Short-Form Isn’t Enough Anymore — Here’s Why Long-Form Video Is Returning
For years, short-form video has dominated TikTok, Instagram, and YouTube Shorts. And yes, short form clips still win attention fast. But here’s the shift that most NZ businesses haven’t caught up with yet. Audiences aren’t abandoning short-form, they’re just craving something deeper. They still enjoy fast, scrollable videos, but they’re increasingly looking for content with substance, storytelling, and real value. And in 2026, long-form video content is becoming the missing piece in the video marketing strategies of NZ businesses.
People are tired of shallow content.
They still like fast, scrollable videos, but they want deeper stories, real explanations, and content with substance.
And the data backs it.
Verified Trends Driving the Long-Form Video Comeback
1. YouTube says long-form video is still the main engine of watch-time
YouTube’s CEO, Neal Mohan, stated in 2024 that despite the explosive growth of Shorts, long-form videos remain the platform’s “primary driver of watch-time” (Source: YouTube Official Blog, Feb 2024).
Translation for NZ businesses:
Short-form gets people in the door, long-form is what keeps them watching.
2. TikTok is now pushing creators toward longer videos
In 2024, TikTok confirmed that videos over 60 seconds are seeing significant growth in watch-time and encouraged creators to produce more in-depth content.
(Source: TikTok Creativity Program Beta Update – March 2024)
TikTok even expanded uploads to up to 10 minutes, signaling a shift toward deeper storytelling.
3. Meta is prioritising “time watched” — not just views
Meta’s 2024 Q4 earnings report highlighted that video watch-time is growing across Facebook and Instagram, and their recommendation engine now prioritises time spent watching, not just short bursts of engagement.
(Source: Meta Q4 2024 Earnings Report)
This means if your videos keep people watching, Meta pushes your content further.
Short-form is great for reach, but long-form drives retention, which the algorithm now values more.
4. Viewers crave educational & meaningful content
Wyzowl’s 2024 Video Marketing Report found:
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96% of people watch explainer videos to learn about a business
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89% say video convinced them to buy
(Source: Wyzowl, State of Video Marketing 2024)
Explainer videos, behind-the-scenes, and story-driven content are all long-form formats, not 7-second flashes.
This shows a clear behaviour shift:
People want clarity, not just entertainment.
5. New Zealanders are heavy YouTube users — and long-form video dominates the platform
According to NZ On Air’s “Where Are the Audiences?” report (2023–2024):
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82% of New Zealanders use YouTube weekly
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It is the most-watched online video platform in the country
(Source: NZ On Air – Where Are The Audiences 2023)
YouTube is still long-form first.
That’s where NZ viewers go for tutorials, storytelling, education, and product research.
Short-form lives on social feeds.
Long-form lives where Kiwis actually sit down to watch.
So… Are Viewers Exhausted? Yes — But Not in the Way You Think
There isn’t a single stat that says “73% are tired of short-form,” because that’s not how this trend works.
What is clear from multiple studies (Kantar, Deloitte, HubSpot, Wyzowl):
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Audiences feel overwhelmed by endless, repetitive short clips
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They want meaningful, educational, authentic video
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They trust brands more when they explain, not just promote
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They engage longer with story-driven content
This all points to the same conclusion:
**Viewers aren’t rejecting short-form.
They’re rejecting content with no substance.**
Long-form fills the gap.
Why NZ Businesses Need BOTH Short-Form and Long-Form Video in 2026
Let’s keep this practical, here’s the simplest way to understand modern video marketing:
Short-form = attention.
Long-form = trust.
Together = conversions.
If you rely on short-form alone, people will recognise your brand… but they may not understand what you actually do.
If you rely on long-form alone, no one will discover it.
Smart NZ businesses combine both.
How to Use Short-Form + Long-Form Together (The NZ SME Blueprint)
This is the exact practical framework we use at Ice Digital Media:
Step 1 — Film One Long-Form “Anchor” Video (2–4 minutes)
Examples:
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Your brand story
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A problem–solution explainer
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A customer success story
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A product walkthrough
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A founder message
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A behind-the-scenes day
This becomes your core monthly content.
Step 2 — Cut the Anchor Video Into 10–20 Short Reels
These are posted across:
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Instagram Reels
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Facebook Reels
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TikTok
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YouTube Shorts
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LinkedIn
Short-form video drives views.
The long-form video turns those views into loyal customers.
Step 3 — Use the Long-Form Video for Ads & Website
Long-form video is perfect for:
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Facebook feed ads
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YouTube in-feed ads
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Website hero banners
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Landing page explainers
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“About us” storytelling
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Retargeting sequences
People who watch longer videos show much higher purchase intent
(Source: Wyzowl 2024; Google Ads Performance Insights)
Step 4 — Build a Monthly Strategy Around the Anchor Video
One shoot → one story → 1–20 pieces of content.
It’s more efficient, more sustainable, and more effective than filming random reels every week.
Conclusion: Long-Form Video Is Back — And NZ Businesses Must Adapt
The video landscape for NZ businesses has changed.
Short-form still matters, it’s the fastest way to get attention.
But long-form is making a real comeback because it’s the content people trust, watch deeply, and remember.
In 2026:
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Businesses that post only reels will fall behind.
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Businesses that tell deeper stories will win the market.
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The ones who combine both will dominate their industry.
Your customers are ready for more substance.
Your competitors aren’t there yet.
This is the moment to get ahead.
