Short vs Long Form Video - When To Use Each For Maximum Engagement
When it comes to video, many marketers tend to lean toward either short or long form content.
But in 2025 – where short form video dominates social media – the real question isn’t which one to use; it’s how to effectively leverage both to drive your sales cycle.
Content & The Sales Cycle
Every sales cycle – whether in B2B or B2C – follows a similar pattern, comprised of numerous touchpoints, both major and minor. Let’s break these down:
B2B Major Touchpoints
- Board room meeting with prospect
- Prospect sales call
B2B Minor Touchpoints
- Saying hello to your prospect when you see them down the street
- A comment on your prospect’s LinkedIn post
B2C Major Touchpoints
- Prospect sales call
- In-person facility tour
- A prospect’s friend purchases your product
B2C Minor Touchpoints
- Billboard advertisement
- Sponsorship within a sporting match
I see a strong connection between these touchpoints and the role of video content.
Minor touchpoints are all about staying top-of-mind, ensuring that your brand is always present in your prospect’s daily social media feed.
This is where short form video shines. When your prospect needs your product or service, they’ll remember your brand because you’ve been consistently there.
Conversely, long form video acts as those major touchpoints.
These are powerful, infrequent interactions designed to drive a sale to completion.
When used sparingly, long form content can create deep connections, captivate your audience, and evoke the emotional responses needed for a prospect to take action.
When Should You Use Both?
There isn’t a one-size-fits-all answer to how often you should use short and long form video, it depends on your business, whether you’re B2B or B2C, your specific goals, and how your sales cycle typically works.
For example, in my work at Fixon Media Group, I’ve seen tremendous success with a balanced approach over a 12+ month video marketing strategy. For some clients, that might mean:
- 360 short form pieces over 12 months (roughly one per day), combined with
- 4 long form Brand Story Films (one per quarter)
For others, a less intensive strategy – such as 120 short form pieces (about one every three days) and a single annual Brand Story Film – might be more appropriate.
The key is to ensure you’re covering both the frequent, light-touch interactions and the impactful, deep engagements that guide your prospects through the sales cycle.
Final Thoughts
In 2025, the choice isn’t short form or long form video – it’s about using both to their fullest potential.
Short form videos keep your brand constantly in view, nurturing daily engagement and keeping you top-of-mind.
Long form videos, on the other hand, serve as your major touchpoints, delivering powerful, emotion-driven narratives that push prospects closer to conversion.
By aligning your video strategy with your sales cycle, you can create a consistent and compelling presence that attracts and retains customers over the long term.
Remember, it’s not about flooding your channels with content, it’s about creating meaningful touchpoints that guide your prospects along their journey to becoming loyal customers.
Stay consistent, be strategic, and continually refine your approach based on the needs of your audience.
This balanced strategy will not only enhance your ROI but also build stronger, more sustainable customer relationships over time.
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.