El Gaffney

Length Matters

This is a short post about short-form content consumed in large doses on the web (in one sitting in front of my laptop each time). (And with oh so provocative a title!) It made me think about how much length (of video content in particular) matters given the many different situations, mindsets, needs or more importantly from an entertainment perspective wants and constraints (time, screen size, ADD, etc.) which people bring when they “go online” every day.

It started late Sunday afternoon after getting home from watching the Euro 2008 Final. I read a post over at Paul’s blog about Inside Sudan on VBS.tv. I watched the 5 approximately 4 and a half minute about Sudan and then moved over to Vice’s Guide to North Korea and knocked out the 13 part series (average 4 to 5-minutes each) like it was my job. (Actually, that’d be a pretty sweet job – Shane Smith’s job or a job watching all VBS’s content.)

Then on Monday night, I was exhausted but then as I was catching up on Kanye’s blog (by the way, peep this ridiculous thing he just did for Absolut’s Artist Series), he noted how Jay-Z killed in the U.K. So after the controversy, I wanted to see for myself. And I did. For almost an hour (ending after midnight), I watched the 9 parts (median time of ~8 minutes each) of Jay-Z live at Glastonbury on YouTube.

My feeling is (and behavior would suggest) that the smaller chunks of video content are more appealing to a time-crunched (perception even if not reality) web audience because they seem more digestible/watchable/doable. (Lunchable?) In fact, I think a short piece of content (like sampling) is critical to getting people to “invest in the rest.” (I’m considering trademarking this phrase.) I, personally, am also more likely to get through books with more, shorter chapters than few long ones. Each I read is a sense of accomplishment. However, I’m not buying a book based on this criteria. On the Interweb, most often you get it all for free, so engagement is more important. Thus, how the content is served up is more important.

One difference between the two viewing experiences is that on YouTube the next clip played without me having to click. This was not a necessity to keep me engaged but certainly a nice to have. Plus, I didn’t necessarily have to watch the performance the entire time rather could listen with surfing, so the autoplay was nice. However, back to the point, I couldn’t help but wonder if our Brawny Academy back at Fallon would have had more success had it made its ~15-minute episodes shorter (if we had cut each in half). It’s not about the sum total time of the content (which is the same either way), it’s about the length of its parts (which can be made more palatable, enticing to the audience).

Tags: fallon, kanye, vice, video