Questioning YouTube Trends

By Richard Hunton , Chief Risk Officer, Viewture

As the landscape of YouTube changes, content creators contin uously adapt to new trends with the aim of increasing views and engagement. After initially focusing on Shorts, many are now creating significantly longer videos, with some reaching lengths 10 to 20 times their usual output. These extensive video formats are gaining traction because YouTube's algorithm favours longer watch times, resulting in higher RPM (revenue per thousand impressions) rates; a $20 RPM is more eye-catching than one at $5.

However, creators need to carefully evaluate whether embracing this trend is actually advantageous for their channels. The relationship between video length and revenue isn't linear, and blindly following the trend towards longer videos could lead to inefficient use of creator time, misaligned pacing, or failure to match audience preferences.

Determining the ideal video length requires a strategic approach in developing content that is valuable without being unnecessarily elongated. Creators should focus on making every second count rather than extending videos to conform to a perceived standard. Through careful scripting and editing, the goal is to ensure each segment of the video serves a purpose and keeps viewers engaged. Shorter videos can be highly effective when they feature engaging storytelling, dynamic visuals, and clear delivery.

While analyzing hundreds of YouTube channels, we've observed advertising rates for videos 4x-5x longer only generating double their average RPM rate. If these videos require low production effort, like compilation videos, the strategy may pay off. However, when substantial creator time is invested, it is better to use watch time as a measure for optimizing video length, rather than chasing higher RPMs.

Content creators can pinpoint the most suitable video length for their specific audience by examining user engagement data and feedback. They should aim to blend depth with brevity to maintain viewer interest. By critically evaluating the move towards longer video content, creators can explore how tight, powerful content that challenges the status quo might build a unique and loyal fan base that values quality over quantity.

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