PR and YouTube's powerful 2025 resurgence

TikTok this, Instagram reels that. Remember when everyone declared that long-form video was dead? Well, plot twist: YouTube is now the second most-watched media service in the UK, second only to the BBC, according to Ofcom. Why does this matter for PR professionals? Everything we thought we knew about audience engagement might be wrong.

The Video Essay

Long, meticulously researched YouTube video essays are booming. We’re talking about content that requires genuine commitment. This is everything from deep dives into obscure topics to comprehensive analyses of media and culture to historical breakdowns that leave no stone unturned.

These aren’t quick hot takes or surface-level commentary. They’re thesis-driven, carefully constructed arguments that treat audiences like they’re capable of sustained attention and critical thinking.

YouTube is the new “TV Dinner”

You know how previous generations would sit down with their meal in front of the evening news or a sitcom? Gen Z and Gen Alpha are doing the same thing – just with YouTube instead.

Living independently has become increasingly common, particularly among young adults, and there’s something profoundly comforting about having a video on while you cook, while you eat, while you go about daily life. YouTube provides companionship, entertainment, and often education all at once.

It’s chosen company. Whether it’s a two-hour deep dive into fashion history from Mina Le, a video game analysis from The Game Theorists, or Kurtis Conner tackling internet culture, these videos create a sense of presence and connection that short-form content simply can’t replicate.

Long-Form Renaissance

Several factors have converged to make this YouTube renaissance possible:

The exhaustion of short-form content – After years of rapid fire content from TikTok and Reels, audiences are craving something with more substance. YouTube’s long-form content provides that depth and satisfaction.

Cultural commentary – Video essays have become a legitimate form of cultural analysis. Creators are making meticulously researched pieces that help audiences understand the world around them. Video essays are educational in nature, focusing on helping audiences understand the larger cultural context of a social phenomenon.

A ‘Lean-Back’ experience – Unlike TikTok or Instagram, which demand constant scrolling and active engagement, YouTube has successfully positioned itself as a lean-back experience. You can put a video on your TV and let it play while you live your life. This aligns perfectly with how people actually want to consume content at home.

Genuine expertise – In an era of misinformation and AI-generated slop, audiences are gravitating toward creators who demonstrate genuine knowledge and research. Long-form content allows for the depth and nuance that builds trust and authority.

What this means for brand content

Brands need to stop thinking of themselves as advertisers and start thinking of themselves as potential companions. Would someone choose to spend two hours with your content? Would they want your brand’s voice in their home while they’re cooking dinner?

The brands succeeding on YouTube are the ones creating content that people actually want to spend time with, regardless of budget. This is content that educates, entertains, and respects the viewer’s intelligence.

Too many brands still treat YouTube as “that place where we upload our TV advertisements.” They’re missing the entire point of why people are on the platform.

People aren’t on YouTube to watch ads. They’re there to learn, to be entertained, to feel less alone, to go deep on topics they care about. If your brand strategy is just repurposing 30-second spots, you’re not participating in the actual culture of the platform.

As YouTube continues to dominate viewing habits, we’re going to see more brands invest in long-form content strategies. The brands winning are the ones creating content that would exist even if they weren’t selling anything, because the content itself has value beyond marketing.

Final thoughts

As YouTube continues to dominate viewing habits, this is good news for PR professionals who’ve been frustrated by the “everything must be 10 seconds” mandate of recent years. There’s space again for nuance, depth, storytelling that takes time to develop.

You can’t fake your way through 45 minutes of content. Long-form YouTube content demands genuine expertise, authentic passion, and real value – which, coincidentally, are exactly the things good PR should be providing anyway.

People haven’t lost the ability to focus, they’ve just gotten better at recognising what’s worth their focus. They’re increasingly choosing to spend their time with YouTube creators who respect their intelligence.

Are you looking for a content creation agency in Hampshire. We can help you with your YouTube strategy, contact us.