Google Numbers Reveal Whether Short Or Long Videos Work Better For Brands

short videos vs long videos marketing

The internet is dynamic and interactive. Therefore, all the products and services we use must follow this trend. The way in which Digital Marketing is carried out needs to be aligned with the transformations that occur ever faster and faster in current times.

In a world that consumes more and more video content, which is better for your brand: short videos, or long videos

To answer this question, Google published an article bringing YouTube data and creators’ best cases. 

Of course, to help you, we’ve brought you the most relevant data, as well as our in-depth video content, the current scenario and how to use options to leverage your brand. Follow me!

Differences between long videos and short videos in the Marketing world

With so many options at play, it’s important to know how to use them in Marketing actions for brands. Firstly, it is important to highlight that videos are preferred by brands to enrich content, according to a study by Hubspot.

According to the report conducted by Vidyard, social networks and websites remain the top two channels for video distribution.

Videos have also gained prominence as a customer conversation tool, becoming an effective way for salespeople to attract more attention from potential customers.


Source: State of Video Report, March 2022, Demand Metric, Sponsored by Vidyard

In addition, the most requested videos are those lasting between 3 and 6 minutes, regardless of whether they are informational or instructional, according to Techsmith.

Does that mean you should only use 3-6 minute videos in your campaigns? No! As we know, an action for a brand must be contextual and encompass different variables in its planning.

Long and short videos serve different purposes, and are watched by different audiences. According to a study carried out by Google, long videos are replacing TV content. Daily, 700 million hours of YouTube content are watched directly on a TV. That is, television is being used as a means of enlarging the only screen.

No wonder, brands are increasingly prioritizing digital content and leaving traditional channels in the background.

As for short videos, according to the same survey, 59% of generation Z use short videos to discover new content, before watching a longer version; According to the WSJ, short video apps such as TikTok and Instagram report 197.8 million and 17.6 million hours of video watched per day, respectively.

On the other hand, according to Think With Google, Youtube has 30 billion views daily.

But after all, which is better?

Given all these numbers and data, we emphasize that videos themselves are important, whether short or long. The range of each of them is gigantic and should not be ignored. 

Short videos are best exploited on social networks such as Instagram and TikTok, either in feed posts or stories. They can be used especially if your goal is to increase brand awareness or social media shares.

One beverage giant, Red Bull, excels at using short videos for brand consolidation and also to go viral on the Internet. After all, who hasn’t heard of the famous slogan: Redbull gives you wiiings?

Long videos can be used in Blogs or Landing Pages. In general, their use aims to complement the content in a more didactic and visual way.

In addition, they are also ideal to expose more details of products or services that have many features.

But remember, as it is more difficult to maintain the public’s interest in longer videos, it is essential that you focus on making a script and quality content to attract attention from start to finish.

Among the companies that stand out for using this strategy in blogs, we highlight Nike. The sporting goods company makes several videos to better explain the benefits of its products, complementing the content written in the articles.

The examples are many and we can see that the campaigns adapt over the years. Brands are increasingly investing in both long and short videos in order to add more versatility and reach to their strategy.

So, between short videos and long videos, choose and use both!

Do you want to continue to be updated with Marketing best practices? I strongly suggest that you subscribe to The Beat, Rock Content’s interactive newsletter. There, you’ll find all the trends that matter in the Digital Marketing landscape. See you there!

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