Interaction between followers = Interaction with the brand Generation Z, to a large extent, establishes a relationship with the brand, product, sports club, famous person, etc. that they identify with, which is dominated by “fan culture”. According to the Report, 61% of this generation consider themselves “super fans” of someone or something. as the “most important thing in the world”.

So what does this mean?

When it comes to getting information on a topic they are a fan of, Generation Z is more interested in the depth and fulfillment of the information conveyed than the length of the video. In addition, the new generation also follows the messages under such videos that include the opinions of fans like them, and they themselves like to express their opinions through comments.

Brands also attract this audience with satisfying video content targeting fan culture and manage to increase their own interaction by evaluating the interaction between followers.

Another type of long-form video content that attracts attention is video articles. Think with Google’s data on video article searches shows that interest in this type of content has been steadily increasing since 2019. Moreover, the length of video articles searched by Generation Z varies between 25 minutes and 1 hour.

It seems that it’s really time to put aside the prejudice that “long videos are unwatchable”.

Not only do brands have the opportunity to tell their stories more clearly and convey the message they want to convey in all aspects through the long video content they produce, but such long video content also enables them to gain more loyal followers.

From short to long… At this point, we would like to share another interesting data with you. It shows that long and short videos are complementary rather than antagonistic. One of the findings in the You Tube Culture & Trends Report 2022 is proof of this. 59% of Gen Zers say they seek out and watch longer versions of short-form videos they discover on various apps.

So it’s not a case of “short video vs. long video”. The issue is more about producing content that conveys satisfying information that will attract the attention of the target audience without getting hung up on length, and being visible on different platforms with short versions of this content.

Generation Z will follow you after you produce the right content, don’t worry!

The digital world is constantly changing and brands need to keep up. Maybe it’s time to review our unfounded judgments and follow the change. Brands need to produce time-optimized content of different lengths for different channels without fear of time limits for their followers.