We’re all trying to determine how to properly execute short-form and long-form videos. What’s YouTube have to day about it?
ADAM KLINE: I’m Adam Kline, Agency Director at JUICE Pharma Worldwide, and I’m here to talk to you today about YouTube and what they’re up to at South by Southwest.
There’s a lot of talk about the length of video and what is appropriate. There seems to be consensus here that six seconds, fifteen seconds and long-format video, roughly one to two minutes, are the appropriate lengths to consider. Of course, you should create and concept to the technical requirements of the platform that you’re going to be working in, but six, fifteen and roughly ninety seconds are a good rule of thumb.
YouTube took over a brewery here in Austin to showcase how each of those three different lengths of video could be engaging. They retold classic fairytales with a modern twist, and they presented each story in a six, fifteen and roughly 90-second format. Each video was presented with a different engagement factor in its presentation.
So for example, for Snow White’s video, you had to step into a spotlight in front of a magic mirror to activate the video. For Cinderella’s story, you had to step into giant, oversized shoes to activate that video.
With the advent of VR and AR, is YouTube a little nervous or are they trying to up the ante in the presentation of traditional video? Perhaps, but probably not. I mean, $5 billion, with a B, videos are shown every day on YouTube, so I don’t think that they’re too worried. But it was still fun to watch them encourage creativity in regards to the presentation of traditional video. And the installations themselves were rather engaging.
There’s one key takeaway from all this that I want you to have, and that is in regards to the quality of the video itself. It doesn’t matter how engaging the experience is around the video, the video itself has to be of good quality. I had a debate with Alec Pollak, our UX lead, about the quality of the videos that we saw at the installation. When the video itself was executed well the immersive experience around it was engaging, memorable and fun. When the execution of the video was lacking, then the engaging experience around it just felt gimmicky and weak.