The Great Debate: Long Form Horizontal Content vs. Short Form Vertical Content for B2B Businesses

With the advent of the modern cell phone and apps evolving with content creators, we’ve seen an increase in the popularity of short form vertical video. This has found people questioning the status of its counterpart: long form horizontal content.

Each has its own strengths and weaknesses, and understanding how they can benefit B2B businesses is crucial for creating a successful content strategy. Let’s dive into the nuances of these formats and explore their effectiveness in the realm of B2B marketing.

Since testimonials are what we believe in (we’ve written quite a few posts about why you should believe in them too) we’ll explore the differences in that context.

Long Form Horizontal Content: Delving Deep for Engagement

Long form horizontal content has found itself a bit disrespected in recent years. It’s argued that our attention span has gotten shorter with the rise of TikTok, reels, and YouTube shorts.

What people forget are the 3 hour podcasts or the 8 hour season binge. Long form content is still alive and well. People may not be looking for long form horizontal videos on an app that’s designed to favor a portrait frame, but they are certainly looking for it on devices other than their phone.

When applied correctly, long form horizontal videos prove to be an excellent tool for marketing your product or service to B2B buyers. Below are 4 reasons you should be using long form horizontal content.

Authority and Credibility: Long-form horizontal video testimonials can benefit a B2B business by providing in-depth insights into the value and benefits of their products or services. These testimonials allow satisfied customers to share detailed experiences, addressing specific pain points and showcasing real-world results. This level of detail and authenticity can build credibility, trust, and confidence in potential B2B clients, helping to drive conversions and strengthen the business’s reputation within its industry.
SEO Benefits: Search engines tend to favor longer, high-quality content, making long form horizontal content ideal for improving organic search visibility. By targeting specific keywords and providing valuable information, you can attract more organic traffic to your website.
Recyclability: Long-form horizontal videos are a worthwhile investment for B2B marketers due to their recyclability. These videos can be repurposed into various formats, such as short clips, social media posts, and blog content, extending their lifespan and reach. This versatility allows marketers to create a library of reusable content that provides ongoing value and cost-effectiveness.
Engagement and Retention: Although long form content requires more time and effort to consume, it can also lead to higher levels of engagement and retention. By providing in-depth insights, businesses can keep their audience engaged for longer periods, increasing the likelihood of conversion.

Short Form Vertical Content: Capturing Attention in a Busy World

I had a poetry teacher tell me once that poetry is about saying as much as possible, with as little as possible. That has rung more true for me as I’ve seen the rise of short form content. With cell phones being more comfortable to hold and scroll in an upright position, more and more videos have been flipped 90 degrees to lay claim to the digital space created by apps like TikTok and Instagram.

In the current ethos, vertical video has found itself being short form. The design of apps such as TikTok and Instagram promote a mindless scroll from one dopamine hit to the next, where we’ve been trained to seek out content that gets straight to the point.

Love it or hate it, it’s here and quite popular. For good reason too. Reasons we will get into now.

Accessibility and Shareability: Short form content is easily digestible and shareable, making it ideal for social media platforms where attention spans are short. Businesses can quickly convey key messages and reach a wider audience through viral sharing.
Visual Appeal: Visual content, such as videos and infographics, is particularly engaging and can convey complex information quickly and effectively. This format is highly effective at capturing audience attention and conveying brand messages in a memorable way.
Mobile Optimization: With the increasing use of smartphones, vertical content is optimized for mobile viewing, making it ideal for reaching audiences on the go. Businesses can connect with consumers wherever they are, delivering targeted messages that resonate with their needs.
Brand Awareness: Short form content is ideal for building brand awareness and generating buzz around products and services. By creating visually appealing and shareable content, businesses can increase brand visibility and reach new audiences.

Finding the Right Balance: Integrating Both Approaches

While long form horizontal content and short form vertical content offer distinct advantages, the most effective content strategies often integrate both approaches. By combining the depth and authority of long form content with the accessibility and shareability of short form content, businesses can create a comprehensive content ecosystem that engages and resonates with their target audience.

Conclusion:

The effectiveness of long form horizontal content vs. short form vertical content for B2B businesses ultimately depends on the goals and objectives of the content strategy. By understanding the unique strengths of each format and leveraging them strategically, businesses can create compelling content that drives engagement, builds brand awareness, and ultimately, generates leads and conversions in the competitive B2B landscape.