Long-form video is making a comeback, but not as we know it
Social content is starting to look a little stale, argues Redengine SCC’s Clare Moyna. But long-form content may just be the remedy to re-energise platforms like Facebook Watch and IGTV.
Under six seconds? No sound? Vertical only? You’d be forgiven for thinking ‘What’s the point?’ when, realistically, there aren’t many pieces of content that naturally fit these parameters. Over the past couple of years, the Facebook and Instagram newsfeeds have been flooded with video ads that could be categorised as ‘blink and you’ll miss it’. And woeful video viewability rates have even pushed advertisers to abandon video completely in favour of static content.
It’s official: Social content is starting to look a little stale. We’re losing our creativity as we struggle to deliver a message in a three to six-second video. We’ve accepted that long-form video doesn’t really belong on the newsfeed or Instagram Stories. We know bite-size content is undeniably effective. But what if you have more to say?
We’ve been ignoring long-form content and storytelling for too long
Recently, Facebook’s video platform ‘Watch’ announced global partnerships with the NRL, AFL and Cricket Australia. Facebook has also partnered with MTV to stream a whole host of ‘Watch’ exclusive content such as rebooted reality TV show ‘The Real World’, broadcast to a whole new generation.
Coming soon to IGTV: Watch this dishwasher run a standard cycle using DiamondPower™ tablets. You’ll never believe what happens 45mins in!
Great article. FB are certainly pushing brands and advertisers to Watch, but perhaps only time will tell if the viewership will be worth the investment in long-form video.
Pssst: it’s not
It’s funny that you mention dishwasher tablets, because that’s essentially where TV soaps come from; washing powder companies sponsored radio serials back in the 1930s (and then moved onto TV series) which were designed to be light entertainment for housewives going about their days at home, with a sponsored message at the start and end.
It’s important to remember also that platforms and media slots have been driving content forms of <6 seconds more than consumer preference. If something is interesting or unique, we know people will watch it – see: Slow TV.
I reckon brands need to get creative with broadcast and SVOD channels again. There's no reason why a brand can't make a TV show – The Block is basically a co-production between dozens of companies targeting homeowners and renovators, with a narrative thread running through that hooks the viewer.
clearly views of longer branded video is more valuable for a brand. Clearly not many people want to watch an ad in their personal feed if on Facebook where you can scroll past it. Agencies have built their programmatic tech for short, poor completions on Facebook are best hidden with short video, true view works best on short form…..the players therefore recommend this to brands & the brands accept the advice and the result is poor video, limited engagement, limited education/interaction etc from consumers and a less effective sales funnel.
yes, well, “content” on the internet turned out to be more than cat videos – and now includes the entire Marvel, Lucas, and Disney catalogues, and now Facebook is pumping big money into original shows, and hoping they get emmy nominations:
https://www.imdb.com/title/tt8000638/
watch this space.