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Brand Engagement YouTube Video Youtube Marketing

Does size matter? How to unlock long and short form YouTube success


By Maria Greaves, Assistant editor - branded content

May 23, 2024 | 3 min read

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YouTube short-form content is exploding in 2024. But the platform’s long-form video viewing figures are also on the rise. Which format is better for building brands and fans? The Drum’s expert-led webinar will size up the latest opportunities across both formats for brand success.

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harness the power of both short and long-form content to boost your bottom line / The Drum

YouTube is a massive content opportunity for today’s marketers. It’s the most watched platform on Connected TV. It’s the world’s second biggest search engine. And it pulls in 2.49 billion users - that’s 48% of all social media users. So getting to grips with its content formats is more important than ever before when it comes to staying one step ahead of the competition.

Since YouTube Shorts burst onto the scene in 2020, bite-size content is an increasingly crucial part of today’s marketing strategies. Launched to compete with TikTok and Instagram Reels, these 60 second entertainment pockets now command 70 billion daily views. Shorts and other 10-minutes-and-under videos grab eyeballs cost-effectively, go viral quickly and have the potential to really put a brand on the map.

At the same time, though, there’s a growing appetite for longer form YouTube content that offers viewers a more informative, immersive and authentic user experience. This richer content format can draw in a deeper, longer-lasting brand engagement.

So which should marketers opt for? And when? How can they harness the power of both short and long-form content to boost their bottom line and connect more meaningfully to today’s switched-on audiences?

All of this and more will be explored in The Drum’s new webinar, ‘Does size matter? Unlocking YouTube content success’, featuring Holly Graham, chief commercial officer at Little Dot Studios, Nick Savage, senior vice-president, digital monetization and strategy, NBCUniversal, and Greg Rose, content and communications director (svp), Virgin, available to watch from May 23, 2024.

Sign up now and uncover insights and best practice examples, to learn:

  • The scale of the YouTube opportunity ahead

  • When and how to get to grips with short and long form content formats

  • The opportunities to seize – and the dangers to dodge

  • How to squeeze the most value out of the content you create

Register here to secure your YouTube know-how.

Brand Engagement YouTube Video Youtube Marketing

Content created with:

Little Dot Studios

Little Dot Studios is a global digital content studio and media network, specialising in creating meaningful connections between premium content and digital audiences...

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