As a radio programmer, voiceover artist, and working mom balancing life with a kid, four dogs, and a fish named Bella, I know a thing or two about juggling attention spans—both human and digital. That’s why I was fascinated by a recent conference paper from Violot, Elmas, and Bilogrevic (2024), which digs deep into how people interact with YouTube content.
They analyzed a staggering 17 million YouTube videos (yes, million!) and found something every brand and content creator should pay attention to: YouTube Shorts pull in more views and likes, while long-form videos spark deeper engagement through comments.
What does this mean for those of us building a brand in today’s scroll-happy world? It confirms what I’ve seen in both media and marketing—you need both types of content. Shorts are fantastic for reach and visibility. They catch attention quickly (like when my daughter interrupts a Zoom meeting to show me a glitter-covered lizard drawing). But long-form content gives your audience the space to connect, reflect, and respond.
So, whether I’m crafting imaging for a radio station or creating digital content for a campaign, this research backs up the strategy I’ve been using: lead with quick hits to grab attention, then follow up with substance to build trust and loyalty.
Both formats serve a purpose—and in brand development, they’re stronger together.
Reference:
Violot, C., Elmas, T., & Bilogrevic, I. (2024). Shorts vs. regular videos on YouTube: A comparative analysis of user engagement and content creation trends. Proceedings of the ACM Web Conference 2024, 1–10. https://doi.org/10.1145/3614419.3644023
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