The Rise of Longer-Form Content on Social Media — and Why It Matters for B2B Too
Short-form content may have dominated our feeds for the past few years, but social media is quietly making space for something new: longer videos — and audiences are sticking around for them.
From TikTok commentary on industry trends to “day in the life” vlogs from inside a company, creators and brands alike are embracing more extended storytelling formats. And while it might seem like a trend better suited to entertainment or consumer culture, the implications are just as powerful — and promising — for B2B marketing.
Why Longer Content Is on the Rise
The shift makes sense. YouTube has long been the platform of choice for Gen Z and younger millennials, who regularly consume videos well over 10 minutes long. It’s only natural that TikTok and Instagram — both traditionally built around short, snappy clips — are evolving to keep up. TikTok now allows videos up to 10 minutes long, and Instagram Reels are stretching past 90 seconds. Audiences aren’t just willing to watch — they’re seeking content with more depth, substance, and context.
Longer content gives creators — and companies — more room to explain, educate, and connect.
Real-World Examples from B2B and Beyond
In the B2B space, Adobe has embraced longer-form content across Instagram and YouTube, with behind-the-scenes creator interviews and case studies that spotlight how their tools are used in the real world. These aren’t ads — they’re mini case studies and stories that provide genuine insight.
In the automotive sector, brands like Volvo Trucks have turned technical content into storytelling gold. Their longer-form YouTube videos — like the famous live “epic split” stunt or behind-the-scenes footage of truck development — demonstrate how engineering excellence, safety, and innovation come to life.
Volvo Trucks has continued to produce longer-form video content that delves into their digital transformation and technological advancements. For instance, they have a detailed case study video titled "Volvo Trucks' Digital Transformation: A Case Study," which explores their journey in integrating digital solutions into their operations. YouTube
This video provides an in-depth look at how Volvo Trucks is leveraging technology to enhance efficiency and customer satisfaction.
Such content reflects Volvo Trucks' commitment to transparency and innovation, offering valuable insights into their strategies and fostering a deeper connection with their audience.
How B2B Brands Can Embrace the Shift
So how can B2B companies capitalize on this trend without overhauling their entire strategy?
1. Show a Day in the Life
Feature employees — from engineers to analysts — to show what it’s really like to work behind the scenes. It humanizes your brand and gives prospective clients or talent a window into your world.
2. Turn Case Studies into Stories
Rather than static PDFs, turn successful projects into short documentary-style videos. Let real people tell the story, not just stats on a slide.
3. Lean into Thought Leadership
Longer content is perfect for breaking down industry trends, sharing predictions, or offering insights that go beyond a 15-second clip.
4. Repurpose What You Have
Webinars, blog posts, research papers — all can be sliced and repackaged as longer-form videos for social platforms.
Longer Content = Longer Impact
In a feed filled with fleeting trends, longer content offers a chance to stand out — not just for what you sell, but for the value you bring. For B2B brands looking to deepen relationships and drive real ROI, now’s the time to lean into the scroll-stopping power of storytelling.