Short and Sweet: Why Your Audience Loves Short-Form Content

In today's fast-paced digital landscape, capturing and maintaining attention is more challenging than ever. With an overwhelming amount of information at their fingertips, users gravitate toward content that is quick to consume yet impactful. This is where short-form content shines, and understanding why your audience loves it can significantly benefit your business.

WHAT IS SHORT-FORM CONTENT?

Short-form content refers to concise, easily digestible pieces of information. It typically includes social media posts, infographics, and articles under 1,000 words, and videos shorter than 60 seconds.¹ The goal is to convey key messages quickly and clearly, making it ideal for today’s on-the-go consumers.

WHY DO PEOPLE PREFER IT?

Here are some reasons why audiences love to consume short-form content:

Time efficiency

With busy schedules and a constant barrage of information, people appreciate content they can consume quickly. Research also indicates that our attention spans have shrunk over the past few decades,² so we seek immediate gratification.

Convenience and Accessibility

Short-form content fits seamlessly into daily routines, perfect for consumption during commutes, breaks, or multitasking. It is typically mobile-friendly and requires less commitment, making it easier to start and finish.

Easy to digest

Short-form content is designed to be concise and to the point. It shouldn’t require a lot of mental energy to process making it easier for people to remember the key message.

WHY SHOULD YOUR BUSINESS ADOPT SHORT-FORM CONTENT?

Adopting short-form content to your marketing strategy can benefit your business in the following ways:

Cost-Effective Production

Short-form content requires fewer resources and less time compared to long-form content, making it a cost-effective way to maintain a steady flow of content.

Enhanced Communication

In the field of healthcare, simplifying complex information is crucial. Short-form content helps distil intricate data into easy-to-understand formats, making your message more accessible.

Higher Engagement and Reach

Short-form content boosts visibility with immediate interactions like likes, shares, and comments on platforms like Instagram and Twitter. Its adaptability across various platforms ensures consistent delivery, while its shareability increases reach, making it ideal for maximizing audience engagement.

HARNESS THE SHORT-FORM CONTENT FOR MAXIMUM IMPACT

Short-form content is not just a trend but a response to the evolving ways people consume information. By leveraging its benefits, pharmaceutical companies can effectively capture and retain audience attention. Embrace short-form content to keep your brand relevant, engaging, and influential in an ever-changing digital landscape.

At Circular Communications, one of our goals is to support our clients with maximizing the impact of their content and ensure that they align with the customers’ needs. Get in touch today so we can help you create the perfect content for your brand.

References

1.     Semrush. Short-Form vs. Long-Form Content: Which Should You Use? Available at: https://www.semrush.com/blog/short-form-vs-long-form/ Accessed July 2024

2.     American Psychological Association. Speaking of Psychology: Why our attention spans are shrinking, with Gloria Mark, PhD. Available at: https://www.apa.org/news/podcasts/speaking-of-psychology/attention-spans Accessed July 2024