A riff you might hear very often online is how shorter content wins over long content (longer videos, posts, etc). I have always thought this as a misleading but relatively true statement.
Short content doesn’t win on its own. It reduces the amount of time it takes a user to decide whether they like what they’re seeing or not. If short content is not followed by a series of short content pieces (creating a set of long content) or long content afterwards, they may never get to the rest. Give the user a large amount of content up front, but make it in short pieces. This creates a content length that users can become invested in while actually being short and easy to consume.
| A lot of the time our clients say: “We’ve got 5 videos and we’re going to release one every few days so that viewers look forward to each video.” |
| This is the wrong way to think about YouTube marketing. If we have multiple videos, we post all of them at once. If someone sees our first video and is so intrigued that they want to watch more, why would we make them wait until we post the next one? We give them everything up front. If a user wants to watch all five of our videos right now, there’s a much better chance that we’ll be able to persuade them to click through to our website. We don’t make them wait after seeing the first video, because they’re never going to see the next four. |
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