In the digital world, one question keeps resurfacing in boardrooms and marketing channels: Should we go short or long? As video continues to dominate the content landscape in 2025, brands must decide where to focus their time, budgets, and creative energy— is it short-form or long-form video content?
Spoiler: The answer is never one size fits all. But with the right data, audience insights, and platform strategies, you can make the best choice for your brand.
Let’s dive into it!
The Rise of Short-Form Video: Fast, Fun, and Addictive
Short-form content (think TikTok, Instagram Reels, YouTube Shorts) continues to outperform when it comes to views, virality, and shareability.
Why It Works
- High engagement from quick, digestible videos that hook attention in seconds.
- Algorithm love: Platforms prioritize and push short content more aggressively.
- Easy to create: Fast production and mobile-first tools make it accessible to everyone.
When to Use Short-Form
- Promoting new products or campaigns
- Jumping on trends or cultural moments
- Building brand awareness or personality
- Targeting younger demographics (Gen Z, Millennials)
Tip: Use short-form to pull viewers in, then guide them to deeper longer content.
The Value of Long-Form Video: Depth, Trust, and Authority
While short-form grabs attention, long-form content builds relationships. Think about YouTube tutorials, webinars, interviews, or branded documentaries.
Why It Works
- More time to tell stories: Great for complex products, services, or thought leadership.
- Higher retention = stronger trust
- Great for SEO especially on YouTube’s platform since it is the second-largest search engine.
When to Use Long-Form
- Educating your audience (tutorials, how-tos)
- Showcasing expertise or testimonials
- Building communities through podcast-style video
- Targeting professionals or high-intent buyers as they value gaining the most info and trust before making a purchase
Tip: Use long-form video to nurture leads, support retention, and rank high on search platforms.
What’s New in 2025?
- AI is bridging the gap: Tools can now repurpose long-form into shorts automatically.
- Users are consuming more long-form content but only if it’s intentional and high-value.
Your audience doesn’t live in one place or format. They scroll through TikTok at lunch, watch YouTube at night, and pace through other platforms during work hours.
So instead of choosing short or long, ask: How does this piece of content fit into the overall customer journey? That’s the real investment strategy for 2025.