In a world where social media has become the dominant force where people look to consume information and being entertained via the different platforms that exist online, short format videos have become more and more popular. But why? And what impact does this have on how and what people watch online?
Shorts = Popular
The growing popularity of short videos goes back to the start of the pandemic. People were stuck at home and finding ways to entertain themselves. Originally made attractive by Tik Tok from 2016, this type of video has been transposed and replicated on other platforms with YouTube Shorts, Facebook and Instagram Reels.
So why is it popular? Shorts represent what people nowadays are looking for when they consume content online. Short attention and concentration is needed, and the subjects can be educational, humorous and entertaining. This means in a space of 30 minutes you can watch many different short videos and topics instead of a 30 minute video on one subject.
Shorts have also become a popular way for businesses to promote themselves or their product. They can use quick, effective videos to showcase what they want and to use it as a strong marketing tool.
What has it changed ?
Having become so popular, this means that people are spending much more of their time in front of their screens watching short videos rather than watching longer format videos. This has become a concern in the last few months for YouTube. Strategy meetings have taken place discussing the risk that long-form videos, which produce more revenue for the company, are dying out as a format.
In the past year, YouTube reported its first quarterly decline in ad revenue. To address this, YouTube must strike a balance between the appeal of Shorts and other longer content’s revenue potential and make changes.
While short-form video format has undoubtedly gained immense popularity since the start of the pandemic, it feels that long-form content remains relevant in some way. Both formats can continue to coexist, offering creators and viewers a variety of options to create and engage with content.
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