So, you're there on your phone, swiping through your feeds in an endless doom scroll. Then for whatever reason a video has you stopping mid swipe as you turn your audio up. It's the first bit of content you've seen all day that has you actually paying attention without having to go looking for it. You really like the content, it's sharing an insight into something you are passionate about, you are learning, you're nodding along... and then, it abruptly ends. You realise it's a 60 second highlight clip from a longer video that takes the topic further.
Question: How likely are you to follow the crumbs and watch the whole video?
Well, if you do end up watching the whole video, you're also more likely to follow. Which then means you have just gone through the whole filtering process, and you now live in the 'high value' audience demo. Which is where you want all your potntial customers to live, right?
If you're in the business world, you know the drill: content is king. But in a sea of short-form snippets, have you considered the power of diving deeper?
Engaging in Meaningful Conversations
Let's face it: our attention spans may be shorter than ever, but that doesn't mean we're not hungry for substance. By embracing longer-form content, you're not just scratching the surface - you're diving into the heart of the matter. Whether it's sharing personal anecdotes, exploring industry trends, or sparking thought-provoking discussions, longer content gives you the space to connect with your audience on a deeper level.
Building Bridges, Not Walls
As decision-makers, you understand the importance of building relationships - not just making sales. Long-form content allows you to break down barriers and build trust with your audience. Instead of bombarding them with sales pitches, you're offering them something of value - insights, expertise, entertainment. And in return, you're fostering loyalty that goes beyond the transactional.
“I’m re-evaluating my take on long form video, because of course, we know snackable content works. But, if it's adding intentional value and it’s not just frivolous promotion, you have consumers’ attention.”
Rashi Lakhotia, Senior Manager Brand Creative, Absolut Global ] (Ogilvy - Social Media Trends 2024 pg.25)
Embracing the Content Revolution
Let's be real: content is everywhere. It's the soundtrack to our daily lives - the constant companion on our phones, our TVs, our dinner tables. And while short-form content may have its time and place, long-form content offers something different. It's not just a quick fix - it's a journey. And in a world of fleeting moments, a journey is what truly captivates us.
“Long-form content offers huge potential for extended, creative brand content. We’ve even seen TikTok testing 30 minute uploads in 2024 already. Most importantly, long-form video can potentially be an indicator of the most valuable metric of them all: attention.”
(Ogilvy 2024)
Walking the Talk
For business owner creating content in 2024, authenticity is everything. Long-form content allows you to showcase the values that matter most to you and your business. Whether it's sharing behind-the-scenes stories of your sustainability initiatives or highlighting the impact of new technologies in your industry, longer content gives you the platform to walk the talk and show your audience what you're truly made of.
So, the next time you're crafting your social media strategy, don't shy away from long-form content. Embrace the opportunity to have real, meaningful conversations with your audience. After all, in a world inundated with distractions, authenticity is the ultimate currency.
Ready to dive deeper? Let's make some waves.
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