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side from the obvious (one is short and one is, well, longer), there are key differences between short-form and long-form video that you’ll want to keep in mind when crafting your brand’s content calendar. Each video style serves a different marketing goal, and knowing where short-form and long-form videos fit best in the marketing funnel will set your hotel or resort’s content strategy apart from the competition.
What Are the Differences Between Longer and Shorter Videos?
Short-form video is inherently bite-sized and fast-paced, designed for immediate engagement. Elements include:
- Length: Anywhere from a few seconds up to a minute.
- Orientation: Shot vertically in a 9:16 aspect ratio to fit on smartphone screens.
- Pacing: Strong hook in the first 1-3 seconds, to prevent users from scrolling to the next video.
- Editing: Quick cuts, dynamic text overlays, background music, and built-in visual effects.
- Platforms: TikTok, Instagram Reels, and YouTube Shorts.
Long-form video content is more focused on educating audiences and providing valuable information. Here’s how long-form videos are typically structured:
- Length: Usually defined as anything longer than 10 minutes; sometimes classified as videos over 2-3 minutes, depending on the platform.
- Orientation: Usually produced in a traditional horizontal (16:9) landscape format.
- Pacing: Alternates between fast-paced delivery and slower moments.
- Editing: Broken into distinct chapters or acts, with a steady rhythm that includes B-roll integration and strategic audio design.
- Platforms: YouTube, LinkedIn, and brand websites.
When to Use Short-Form vs. Long-Form Video
Now, it’s time to look at the differences between longer and shorter videos and how to use each to connect with audiences at various stages of the customer journey.
Short-Form Video — Best for Reach and Awareness
Use short-form video at the top of your marketing funnel — the initial research stage — to drive brand awareness, discovery, and viral reach. It’s best for attracting new followers, boosting impressions, and quickly showcasing your brand personality.
Short-form video shot on your iPhone is great for teasers, quick tips, trendy “wanderlust”-focused reels, and highlights of your property and services. Because these videos are highly shareable and favor discovery algorithms, they cast the widest net for reaching new audiences.
Here are some ideas for short-form videos for hotels and resorts:
- Your own twist on trending travel content, like showing your resort’s “camera roll” over the past year, or a video slideshow of atmospheric photos with text like “mentally I’m here.”
- Time-lapse videos showing an empty ceremony space being transformed into a lavish reception.
- A sped-up “day in the life” of a couple or family on vacation, from ordering morning coffee in the lobby and enjoying the pool to relaxing at the spa and sipping cocktails in the evening.
- Reels honing in on just one element of your property, from a fan-favorite meal at your on-site restaurant to the thoughtfully decorated patio outside of one of your guest rooms.
Long-Form Video — Best for Authority and Conversions
Long-form video is ideal for the middle and bottom of the marketing funnel — the consideration and conversion stages — to establish trust, educate your audience, and drive bookings. When you’re deciding between short-form vs. long-form video, consider long-form video as your preferred channel for deeper storytelling, providing detailed context and building trust.
Viewers are more likely to retain information from longer, well-structured content, making it highly effective for travelers or engaged couples who are ready to book a tour, decide on a wedding venue, or plan a vacation. Create longer videos for deep dives, comprehensive tutorials, and thorough answers to complex questions — and plan ahead to capture content over hours, weeks, or months.
Here are some ways resorts and wedding venues can use long-form video:
- Time-lapse property makeovers that capture architectural renovations, grounds and garden projects, or the construction of a new restaurant to build hype before a grand opening.
- Informational videos using text overlays to answer common questions (ie, “5 things every couple forgets to pack for their wedding weekend”) and position your property as an expert resource.
- A detailed look at your wedding venue over one calendar year, showing couples exactly how the gardens, foliage, and lighting appear in each season.
- Recordings of your in-house experts — gardeners, chefs, mixologists, etc. — offering demos and tutorials.
Need support parsing the differences between longer and shorter videos — and putting each type to work for your property? The Hawthorn Creative team can help. Schedule a consultation today, and we’ll help you build and execute a video strategy for every stage of the marketing funnel.