In terms of content and production style – short form videos gain the most view and are best filmed with a phone in portrait mode. Longer form videos generally have more longevity and are best filmed in landscape mode – a more produced version (depending on the topic) can help to improve performance (views).

Videos that reduce uncertainty tend to perform best: what you do, who it is for, what to expect, proof of outcomes, and clear differentiation delivered in a simple, credible format.