If you look at YouTube's trending page, you'll find that videos from some of the site's most popular authors have something in common. The latest video from Jenna Marbles is 20 minutes long. Felix "PewDiePie" Kjellberg is 30 minutes long. Shane Dawson's latest documentary takes more than 60 minutes. YouTube, a site where video used to be about seven or eight minutes long, is now flooded with videos that run longer and longer. The change is partly due to what viewers are interested in, but is also the recent attempt of the creators to achieve as much revenue as possible with their videos.
Longer videos offer more space for ads, and more ads mean more revenue for creators. Breaking this 1
One YouTuber, Shelby Church, found that it tripled sales of videos that ran for more than 10 minutes than those that were shorter. Her longer videos even had more viewers, Church noted, causing the creators to create longer videos and show more ads.
"You can actually add as many ads as you want," Church said in the video on how YouTube ads work. "I could run an ad every 30 seconds, but nobody will see that. That's ridiculous. So I started putting two ads in the middle of my videos and that's crazy. "It earned more than $ 6,000 in June, which is more than $ 1,800 in January.
Church did not change their edition nor the style of their videos, but they went from seven or eight minutes to 13 or 14. Other creators, such as Jake and Logan Paul, began to increase their videos from less than 10 minutes to 20 or more for 25 minutes on a regular basis, make-up channels produced 30- to 40-minute tutorials, explanatory videos for 30 minutes, and even excuse videos
YouTube has suggested this in more ways than one: Longer videos are not only more valuable, they are also preferred by YouTube, and the platform's algorithm favors content that employs and encourages users spending more time on the site, company executives have been trying to put emphasis on promoting responsible content, the algorithm prefers each h continues to have longer content.
The result is a change in the video type that dominates YouTube. Longer video essays, more extravagant vlogs, make-up tutorials and commentary as well as political content, in-depth explanations and documentary films are on the rise. A recent report from the Pew Research Center found that the average length of a video among the 250,000 channels was between 13 and 14 minutes. Watching a 30-minute video is not uncommon. In fact, it is the new normal state.
"YouTube does not care how many videos you watch, they just want you to stay on YouTube," says Lindsay Ellis, who makes video essays on popular movies The Verge . "It does not matter if you watch 200 cat videos or an equal length video about Game of Thrones it's easier for people to stay on YouTube if you look at one thing, unlike 200 cat videos. "
Ellis said she had been making longer and longer videos because that works for her style. Some of their videos are 45 minutes long and it is a trend that is observable in the Essay Community. Ellis told The Verge that she felt "somehow lucky that the algorithm ultimately favored the type of content I wanted to make."
The downside was that Not everything on YouTube benefits from the length, which can lead to worse videos. "I think making longer videos to have longer videos is bad," says Natalie Wynn, better known as her Persona ContraPoints, The Verge . "A video should never be longer than it needs to be." Like Ellis, Wynn's videos have always proven to be better than longer content, usually with a minimum of 30 minutes.
Big names in the YouTube community criticized unnecessarily long videos. In 2016, PewDiePie criticized a friend, YouTuber, Jacksepticeye, as he uploaded a video in which he disappeared to go to the bathroom, and stayed out of the screen for more than a minute.
The trend towards longer videos will eventually change, according to Wynn. YouTube is just waiting for a creator to attract the attention of the entire community with a new format and new directions.
"At some point, someone with a very punk rock attitude will come in and change everything," says Wynn. "People will be tired of long videos. Someone will be very precise and publish videos that are much better and much shorter than all ours. Then that's the new step. "