Are Longer Videos Making a Comeback? Projections for 2024 and Beyond

In a world dominated by quick, snackable content, many would assume that short-form videos have won the battle for our attention. Platforms like TikTok, Instagram Reels, and YouTube Shorts have thrived by delivering bite-sized entertainment that fits seamlessly into the busy lives of viewers. However, as we enter 2024, a fascinating shift is underway—longer videos are making a resurgence. This trend isn’t just a flash in the pan; it’s gaining momentum, and it's likely to shape the video landscape well into 2025 and beyond.

Creators and brands alike are rediscovering the value of extended content, challenging the conventional wisdom that shorter is always better. From hour-long vlogs on YouTube to longer ad formats on social platforms like Facebook and Instagram, the demand for in-depth storytelling is on the rise. But what’s driving this shift, and what can we expect as we look toward 2025? Let’s dive into the key factors propelling this change and explore the future of video content.

YouTube: A New Era of Marathon Content

YouTube has long been a home for long-form content, but over the past year, creators have begun to embrace even longer formats. Sam Sulek, for instance, is a YouTuber who regularly publishes hour-long vlogs that delve into fitness, nutrition, and lifestyle topics. His detailed, immersive videos stand in stark contrast to the fast-paced content dominating other platforms. And yet, his channel continues to grow rapidly, attracting an audience that craves more than just fleeting entertainment.



In 2024, we’re seeing YouTube reward creators like Sulek with increased visibility, thanks to its algorithm favoring videos that keep viewers engaged for longer periods. This shift isn’t just beneficial for creators—it’s lucrative. Longer videos allow for multiple ad breaks, driving more revenue without compromising viewer experience. The platform is also doubling down on its push for meaningful engagement, prioritizing content that fosters community over quick clicks.

Social Media Ads: Long-Form Storytelling Takes Center Stage

On social platforms like Facebook and Instagram, the rise of longer video ads has been hard to ignore. While short, skippable ads dominated for much of the last decade, brands are increasingly opting for extended formats to better tell their stories. A 2023 study by Marketing Dive found that ads running between 30 seconds and 1 minute often outperformed shorter ads in terms of both engagement and conversion rates. As we move through 2024, this trend is expected to solidify, with brands using longer ad formats to build emotional connections and drive more meaningful interactions with consumers.

Take Nike, for example. The brand’s 2024 campaigns have leaned heavily into long-form video, using 45-second to 1-minute spots to weave compelling narratives about their athletes and the brand’s vision. This longer format allows Nike to go beyond product promotion and focus on storytelling—a strategy that has resonated well with their audience. Apple has also embraced this trend, leveraging the longer format to provide in-depth product showcases that give viewers a full understanding of the product's features and benefits.

As we look ahead to 2025, expect even more brands to experiment with longer ads, particularly as the effectiveness of shorter, flashier formats continues to plateau.

The Re-Emergence of Long-Form Content: What’s Driving the Shift?

There are several factors contributing to the resurgence of long-form video content in 2024, and they’re not just related to creator preferences. Viewer demand, technological advancements, and the evolving digital landscape are all playing a role in this shift.

1. Deeper Audience Engagement: Audiences are growing tired of surface-level content. While short-form videos are great for quick entertainment, more viewers are turning to longer videos for deeper insight and value. Educational content, lifestyle vlogs, and in-depth tutorials are gaining traction because they provide substance that short clips simply can’t offer. The extended format allows creators to foster stronger, more loyal communities around their content.
2. Binge-Watching Culture: Just as platforms like Netflix have encouraged binge-watching, YouTube and Instagram are increasingly catering to viewers who want more than a quick hit of entertainment. In 2024, creators and brands are capitalizing on this, crafting content that’s not just worth watching, but worth watching for extended periods. The shift mirrors a broader cultural trend towards consuming longer, more immersive media.
3. Higher ROI for Brands: For marketers, the return on investment (ROI) of long-form video has been promising. According to Wistia’s 2023 State of Video report, longer videos (ranging from 30 seconds to 2 minutes) hold viewer attention more effectively than ever. This trend has extended into 2024, as brands see increased engagement and conversion rates from these formats. By giving consumers a fuller picture—whether it’s through a detailed product demonstration or a powerful narrative—brands are able to create a more lasting impact.

Brands That Are Leading the Way

Brands like Patagonia have been early adopters of long-form content, producing mini-documentaries and extended videos that speak to their values and commitment to environmental causes. These pieces of content often stretch past the 30-minute mark and have found great success among viewers who appreciate the depth and authenticity of the message.

Red Bull is another brand that has mastered the art of long-form storytelling. Their extreme sports videos, many of which span 10-20 minutes, immerse viewers in thrilling, adrenaline-filled experiences. These videos are a prime example of how brands can seamlessly blend entertainment with advertising, creating content that’s as enjoyable to watch as it is effective in reinforcing brand identity.

What’s Next for 2025?

As we look to 2025, it’s clear that long-form content isn’t just a passing trend—it’s poised for further growth. A HubSpot report on marketing trends found that nearly 75% of marketers plan to integrate more long-form video into their strategies over the next year. This shift is driven by consumer demand for more substantial, meaningful content, and the recognition that longer videos allow brands and creators to form deeper connections with their audiences.

By 2025, we can expect platforms like YouTube and Instagram to further refine their algorithms to promote extended content that keeps users engaged. Brands will continue to invest in longer ad formats as they see the benefits in both viewer engagement and ROI. Creators, too, will increasingly explore long-form formats to tell richer stories and offer more value to their followers.



Conclusion: Preparing for the Long-Form Video Future

As we navigate 2024 and look ahead to 2025, it’s becoming increasingly clear that longer videos are making a strong comeback. Whether it’s through hour-long vlogs on YouTube, extended advertisements on social media, or brand-sponsored documentaries, the future of video content is evolving to meet the demand for depth, engagement, and meaningful storytelling.

For brands and creators alike, the time to embrace this trend is now. The shift toward long-form content represents an exciting opportunity to build stronger connections with your audience, foster deeper engagement, and ultimately drive better business results. As consumers continue to crave more immersive experiences, those who are able to deliver high-quality, extended content will lead the way into 2025 and beyond.