Video Formats Are Taking on Distinct Roles
Recently, video formats have become a recurring topic of discussion in the global influencer marketing industry. The growing shift of YouTube creators back to long-form content, the rise of video podcasts, and the increasing use of the phrase “long-form is back” all suggest that long-form content is regaining attention. However, this does not mean that short-form content is losing its importance. Instead, there is a growing recognition that short-form and long-form content serve different communication needs.
Hyperiser’s Q1 2026 data points to a similar shift in Türkiye’s influencer marketing ecosystem. While short-form content continues to grow, long-form content remains equally relevant. As a result, the discussion is moving away from video length and toward the role each format plays.
According to the report, the share of Shorts on YouTube increased from an annual average of 28% to 38%. This growth indicates that short-form content has become a permanent part of the YouTube experience. TikTok shows a similar pattern. With a 44% collaboration rate and an average engagement rate of 2.8%, the platform has evolved beyond a discovery channel into a powerful driver of campaign performance. FMCG leading the platform with a 24% category share further demonstrates that short-form video has become one of the primary formats for product communication, campaign messaging, and brand visibility.
Long-form content, meanwhile, continues to maintain its relevance. According to the report, long-form YouTube videos generate an average engagement rate of 1.65%. This suggests that long-form content serves a distinct role. While short-form video captures attention, long-form content builds trust and adds depth to the narrative. The prominence of sponsorship integrations in the Finance and Food & Beverage categories further supports this trend. Product demonstrations, expert insights, and detailed user experiences simply cannot be condensed into a few seconds. As a result, long-form content continues to play a significant role, particularly in categories where storytelling and in-depth explanation matter.
The key takeaway is that what matters today is no longer the length of a video, but the role the format plays. Short-form and long-form content are not competing formats; they are two complementary tools designed to meet different communication needs. One captures attention, while the other transforms that attention into trust and a more meaningful relationship. Hyperiser’s Q1 2026 data clearly shows that rather than replacing one another, the two formats complement each other.