Video Content for Marketing: Long-Form vs. Social Media, and Why You Still Need Both

We’ve all seen the shift: video content dominates. High click-through rates, strong engagement, better retention—videos continue to outperform other formats across platforms. And senior living marketers (along with just about everyone else) are taking notice.

Long-form testimonial and overview videos still perform incredibly well on websites. Meanwhile, social platforms are prioritizing short-form content in their algorithms, favoring video over static posts. The question marketers ask now isn’t should we use video—it’s what kind of video should we use, and where?

Understanding the Two Main Video Formats

Traditional long-form video
Used on websites, in digital ad campaigns, or as evergreen content, these videos are typically 60 seconds or longer. They’re cinematic, voiceover-driven, and highly polished—designed to tell a story, establish trust, and hold attention. Visitors to your site are more focused and willing to watch this kind of content—if it’s done well.

Social media video
Short-form, vertical, and fast-paced. These clips grab attention quickly—ideally in the first 3 seconds—and are designed for users who are casually scrolling. Social video tends to feel more “real” and raw, often featuring behind-the-scenes footage or event recaps. Think less polish, more personality.

The formats serve different goals and require different planning, pacing, and framing. Repurposing a long-form video for Instagram Stories rarely works. Each needs to be intentionally crafted—and that’s where planning (and experience) makes all the difference.

Cost-Effective Tips for Creating Social Media Videos

You don’t need a big budget or a full video crew to create engaging social content. With a smartphone, a bit of planning, and the right tools, you can make it work—and look great. Here are some of my go-to strategies:

1. Plan it out

Even short videos benefit from a quick storyboard or shot list. Define your message and what you want viewers to do after watching.

2. Use captions

Most people scroll with the sound off. Captions keep your message clear and accessible—and most platforms offer automated captioning tools.

3. Add music to set the tone

Music elevates your video instantly. For social posts, royalty-free music is widely available from platforms like YouTube’s Audio Library, Pixabay, or Pexels.

4. Edit with user-friendly tools

You don’t need to be a video editor to make solid content. I use Canva regularly for quick cuts, simple motion graphics, and branding overlays. Other great options: InShot, CapCut, and Quik.

5. Take advantage of natural light

Film near windows or outside when the light is soft (cloudy days or golden hour are best). Natural light always beats harsh fluorescents.

6. Use stock footage and photos wisely

Sites like Pexels, Videvo, and Pixabay offer beautiful, free clips you can drop into social videos to add texture and variety.

7. Try AI-powered tools

Platforms like Creatify use AI to generate scripts, avatars, and voiceovers—streamlining the video creation process without breaking the bank.

8. Mind your dimensions

Different platforms require different aspect ratios (9:16 for Reels and Stories, 1:1 for feed posts, 16:9 for YouTube). Resize accordingly to avoid awkward cropping or quality loss.

9. Improve your audio

If you’re speaking on camera, invest in a decent mic. For basic audio editing and clean-up, tools like Audacity are free and surprisingly powerful.

10. Use built-in platform editing features

Instagram, TikTok, and Facebook all offer simple in-app editing tools. You can trim clips, add text, filters, transitions, and more—right from your phone.

Bottom Line

Great video content doesn’t have to be expensive—but it does have to be intentional. Know the difference between what works on a website versus what connects on a social feed. And when you're working across both formats, make sure you’re planning for each platform’s unique audience and behavior.

I’ve helped clients with everything from video writing and strategy to creative direction and on-set supervision. I can also step in to edit short-form content for social platforms—whether it’s polishing event footage or pulling together a quick highlight reel in Canva. If you need support bringing your video strategy to life, I’d love to help.