The onset of AI overviews has led most websites to see a decline in traffic that comes from blog posts.
A study conducted by Ahrefs, which analyzed 300,000 keywords, found that an AI overview being present led to a 34.5% lower average CTR rate compared to informational keywords without an AI overview.
This means AI overviews are not conducive to most companies’ organic search strategy goals. However, AI overviews are not replacing what long-form videos provide- an engaging way to consume content and the ability for a creator to create more personable content.
It is also great for top-of-the-funnel content or how-to content since videos can include a deeper dive into processes and walkthroughs.
Long-form media took a little step to the side when short-form media was trending and thriving, but is now coming back to the forefront for marketers, as it remains an excellent solution for companies to create awareness around their products and offerings.
People still spend countless hours each week watching their favourite YouTubers.
Longer videos keep people engaged for longer and hold a lot of valuable information. However, not every social media website is best for long-form content.
Let's explore why and where long-form content is effective on social media.
Everyone is going to have a different opinion on what a 'long' or 'short' video is.
Generally, videos are considered long at 10 minutes, at least according to Google Ads.
Even so, if you ask a group of people, the answers will vary. Short-form videos are often shorter than 10 minutes. Most are even shorter, sometimes lasting 7 seconds.
Although short-form video content can be engaging and informative, it's typically used for entertainment. In contrast, long-form video content is often used to convey a message or share information.
Short-form video content is easy to binge in one sitting. Viewers can scroll for hours, flicking through short videos. Long-form video content, on the other hand, isn't as random. Usually, viewers specifically choose to watch long-form content and plan it out.
So, what exactly is considered long-form video content?
Long-form content isn't going away anytime soon, although it's more popular on specific social media sites compared to others. For instance, social media apps like TikTok and Instagram thrive on short-form content as opposed to long-form videos.
Longer videos, instead, are best used on platforms like YouTube. Year by year, more viewers are searching for long-form content over 30 minutes long.
According to Digital I research, 73% of YouTube views in the U.S. were long-form content. According to the same research, the trend on YouTube is growing.
From 2023 to 2024, the average time spent by U.S. YouTube users on videos longer than 30 minutes rose by 8%.
Although you can use YouTube to post informative and professional content like tutorials, LinkedIn is a better option.
LinkedIn is a great tool for businesses that have long-form video content, such as webinars and lessons.
X and Bluesky aren't known for their long-form content, but they are excellent at promoting it.
If you want to redirect your customers and viewers to a longer video, create clips of that long-form video.
Technically, you can post longer videos on X (up to 4 hours), but it comes with a price: the X Premium subscription. Without the subscription, you are limited to about 2 minutes of content.
Bluesky is also pretty limited to just 60-second uploads, although you can use it to promote longer content uploaded to LinkedIn, YouTube, or Patreon.
Instagram can also be used to promote YouTube content with steps like adding a link to your company YouTube page in your bio, repurposing videos from YouTube into shorter reels for Instagram and then sharing links to the original content on YouTube, or sharing sneak peaks of videos that are going to be released in full on your YouTube channel.
People are increasingly craving long-form video content despite the rise of short-form video apps. This is why YouTube has seen a significant increase in viewers watching videos that are longer than 30 minutes.
This is important for businesses to tap into as AI overviews take away from organic search traffic companies were receiving before click-through rates saw a reduction.
Going forward, investing in both long-form content in blog format and video could be a good combination for businesses looking to capitalize on organic search engine traffic.
Regarding long-form video in specific– let us explore why and how it can benefit a business to produce that kind of content.
It's hard to see a business or a content creator as credible with short-form content because there isn't enough to go off of. Longer form videos also take a long time and dedication to film and edit, which can boost trust and admiration in viewers.
As a brand, you can build trust using long-form videos by giving a tour of your workspace and important updates on your business.
Trust also comes from frequency and promises. If you've promised and supplied subscribers/viewers with a video every Friday, they are more likely to trust and turn to you.
Building connections comes with engagement and trust. As you engage with your audience, they build connections with you and your brand. You can also host long-video events like online webinars and live streams.
Creating and publishing long-form videos also provides you with more opportunities to plug in email sign-ups and demos.
It's tough to do this with short-term content. Imagine trying to explain the importance of keyword research for websites in a minute while also needing to include a call to action to sign up under your email.
This can come across as rushed or cut into the time needed to explain the concepts and the lesson.
One of the most tremendous benefits of producing long-form content is the ways you can repurpose it. Who says you can't reuse the same footage or information?
A brilliant way to stretch your content is by creating short-form content from your longer videos. These can be standalone videos or ones that redirect to the longer content.
This is a common practice on YouTube. YouTubers commonly use YouTube shorts to highlight a shocking moment in their long-form videos. The clip is jaw-dropping enough to draw fans and new viewers to the long-form video.
Creating engaging long-form content doesn't have to be overwhelming. Listed below are a few tips you can use to develop successful long-form videos.
While each video should be unique enough to stand out against the competition, it's okay to follow a general format.
You'll want to start with your hook. This quick hook is what your viewer first hears or sees, and needs to be engaging enough to capture their attention.
After your hook, dive into your introduction of the topic. Highlight exactly what your viewer will learn. Following your intro is the value. This is when you add the valuable information a viewer wants. It's best if the value solves a problem.
Finally, you end with a short recap/summary.
Making an excellent video for your business is just the start. You also need to clean it up and make it easier for your viewer to understand and digest.
The way to do this is by adding a caption. Describe your video's purpose in the caption.
At the end of the video, a CTA (call to action) is necessary. If you don't add one, you lose an opportunity to gain a customer or follower.
The CTA can be as simple as urging people to visit your restaurant or clicking a link to an item you're selling.
YouTube content creators often end their videos, or sometimes start them, with a call to subscribe, like, and comment on the video.
Viewers also appreciate timestamps. It tells them you've taken the time to create a quality video with sections.
We've lightly touched on this tip earlier, but it's worth a more detailed mention. A significant benefit of long-form video content is the opportunity to break it down into shorter segments to promote the longer video.
Not only do you get to promote your longer video, but you also get the best of both worlds - reaching audiences that love both long and short-form content.
The best places to include these small snippets are X, Instagram Reels, and YouTube Shorts.
You also aren’t limited to just one social media website. Reposting short and long-form video content is a wonderful way to increase visibility and reach a larger audience.
Those who watch videos on YouTube may not have access to Instagram, and vice versa.
Instead of complicating things for yourself by using different platforms, consider using a social media scheduler like Sendible.
The Sendible Social Media Scheduler allows you to work by yourself or in a small team to schedule posts on various integrated apps like TikTok, Instagram, X, and more.
If you aren't sure about Sendible just yet, check out our two-week free trial. It gives you an opportunity to play with the scheduling features.
In updates that are going to roll out soon, it is relevant to mention that we are also in the process of working on an in-app video editor that will allow users to edit and schedule their video content in the same place with the same tool.
How long is “long-form” on social media?
Long-form video content is typically ten minutes or longer. However, the definition can vary depending on who you ask.
Is long-form video still effective in 2025?
There is still an audience for long-form content. Actually, for some social media platforms, such as YouTube, this need and desire for longer content continue to rise.
It is an effective tool for building trust and community. Long-form videos also allow you the time to include product demos and calls to action, like joining an email list.
Can I mix long and short-form in my strategy?
There is still an audience for long-form content. Actually, for some social media platforms, such as YouTube, this need and desire for longer content continue to rise.
It is an effective tool for building trust and community. Long-form videos also allow you the time to include product demos and calls to action, like joining an email list.