LONG-FORM VIDEO'S UNEXPECTED COMEBACK: WHY 26+ SECONDS IS THE NEW SWEET SPOT

Summary from the TLDR Marketing newsletter

Contrary to the belief that modern audiences have shorter attention spans, videos ranging from 13 seconds to over 26 seconds performed well on Instagram and TikTok in 2023. New research from Emplifi shows that Instagram Reels and TikTok videos remain key drivers of brand engagement. While Instagram leads in median video views, TikTok has been closing the gap, indicating that audiences on both platforms are receptive to longer content.