1. The Audience Problem Shorts and long-form serve completely different audiences with different value propositions. Jenny Hoyos has 9M subscribers and generated 105M views last month from shorts. Her long-form videos? 17K views. The audiences don't cross over. 2. The Revenue Reality Zack D Films gets 2.9 BILLION monthly views from shorts and makes $29K-$118K. I generated 6.5M views in January (long-form) and made $77K in AdSense alone. He gets 400x more views but makes less money. 3. Why Shorts Pay Less Long-form creators receive 55% of ad revenue. With shorts, ads appear in the main feed rather than being attributable to specific videos. My theory: YouTube keeps approximately 90% of shorts revenue, which explains why they aggressively push this format. 4. The Rare Exception Law by Mike successfully bridges both formats because he maintains: - Consistent branding and visual identity - Same problem-solving value proposition - Same emotional engagement - Mass market appeal with entertaining legal education This represents less than 1% of creators. Even Mr. Beast moved shorts to a separate channel after poor results on his main channel. 5. Strategic Recommendations - 95% of creators: Focus exclusively on long-form content - 4% of creators: Build shorts-only channels - 1% of creators: Can successfully manage both formats 6. The Business Case My client Sean appears to make $1.9K-$5.2K monthly based on public metrics. His actual revenue: $500K monthly through proper monetization strategies. Educational niche content generates massive income without requiring millions of views. YouTube remains the long-form platform. Other platforms' creators consistently try migrating audiences here for superior monetization opportunities. The choice is clear: chase shorts for attention or build long-form for sustainable business revenue. Sustainable YouTube success requires a sustainable monetization strategy.

The hard truth about #contentcreation is.... different platforms treat your content differently 😕 If you're a #contentcreator or someone who's into the business of #socialmedia, you're probably familiar with Vanessa Lau. Vanessa is a content creator who left her corporate job early in her career to pursue a #YouTube career. She grew her following on YouTube and #Instagram and became a household name in the social media sphere. Despite her success, she burnt out and quit creating content for a year. Now, she's back & recently revealed her thoughts on quitting and its impact by platform (see video in comments). The biggest lesson I got from her analysis is: LONG-FORM CONTENT reins supreme! 👑 Vanessa compared her stats across YouTube and Instagram. On YouTube, her viewership and AdSense revenue (payments from the ads we love to skip) took a nose-dive, but her subscribers still increased and she made over $100K without creating one piece of content. On Instagram, her follower count went down and it was crickets in her DMs. What separated her YouTube experience from Instagram was the longevity of her content. YouTube is a long-form platform where people look to spend time and search for what they want. If you create valuable, evergreen content that's SEO-optimized, people will see your content. Instagram's search is not as sophisticated as YouTube and the culture of the platform isn't about spending a ton of time with one individual creator. You can see this with the 1.5 min limitation on video. Also, you don't really see much engagement on a post after 1-2 weeks unless it's an evergreen, viral post. Because Vanessa provided value in her YouTube videos and diversified her revenue with affiliate links and templates she embedded within her video descriptions, she made that $100K passively. I know this is a long post, but we're so close to the end. The ultimate goal for a content creator is to build a long-form content engine. It gives you the ability to: - Find your 1000 true fans (build community) - Optimize your content across platforms (use foundational content to create clips for short-form) - Diversify your revenue streams for the best results I personally don't believe everyone is cut out to be a YouTuber or a long-form creator from the beginning, but I do think it's something to work toward over time. 🖊 What are your thoughts about long-form content and this analysis? ♻ I'd greatly appreciate you for reposting this if it resonated with you! Thank you! #mediaandtech #marketing #longformcontent #shortformcontent #longformwars #platformandculture #culture #media #socialmediatips #creatoreconomy #attentioneconomy #personalbranding

“It’s weird to hear your voice in person”, he said. “Why?” I asked. “Well, I’ve spent the last year listening to hundreds of episodes of your podcast.” “I feel like I know you at this point, even though we’ve never met” These words came from a soon-to-be client I met for coffee in Denver. A long-time fan of my podcast, he wanted to start a formal coaching arrangement. He arrived ready to pay. It was the easiest sale ever. I’ve had dozens of clients come in this way. Pre-baked and ready to sign up. It’s a dream. The important question is: why? What makes some ready to go, and others hesitant and dodgy? The answer comes down to one word: Trust. The clients who trusted me showed up with credit card in hand. They had consumed enough of my content to know I could help them. (you do that by helping them in advance). Google did a study that found customers spend an average of 8 hours engaging with a brand BEFORE they make a purchasing decision. The clients who showed up ready had either consumed a lot of my podcast episodes and YouTube videos — or read one of my books. The takeaway? It’s crucial to have a “long-form” content strategy in your ecosystem. Give prospects a way to spend more time with you, easier. Get them to the 8-hour threshold. 60-second reels aren’t gonna cut it. LinkedIn posts aren’t either. These are great for getting discovered. But then you need to move them somewhere else to deepen the relationship and build trust. A lot of people use podcasts or YouTube for this. I like to use books as a part of my customer journey. It’s something you create once that acts as your long-form strategy for life. It takes someone 4-6 hours to read a book. This gets them to the 8 hours fast. Plus, you can turn your YouTube videos and podcasts into a book with a proper system (I’m doing that for a few big names in the coaching space right now). Either way, make sure your content strategy has both short & long form. Get discovered AND build trust.