Picking the Right Format for the Right Message
If content is king, video is the throne. And not just any video, the right one, in the right format, at the right time. Because let’s be honest , in a world where we scroll faster than we think, your brand has mere seconds to make someone care.
That’s where short-form video marketing, brand film production, and a smart video content strategy come in.
This blog is a no-bluff, rather it’s a slightly cheeky guide to choosing between a zippy reel or an incredible brand film and when to use what.
The Brand Film
Branded short films are basically your Netflix moment where you will think of brand storytelling videos as your Oscar submission where your values, purpose, and big “why” shine. These long-form, emotional, cinematic pieces help your audience understand not just what you do but who you are.
Example: Google’s “Year in Search”
The Reels
Reels for business are quick, fun, and algorithms push them. Perfect for short videos marketing, they stop the scroll with punchy visuals and bold hooks. Think of them as the teaser trailer for your brand, just add scroll-stopping content to it.
Example: Duolingo’s content, they’re Pure genius
Sip-Worthy Storytelling
A branded short film blends entertainment and message. You’re not selling directly, you’re making people feel something. And when they feel, they remember. These are ideal when you want to build long-term connections, not just clicks.
Example: Patagonia’s “Blue Heart” short film.
Long Form vs Short Form: The Great Attention Span Debate
Long-form vs short form video boils down to intention.
Here’s the tea:
Long-form is usually 60 sec–3 mins which builds narrative, emotional impact in the audience. Where in Short-form is usually under 30 secs which are High reach, and definitely more chances of high shareability.
The trick? It’s not either-or—it’s both, strategically sequenced. Start with a Reel, follow with a product film, retarget with a testimonial. That’s how video content strategy works.
Size Doesn’t Matter
Different platforms have different vibes. You need to understand what fits the most, or sometimes all. Instagram reels are vertical, mostly below 30 seconds.
LinkedIn is all about Talking head, to the point and no bullshit. YouTube can be used for both long form brand videos and shorts, they have it all, it is up to you to decide what can work best for the brand.
It’s not just about cropping. It’s about context.
Example: Shopify’s vertical video series on entrepreneur tips.
Creative Vertical Video
Creative vertical video isn’t a compromise. It’s a canvas. Done right, vertical content can be just as cinematic and compelling as traditional formats—just faster and more efficient. They’re best for product teasers, testimonials, team intros, trend-driven posts.
Example: Glossier’s YouTube Shorts-sweet and super branded.
Marketing Video Types : Choosing the Right Tool for the Job
There’s no one-size-fits-all when it comes to video. Each type serves a different purpose and knowing when to use what can make your content work a lot harder.
Here’s a breakdown
Brand Films
These are big-picture, high-impact videos that express your brand’s purpose, values, and personality. They’re made to connect emotionally, not just inform. Great for shaping perception and telling your brand story in a meaningful way.
Use for: Brand launches, rebrands, investor decks, or your homepage hero section.
Example: Nike – “You Can’t Stop Us”
Product Explainers
These videos break down what your product or service does in a clear and simple way. They’re practical, helpful, and great for building understanding.
Use for: Landing pages, sales pitches, onboarding, or paid ads.
Example:Notion – “What is Notion?”
Reels
Short, sharp, and made to stop the scroll. Reels are perfect for quick messages, behind-the-scenes content, or hopping on trends. They’re all about grabbing attention and staying visible on social media.
Use for: Instagram, LinkedIn, YouTube Shorts—anywhere you want to stay top of mind.
Example: Morning Brew uses short-form videos to deliver business news with wit and clarity.
Testimonials
Let your customers speak for you. Testimonial videos show real people sharing their real experiences, which makes them a powerful trust-builder.
Use for: Website, lead nurturing, email marketing, or closing deals.
Example: Airbnb Host Testimonials
Campaign Launch Videos
These are the high-energy, bold pieces that kick off new initiatives. Think product drops, rebrands, new services—anything where you want buzz and momentum from day one.
Example: Spotify Wrapped Video 2023
Each of these video types supports a different stage of your content journey. When planned together, they create a strategy that moves people from awareness to action, without ever feeling like a hard sell.
Storytelling Through Video
People don’t remember data, they remember stories. That’s why storytelling through video works. It takes your message and turns it into a moment. One that sticks. One that spreads. Whether you’re making them laugh, cry, or say “wait, who made this?”—you’re building connections, not just clicks.
In Short
In a world of content fatigue, video is your shortcut to attention and connection. Whether it’s a 15-second Reel or a full-blown brand film, the format isn’t just a creative decision; it’s a strategic one.
Brands that get this right don’t just create noise, they create meaning. Because in the end, the scroll only stops when the story starts.
Make them stop. Make them care. Make it with Narrative Asia.
