Hope you had a great week!
As I’m writing this, I’m sitting outside of a coffee shop, soaking up the sun and about to treat myself to some Beignets from the famous Café du Monde (Instagram)! An iconic spot here in New Orleans… a must try if you’re ever in town.
I promise I’m here for more than just fried donuts and powdered sugar 😂!!
I’m actually speaking at the GACC (German American Business Conference). I must say this city has sparked some great ideas and connections already. The energy at the conference is incredible. Can’t wait to share the insights in a future letter!
The Deep Dive
For the past few years, the internet has been obsessed with shorter and shorter content. 10…15 seconds. Maybe 30 seconds if you’re pushing it.
But something interesting is happening right now on YouTube. Long-form content is quietly making a comeback.
YouTube is now the largest streaming platform globally by watch time (source) and television screens are one of the fastest-growing ways people consume it. In many households, YouTube is replacing traditional TV!
CONSUMPTION MATTERS
I personally think each platform lives in a different moment of the day. Instagram and TikTok are usually consumed in quick, “in-between” situations. People open them while waiting in line, standing at a train platform, or filling a few spare minutes between tasks. The goal is instant gratification and quick bursts of entertainment.
YouTube is different. People typically open YouTube when they actually have time to watch something.
Common viewing moments include:
- Lunch breaks
- Dinner or evening TV time
- Relaxing on the couch
- Background watching
Once someone presses play and stays past the first 30 seconds, there’s a strong chance they will keep watching for several minutes. In my eyes, this is similar behavior to traditional television viewing.
Pew Research Center: Americans’ Social Media Use, 2025
The Comeback of Long-Form
Platforms are now optimizing more aggressively for watch time and retention, not just clicks. Videos in the 2–10+ minute range are increasingly performing well because they allow creators to build something deeper:
- Story and personality
- Stronger authority
- Emotional connection with viewers
- A clearer brand identity
Short clips might spread ideas quickly. Long-form builds the relationship.
Quick Insight
One of the most common mistakes brands make is uploading 1–2 minute videos. These are often:
- Too long to compete with TikTok
- Too short to create real engagement on YouTube
It ends up sitting in the middle where neither audience responds.
What Smart Brands Do Instead
Brands that win on YouTube treat it like a media platform, not a marketing archive. Their approach usually looks like this:
- Test several native content formats: try interviews, behind-the-scenes videos, educational explainers, or green-screen storytelling to see what your audience naturally likes.
- Identify what resonates with viewers: study watch time, retention graphs, and comments to understand which topics, formats, and personalities keep people watching longer.
- Double down aggressively on what works: once a format proves successful, make it a repeatable series.
- Maintain strong channel hygiene: keep the channel focused on a clear theme so viewers instantly understand what the brand stands for.
The Big Takeaway
In 2026, the brands that win on YouTube will not simply be the ones posting more videos. They will be the ones that understand how people actually watch the platform.
What’s Hot
- Real or AI: My friend Martin Loeffler made this really cool new quiz! Check it out!
- Scrubs is back: The cast of Scrubs show off their film set as they come back for a new season! So excited!
- The current state of show biz: It’s not “dying” or going away… rather evolving into something that allows everyone to win!
- Ferrari 🤝 Lego: Lego is unveiling a new helmet collection just in time for the upcoming Formula 1 season.
- Apple unveils new laptop!: What’re your thoughts? A new cheaper option… lower barrier to entry for their products. Curious what the sales look like.
Community & Events
- March 12 // BDX Creator Rooftop Mixer // Los Angeles 🇺🇸 (Details)
- March 21 // BDX Coffee Squad // Leipzig 🇩🇪 (Details)
Thanks so much for reading this week’s letter. See you in the next one!
– Benni
