Parth Depala, social and influencer manager at PR firm The PHA Group: “We’re seeing a noticeable shift as audiences seek out content that goes beyond the surface level, allowing for richer storytelling and stronger brand connection. Even platforms like TikTok and Instagram, which rose to popularity because of short-form videos, have increased video length to up to 10 minutes to capitalise on this increasing appetite for longer content. Short-form has its place, but long-form allows brands to build a deeper connection with audiences. When done well, it can drive engagement and loyalty, creating a lasting impact that goes beyond the quick scroll.”

Depala’s top three tips for creating and meeting demand for effective long-form video:

1. Prioritise audience-centric storytelling by crafting content that addresses viewers' interests or solves a problem keeps them engaged.
2. Open with an engaging hook to capture attention early on and maintain a structured narrative to avoid drop-offs. Visual and narrative variety also plays a huge role in retaining interest over several minutes; switching scenes or perspectives can refresh the viewer’s focus.
3. End with a clear call-to-action to encourage further interaction, whether through likes, comments, or shares.

Daniel Blank, EMEA head of integrated marketing at PR firm WE Communications: “Platforms like TikTok and Instagram have revolutionised content consumption. However, short-form content often lacks the depth needed for complex messages. Platforms like YouTube show great performance of longer videos, providing comprehensive insights and building stronger connections with the audience.

“But content still trumps format. It's less about high production value or aspect ratio, what counts is the topic and the people delivering it. We see this driven by video interview formats, where guests get the opportunity to explain a topic, or themselves, in a level of detail that would be cut much shorter in traditional interview formats.”

Stephanie Shaw, social-first creative at PR firm Taylor Herring: “On a creative level, long-form content poses a welcome break in the sea of fast consumption. Instead of feeling like passive consumers, audiences can get to know their favourite creators, and by extension the brands they represent, on a deeper level, creating a unique opportunity to build long-lasting connections. This is the holy grail for any communication plan, albeit with higher budget implications.

“Although there has been an uptick in the production of longer, slower content across both visual and audio platforms—including the surge in podcast popularity—the fact remains that there is still an initial fight for attention. The first few seconds are pivotal to the success of a longer edit, especially when creating teaser content, which ultimately plays short-form appetites against the longer-form curiosity of consumption. If you can grab the audience’s attention with an emotion-inducing hook and follow this up with well-curated, entertaining storytelling, long-form content will, once again, reign supreme.”

Catherine Bayfield, co-managing director at broadcast PR agency, Shout! Communications: “Long-form videos are definitely taking the crown from their short video competitors, and by long-form we mean more than 10 minutes in length – including webinars, explainers, videos, brand films and video podcasts.

“Shorts are great for socials and the demand is still strong but we’re seeing a big increase in commissions for long-form video, in particular video podcasts, allowing brands to really connect with their audience. Our recommendation is to have a clear message, purpose and a call to action and to also know your audience and choose the right platform.

“Strong production values are more important than with short reels where the quality doesn’t matter as much if you’re only watching for 30 seconds. Good sound and lighting are essential to hold viewer attention. Think about your structure too. There are opportunities for text, graphics and transitions to break up the video.”

Josh Boot, head of organic performance at PR firm Fox Agency: “In a world driven by attention metrics, long-form video can give you a really good indication of whether content is performing. Audiences who engage with short videos could be in a state of perpetual interference; unable to remember the video they watched 10 minutes ago. In comparison, long-form content keeps an audience engaged on a single topic – allowing them to consume, remember and analyse what they need.

“The art of storytelling cannot be misunderstood, especially in B2B, as we pair education, creative and brand insights with compelling creative to drive engaging content. We need to enable our brands and customers to have greater depth within content, and develop a true value exchange.”

Thomas Walters, Europe CEO and co-founder of Billion Dollar Boy: “Billion Dollar Boy’s recent data shows two in five consumers engaged with long-form content in the past year, and creators are responding, with two-thirds increasing their long-form content output. The shift indicates an evolution in our digital behaviours, rejecting passive scrolling habits and embracing more mindful media consumption. The platforms are embracing this trend with YouTube and Snap extending their video content formats and TikTok trialling 30- and 60-minute video uploads.

“By effectively using long-form content, creators can build meaningful, layered narratives that foster more intimate audience connections. These highly engaged audiences can result in strong engagement and ROI performance while also opening up new revenue opportunities for creators by attracting new and diverse brand partnership opportunities. But creators and brands should only explore long form content partnerships if it suits the profile of their target audience and matches their typical content vertical.”