Snackable, mobile-friendly content is growing in popularity among media companies looking to increase engagement and revenue. Indeed, Ooyala recently took a look at the most popular digital videos of 2015 across its publisher network and found that 95 per cent of the videos tracked for its latest State Of The Media Industry report were under 5 minutes in length, with the sweet spot being around 2.5 minutes.
Recent Parks Associates research also noted that around 70 per cent of Americans watch short-form videos daily on their smartphones.
Buzzfeed’s video division, for one, has been focused on a variety of content including Millennial-friendly short-form videos that drive views and social conversation. The Economist has its Economist Films group focusing on short-form documentary features and series.
Look for this wave to continue, says Ooyala, as more media companies dip their toes into the video waters, experimenting with formats, lengths and monetisation models that best resonate with their audiences. For example, the Financial Times is exploring both short and long-form video, hedging its bets with pieces that build brand awareness across social media and those that offer more in-depth coverage, along with on-going testing to optimise its output.