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The Power of Long-Form Video

November 8, 2021.
Mackman own photography 'behind the scenes' at Homes and Hills

What is Long-form video?

Long-form video content refers to the categorisation of video content which has a longer duration than what is typically seen throughout advertising. They may last anywhere from a few minutes to over an hour.

In recent years, video has grown to become one of the most popular forms of marketing and advertisement. The use of long-form video in particular has been on the rise in recent years, as brands are recognising the value of longer, more engaging videos.

Long-form video can appear in the form of podcasts, webinars, interviews, in-depth how-to videos, or even short films. The average production value is often higher than that of a basic Instagram story, and therefore requires greater investment. 

Editing screen

The Benefits of Long-form Video

Long-form video may seem time-consuming, and therefore more of an investment. However, with the average adult currently spending around 6 hours per day watching video content, it is worth the effort. As we experience the meteoric rise of the podcast, the demand for long-form video content is increasing, and businesses need to keep up. Provided your brand has a story to tell, long-form video content can be well worth the expense.

It creates deeper connections with your audience 

Long-form video can be an effective method to demonstrate your commitment to a certain cause or mission, and create deeper connections with customers. Longer videos can help you to develop an emotional connection with your customers, creating stories which convey a more relatable personality and allow your customers to understand who you are as a brand, and what you stand for.

Long-form video is more memorable

Creating an engaging and relatable story is one of the most proven ways to create a lasting memory. Putting out video content which improves your customers' engagement with your brand can lead them to remember your brand more readily, and associate you with your products/services before your competitors. The stronger the connection, the stronger the memory.

It educates customers

Provided your video tells a story which is relatable and entertaining, your customers should be engaged enough to stick around to the end. Interweaving your story with information about your company and what it offers is a great way to get your brand’s message across, and showcase your product or service.

It is great for SEO

Longer videos mean more content, which in turn means more keyword opportunities. Using long-tail keywords in your content metadata can improve your search engine rankings and increase traffic to your site. The length of your video will also increase the time visitors spend on your site, which would lead search engines to conclude that your page is relevant, increasing your prominence in search results.

These benefits will all contribute to the development and growth of your business’ brand. The relationship you build through your content will ultimately boost customer loyalty, and build a sense of community around your brand. 

Google search

How and when to use long-form video:

Before creating your video, it is important to have a clear process and idea in mind. Here are three suggestions to help you achieve the greatest effect with your content:

Tell a story

As mentioned above, storytelling is a vital element of what makes videos so effective and memorable in marketing. As well as being memorable, you want viewers to be engaged, and come away with a clear and positive feeling towards your brand.

Think about episodes

Incorporating an episodic approach to long-form video content is a great way to keep your audience engaged and coming back for more. Loyalty and long-term engagement are excellent for driving sales. If you can stretch out an engaging, interesting story over a number of episodes, your viewers will be more likely to return and interact with your content.

Keep your purpose in mind

If you are aiming to keep customers interested, feed them quality content with a clear goal in mind. To ensure you are making the most of your budget, consider bringing in a professional team to handle the creative process of video production. This will ensure that the finished product is of a high quality and crafted with specific calls to action.

What is your story

Examples of long-form video success:

Two companies who have great stories to tell are Patagonia, with their environment-focused series of personal stories, and Airbnb, with their people-focused 'adventure' series.

Patagonia - Wolfpack Documentary

Patagonia makes documentary-style videos about real people doing the things they love in the great outdoors. Instead of focusing solely on their products, they focus instead on their ethos of environmentalism and clean living.

With climate change at the forefront of many people’s minds, these ten minute films deliver a lot to think about and relate to. They combine this with a display of the values Patagonia hold within their brand.

Wolfpack is a 12-minute video which follows the personal story of a family of runners and their choice to live closer to nature. Including a range of cinematic shots, the film provides a high-quality viewing experience which reflects a high-quality brand. With the brand’s central ethos being a greener existence, this film endorses a way of living which inspires viewers to think about their own connection with the planet.

As well as showcasing their company values, Patagonia also display a lifestyle well-suited to their range of outdoor clothing products.

Airbnb - Six Strangers

Having evolved from a simple website for booking rooms and homes, Airbnb has developed into a platform for finding community through unique experiences. Six Strangers is a 12-minute video following a group of people who have never met and take an unexpected trip together. Placed among a collection of shorter videos which showcase different locations, this video provides a more TV-like reality show experience.

The Adventure series showcases how people break down barriers and share experiences. This shows their direction towards focusing on interpersonal connections as well beautiful destinations. Displaying the value of human connection alongside the appeal of experiencing different places, this series also serves the purpose of enticing its audience to follow suit.

Summary

Long-form video can be an excellent way to showcase your brand personality to your customers, spread the message of your brand's beliefs and values, and improve customer engagement with your website and social media. Using a combination of different lengths and types of media is the most effective way to achieve peak engagement with your customers.

For more information on how video can work for your business, see our video production services. You can get in touch with our friendly team on 01787 388038, or email customerservice@mackmangroup.co.uk.

Ben Kemsley

Ben Kemsley

Design & Media Intern

Ben has a strong video-based background, having studied TV Production at Ravensbourne University in London. He enjoys the pace of the marketing world, alongside the potential of media platforms and new technologies, and turning a visual concept into a digital product.

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