Are Brands Sleeping On YouTube?

In a recent column, Malique Morris, senior e-commerce correspondent for The Business of Fashion, argued that fashion brands are “sleeping” on the opportunity to employ longer-form content via YouTube to take consumer engagement to the next level.

Morris notes that many brands only use YouTube to post their runway shows (or advertising spots), and are wary of developing longer-form videos “because of a perceived pressure for high-production value — many people watch YouTube on 4K television screens.”

Morris cited a number of firms — including handbag maker Parker Thatch, menswear boutique Canoe Club, and German e-tailer Zalando — recognizing that consumers are interested in longer-form videos to learn more about their favorite brands.

He wrote, “There aren’t usually massive sales bumps in the short term, but the level of engagement brands can get on YouTube through comments and shares can help build a new legion of passionate customers who will eventually purchase, and want to stay connected with the brand for years once they do.”

Sprout Social in its social media outlook for 2026 stated that short-form video continues to rank as “one of the best ways to connect with your audience and reach new followers,” with TikTok’s average video post lasting 35 seconds.

While Short Video May Drive Brand Interest, Long-Form Video Is Also Seeing Uptake

However, the social media management and analytics platform said brands have recognized the value of lengthier video, with TikTok videos initially having a maximum length of 15 seconds but now lasting as long as 10 minutes, Instagram Reels expanding from a 15-second limit to as long as three minutes, and YouTube Shorts expanding from a 60-second limit to up to 3 minutes.

Sprout Social also noted that, according to its 2025 Impact of Social Media Report, 68% of marketers agreed YouTube was among social media platforms driving the most business impact, second only to Facebook, at 70%.

“Social-first video will remain central, but audiences are fracturing across platforms,” Tameka Bazile — creator and associate director, B2B Social and Content at Business Insider — told Sprout. “YouTube is especially well-positioned to win on both sides: it’s capturing streaming eyeballs in the living room and still holding strong influence in creator culture. That dual power is only going to grow.”

In a blog entry, Kim Pederson — SVP, client partner, Kantar — writes that YouTube has evolved from an advertising platform defined by reach and impressions supporting brand awareness to a “cultural ecosystem” delivering relevance and influence. She urges brands to shift from traditional pre-roll ads, or the short video advertisements playing before the main video content, to lean into lengthier videos playing up storytelling, authenticity, and creator partnerships for a more full-funnel approach.

Pederson writes, “YouTube is no longer just a media channel. It’s a cultural stage. But too many brands still treat it like a dumping ground for repurposed TV creative. The result? Wasted spend and missed opportunities.”