In short
- Brands are starting to request longer videos—30s, 45s and even 60 seconds.
- Ultra-short content captures attention, but may fall short for conversions and measurable results.
- 30–60-second videos combine narrative, storytelling and performance, especially with UGC.
In this article
For years, the rule seemed clear:
- “The shorter, the better.” (the video, poorly conceived)
- “If it doesn’t hook viewers in 3 seconds, it’s dead.”
- “10–15-second videos or nothing.”
And yes, this formula worked… until now.
Today, brands are starting to request longer videos: 30s, 45s and even 60 seconds. And it’s not on a whim, but because the reality of digital marketing is changing.
👇 Hit play and listen to the full analysis.
Why is ultra-short content no longer enough?
Ultra-short content still works for generating awareness and capturing immediate attention. But when it comes to conversions and measurable results, a 10-second clip may fall short. Narrative matters, and longer videos make it possible to tell stories that connect and persuade.
You may also be interested in this other episode of our podcast: Microformats, medium-length formats and long form: how to create content that works in 2026.
Changes in real Paid campaigns
In recent Paid Media campaigns, brands experimenting with 30- to 60-second videos are seeing clear improvements in retention and CTR. TikTok, Instagram and other platforms are starting to reward deep retention: the longer a user watches your content, the more positive signals the algorithm receives. We see this in campaigns run by HICARI clients such as MasterD, Yoigo and Stage with its musicals The Lion King and Cinderella.
Want UGC videos that work for your brand?
Create your free brand account and receive proposals from creators. You only pay per video.
30–60-second videos: mini landing pages in video
Imagine a video that works like a landing page: in under a minute, you can introduce your brand, showcase a product, address objections and drive action. This format combines storytelling and performance, and works especially well with UGC because it brings authenticity and familiarity. For example, vlog-style videos.
The role of UGC in this transition
UGC isn’t just for talking about how great a product looks—check out examples of UGC videos here. When extended to 30–60 seconds, it preserves its naturalness and familiarity while adding context and narrative, becoming the perfect ally for conversion campaigns and mixed awareness + performance campaigns.
In other words, if your content strategy or social media strategy only includes quick clips, it’s time to rethink it. Narrative and deep retention are making the difference in performance and engagement (Instagram engagement calculator).
🎧 Listen to this episode on your favorite platform
Our marketing podcast “TODO ES CONTENIDO” is now available on the main channels. Discover more on the official page 👉 TODO ES CONTENIDO Podcast .
Frequently asked questions
What are the advantages of 30–60-second videos?
They allow you to introduce your brand, showcase a product, address objections and drive action in under a minute. They combine storytelling and performance.
Why is UGC a good fit for longer videos?
When extended to 30–60 seconds, UGC preserves its naturalness and familiarity while adding context and narrative for conversion and awareness + performance campaigns.
What are platforms rewarding now?
TikTok, Instagram and other platforms are starting to reward deep retention: the longer a user watches the content, the more positive signals the algorithm receives.
For brands
UGC videos for your brand
Free sign-up. Get proposals from creators and pay only per video.
Create a brand accountor talk to the team
