Newspaper article Fraser Coast Chronicle (Hervey Bay, Australia)

Business Videos That Work; Google Expert on How to Create Long- Form Content to Keep People Watching

Newspaper article Fraser Coast Chronicle (Hervey Bay, Australia)

Business Videos That Work; Google Expert on How to Create Long- Form Content to Keep People Watching

Article excerpt

Byline: Kim Gardner, Video Marketing at Google

For full report go to thinkwithgoogle.com. For more information on digital marketing for local businesses visit newsxtend.com.au

OUR attention spans are now as short as those of goldfish. Heard that one? It's a common refrain and seems intuitive in the digital age, even though data suggests it isn't true.

But even if attention spans haven't changed, one thing has: people's willingness to engage with content they don't find personally relevant and interesting. For today's video viewers who want more of what they want and less of what they don't, primetime is indeed personal.

So how do you capture someone's attention amid all the other things fighting for their time? If there's one group of people who know how, it's YouTube creators. YouTube content creators are masters at earning and holding viewer attention. That's perhaps why there's been a 70 percent year-over-year increase in the number of YouTube users who follow and engage with creator channels.

According to the creators we talked to, a key part of that engagement -- and of earning viewer loyalty -- is including long-form content in their channel mix. Here's a look at why they're doubling down on long-form content and how they approach it.

Building deeper connections with active viewers

"There's definitely an assumption that digital content has to be short form, and that was the norm until recently. But I think audiences have started to consume YouTube more like traditional TV," said Safiya Nygaard, whose quirky, intimate channel has amassed nearly one billion views. "A 20-minute time stamp can seem like a lot to commit to when you click on something, but we've seen completely the opposite."

This tracks with other research we've done that shows when content is relatable, it motivates viewers to go from watching to doing. For brands that can strike a chord with viewers, experimenting with long-form content (think more than five minutes) and ads (think over 1. …

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