Why brands are switching social strategies to explore long-form content
Long-form content is making a comeback on social media, with brands writing extended Instagram captions and producing lengthier video material. But just how interested are consumers in a deeper dive?
In an age of social media mistrust and misuse, long-form content is increasingly seen as a virtue, enjoying a weight and value that keeps its head high above the toxic swamplands of click-baiting headlines and malicious tweets.
That said, producing a half-hour video or expecting people to read through a 500-word caption could be seen as indulgent, an excuse for a brand to talk at length about how wonderful it is and, at the same time, avoid the need to create tailored content for specific platforms.
In-depth narratives may encourage deeper engagement and help build up a community, but whether that then translates into brand loyalty remains a moot point.
Global head of culture and insights at creative agency We Are Social, Lore Oxford, suggests that this lean towards long-form comes from consumers expecting more from brands than just a snappy spot or Instagram post.
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