Why are "Short Form" Videos Becoming Longer?

Hi Reader

In the dynamic realm of social media, short-form video content has become a dominant force, captivating audiences with bite-sized entertainment and information. Platforms like TikTok revolutionized the landscape with snappy, engaging videos that captivated audiences worldwide.

However, a notable shift is underway. There's a major shift from bite-sized clips (30 to 60-seconds) to more substantial three-minute narratives. This transition is evident across major platforms —YouTube Shorts, Instagram Reels, and now, Bluesky (the so called non-political Twitter) — all embracing extended formats to enrich user engagement and creative expression.

The Rise of Short-Form Content

Traditionally, short-form videos were designed to grab attention quickly, relying on catchy visuals and clickbait hooks to keep viewers engaged for a few seconds. However, platforms have recognized that creators and audiences alike crave more depth. YouTube Shorts led the charge by extending its video length limit to three minutes in October 2024, responding to high demand from creators who wanted more space for storytelling and detailed content. Instagram followed suit shortly after in early 2025, allowing Reels up to three minutes long. BlueSky is the latest addition as recent as yesterday!

Why Platforms Are Embracing Longer Short-Form Videos

This change is not just about accommodating creators; it reflects broader trends in audience behavior. While shorter videos excel at retaining attention, longer formats provide room for creativity, context, and engagement. Several factors are driving this shift:

Competition Among Platforms: TikTok’s expansion into longer videos (up to 10 minutes) has pushed competitors like YouTube and Instagram to offer similar flexibility. By increasing video lengths, these platforms aim to retain creators who might otherwise migrate to TikTok for its versatility.
Audience Preferences: Contrary to popular belief about shrinking attention spans, audiences are increasingly seeking more in-depth content as they mature. This trend aligns with the growing popularity of 3-minute videos that balance depth with brevity.
Monetization Opportunities: Longer videos allow for smoother integration of ads, product placements, and brand partnerships. Platforms like YouTube Shorts offer robust monetization ecosystems that are attractive to creators looking to maximize their earnings.
Cross-Platform Sharing: The extended length makes it easier for creators to repurpose content across platforms like TikTok, Instagram Reels, and YouTube Shorts without compromising quality or format.

Impact on Creators and Audiences

For creators, the shift opens up new possibilities for storytelling and engagement. They can now delve deeper into topics without sacrificing audience retention—a challenge with shorter formats. Tutorials, behind-the-scenes glimpses, and emotional narratives are becoming increasingly popular as creators explore the potential of longer short-form videos.

Audiences benefit from richer content experiences that go beyond surface-level entertainment. The added context enhances understanding and emotional connection while still maintaining the convenience of mobile-friendly vertical formats.

What’s Next for Short-Form Video Content?

The evolution of short-form video is far from over. As creators (like us!) experiment with longer formats and platforms refine their algorithms to support them, audiences will enjoy increasingly diverse and engaging content tailored to their preferences. Whether you’re a creator or a viewer, this shift signals an exciting new era for digital storytelling—one where depth meets brevity in perfect harmony

Episode 96 of our podcast featuring Manish Mohta, CEO of Learning Spiral, is out now.