In the age of endless scrolling, social storytelling has never been more powerful - or more complicated. The way we consume content has shifted dramatically. We’re no longer tuning into a single format or platform. Instead, audiences are moving fluidly between short, snappy clips and deep-dive documentaries, depending on what day of the week it is.

The truth is, no one format is enough on its own anymore. The answer isn’t to pick a single content format and go all in. The real magic happens when you stack your formats strategically, using each one to play a different role in the customer journey.

So, let’s take a look at the various formats for social storytelling.

Short-form: The Hook that Stops the Scroll
Short-form is typically under 60 seconds in length. Think TikToks, Instagram Reels, or YouTube Shorts. Consider your short-firm content as your opening act.

It’s built for speed and scale, and is ideal for introducing ideas, sparking curiosity and capturing the attention of your audience. It’s fun, fast, and often feels off-the-cuff (even if it has been carefully curated behind the scenes!)

Let’s say you’re a travel brand launching a new campaign. 

Your short-form video could look like a 15 second highlight reel of a dreamy destination featuring sunset views, delicious food and smiling faces. That single, short, snippet could make someone stop scrolling and think “I want to be there… I want to know where that is.”

Why it works
Algorithms love it: Platforms prioritise short-form video in feeds.
Low barrier to entry: It’s less commitment for viewers.
High shareability: Quick videos are more likely to be sent to friends or reposted.

Mid-form: The Sweet Spot for Storytelling
You’ve probably never heard the term, but mid-form is your chance to go just a little deeper. Sitting somewhere between 90 seconds and 5 minutes, it’s where you add context, build trust, and move your audience from interest to consideration.

Some of the best mid-form formats include: 
Behind-the-scenes footage
How-tos and tutorials
Day-in-the-life videos
Case studies and testimonials
This is where you can really humanise your brand, showing how it works or who is behind it - as opposed to trying to simply sell.

For example, the same travel brand as above might follow up with a 3-minute mid-form video showing a travel creator navigating their journey. This could cover every part of the journey from booking flights, arriving at the destination, meeting locals, and exploring hidden gems. With this piece, viewers aren’t just interested - they’re invested.

Why it works
Delivers value: Viewers get more substance than a 10-second clip.
Creates connection: Real people, real processes, real emotion.
Perfect for YouTube, LinkedIn, or IGTV: These platforms thrive on context.

Long-form: The Format That Builds Loyalty
Long-form content spans anywhere from 5 to 30+ minutes and is all about deep engagement. This isn’t just content - it’s about connection. It’s where you tell the full, immersive story, diving into complex topics, showcasing detailed insights or offering a behind-the-curtain look at your brand’s philosophy and people. This could be full-length podcasts, webinars, long interviews, or documentaries.

For our travel brand, this could be a 15-minute episode about a destination, highlighting local businesses, visiting top-rated tourist attractions, and interviewing tourists and locals. This idea could then be replicated for other destinations, giving you a content series that people are just as excited to tune back in to as their favourite TV show.  Viewers aren't just entertained; they're educated, inspired, and more deeply connected to your brand's mission and values.

Why it works
Shows authority: You’ve got enough to say, and enough to show, for a good amount of time.
Builds a loyal audience: Viewers and listeners feel part of a community.
Drives repeat visits: Podcasts and long videos keep people coming back for more. It’s not about length. It’s about purpose.

Too often, marketers obsess over how long a video should be. But here’s the better question: What’s the role of this piece of content in the journey?

Rather than thinking in seconds and minutes, think in steps:

Is this content designed to spark awareness?
Is it intended to inform or educate?
Is it about entertaining, inspiring, or converting?
Format follows function. When you get the purpose right, the format becomes obvious.

How to do social storytelling best?

Effective social storytelling isn't about picking a single winning format; it’s about finding the right balance between them all. Each format plays a different role in moving your audience from first scroll to full story. Get clear on what each one is best at for your brand, line that up with your goals, and you’ll have a content engine that drives you to success.

Need help with your social storytelling? Give us a shout.