Long-Form Videos Boost Brand Recall More Than Short-Form Content, Study Finds

Creating long-form videos is beneficial because it helps in better brand recall. While short-form videos like TikTok, Instagram, and YouTube Shorts generate a massive number of views (YouTube Shorts alone generate 70 billion views daily), they may not be as effective in making people remember the brand. An experiment showed that people who consumed an hour's worth of content (15 minutes of long-form and 45 minutes of short-form) were more likely to remember the content they watched in long-form videos.

The experiment involved 100 people consuming an hour's worth of content, with 15 minutes dedicated to long-form videos and 45 minutes to short-form videos. Participants could skip to whatever content they enjoyed. The results showed that people remembered the long-form content better than the short-form content. This suggests that while short-form videos generate a high number of views, long-form videos are more effective for brand recall.

To get the best of both worlds, you should create more long-form content and publish it. Then, slice and dice this long-form content into short-form videos and publish them as well. This strategy allows you to leverage the high viewership of short-form videos while also benefiting from the better brand recall associated with long-form videos.