Short-Form Video vs Long-Form Video: Two Contradictory Content Consumption Trends That Will Rule 2025

As we zoom into the content landscape of 2025, two mighty titans in the content universe—short-form and long-form videos—are battling for consumer attention. Like pitted rivals in an epic showdown, both formats boast compelling arguments for their dominance yet cater to vastly different appetites within audiences. For communications and marketing professionals, interpreting this duality is critical. With the right strategies, we can harness both trends to create powerful brand stories.

The Rise of Short-Form Videos: A Snackable Sensation

Short-form video content has exploded in popularity over the past few years in India. Instagram Reels and YouTube Shorts have led the mainstreaming of bite-sized entertainment, transforming short videos into the fast food of the content world. Who wouldn’t want a quick dopamine hit while scrolling through their feeds, right?

Short-form content captures attention within seconds. Studies indicate that the average human attention span has dropped to about 8 seconds, shorter than that of a goldfish. In this race against time, brands and creators have become adept at crafting engaging, quick, and effective content.

Engagement is King

In a culture increasingly characterized by fast consumption, the benefits of short-form video are hard to ignore. These clips are designed for rapid-fire engagement, encouraging shares, likes, and comments. Brands leverage this potential by crafting clever, punchy narratives that resonate in mere seconds.

Consider the success of Zomato’s quirky food delivery ads on Instagram and Facebook Reels, or Amul’s iconic 15-second topical videos, which cleverly comment on current events and pop culture. Such campaigns drive brand awareness and foster a sense of community.

The instant appeal, however, of short-form video presents challenges. With countless creators vying for attention, brands must maintain high quality and creativity to rise above the noise. Authenticity and relevance are key. Genuine, relatable content has a higher chance of striking a chord with viewers.

The Allure of Long Form Videos: Depth Over Breadth

On the flip side, long-form videos are enjoying a renaissance. Platforms like YouTube, Vimeo, and OTT giants such as Netflix and Disney+ Hotstar provide fertile ground for deeper narratives. As audiences grow weary of superficial scrolling, there is a palpable hunger for content that sparks curiosity and reflection.

Think of long-form video as a hearty meal in a fast-food lane—satisfying and nourishing. Series, documentaries, and in-depth interviews cater not only to educated consumers but also to those seeking a more profound connection with their interests. This explains the enduring popularity of shows like Sacred Games or Delhi Crime, which captivate audiences with rich storytelling.

Building Loyalty Through Storytelling

Long-form content offers brands a unique avenue to build genuine relationships. By sharing stories through brand documentaries or behind-the-scenes looks, companies can foster stronger emotional bonds. The format allows for context, nuance, and storytelling, addressing engagement gaps that short-form content may overlook.

Take CRED, for instance. The platform builds elaborate stories that intertwine humour and clever narratives in their long ads, often featuring popular celebrities. These visually stunning, conceptually rich ads keep viewers engaged for several minutes, seamlessly integrating brand messages.

India’s Video Boom

India has emerged as one of the largest and fastest-growing markets for video content consumption globally. As per a report, video is projected to account for 85% of all internet traffic in India by the end of 2024. According to a study by Media Partners Asia (MPA), Indians spent a staggering 6.1 trillion minutes consuming online video from January 2022 to March 2023.

YouTube dominates, accounting for 88% of India’s total premium video consumption, thanks to its local content tailored for diverse audiences. However, the rapid rise of OTT platforms, which now command 12% of premium video consumption time, shows the growing appetite for long-form narratives.

The Clash of Cultures: Quick Fix vs Thoughtful Engagement

As we evaluate these trends, it’s clear that both short-form and long-form videos fill essential needs for divergent audiences. Short-form videos cater to fleeting attention spans and the desire for quick engagement. In contrast, long-form videos appeal to those seeking depth and a more thoughtful experience.

At PR Professionals, we use a multi-step process to identify the opportunities for using long form and short form content. The process has always given us impactful results. 

Here are a few of the principles we apply:

1. The Art of Cross-Promotion: We often use short-form videos to draw attention to long-form content. Teasers from documentaries or series serve as compelling hooks, sparking interest among viewers.

2. Audience Segmentation: Not all audiences consume content the same way. Older generations may prefer long-form content for its depth, while younger consumers thrive on the immediacy of short-form videos.

3. Quality Over Quantity—A golden rule at PRP: Every second counts. Short videos must retain storytelling depth, while long videos should be engaging enough to hold attention throughout.

4. Engagement Mechanics: Calls-to-action encourage interactions, driving users from short-form videos to explore deeper content in long-form formats.

5. Embrace Versatility: Adapt your messaging to fit both formats. A case study can be condensed into a short video or explored in depth through a longer narrative.

The Future is Balanced

As we look ahead to 2025, it’s evident that short-form and long-form videos will continue to coexist, each fulfilling distinct needs in a diverse content ecosystem. The future belongs to those who can balance these formats effectively, crafting strategies that offer both instant gratification and profound engagement.

At PR Professionals (PRP), embracing this duality has been instrumental. By leveraging insights from India’s booming video consumption trends, PRP creates versatile, impactful campaigns that resonate across formats and platforms.

In this dynamic landscape, the key is not choosing one over the other but appreciating how these formats complement each other. After all, a robust content strategy for 2025 will not just cater to fleeting scrolls or immersive deep dives but will seamlessly bridge the two, delivering a comprehensive and engaging brand experience.

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