TikToks or E-books? When to Use Short-form vs. Long-form Content

Content that Connects.

A wise man once said, “Content is king.” That man just happens to be the founder of Microsoft and one of the richest people in the world.

Content is more of a necessity than ever before, and the demand for it keeps on growing. This is part of the reason that the internet is so massive. As consumers, we are addicted to the constant flow of content, and as marketers, producing that content is essential to share our stories.

There are many ways to produce content, but it boils down to two different types: short-form and long-form. It’s exactly what it seems like. Short-form is a usually quick, simple message and long-form would be something with more detail.

Short-form Content

Short-form content is easily shareable content that can typically be consumed in a few seconds but not more than two minutes. This kind of content is used to grab the audience’s attention quickly.

A few examples of short-form content:

• Emails
• Social media posts
• Infographics
• Short articles
• Videos no longer than two minutes long

Long-form Content

Long-form content is used for things that require a bit more explanation. Anything that entails a deeper exploration, expertise, technical understanding, or analysis should be produced in a longer form.

A few examples of long-term content:

• E-books
• Podcasts
• Guides and tutorials
• In-depth articles or lengthy blog posts
• Videos longer than three minutes long

Which One is Better for Your Brand?

Short-form Video Fuels Discovery and Attracts More Eyes

Think of short-form content as a gateway. It grabs your attention quickly and entices you to learn more. Recent research from Google suggests “59% of Gen Z use short-form video apps to discover things that they watch longer versions of.”

Short-form content is also optimized for mobile, and because of this, it will always attract more eyes. Short-form videos are easily digestible, or “snackable.” This is particularly important, since the human species — particularly Gen Z — has about the attention span less than that of a goldfish.

Long-form Drives Deeper Engagement and Develops Connections

Long-form content is, well, longer. It contains more keywords, ranking it higher for SEO, and more relevant content to capture your audience’s attention. And the longer you have your audience’s attention, the better.

The people searching for your long-form content see your brand as trustworthy and are interested enough to remain involved for an extended amount of time. This gives you a greater opportunity to develop your storyline, educate, explain, or engage in deep analysis.

The Long and Short of it.

Without a doubt, both short-form and long-form content are useful. To produce effective results, it’s best to use them alongside each other.

Short-form can quickly engage readers in an entertaining way that long-form cannot, which is a key trait for marketing toward younger consumers. While it’s true that short-form content attracts more eyes, long-form is more likely to convert due to its depth. It depends on your goal, but both are truly needed for an effective marketing strategy.

Using both short-form and long-form goes a long way. We can help you create marketing content that drives results.

Appleton is an award-winning, full-service Orlando advertising agency that works with local, national and international clients to deliver impressive ad campaigns, branding, print, web, public relations, social media and video services — all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your advertising goals are worth a conversation: contact us at 407-537-6352 or info@appletoncreative.com.

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