Long Form Content: Is it still the answer?

By | February 11, 2016

We keep hearing about the short attention spans of modern readers and viewers. We hear about the competition to be heard in all the noise of the net. Yet in the last few months we are hearing more and more about how people want long form content, not the typical 140-character sound bit of today. One article even cites rumours that Twitter is considering increasing the limit to 10,000 characters. Marketers have always found that the long form sales letter with a good storyline works well. Is now the time to bring back the long form. Here are some opinions from around the net?Some argue that short form is better for branding while long form helps the call-to-action.

 

What’s behind the shift towards long form content by the Guardian, Facebook, Snapchat et al? – The Drum

What’s behind the shift towards long form content by the Guardian, Facebook, Snapchat et al? – The Drum In the last 18 months alone we’ve witnessed the launch of Facebook Instant Articles, the Guardian’s ‘The Long Read’, Snapchat Discover and more, putting a world of long form content at our fingertips. Now even Twitter – once sold as “a short burst of …

 

The answer to long form versus short form is so sought after that advertisers are being asked to help fund research into the issue.

Advertisers invited to help tackle the short-form, long-form video debate through $1m fund – The Drum

http://www.thedrum.com/news/2015/05/14/advertisers-invited-help-tackle-short-form-long-form-video-debate-through-1m-fundAdvertisers invited to help tackle the short-form, long-form video debate through $1m fund – The Drum Advertisers are being urged to help solve the long-running effectiveness battle between short-form and long-form video by testing campaigns through a $1m fund formed to usher in a more mobile-centric approach to the media in the UK. The initiative was …

 

Vox Pop: Are consumers longing for long-form in marketing? – The Drum

http://www.thedrum.com/opinion/2016/02/05/vox-pop-are-consumers-longing-long-form-marketingVox Pop: Are consumers longing for long-form in marketing? – The Drum Among many of the marketers who call on us for content and copywriting support, however, there seems to be an assumption that long-form copy is irrelevant in a fast-paced multi-channel world – regardless of their business goals or the reader’s preferences.

How do you think this is going to play out in 2016? Long form or short form for marketing. Comment below.