Long-form Content Engages Audiences
November 7, 2023

Thrilling cinematic music, the word titanium being displayed in high-quality graphics and the sound of vehicles revving at the start of a 4-minute YouTube advertisement video is how Apple’s iPhone 15 caught my attention. While the video was over a minute longer than an average online advertisement, the fact that an entire story was told had me hooked and wanting more. Even as a viewer who stumbled across the media accidentally, I enjoyed it thoroughly. Consider someone who watches the video deliberately, a part of the Apple family, an iPhone user. To gauge the level of enjoyment that an individual might have derived through the video, triple the enthusiasm that I had while watching it. The moral of the story? That a well-scripted and well-delivered long-form video can hit the right spot. Even if it does not win the brand or product a customer, it will win the video at least two additional views. 

Snackable content has been the talk of the town for the longest time. People have become so attuned to consuming media in bite-sized pieces that they have forgotten that long-form media content does exist. However, when it comes down to the debate around what is the ideal length of content, the views and opinions are never decisive. And this ambivalence is not helping; not when it comes to our ever-shortening attention spans. In a world where constant distractions are just a click away, how can one ensure that their audience remains engaged? While one might think that shorter content is the answer, data actually indicates the opposite.

Naturally, the world of content creation is in constant flux. While the last few years have been dominated by short-form content, especially with the traction that YouTube Shorts, Instagram Reels and TikTok have garnered, as of recently there has been a shift of ground. This is mainly because  people are looking for more content to engage in and wish that the video or post was longer. After all, a short-form video does not really meet the demands of someone looking for a precise walk-through on how to pull off Gigi Hadid’s golden-eye makeup. 

Consequently, short-form content creators are grappling with the challenge of monetisation. Unlike long-form content, short videos generate less revenue per minute of viewership. Creators in this space must explore alternative income avenues, such as merchandise sales, sponsorships, or paid memberships. It is crucial for creators to consider diversifying their revenue streams, ensuring they derive income from multiple sources to sustain their creative endeavours effectively. 

Facebook’s  decision to suspend its creator fund, which provides financial support to creators meeting specific criteria, sheds light on the difficulties faced by creators in the realm of short-form content. The core issue lies in the struggle to generate substantial revenue from short-form content. Viewers tend to resist watching 15 or 30-second ads sandwiched between equally brief videos. Moreover, the short-form content landscape is increasingly flooded with low-quality material, creating a challenge for creators aiming to produce high-quality content that garners recognition and compensation. This does not imply that the world is forfeiting short-term content entirely but what it means is that both long-term and short-form content need to co-exist for the ecosystem to flourish.

What is long-form content?

First and foremost, long-form content needs to get due credit for not being homogenous. Rather, it is home to a reservoir of diverse formats which is not limited to just written text. It is a catalogue of a wide range of media including podcast episodes lasting 30 minutes or more, webinars, YouTube videos covering explanations, tutorials, or even video essays, along with the mother of long-form content; blog posts. 

The range that long-form media has highlights its dynamic and adaptable nature. It suggests that the genre is not fading away as one might assume and that there is ample room for creativity. Moreover, a multimodal presentation of media which has elements like images, videos, and animations can inject vitality into what might otherwise be considered lengthy and monotonous written content. 

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Types of long-form content people prefer

Vlog. A portmanteau of video and log. As exciting as it is to delve into the etymology of the word, it is even more interesting to see how vlogs have become a favourite across all generations. The era between 2014 and 2017 was the time when we eagerly awaited our favourite YouTubers’ longer weekly vlogs. This form of content is famed for offering a personal connection, providing a glimpse into daily life. Sharing both ups and downs is known to foster trust which followers hold in high regard. 

Another potent method for audience engagement is storytelling through content. Sharing personal experiences can be a powerful way for brands, influencers, and businesses to establish a distinct identity and build meaningful relationships with their audience. By crafting narratives that resonate with their values and target customers, businesses can cultivate a loyal following and differentiate themselves in a competitive landscape.

Long-form content provides an avenue for in-depth exploration of topics, addressing the insatiable hunger for knowledge among audiences. Whether it takes the form of a tutorial, a comprehensive how-to guide, or a meticulously researched piece, the key lies in ensuring the information presented is accurate and up-to-date. Additionally, the inclusion of numerous examples and visuals enhances audience understanding, making it a valuable resource.

In an increasingly diverse and inclusive world, it is imperative to create content that is accessible to everyone. Captions and text-based content serve as an effective means to offer an alternative format for those who are deaf or hard of hearing. Moreover, they cater to audiences who prefer consuming content without audio, enhancing engagement and inclusivity. This approach is akin to watching a movie with subtitles and is becoming essential.

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Lastly, as audiences seek more immersive experiences, interactive content is gaining significant popularity. This category encompasses a wide range of interactive elements, from quizzes and polls to choose-your-own-adventure style narratives. To create truly engaging interactive content, it is crucial to ensure that the choices presented have genuine consequences, thus maintaining the audience’s active engagement and investment in the unfolding story or experience.

Anyone can create long-form content. It is a free world (unless there is a paywall). However, captivating an audience with long-form content is a whole different ball game. It is in fact an art. To ensure that one fares well in the trade of creating long-term content, one needs to comprehend the finer details of length and engagement, know the user and format like the back of the hand and prioritise quality over quantity. All in all, content needs to be planned strategically by considering user and advertiser benefits. Be it long or short.  

(Sandunlekha Ekanayake) 

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