Let's think about video

"Ten years ago, most of what we shared and consumed online was text. Then it was photos, and now it's video. Video is at the heart of almost all digital campaigns, apps and services. But a further evolution has now taken place, some of the most viewed video content has reduced to short bursts of a few seconds. Video content is consumed on a number of platforms but along this distribution line social media is more than likely to be a key touch point."

"Our customers are using social media to share their video content and so it is crucial that we optimise for these platforms and produce the best bang for their buck. The rise of super short-form video In 2016 Google launched YouTube's 6-second bumper ads, this form has spread to short burst video advertising forms on Facebook, Instagram, Pinterest and Twitter. A good part of your day is probably taken up scrolling, swiping and every now and then hovering over something that caught your attention."

"As you know, competing in this crowded content backdrop is tough, so we are working with our clients to make sure they are memorable within seconds or even milliseconds. Is there still a place for long-form video? YES. Although advertising is dominated by these new video 'stings' as we like to call them, there is still a place for video content marketing."

Brands have shifted from text and photos to video, with the most viewed content increasingly delivered as very short bursts of a few seconds. Social media serves as a primary distribution and sharing channel, requiring optimization for platform formats and attention patterns. Google introduced YouTube 6‑second bumper ads in 2016, and short-burst advertising has spread across Facebook, Instagram, Pinterest and Twitter. Consumers often scroll and swipe quickly, so content must be memorable within seconds or milliseconds. Long-form video retains value for informing specific audiences and should provide substantial, actionable information. Repurposing and campaign-proofing assets maximizes budget efficiency across platforms.

Read at Thedrum