By Mollie Nathan, Creative Lead at redpill
A 10-second TikTok used to be all it took. Having piggy-backed off the death of Vine, users were being fed short, snackable content, and it was spreading fast. We said goodbye to our favourite Youtubers and hour-long vlogs, and focused on consuming as many bite-sized clips as possible. Shareability and virality led the way for social media, with many platforms adopting this approach of giving users a quick fix and a quick solution to a problem.
And yet 10 seconds is no longer enough. In fact, with TikTok now embracing 10-minute formats, it is safe to say we are re-shifting towards longer forms of content. Despite dominating the late 2010’s and early 2020’s, as we head into 2025, quick-fix content is dying out.
Deeper, more authentic stories
Users are now craving authenticity. It’s no longer about quick hit engagement; it’s about building connections through our virtual world. And a 10-second video simply won’t cut it.
This is the reason why Youtube influencers are able to start regaining ground now. Through a longer video, there is more opportunity to be personal, more chances to show the imperfection that audiences have been craving. It offers a deeper story, with creators able to tell one complete tale without splitting the segments up into endless parts (and losing their audience in the process).
Scroll vs. Substance
This means there is now a push for substance, not scrolling. It’s no longer a competition of how many videos can be scrolled through in a day, but more so how many videos can audiences actually connect with. Whether for education or entertainment, long-form content allows creators to offer more information on a subject, leaving their audience with something to take away from the video. Diving deeper into a particular topic shares more details, giving more opportunities for a variety of audiences to find something relatable in your content. They want stories that make them feel seen and heard. Building this connection creates trust, meaning creators can now maintain longer relationships with their audience, as opposed to the previous 10-second flings.
Providing value
These 10 seconds may be easy to make, but they’ll be even easier to forget. Any video you make – whether it’s a story time, vlog, or your favourite life hack – will take time and effort to produce. This is currently resonating with audiences, and they appreciate the higher value that comes with longer content. Striving to be your best authentic self has been the dominating social mantra for a few years now, and audiences are looking to see which influencers are following suit. Long gone are the clickbait and staged videos, and you will have to adapt your material to meet your audiences’ needs for substance. Avoid producing surface level content and embrace the vulnerability that comes from your increased time on screen – your audience will love you for it.
Know your stuff
Shifting your material from short bursts to longform content may seem daunting, but now’s the time to do it. Choose topics that are related to your brand, but make sure that topic has the depth required for you to make a longer video. And using your audience insights will tell you what kind of depth they want to see – check what questions they’re asking, and make sure you know how to answer them.
Longform content can cover both trending and evergreen, and both can create high engagement for your audience. It’s also handy for repurposing – you can still break it down into smaller pieces for variety, and when you still want to capitalise on shareability. Just remember not to overdo it and keep your connection with your audience the top priority.
In 2025, quick-fix content may finally take a backseat, making room for deeper, more authentic storytelling. Long-form content fosters genuine connections, and now’s the time to embrace this shift rather than look back with regret. Invite your audience into the unfiltered, 10-minute version of yourself. While the year will bring plenty of new marketing trends and opportunities, the biggest takeaway will be this: quality over quantity matters most.
