The Growing Influence and Popularity of Short Videos
Netflix has announced that in the next few months it will release a series of original, 15-minute stand-up comedy specials, indicating a push for more short-form programming. I’ve advocated the popularity of short videos for a long time, and now the format is moving into the mainstream.
Business Insider reports: “The short-form comedies can help Netflix’s aim of acquiring more mobile viewers. Mobile viewers prefer shorter, snackable content — 47% of all mobile video viewing is on videos 20 minutes or shorter, while 39% of views go to content 5 minutes or shorter, according to Ooyala per Variety magazine. Appealing to mobile users can help Netflix measure up to YouTube, which ranked first in terms of average monthly users across iPhone and Android in 2017.”
Facebook is actually doing the opposite and moving to longer form videos. In fact, they will prioritize longer videos in the hope of driving repeat viewership from audiences looking for full length entertainment, which indicates a desire to complete with feature length movie providers.
However, Netflix’s short-form push is focused on gaining more casual mobile viewers, who are consuming short-form video on Facebook and YouTube instead.
And the move is adding subscribers. Business Insider continues: “Netflix’s short-form push comes as the company is adding subscribers at a rapid clip. The company beat analyst expectations and added 8.3 million subscribers globally in Q4 2017, bringing its total subscriber count to 118 million.”
So what does this mean for evangelism? One study indicates that 47% of people who watch a short video want to find out more. That means the time is now to produce meaningful, compelling, short videos. Testimonies, dramas, comedies, documentaries – all these and more can be powerful ways to share a message of hope.
Phil Cooke, PhD. has been called “one of the most innovative communicators of our generation.” As a media producer, writer, speaker, and consultant, his client list includes major film studios and TV networks as well as major Christian organizations like Voice of the Martyrs, The Museum of the Bible, The Salvation Army, and others. He’s also coached and consulted with many of the most influential churches and nonprofit organizations in the world, helping them use media to tell their story. You can hear his podcast here.
