Why It’s Time to Embrace Long-Form Content
With the popularity of TikTok, Reels and Twitter, it’s no surprise that many believe attention spans have shortened beyond repair.
But despite the popularity of snack-size videos, shorts and tweets, long-form content is quietly staging a come-back.
In a recent study done by NP Digital, 100 people were asked to view 15 minutes of long-form content and 45 minutes of short-form content. There were no controls in terms of what kind of content. It was whatever the viewer preferred. The following day, the viewers were asked questions about what they consumed to see how much of the content they could recall.
The viewers were able to recall an average of 3.22% of the short-form content and 34.91% of the long-form content.
So let me ask you …
If you are creating content to grow your audience and establish yourself as an expert in your industry, would you rather your audience retain 3% of your content or almost 35% of your content?
It’s a no-brainer, right?
NP Digital also shared that they surveyed 118 businesses to see what channels they were using for marketing and what the revenue earned from each channel was.
Despite spending 38.2% of their time on organic social media, it only resulted in 2.3% of the income for these businesses.
I’m not saying social media doesn’t have value.
What I am saying is that you need to have a long-form content platform if you want to really connect and engage with your audience.
Let’s look at some of the benefits of long-form content.
The appeal of long-form content
Storytelling
Humans are natural storytellers and crave narratives that offer more than just surface-level entertainment.
Long-form content allows for richer storytelling that can draw readers in.
Whether it’s a well-researched article, a thought-provoking podcast or an inspiring video, long-form content has the unique ability to capture and hold attention and create a deeper connection with your audience.
Trust
In the age of misinformation and the prevalence of online scams, trust is a precious commodity.
Long-form content builds trust by offering comprehensive insights and well-rounded perspectives. Unlike short-form content that may leave readers with more questions, long-form content delves into topics in greater detail, providing the context and nuance often lacking in shorter formats.
Leadership
In a world saturated with opinions, demonstrating your expertise and leadership is essential for standing out.
Long-form content allows you to showcase your knowledge and thought leadership more effectively than short-form content.
This not only lends credibility but positions you as an authority which makes your opinions and recommendations more persuasive.
Factors driving the long-form content resurgence
Standing out with in-depth content
As social media becomes even more crowded, consumers are bombarded with a constant stream of information.
This saturation has led to a demand for more substantial, differentiated content. Long-form content provides the depth and substance that short-form content often lacks.
By offering detailed insights and compelling stories, your long-form content will appeal to audiences seeking quality over quantity.
Algorithm changes
Search engines and social media platforms are shifting their algorithms to prioritize content that keeps users engaged for longer periods.
Long-form content naturally caters to this as it tends to hold your viewers attention longer than shorter posts.
This shift means that blogs, videos and podcasts that offer comprehensive insights and engaging stories are more likely to be prioritized and pushed to a wider audience.
Audiences want deeper connections
Readers and viewers are growing tired of quick-click entertainment and are seeking deeper connections with you and your content.
They want to be informed, inspired and challenged which requires more than just superficial engagement.
Long-form content provides space to explore ideas in greater depth, encouraging readers and viewers to engage more thoughtfully.
Common challenges and myths about long-form content
Time investment
One of the biggest challenges with long-form content is the perception that it requires too much time to create and consume.
While producing comprehensive content does require more time than a tweet or post, it’s not inherently inefficient.
By creating processes and workflows to create your content and learning how to leverage a single piece of content across multiple platforms and in multiple formats, you can maximize your efficiency.
Perceived audience fatigue
Another common misconception is that audiences don’t have the attention span for long-form content anymore.
However, we’ve already shared how this isn’t true. Audiences are seeking quality content that is relevant.
Your audience will engage with your long-form content if it provides them with valuable insights and compelling stories.
Long-form content has proven its resilience and relevance in a digital world dominated by short-form formats.
Its ability to genuinely engage your audience, build trust and demonstrate your expertise makes it an invaluable tool for online businesses and entrepreneurs.
While long-form content is making a comeback, it’s important to recognize the value of a balanced content strategy.
Short-form content is perfect for quick engagement and viral potential, while long-form content provides the depth and context that fosters trust and credibility.
A comprehensive content strategy should include both forms to cater to different audience needs and preferences.
As platforms and algorithms continue to evolve, marketers will find new ways to leverage long-form content to engage audiences.
Whether through blogs, videos, podcasts or webinars, long-form content will remain a cornerstone of digital marketing, proving that quality and substance never go out of style.
To help you leverage your long-form content, I’ve created a free FREE Content Creation Kit filled with tips, tricks, prompts and templates to grow your audience and scale your business.