The prevailing marketing mantra of "keep it short," fueled by the rise of short-form video platforms like TikTok and Instagram Reels, suggests that brevity is key to capturing dwindling audience attention. This notion proposes that micro-content, delivering quick bursts of entertainment, is the optimal way to engage today’s easily distracted consumers. However, the success of feature-length films like the Barbie and Lego movies demonstrates a robust market for more extended branded narratives, challenging the assumption that shorter is always better. This disparity begs the question: is content length truly the defining factor for success, or are authenticity and originality more crucial? Perhaps the focus should shift from format to the inherent quality and resonance of the content itself. Could longer-form content, offering a deeper dive into engaging and relatable narratives, actually foster stronger consumer connections with brands?
This question formed the basis of a media study conducted in partnership with MAGNA, using existing branded entertainment content from the U.S. Postal Service (USPS). The study leveraged a unique combination of content formats centered around the USPS’s Operation Santa program, a century-old initiative where individuals can fulfill children’s Christmas wishes by adopting letters to Santa. The content included a feature-length documentary, Dear Santa, its trailer, and a television series based on the same premise. This provided an ideal opportunity to analyze the impact of content length on audience preferences and behaviors, testing the hypothesis that increased exposure to high-quality, layered storytelling would lead to stronger audience engagement and connection with the brand’s message.
The USPS’s primary objective in commissioning the Dear Santa documentary was to enhance its position as the preferred shipping provider during the competitive holiday season. The study measured the effectiveness of different content lengths in achieving this goal, using a nationally representative audience. Results revealed a clear correlation between content duration and brand favorability. Exposure to the trailer alone resulted in a +5-point increase in preference for USPS, comparable to or exceeding the impact of traditional television commercials. This effect amplified with longer formats: viewing a single 30-minute episode of the Dear Santa series yielded a +10-point lift, while watching the full 89-minute film led to a remarkable +19-point increase in USPS preference. These findings strongly suggest that longer engagement with the content strengthened the audience’s affinity for the brand.
Beyond preference, the study also examined the impact of content length on brand perception, with equally compelling results. The trailer resulted in a +8-point increase in the perception of USPS as a socially responsible organization, while an episode of the series boosted this metric by +24 points, and the full-length film by +30 points. These findings further underscore the power of longer-form content in shaping positive brand associations. Moreover, the longer formats effectively drove action: 39% of series viewers and 50% of film viewers expressed interest in participating in Operation Santa, demonstrating the potential of longer narratives to inspire tangible engagement.
The success of Dear Santa can be attributed to its story-first approach, prioritizing entertainment over overt brand promotion. The authenticity of this approach resonated with audiences, fostering a deeper connection with both the narrative and the brand. Longer engagement allowed for a richer exploration of the story’s layers, strengthening the bond between audience and brand. Another advantage of longer-form content is its evergreen nature, allowing for repeated viewings and sustained brand reinforcement, unlike ephemeral short-form content that quickly fades from social feeds. The enduring relevance of Dear Santa, particularly during the holiday season, exemplifies this advantage. Similarly, the brand-funded film 5B, about the creation of the world’s first AIDS ward, continues to resonate years after its release, demonstrating the lasting power of impactful long-form narratives.
While the USPS’s established reputation and Operation Santa provided a compelling foundation, the success of Dear Santa highlights a broader principle: every brand possesses a story worth telling. This story may revolve around the brand itself, as with USPS, or focus on the customers it serves, as exemplified by göt2B’s support of the documentary Queen of New York, which tells the story of a drag artist and nonbinary person running for New York City Council. This demonstrates how brands can leverage storytelling to champion important audiences and amplify meaningful narratives. Importantly, achieving significant shifts in brand favorability can be more challenging for established brands, making the positive impact of Dear Santa even more noteworthy. While feature films may not be suitable for every brand, the choice of format should align with the brand’s specific objectives. If the goal is solely to drive immediate sales, other content formats may be more effective. However, for brands seeking to reposition themselves, champion a cause, or reshape perceptions, longer-form content like films or series can be a powerful tool, reaching broader audiences and driving upper-funnel metrics, while shorter formats can be deployed for targeted lower-funnel performance.
In conclusion, longer-form brand-funded entertainment, often overlooked in the marketer’s toolkit, offers significant potential for building deeper brand connections. While short-form content remains relevant, the evidence suggests that longer narratives can create a more lasting impact by fostering deeper engagement, strengthening emotional connections, and driving meaningful action. As brands evaluate their content strategies, they should consider the unique strengths of longer-form storytelling and its potential to cultivate enduring relationships with their audiences.
