Has long form content had its day?
As the analogue to digital natives take over the workplace, some would believe that times have changed and where there were once words, we have now moved to image led communications where a meme or a viral video can encapsulate far more than a para of copy. Raising the questions ‘Is there still a place for long form and the written word in the world of comms?’.
This is a dilemma we are seeing daily with clients – how to communicate in the modern world where attention span is short (apparently) and the only way to really generate engagement is through creating content aka Instagram, YouTube and TikTok.
So let us stop you right there. And quote Ben Padfield, Managing Director & Executive Producer, RWD Films & RWD Studios (the irony that he is in the world of film is not lost here) in a recent opinion article on The Drum’s website:
“Today’s rules of engagement are simple: if you want an audience's attention, you need to earn it. It’s not just about spreading content across channels and how quick you are to grab their attention. It’s equally about the value you can deliver once you have it.”
And that’s the nub isn’t it? It is about supplying content that meets a demand for interest, for engagement. It’s not the format, it’s adding value with your content.
The way we see it – long form content done well still has a big role to play in the world of comms. We still live in a world where education relies on books, where reading is seen as a leisure activity and where students qualify by writing thesis, dissertations and essays. Why? As sometimes long form is the best form.
When it comes to having an opinion, sometimes it takes longer than a few words, a few images to express that opinion. We know that this can be done via a longer video but it can also be explained via the written word and images to accompany. It doesn’t need to be either/or.
And when we do manage to hold the attention for more than a few minutes, it does make a difference to how we shape others’ opinions - about us, about our industry and sometimes about the world. And if their opinion is different it helps us start a conversation, a dialogue, which in turn could lead us the ultimate goal of collaboration or a new win. And surely that is the end game?
Image with thanks from https://unsplash.com/@aaronburden