Short Vs Long Videos: What Works Best for B2B?

Ah, the age-old debate: short videos or long videos?

It’s like asking if pineapple goes on a pizza or whether cats are better than dogs. Well, everyone has an opinion.

In the B2B world, where the stakes are much higher than dinner debates – finding the right video length can make a substantial difference in your marketing strategy.

So, which format is right? Let’s dive in with a sprinkle of humor.

Short Videos: The Espresso Shots of B2B Content

Short videos are like the espresso shots of marketing – quick, impactful, and designed to get your audience buzzing.

Why They Work:

• Attention Spans are Tiny: In the age of TikTok, Instagram Reels, and memes, people scroll faster. A short, snappy video grabs their attention before they swipe away.
• Perfect for Social Media: Platforms like LinkedIn, Facebook, and Instagram love bite-sized videos. They’re easy to consume during coffee breaks or meetings (no judgment please).
• Quick Calls to Action: Short videos are like a good sales pitch – Direct, focused, and ending with, “Click the link below!”

When to Use Them:

• Teasers for webinars or product launches.
• Quick explainer videos (think “How it works in 30 seconds!”).
• Social media posts to drive traffic to a landing page.

Long Videos: The Full-Course Meal

Long videos are like a 5-course dinner – they take time, however, the payoff is often worth it.

Why They Work:

• Depth Matters: Complex solutions and high-ticket decisions need detailed explanations. Long videos allow you to unpack features, benefits, and case studies without rushing.
• Builds Trust: If someone is investing 5+ minutes watching your video, they’re serious. Use that time to establish credibility and showcase expertise.
• Great for Demos: A full walkthrough of your software or a case study can’t fit into 60 seconds. Long videos help you demonstrate your product or service in detail, highlighting features, details, or benefits that help your target audience make the right decision. 

When to Use Them:

• Product demos for decision-makers.
• Training or onboarding content.
• In-depth webinars or thought leadership pieces.

The Final Verdict

Both short and long videos have their place in B2B marketing. The key is knowing your audience and tailoring your content to their needs. If you are targeting your prospects’ time when they go on lunch break, go for a short video to help them consume bite-sized yet relevant content. If they’re evaluating your product for a six-figure contract, go for the longer format as it’ll help them go through the minutest of details before making a crucial decision.

Also, it’s important to consider the quality of content whether it’s a 15-second teaser or a 10-minute deep dive. Your content needs to shine. It should be interesting, relevant, and edited accurately. 

Ready to Create Videos that Work? Let’s Talk!