The era of bite-sized video is nearing an end as social media platforms push for longer content and consider video more holistically. Longer videos are easier to monetize and could spur users to spend more time on social media, but some creators see drawbacks.

Key Question: Why are social media platforms prioritizing longer videos—and how are creators, marketers, and users responding to the shift?

Key Stat: More than half (53.1%) of Gen Zers watch long-form videos—those that are 90 seconds or longer—according to our July 2023 survey.