We have often said, short form video is all the rage but guess what’s making a comeback? That’s right–long form.
How do we know? Platforms like TikTok are incentivizing creators to make longer videos. Sure, shorts are still awesome for entertainment. But inspiration and education thrive in long video format. And long doesn’t mean boring.
To be clear, when we say “long form” we’re not talking about creating a video saga. Long form is (officially) anything over ten minutes.
But let’s be honest, with some videos barely being more than the length of a GIF, it’s probably safe to call anything over three minutes “long form” these days.
Here are a few video trends for 2025 and guidance on how you can use them at your chamber.
2025 Video Trends
We already mentioned long-form video is making a comeback but there other trends you can incorporate into your chamber’s video tool box.
- Just gotta be me. These videos are lifestyle snippets. They help people get to know you without flashy production. Simply pick something to talk about or show and you have a video.
- Sharing the knowledge. Similar to the “Gotta be me” familiarity, these videos are you sharing what you know in a very “matter of fact way.” Again, no crazy production. Just basic conversation over a quick hit topic such as “How I became a better networker.”
- B-roll bonanza. A lot of content creators are using b-roll over and over. You can save a lot of time by building (or using a service for) a b-roll library. For example, footage of people shopping in your downtown, a close up shot of a cup of coffee, the outside of your chamber building, or you opening the door to the chamber. B-roll footage adds interest and can be used repeatedly. It’s the white t-shirt of video filler.
- Read it and weep. While many video gurus will tell you that voice-over narrations of images are fading in popularity because people want to see faces, one thing that’s not going away is captions. Both platforms and AI have caused us all to “up level” our caption design. Plus, 92% of video viewers are watching from their phones with the sound off so using captions helps them understand your video when they aren’t able to listen.
- Making the most of it. Okay, this one is not a trend as much as it is a tip. Smart marketers are viewing video production the same way a hunter in the wilds might view their game–they want to use every part of it. Let nothing go to waste. AI and platforms like YouTube have made it very easy to create transcripts and outlines of videos to ensure that your content can be used and enjoyed on a variety of mediums. You can (and should) transcribe your videos into written words, use short clips from long-form video, and use a transcript to create a blog. You’ve already done the work to create the video. AI often times can create the other pieces for you, taking one piece of content and creating 3-4 others.
- Partner, partner, partner. Chambers are known for their partnerships but for some reason, when it comes to video, most assume they have to do it on their own. Not so. If you don’t want to do the “heavy lifting” (it’s not heavy, it’s just another thing on your plate–we get it) of video production, you can instead look for opportunities to be on local groups’ podcasts and video education series. Some chambers have appeared on radio shows and podcasts to educate small businesses on the value behind membership (check out this episode), and others have partnered with educational institutions, business groups, and/or cities to create videos to help business programs.
Ways to Use Long-form Video Effectively for Your Chamber
Remember, you can clip long into short but it’s harder to take short video and stretch it without it appearing to be bandaged together like a Frankenstein monster. Plus, long-form video won’t work on every platform. Instagram Reels, for instance, is going to limit you to three minutes. But TikTok and YouTube are celebrating the long-form creator. That’s why you want both long and short.
Once you create a solid long-form video, use a tool like Opus to create teasers or shorts both as advertising for your long-form video and standalone pieces.
Below, we’ve compiled effective ways to use longer videos as well as presented some examples of what other chamber pros are doing.
Chamber Storytelling Videos
Create a compelling narrative that highlights the chamber’s history and impact. Share punchy, interesting facts about the organization’s achievements and community contributions. Focus on creating concise, engaging content that viewers can easily share and remember.
Event or Annual Recap Videos
Develop dynamic recap videos of chamber events, fundraisers, years, and milestone celebrations. These videos can:
- Thank attendees
- Generate excitement for future events
- Showcase the chamber’s active community involvement
Wrap-ups or recaps can create Fomo (fear of missing out) and a nostalgic appreciation for everything that occurred, whether the audience member was there or not.
Check out this wrap-up video from the Duneland Chamber of Commerce. It’s 58 seconds long but recap videos work better on the shorter side of about 1-3 minutes.
Member Spotlight Series
Produce a video series that:
- Highlights individual chamber members
- Tells their business stories
- Provides recognition to local entrepreneurs
- Helps them communicate their unique value proposition. Note how this video below is a conversation and the interviewer “sets up” the guest to shine.
Educational Content
Ideas include:
- Host Q&A sessions with local business leaders.
- Create expert interview videos.
- Develop informative series on topics like networking, marketing, and leadership (your videos don’t all have to be about what you offer. Think about things members and potential members need and you could create one like this below (not a chamber video but still an excellent example).
https://www.youtube.com/watch?v=2unB7usHAtU
This one is just under five minutes (making it technically short, but it’s counted in minutes, not seconds, so it’s going in our list of long-form video.
https://www.youtube.com/watch?v=2unB7usHAtU
Use Engaging Video Formats
Vary your formats so it’s not the same old background. Use:
- Behind-the-scenes glimpses of chamber operations
- Live or pre-recorded Q&A sessions with business insights
- Animation to explain complex concepts
- Time-lapse videos
- Visual summaries with animated elements
- Drone footage is a great way to show off your city and provides excellent b-roll options
Make Your Posts Count
Obviously, you want views. The best way to ensure that is to follow these search engine optimization tips for your videos:
Title Optimization
- Keep titles concise (60 characters or less)
- Include relevant keywords at the beginning of the title
- Use numbers or lists to attract clicks
- Incorporate descriptive, engaging language
- Avoid clickbait tactics (they’ll backfire)
- Spark curiosity with intriguing phrases
- Address audience pain points
- Use power words that evoke emotion
Thumbnail Considerations
- Create eye-catching, professional thumbnails (or at least select one that’s flattering to look at)
- Ensure the thumbnail matches the video’s title and content
- Use high-quality, visually appealing images
Video descriptions are crucial for video success, serving multiple purposes for both viewers and the platform algorithm.
Here are key strategies for crafting effective video descriptions:
Key Description Elements
First 100-150 Characters Matter Most
- This is what viewers see in search results
- Include the most important information upfront
- Use compelling, attention-grabbing language
Optimization Techniques
- Include 1-2 main keywords
- Repeat target keywords 2-3 times naturally
- Aim for at least 200 words (if you’re posting on YouTube and it’s a long video with multiple sections use the feature in Studio that breaks out the sections with time stamps)
- Use related keywords to improve searchability
Best Practices for YouTube Video Descriptions
YouTube is the king of long-form educational content and so you need a slightly different approach to marketing on that channel. However, some of these best practices fit for all platforms:
Content Recommendations
- Explain video content in detail
- Provide context beyond the title
- Include a clear benefit for viewers
- Use simple, concise, and interesting sentences (use emojis, if your audience responds to them)
Strategic Description Structure
- Start with a strong hook
- Break into distinct sections
- Include calls-to-action
- Add relevant links or additional resources
Technical Tips
- Create a unique description for each video
- Use YouTube Analytics for keyword research
- Keep language conversational
- Maximize the 5000-character limit
Pro Tip: Think of your description as a mini sales pitch that both informs viewers and helps the algorithm understand and rank your content.
Finally, experiment with different approaches and track your video’s performance metrics to understand what resonates best with your audience. It’s likely you’ll find that different types of video appeal to different demographics. So. while we can argue back and forth about which is trending long- or short-form, both have their place and their fans.
