Long form v short form content. There’s always a debate as to which type of content should be written on which platform. I’ve always thought the shorter the better but the more I look into it and the more I research different types of content, the more I question this theory.
Short Form Content
The idea behind short form content is a snappy piece of copy normally accompanied by an image/call-to-action.
Short form content is exceptionally good at driving engagement and link clicks as it is visually appealing and can often tease a blog post, a video or even link out to a squeeze page. Twitter is a prime example of a platform on which short form content is, not only ideal, but a necessity. The 140-word character limit ensures this!
I find, when posting on Twitter, short and snappy content with hashtags weaved in and a great graphic added tend to be the most practical and engaging. Twitter cards are also an excellent way to drive users by adding a short piece of copy and a link-out graphic.
Short form content also has its place on Facebook! When promoting these blog posts, I tend to paste in the link to the post which, in turn, pulls in a featured image or a bespoke visual that teases in the content of the blog post. My idea behind this is to not give too much away in the actual post, therefore, persuading viewers to click on the post!
Long Form Content
One of the most underestimated places to post your long form content may surprise you… Instagram!
Instagram has often been seen as the close relative of Twitter. Nice images with a short piece of copy while using hashtags to boost your post further. This is no longer the case.
By flipping this model of Instagram on its head completely and using it to post out long form copy to accompany your images can be a VERY powerful marketing tool!
I have included an excellent example below of one of Gary Vaynerchuk’s recent Instagram post that was accompanied by a long piece of copy:
As you can see, the engagement on this simple quote card is MAD! What’s the key you ask? Like any social platform, the key is story telling! He’s using his quote card as an accompaniment to the story that he is trying to tell. What you can’t see in my screen-grab above is the additional 267 comments that this post received! Try using Instagram as a platform to tell a longer story; you might be surprised with the results. Just make sure to keep using the hashtags.
Click here to read fellow Digital Media Edges colleague Taylor Williams’ recent post about what kind of hashtags you should be using on Instagram for maximised results.
Long Form v Short Form Content – What Should I Post Where?
To be 100 per cent honest with you, everyone will tell you something different regarding the type of content which should be posted on each platform.
It’s all about testing.
I find that a short form piece of content on Twitter accompanied by a killer graphic usually resonates well, however this isn’t necessarily the case on Facebook. Both do well on Facebook!
Before posting long form content, ask yourself “Is this worth somebody taking their time to read.” If the answer is yes and your long form content is engaging, well written and informative/entertaining, then definitely go for it!
The best way to decide yourself which type of content is best is to split test. Try putting out the same content twice in both long form and short form and see which one gives the best results.
DME Power Tip: Previous split tests have shown that a long form post does better on Facebook than a short form post!