The problem with chasing marketing trends is that too often the tail ends up wagging the dog as highlighted in this recent study which simultaneously advocates that;
- 2 out of 3 users prefer watching videos under 1 minute in length
- Videos up to 2 minutes in length get the most engagement.
This sends marketers on a wild goose chase. They start cutting down content to bite-sized chunks, only to second-guess themselves and stretch it out to get those extra seconds of engagement. The strategy becomes reactionary, always chasing the data without a clear direction.
The underlying issue with this tail-wagging-dog scenario is that it can lead to a disregard for what the brand actually stands for. Instead of crafting a message that resonates and then finding the best medium and length to convey it, the message becomes a slave to the medium and its constraints or demands.
Moreover, this approach often overlooks the quality of engagement. Not all views are created equal. A minute-long video might be watched more frequently but with a passive gaze, whereas a two-minute video might attract viewers who are more invested in the content, even if there are fewer of them.
It's also critical to note that these trends are not universal laws but rather observations that can vary greatly depending on numerous factors, including industry, platform, and target demographic. The risk is that marketers, in their pursuit of optimization, end up homogenizing their content, losing the unique flavor of their brand in the process.
Ultimately, the tail should not wag the dog. Marketing strategies should be rooted in strong brand messaging and values, using trends like video length as tools rather than directives. By understanding the essence of their message and the audience they wish to reach, marketers can use trends to enhance their strategy rather than be led astray by them.
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