Are audiences ready for longer content on social media?
Social platforms are making plays for more advertiser dollars, but should brand managers jump on the opportunity? A new report from eMarketer offers some guidance.
Just a few years ago, video on these platforms was all about the short and sweet. Creators were told to focus mainly on “snackable” pieces that could be consumed quickly.
Today, the hot new thing is long-form video. Last year, Facebook reportedly spent up to $1 billion on lengthier content and Google dedicated hundreds of millions of dollars to original YouTube programming. Twitter has invested heavily in live video streams, especially from sports leagues. Snapchat now has shows from major media companies and Instagram got into the game last year with its IGTV offering.
Why are social platforms pushing shows and other long-form content? Are consumers watching? Are advertisers interested? Is social set to dethrone television and platforms like Netflix in the coming years?
Recently, eMarketer published an in-depth report examining these questions.
Here are five key questions answered by the data:
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Tags: social media video