In influencer marketing, the type of video content you go with isn't just about vibes. It's about reach, connection and whether your audience actually sticks around.

So, what's working better right now? 

Short Video Saturation on TikTok, Reels and Shorts

Short-form video is the king of the scroll. TikTok, Instagram Reels and YouTube Shorts are everywhere. People love them because they're quick, entertaining and easy to consume. TikTok alone has over 1.59 billion monthly active users, with nearly 66% under 34 years old. That's the age group that's watching, sharing and buying.

According to Famesters' research, in 2024, 68.8% of brands said they use TikTok for influencer marketing. But with that popularity comes overload. When every brand is doing the same thing, it starts to blend together. The platform feels saturated. Everyone's chasing trends, and the content is starting to feel less original. It's like fast food for your brain. Easy, addictive, but not very filling.

TikTok's biggest strength is its viral power. Take Wet n Wild's Big Poppa mascara launch. They teamed up with top creator JVKE, who dropped a custom audio track and the TikTok community ran with it. Over 1.5 million videos were made using the sound. The campaign saw a 13.7% TopView engagement rate and nearly a 10% boost in brand awareness. They also collaborated with Bella Poarch, whose post alone pulled 3.3 million likes. That's the viral magic of mixing short-form content with music, creativity and influencer power.

But this viral power can also be a big problem. Brands can go viral today and be forgotten tomorrow. This makes it hard to build lasting connections. Marketers are starting to wonder if TikTok can really handle everything: community-building, brand loyalty, product education, all in 30 seconds or less. Some are turning their attention back to platforms like YouTube, where creators have more time to say something meaningful.

Plus, let's not ignore that TikTok content now often looks the same. The same sounds. The same transitions. The same jokes. Even influencers are starting to get tired. The platform is still powerful, but it might be stretching itself thin.

Why Storytelling in Influencer Marketing Is Key

Long-form videos, on the other hand, have their advantage in storytelling. It's easy to forget how much power a good story has. Scroll through Instagram and you'll see tons of pretty pictures and flashy videos, but how many of them do you actually remember five minutes later? Probably not many.

That's where storytelling comes in. It's not about selling something. It's about making someone care. In influencer marketing, that means showing how a product fits into someone's life, not just what it looks like.

According to Famesters' research, 84.8% of brands say influencer marketing is effective, and the majority of them (63.2%) want long-term partnerships, not one-off shoutouts. Why? Because the best influence doesn't come from a quick mention. It comes from someone you feel like you know, someone who tells you stories you want to follow. Think Emma Chamberlain chatting about her day or doing a quiet vlog showing a daily skincare routine. It's not just content, it's connection.

In fact, both video formats are shifting to support this. TikTok users are starting to favour "quiet vlogs," where influencers just show their lives without dramatic edits or voiceovers. This kind of storytelling builds trust, and trust is everything when you're trying to sell. According to research, 83% of Gen Z and 80% of Millennials trust influencer recommendations. That trust doesn't come from flashy ads. It comes from relatable moments.

Creators who can tell a good story (whether it's in a 10-minute YouTube video or a series of Instagram carousels) have the edge. A good story makes people stop scrolling. It makes them remember. And most importantly, it makes them care.

Trust Comes With Time

Speaking of trust. Short-form videos might win views, but long-form content often wins trust. Why? Because it isn't instant. Trust takes time.

This is especially true in influencer marketing. A 15-second clip might introduce a product, but a five-minute video can explain why it matters, how it's used and why the influencer genuinely likes it. That level of detail builds confidence. It shows effort. 

You don't build it in 15 seconds. But, actually, you don't build it during one five-minute video either. You build it over months of showing up, being honest and sharing real experiences. You can get someone's attention with a catchy hook, but to keep it and to make them care, you need time.

Using this knowledge, Famesters helped Konami promote its game GetsuFumaDen through influencers. We didn't just push the game with flashy ads. We let creators take their time with it. By focusing on long-form YouTube videos and multi-hour Twitch streams, the campaign gave influencers room to actually play the game, share honest thoughts and connect with viewers who trust their opinions. These weren't quick shoutouts. They were deep dives that showed gameplay, visuals and vibe in real time. And that approach worked: 31% of the landing page traffic came during the campaign month, with over 14 000 clicks driven by these longer formats.

Micro- and nano-influencers do this especially well. These creators often take the time to share their thoughts and stories without rushing. That's probably why 44% of brands chose to work with nano-influencers in 2024, up from 39% in 2023. Their audiences might be smaller, but the connection is stronger. And stronger connections obviously lead to higher engagement and more trust.

Longer videos help build that trust. They give influencers space to be themselves, talk honestly and connect. The more time you spend with someone, the more you feel like you know them. And when they finally say, "This product is worth it," you believe them.

Balancing Short-Form Virality With Long-Form Engagement

So here's the million-dollar question: Short-form or long-form?

The smartest answer is: both.

Short-form is the hook. It grabs attention fast. It's perfect for trends, challenges, or quick announcements. But long-form is the anchor. That's where you build trust, explain things and keep people coming back.

The algorithm doesn't care if it's long or short. It cares if it works. There's something not enough people talk about: platforms like YouTube, Instagram and TikTok aren't forcing you to pick a side. They really want both.

YouTube now pushes Shorts alongside regular videos. TikTok is letting creators post videos up to 10 minutes long. Instagram is blending Reels and regular posts together. What the algorithm actually wants is content that keeps people watching. If people are watching a 30-second video until the end, the algorithm will promote it. If they're watching a 10-minute vlog and not clicking away, same thing. It's not about length. It's about quality.

That means you should stop thinking in terms of "short versus long" and start thinking about what the content of an influencer you're collaborating with is actually doing. Are people watching? Are they commenting? Are they sharing? A good example: if you're launching a complex product, you might need a demo. That doesn't fit into a 20-second Reel. But a simple discount code or product drop? That's perfect for a short-form video.

Basically, the format should fit the story, not the other way around. The content should feel natural, not forced into a time limit. So instead of choosing one format over the other, brands are mixing both. They use Reels or Shorts to get noticed. Then they use longer content to close the deal. It's like a movie trailer and the movie. It only works when you have both.

Final Thoughts: Don't Pick a Side. Pick a Strategy.

Short-form gets you in the door. Long-form gets you invited to stay.

Instead of trying to decide if one format is "better," think about your audience and goals. Mix formats. Use short-form for virality, long-form for depth. Let your influencers actually influence, not just advertise.

Because the end goal isn't views. It's connection. And connection takes a little more time than a swipe.

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*Image courtesy of contributor