Embracing Long-Form Content

In the ever-changing world of social media, platforms are always adapting to keep up with user needs. One big trend we're seeing is the inclusion of long-form content. Social media used to be all about quick, snappy updates, but that's evolving with LinkedIn, X (formerly Twitter), and Instagram offering features that support more extensive, in-depth content.

LinkedIn: Newsletters and Articles

Not too long ago, I had a column about social media trends. However, I wanted to delve deeper into the "how", rather than just informing. This led me to start this newsletter, a platform to share detailed strategies and actionable insights that I couldn't always fit into traditional articles.

LinkedIn says that it’s facilitated over 365 million total newsletter subscriptions, while newsletter readership has tripled over the past year, and is now exceeding 1.3 million daily readers in the app. - August 2023

LinkedIn has always been the professional’s playground, and with its Articles and Newsletters features , it’s cementing that reputation. Articles allow users to publish detailed, well-thought-out pieces directly on their profiles. Meanwhile, Newsletters (like this one) help you build a recurring, dedicated audience around your content. These tools are perfect for sharing industry insights, expert opinions, and comprehensive updates.

X: More Than Just Tweets

X, traditionally the home of the 280-character tweet, has also jumped on the long-form bandwagon. The introduction of X Articles , for verified organizations and Premium+ subscribers, allows for a deeper dive into topics that simply can’t be covered in a series of short tweets. Whether it's a detailed analysis of a current event or extensive commentary on a niche topic, Articles provide the space for nuanced, thorough discussion. This feature transforms the platform from a quick-update platform to a versatile tool for in-depth content sharing.

Instagram: Beyond the Visuals

With a 2,200-character limit for captions, users can accompany their images and Reels with detailed narratives. This shift is particularly beneficial for influencers and brands that want to tell a more comprehensive story. The longer captions enable you to add context, share personal experiences, and engage followers on a deeper level. Even if you keep your captions short, the caption is also an opportunity to plug in a few strong keywords and hashtags, to increase your chance of discoverability. Even if users don't read the caption, you can be sure the search index will.

How to Tap into Long-Form Content:

1. Each platform offers unique tools for long-form content. Use LinkedIn’s Articles and Newsletters, X Articles, and Instagram captions to share your in-depth insights and stories.
2. Engage your audience with compelling narratives. Whether you’re sharing personal experiences or industry analyses, storytelling helps build a connection and keeps your readers interested.
3. Your long-form content should offer real value. Share expert opinions, detailed insights, and actionable advice.
4. Use your long-form content to foster discussions. Ask questions, invite comments, and encourage your readers to share their thoughts and experiences. This interaction can lead to a more engaged and loyal following.
5. Regularly analyze how your long-form content performs. Look at metrics like engagement rates, shares, and comments to understand what works best. Use these insights to continually improve your content strategy - long-form content may not work for your audience.

The trend towards long-form content on social media is a strategic shift aimed at retaining user attention and increasing time spent on these platforms. Drop your thoughts on how this shift, specifically on X, affects journalists and independent writers in the comments.