The internet as a whole is going bananas over content. It’s everywhere, including throughout social media, where endless streams of short-form content flow with viral long-form posts sprinkled here and there.
But social media is just the tip of the iceberg. In recent years, pure media networks like TED Talks[1] and podcast networks like The Ringer[2] are now spearheading the content revolution as media sites that provide viewers with short and long-form content like blog posts, podcasts, and videos.
The amount of content can put marketers in a frenzy—what content is best? Which should I use? And for what mediums?
Simply put, content can be broken down into two categories: short and long-form. Which medium you use—video, writing, podcasts, etc.—is your choice.
The benefits of long-form
People are more likely to share long-form content and visit your website for more information in the future. The additional sharing and clicks will directly improve the SEO of the page as well.
Some things in life require a long, thought out explanation, making long-form content the best medium for investigative, well-thought-out content. Long-form content makes it easy to thoroughly explain a topic and provide takeaways that readers can apply to their own practices. In addition, these educational pieces can provide authority in the industry and make a direct impact on how clients think of your brand.
In fact, this is pretty much how TED Talks found success. The entire website produces massive amounts of content, ranging from short to long videos and brief and explanatory written articles. TED Talks provide platforms for experts to influence the world, which has turned TED Talks into one of the biggest thought leaders on the planet today.
Social Media
Have you ever clicked the “read more” option on a Facebook post, only to close it when the content fills your entire phone screen? You’re not alone.
Social media was literally built on the concept of giving users short spirts of instant gratification. This isn’t a “hot take,” even former Facebook investors have said similar things[3] and there are third-party studies that back these claims [4]. Long form simply does not fit the intentions of social media.
Outside of quizzes and Bandersnatch-like videos and blogs that work more like video games, most traditional forms of long-form content simply do not provide the feedback loop of instant gratification that social media supplies. From the notification bar to the confetti that appears when you favorite a Tweet, long-form content is less of a dopamine factory and more of a treasure hunt. Even the most casual of long-form readers know the rush you experience from a book or investigative article is different than a rush from social media. This concept also applies to video. Outside of Facebook Live posts, try to keep social video relatively short. The way Facebooks video ads are structured makes it difficult for users to watch the video without random interruptions from advertisements. It’s easy to scroll over content when new content is just a thumb swipe away.
It’s best to keep all forms of long-form content off social media. Even better, make it short enough to keep the “read more” option out of the equation. If the content is long, it’s probably worth creating a webpage for it (like a blog) and providing a link in the post. TED Talks do not post the entire video on social media, they post the link to their webpage, and The Ringer does the same for podcasts. Not only will this make reading easier for users, but will improve website SEO as well with the traffic gained through social media.
Email Marketing
Similar to traditional social media posts, most of us have an abundance of emails to sort through weekly, if not daily. Priority and urgency set email marketing and social media apart—emails from clients and coworkers are significantly more important than the Facebook status featuring your high school classmate’s favorite salsa recipe. Long-form content simply will not meet the urgency email marketing requires.
But this urgency provides email marketers with the ability to provide that instant gratification in the form of short-term content. Email content should be short, sweet and drill down the main point with a small amount of content. It can be partnered with graphics to shorten the content and build a better picture[5] and satisfy the reader by providing them with the information they initially need, with a link to more if they feel compelled to find out more about a topic, whether it’s an informative blog or a product description.
To wrap this up, in spite of long-form content being the heart and soul of the current content revolution flooding the digital world, both forms hold unique qualities and benefits to marketers. One for explanations, other for briefness, both tools are used in optimal marketing strategies.
Sources & Links:
- TED: Ideas Worth Spreading. https://www.ted.com
- The Ringer. https://www.theringer.com/
- Sean Parker: Facebook was designed to exploit human “vulnerability”. https://www.axios.com/sean-parker-facebook-was-designed-to-exploit-human-vulnerability-1513306782-6d18fa32-5438-4e60-af71-13d126b58e41.html
- The Negative effects of Facebook : Addiction, Social Isolation, Depression and Political Senses. https://www.linkedin.com/pulse/negative-effects-facebook-addiction-social-isolation-depression-aung/
- Combining Content Tells the Whole Story https://www.transformationmarketing.com/how-combining-content-tells-the-whole-story/