Photo by Surface on Unsplash
We’ve all heard it. The accepted wisdom that videos must be short to get any views. That our attention spans can’t handle a longer video.
But is that true? Personally, I don’t agree. I enjoy watching (and making) long form videos. Obviously, given what I do for a living.
There is a case for long form video. Done correctly, people will watch – the entire video. If a long form video is really good; compelling and interesting, people will pay attention.
I’m proof. I recently watched Home Depot’s nearly 17-minute documentary, Hope Builds. Not only is it moving, but it opened my eyes to the organization’s mission and its people who roll up their sleeves and take action when natural disaster strikes their communities.
Home Depot isn’t alone. Long form videos have been around for a long time. NASA, Patagonia, REI and of course, TED Talks are just a few others creating longer videos.
There is no set rule for what constitutes the length of a long form video. Google says 10 minutes. Others say five to six minutes. I’ve created all lengths. We produced a video for the Salvation Army’s South Mountain Center in Phoenix that ran longer than 10 minutes. People are still watching it.
Long form video can be a good way to engage your potential and existing customers. It allows you to tell the entire story instead of a few details here and there via video clips. More video time opens the door for viewers to connect and engage with your people and your purpose. No more rushing through a video; your story can breathe.
In addition, they learn something. You are teaching them about your organization. This could be what causes them to switch to you. I had no idea that Home Depot and its associates were so involved in local recovery efforts. I now feel an emotional connection with the company and will choose it over its competitors.
Dacast, an online video and hosting platform, says some SEO specialists believe long form video content can improve SEO. Think about it. A long form video is designed to fully cover a topic, meaning it can be more specific throughout. That has the potential to result in more long-tail keywords in the metadata. In addition, you’ve captured viewers’ attention and they remain engaged on your website. All of which can help with conversion.
Make your own case for long form video. Give it your attention. You might learn something new. Lloyd Media Group is here help.