Long-form content has experienced a resurgence in popularity in the past 12 months, a new study has revealed.
The research by Billion Dollar Boy revealed the majority of marketers (68%) and creators (64%) have increased their production of long-form content.
Marketers have increased production of long–form content by 68% over the past 12 months and 70% say they planned to increase production over the next year.
Findings from the research revealed that marketers are growing more interested in long-form content because two in five (39%) believe it helps combat creative fatigue, while one in three (33%) believe it increases ROI.
Sophie Crowther, talent partnerships director at Billion Dollar Boy, said: “The resurgence of long-form content feels somewhat nostalgic. It represents a growing rejection of passive scrolling habits and a return to more considered media consumption – like the early days of influencer marketing, when we followed our favourite influencers through their long-form blogs and channels.
“The findings show brands embracing long-form content strategies, as they increasingly shift away from high-output production models that saturate feeds. This content diversity provides brands more opportunities to sell premium placements while opening up new revenue streams for platforms and creators. It’s a positive development for consumers too as it can help combat creative fatigue.”
Given the perceived benefits, marketers are investing in various types of long-form content with top priorities including live video streams (51%), long-form videos (49%), newsletters (42%) and blogs (42%).
Marketers’ enthusiasm for long-form content is fuelled by growing consumer engagement, with two in five consumers (38%) having engaged in the past 12 months.
The research canvassed the opinions of more than 4,000 consumers, 500 marketers and 500 content creators.