Short-form vs long-form: a content strategy conundrum

Your audience is the priority, not the length of your content. Think about how they will process your content and what you want them to do with it. 

Short-form vs long-form content is a contentious but healthy debate in content marketing. Should we a) two-step to the rhythm of short, snappy messages that grab attention in a heartbeat, or b) do we indulge in the luxurious depths of long-form content, swaying to the sweet melodies of information and insights? Both are alluring in their own ways, but which one should take the crown? 

Short-form content: the showstopper

OK, so short-form content is the shiny and glamorous one. It oozes appeal with its striking appearance and direct nature. Full of wit, puns and cultural references, it serves bite-size portions of information to keep audiences wanting and demanding more. Whether it’s a cheeky email, an Instagram reel, or even an infographic, short-form content knows how to make a good first impression.

Long-form content: the vintage

At the opposite end of the spectrum, long-form content is more trustworthy and often conveys intelligence and depth. It offers immersive experiences that walk audiences down a path that indulges in the detail, exposing multiple layers of knowledge and credibility. Whether it’s an in-depth report, detailed case study, or an expert TED Talk, long-form content leaves no stone unturned. 

What’s the purpose of short and long-form content? 

Snackable and shareable 

With its snackable format, short-form is perfect for those instant hits of information. Direct, concise, and in-your-face, with short-form content the audience isn’t expecting any great level of detail. They’re looking for entertainment, to learn something, or to be updated.  

Short-form content triggers a reward in the brain, a dopamine hit if you like, creating a need to seek more content of its kind. Its purpose is to hook, or – dare I say – act as clickbait – getting the audience to stop in their tracks and pay attention.  

It creates a quick route to the end destination, hence the popularity of listicles. Regular short bursts are addictive, leaving your audience yearning — and leaving your brand lingering in their minds well after they’ve consumed your content. And of course, there’s the shareability factor. Whether in group chats, Slack channels, or across social media platforms, short-form’s virality is one of its biggest strengths. 

In-depth and informative 

But a 30-second LinkedIn video is only going to get your audience through the door: it won’t necessarily keep them there, not like long-form content.  

There are some subjects that need the detail. Think about research and white papers, or even societal issues and trends. Would you trust a social media post alone to inform you about the latest medical treatments, financial services, legal matters, or travel plans? I hope not.  

Tutorials, articles, long-form blogs – all allow the audience a level of immersion in a subject, not to mention the storytelling and trust-building factors that offer detailed and comprehensive insights, evidencing expertise and authority.  

And can we not forget that SEO (even with the impact of AI) favours rich and lengthy content too? This helps build authority in your field of expertise, rewarding you nicely by bumping you up the Google pecking order, increasing your organic traffic and visibility. 

What’s better – short-form or long-form? 

It’s a good question and maybe the answers aren’t as clear-cut as we’d like. Here are some suggestions to help you assess which to use and when.  

Go for quality over quantity 

Your audience is the priority, not the length of your content. Think about how they will process your content and what you want them to do with it. A report by the Nielsen Norman Group shows how users scan content quickly and focus predominantly on key points that stand out to them. We know attention spans are shrinking, and brain rot is on the rise, so short and sweet content is ideal for triggering curiosity and drawing clicks, whereas long-form content builds trust and authority over time. 

Think about the marketing funnel 

For driving awareness, short-form content hits the mark. It lures in potential leads and drives initial engagement. However, long-form content excels in providing detailed information, nurturing leads down the funnel towards conversion.  

Make your content stretch 

Repurposing is a content marketer’s best friend. One piece of content can take on so many forms. Both short-form and long-form content can be flipped, switched, and dipped in multiple ways, from a webinar chopped into a LinkedIn carousel to a meme evolving into a research piece. Your creativity is the only limit. 

So, to wrap up, size isn’t everything. By understanding the unique benefits of short-from and long-form content and tailoring it to fit your audience’s needs, you can amplify the impact and effectiveness of your content marketing strategy, making sure your content not only connects but converts.  

Tell us which you prefer: short-form or long-form content? 

Has this blog made you reflect on your own content? Perhaps you want to explore different formats to see which one performs better. Contact the team who can help you deliver an effective content strategy.