The article discusses a significant change in video consumption behavior, where audiences are increasingly engaging with longer short videos, specifically those around 3 minutes long. This shift is evident as both Instagram and YouTube adapt their platforms, enabling 3-minute content, despite prior trends favoring shorter clips of up to 90 seconds. Research from Buffer indicates similar trends on TikTok, suggesting content creators may need to adjust their strategies to meet audience preferences for these slightly longer videos, potentially enhancing engagement and viewership across platforms.
Consumers are now more willing to engage with 3-minute-long videos, contrasting the previous preference for 30-second uploads, indicating a shift in video consumption.
Instagram's shift to allow 3-minute Reels and YouTube's eligibility of 3-minute clips for Shorts highlights a trend toward longer short videos to boost engagement.
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