In the fast-paced world of social media, short-form content like Instagram Reels, Facebook posts and even TikToks often dominate the conversation. They generate quick hits of engagement, but for local businesses, relying solely on short-form content can leave significant opportunities on the table. Data clearly shows the value of long-form content—blogs, YouTube videos, and podcasts—in building brand visibility, trust, and conversions over time.
Let’s explore two key insights:
1. The Half-Life of Content: Why Short-Form Posts Fade Fast
Short-form social media content has a short shelf life:
- TikTok: a half-life of 10-39 minutes
- X (Twitter): 30-60 minutes
- Facebook & Instagram: 4-10 hours
The half-life of these posts—how long it takes them to generate 50% of their total engagement—is measured in minutes or hours. This means the vast majority of your audience might miss your posts unless you post frequently.
In contrast, long-form content has staying power:
- YouTube Videos: a half-life of 17 days
- Blog Posts: 2 years
For example, a well-optimised blog post can drive traffic and leads for months or even years, particularly if it ranks in Google. YouTube videos similarly continue delivering value long after their upload date. (How often have you watched a YouTube video that’s a few years old? It’s not unusual!)
The takeaway? Short-form content is excellent for quick engagement, but long-form content provides sustainable results that keep working for your business over time.
2. Long-Form Content Drives Results at Every Funnel Stage
Different types of content serve different purposes in the customer journey:
| Content Type | Awareness | Consideration | Decision |
|---|---|---|---|
| Podcasts | 85% | 10% | 5% |
| Blogs | 80% | 15% | 5% |
| Videos (Long) | 50% | 30% | 20% |
| White Papers | 25% | 40% | 35% |
| Case Studies | 10% | 40% | 50% |
Short-form content like images and short videos is highly effective for awareness but falls short during the consideration and decision stages. Meanwhile, blogs, YouTube videos, white papers, and case studies excel at building deeper trust, educating your audience, and helping them choose your business over competitors.
For local businesses, this is particularly critical. Imagine a customer comparing two tradies: one has a couple of Instagram posts, while the other has a detailed blog series showcasing past projects and a YouTube channel with client testimonials. The business with long-form content stands out as a credible and trustworthy choice.
A Balanced Content Strategy for Local Businesses
While short-form content plays an important role in reaching new audiences, it should be complemented with long-form content to nurture relationships, establish authority, and generate long-term results.
Here’s how to mix both effectively:
- Use short-form content for quick engagement and visibility (Instagram, Facebook, TikTok).
- Invest in long-form content to build authority and longevity (blogs, YouTube, podcasts).
- For bonus points, repurpose your long-form content into short snippets (Reels, posts) to maximise reach.
Final Thoughts
If you’re a local business looking to grow sustainably, don’t overlook the power of long-form content. Whether it’s an informative blog, an engaging YouTube video, or a value-packed podcast, this type of content has a longer lifespan, deeper impact, and higher potential to guide customers from awareness to decision.
Start creating long-form content today, and watch it keep working for you long after the short-form buzz fades.