For quite some time it’s been assumed that, when it comes to online video, the shorter, the better. The starter pistol has been fired on a race to the bottom.

But the Internet Advertising Bureau (IAB, for those who like an abbreviation) conference on online video last week carried quite the opposite message.

Christian D’ipollito of social video expert Unruly, said it is worth the time to experiment with longer form content. Apparently, it’s “just as engaging”.

The key to success, he said, was to make sure video content “hits on of many social triggers” to optimise your content for the social web.

Throwing up a rehash of your TV commercial online just isn’t good enough and is “doing a disservice to the platform” – give it some time and resource and your message can be spread far and wide.

But what are these elusive triggers to try and hit?

Hilarity, informative, shocking, inspirational – the list continues.

And what is perhaps even more interesting is that heavily-branded videos can do well to. It works for DC Shoes – it can work for you too.

Christian explains all in the video below. And there’s more from the experts who spoke at the IAB conference, here.