Snackable audio and video: short and sweet?
A few years ago, TikTok catalysed the renaissance of short-form content. But the social network is increasing its maximum video length to ten minutes – just as YouTube Shorts makes its way onto the scene. Are platforms trying to do everything at once? We asked members of our team to share their perspectives on the newest video and audio trends, the future of short form – and what it means for brands.
Ellie Gascoigne, production assistant
Lately I’ve been mesmerised by simple animation loops. From the surreal narratives of Lucas Zanotto to entrancingly fluid abstract forms, pencils tying themselves in knots and a swarm of Covid particles ominously receding to reveal the cover of TIME – there is no limit to what these can do.
They work wonders on social media, catching the viewer’s eye while bringing the visual to life in just a few short seconds. Attention spans are becoming more and more fleeting, but you don’t get much shorter in form than this.
Johanna Stiefler Johnson, senior content producer
Because channels like TikTok offer audiences so much at their fingertips, you really need to hook them from the first few seconds. Brands try to do this on YouTube – videos often have a teaser at the start to get people interested. Sometimes there is even a teaser for the teaser.
I’m interested in using this tactic in short-form audio content – I think it could be a perfect way to capture the tone and feel of a longer podcast. A showreel we created for the Parkinson’s Life podcast, which we produce with the EPDA, was just a minute or so long but captured the range of perspectives and experiences shared by its guests.
I’m definitely a fan of the short-form trend because it eliminates ‘fluff’. I don’t like clicking on a video about something specific, and then first being subjected to someone’s life story. That being said, a teaser before a trailer is a bit excessive.
Saskia Mair, managing editor
I’m generally happy to immerse myself in several episodes of a series (loads of them basically function as eight-hour films anyway…). So why do I get so frustrated by long-form videos elsewhere?
Maybe it’s not exactly a groundbreaking revelation, but I think it comes down to purposeful storytelling. Basically, is there anything included that feels like a waste of time?
There’s a misconception that a tight time limit restricts what you can create. But it can actually provide a useful framework. Take it as an opportunity to be crystal clear about what you want to communicate, and make sure every second offers some sort of value to your audience.
Don’t stop producing long-form content if it suits the story best. But you should also acknowledge that not everyone in your audience will have the motivation to engage with it – so you’ve got to give them a really good reason to.
Sarah McGrath, junior content producer
The popularity of short-form video has intrigued me recently, particularly the rise of TikTok – which now boasts more than one billion monthly users. The endless supply of one- to three-minute videos makes it easy for users – myself included – to scroll and stay entertained for many minutes (okay fine, hours).
But it seems like TikTok is branching further and further away from short form – the maximum length of videos on the app has increased to a whopping 10 minutes. For an app that’s built its success on endless bite-sized content, that’s a drastic change.
Will this change affect the success of TikToks from both brands and content creators? After all, the skills needed to create an engaging one-minute video are very different to those required to capture a user’s attention for 10. It’s one thing for a brand to expand their offerings – but it’s another to risk alienating an audience entirely.
Grace Nolan, account manager
Shorter podcast formats are definitely on my radar. I see people doing more daily podcasts, maybe only three to five minutes long. It's a zap of information, which I think may become popular instead of having all these hour-long episodes.
Spotify recently created a video feature to go alongside audio podcasts – a format that’s becoming more and more popular. This gives the consumer even more options, from on-the-go listening to a more visual approach. Going forward, these video clips could be repurposed on other social platforms. All these possibilities for shareable assets can come from a single source of content.
Scarlett Sherriff, junior content producer
I’m very interested in short ‘explainer’ podcasts. Even brands typically associated with deep dives and long features, like the magazine Monocle, are embracing short snippets of audio.
These can be effectively mixed with long-form work. Monocle 24, a foreign affairs podcast, interweaves long 40- to 50-minute podcasts with brief insights on an issue. This is exciting for listeners who might want to listen to something on a short break – and make the most of their time to learn something new!
It’s not always just about short attention spans. Any brand can utilise both short- and long-form styles to effectively entice and engage their audience.
Want to find out how to implement a best-in-class editorial strategy that connects your organisation to your always-on audience?
Contact Gabrielle Bridle from our client services team at gabriellebridle@speakmedia.co.uk or on LinkedIn.