The world wants to cram as much content into our brains as possible. People complained about tv ads, and now they watch 30-second clips on Tik Tok.
When traveling one day, I watched someone scroll through Tik Tok for over an hour straight. What kind of value did this person obtain from this hour?
Long-form content is still the way to make consistent, dependable money. You can build a reliable business atop solid, long-form content that will stand the test of time.
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What is long-form content? Long-form content is lengthy content across various mediums. Let’s look at some examples:
- Video– YouTube videos over one hour
- Music– full music albums from one artist or group
- Podcast– podcasts over an hour
- Books– 200-page books or longer
- Blogs– articles over 2,000 words
- Photography– multiple photos of one event (i.e., wedding album)
- Art– multiple images in one gallery from one artist
Why is long-form content vital to your business? The magic of long-form content is that it attracts your top fans and keeps them engaged.
The book “Superfans” explains that you only need 1,000 diehard fans to make a living doing what you love.
People become Superfans by consistently watching, listening, and reading your content—perhaps daily. You will need long-form content to satisfy the needs of your Superfans.
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Watch out for the vanity numbers. Be wary when you see social media influencers with massive numbers of subscribers.
Most of these followers wouldn’t spend a dime to support the influencers they follow. In fact, most people in the world want everything for free.
For example, people watch hours of YouTube while using ad blockers to prevent seeing advertisements. However, the content creator receives payment from these ad views.
Also, look at the number of “likes” a YouTube video receives. You may see a video with one million views and only 40,000 likes—strange, right?
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Ordinary people are consumers. The average person is a parasite that consumes as much as possible without replenishing or giving back.
Short-form video perpetuates this feedback loop by keeping these people “doom scrolling” all night long. They learn nothing and interact with no one.
On the other hand, long-form content builds a vibrant, loyal audience around the creator. I consistently watch video game live streams over six hours and “male-focused” content over three hours.
I give these creators likes and cash from time to time because I truly appreciate their time. They can sell other merchandise and content through their strong audience and community.
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The rush to short-form content. There is a gold rush toward short-form content that will quickly dissipate. Yes, the money was good when Tik Tok was fresh, but times change quickly.
You cannot make a viral meme with any sort of regularity. And it’s tough to build a brand around thirty-second clips. Where is the longevity in short-form content?
To have longevity in short-form content, creators will need to tell a story across multiple videos. Remember TV spots that told a story through numerous ads—think “Budweiser Frogs.”
If someone connects with a short video, they will seek out more content. They will see a list of 30-second videos. But how long can they engage with this backlog?
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It takes seven touches. It takes seven “touches” before someone makes a buying decision. For content creators, that means 3-5 videos before someone subscribes. And another 10-15 before they become a Superfan.
Therefore, for short-form content, you would need to depend on the Tik Tok, YouTube, or Facebook algorithms to refer the same viewer to your content 3-5 times. That would be a fantastic feat.
Think before you leap into short-form content. There is a place for short-form content as a quick advertisement of your platform. Think of it as a free 30-minute commercial.
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In that context, it makes sense that short-form content is so popular. But, you cannot base a business on advertisements—you’ll need substance.
Long-form content will be the leading way to build a business. As we enter the Metaverse, the best story-tellers will have the tools to create new worlds and events.
As I wrote in “Advertising in the Metaverse,” companies will create worlds around their intellectual properties—say, Avatar.
A content creator can go into the Avatar metaverse and have the tools to create their own story inside the world. These could be stories about the Avatar kids, the forest, or racing on flying dragons.
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In the nerd world, we call this fan fiction, but it will become mainstream. Therefore, the best storytellers, content creators, writers, and video editors will shine in the Metaverse.
Imagine if you had a constant stream of high-quality content in the worlds of Downton Abbey, Harry Potter, and Game of Thrones.
Longevity is key to wealth. Think of major franchises such as Pokemon, The Simpsons, and Fast and the Furious.
These media giants kept producing content (good or bad) until they reached massive heights. We can all do this on a smaller scale, but we must create long-form content.
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Now is the time to build content with a unique voice and good purpose. It should also add value to the few people you call Superfans.
Conclusion. Don’t be fooled by the rush to short-form content; it’ll all be commercials soon. The only way to monetize a 30-second clip is to advertise a product.
Before you know it, everyone on Tik Tok will be watching advertisements for brands and services. It will be a platform for Super Bowl commercials.
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There is nothing wrong with that as a part of a larger strategy. If you look at YouTubers today, you can see people telling stories about games like Minecraft and Roblox.
In the Metaverse, telling complex, long stories will attract the biggest audiences. Big corporations (Netflix, Apple, Amazon) are bleeding money to produce content.
However, user-created content (YouTube) is cheaper and relates to a bigger audience. Before you know it, Netflix and others will open up their most valuable properties for users to create content. That is the future of long-form content. Good Luck!
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