People are bombarded with digital information almost constantly. For marketers, this makes creating content that sticks with their audience even more challenging.
So, how can today’s marketers leverage these rapidly decreasing attention spans? One way is by creating great short-form content, but long-form content still has its place, too. Read on to learn about the advantages of using both in your content strategy.
Short-form vs. long-form content
In the past, short-form content referred to any video clocking in at under 10 minutes in length. With the rise of social platforms like Vine, TikTok, Instagram Reels and YouTube Shorts, short-form content now includes videos that are less than 60 seconds in length, with some of the most effective coming in at under less than 30 seconds. There’s really no clear-cut rule that separates short- and long-form content, but generally today videos over one minute in length are considered long-form.
Why include short-form content into your marketing strategy?
Short-form content should have a place in every marketer’s toolkit since bite sized video is easier to digest and attract clicks than longer videos. Quick, snappy videos are perfectly adapted to the short attention spans of today’s consumers. Benefits of short-form content include:
· Builds awareness in small steps.
Short-form content can be a great complement to long-form video, since relationships between brands and consumers are built naturally over a series of short events. Quick, to-the-point video is an ideal way to slowly immerse your brand into your audience’s mind, establishing a lasting connection.
· Works well for ads.
By their very nature, ads should be short and sweet. With short-form content, you can create dynamic ads that grab the attention of people who may not know about your brand, maximizing your window of opportunity.
· Adapted to social media. Short-form content is much more appropriate than long-form content on social media platforms like Instagram, Twitter and TikTok—in fact, some of these platforms won’t let you post videos over a minute in length. Short-form content is immediate and attention-grabbing, helping your brand stand out across social channels.
Why use long-form content?
As detailed above, short-form content speaks to consumers’ decreasing attention spans, but long-form content still has a place in every marketing strategy. Not only is long-form content great for SEO, but it also gives your brand a chance to tell a great story. By weaving a story into your content, you build better relationships with your viewers and leave them wanting to learn more about your brand and what you stand for.
Both short- and long-form content can be effective tools in your marketing arsenal, if you use them the right way. Need expert insight on how to propel your marketing strategy—and your brand—forward? Say hello to Spin Creative. We’re a video marketing and branding agency who partners with you to create dynamic content that sticks with your audience.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
