(By Buzz Knight) When electronic PPM measurement came to the radio business, Programmers came to the realization that our content needed to be shorter and more bite-sized, or else ratings results would be punished. In the fast-paced digital age, other media have come to join that school of thought.
Whether it’s a 280-character post, a 15-second TikTok video, or a concise blog entry, short-form content has become a popular format for information consumption.
However, while short content serves a purpose, it’s crucial to recognize that interesting content, regardless of its length often trumps brevity. Think of the term “brevity with substance” which is still a great way to communicate to talent the importance of this mission.
Let’s explore why short-form content is valuable but why interesting content holds a special place in the hearts of listeners:
THE ATTENTION CHALLENGE
In a world flooded with information, capturing, and maintaining the audience’s attention is a real challenge. Short content attempts to address this by providing quick, easily digestible information. It’s ideal for skimming through headlines or scrolling social media during a coffee break.
However, this brevity often sacrifices depth and nuance, leaving the audience hungry for more substantial and engaging content.
THE POWER OF ENGAGEMENT
Interesting content, by its very nature, can engage the audience on a deeper level. Whether it’s a captivating story, a thought-provoking argument, or a visually stunning image, interesting content elicits emotional responses and encourages interactions.
It sparks conversations, shares and comments which are essential for building a community and enhancing brand loyalty.
STORYTELLING MAGIC
We have all been in a situation walking into a room, when you see a group of people surrounding that person who is engaging in storytelling. Certain people have the knack of storytelling magic. Whether it’s a personal anecdote, a case study, or a historical narrative, stories captivate and resonate with audiences.
Short content often lacks the space to craft compelling narratives, limiting its potential to truly engage. The importance of storytelling magic speaks to the growing popularity of podcasts.
WHAT SHOULD WE LEARN?
In conclusion, while short-form content serves its purpose in our fast paced, attention deficient world, interesting content will always hold a distinct advantage. Creators and brands that prioritize crafting interesting content are more likely to foster meaningful connection with their audience, establish authority, and leave a lasting impact.
So, when crafting content, remember that while “short” may be good, “interesting” is often better.
Buzz Knight can be reached by e-mail at [email protected]. Read Buzz’ Radio Ink archives here.
