By Kate Good, account director.
We consume an overwhelming amount of information daily, and it’s no secret: short-form content is winning.
You’re basically a goldfish. Yep, you read that right. Actually, it’s even worse than that—our attention spans are now shorter than those of goldfish. By 2025, the average human attention span is projected to be around 8.25 seconds—shorter than a goldfish’s impressive 9 seconds, according to Golden Steps ABA. Thanks, TikTok, addictive social media, and the endless stream of notifications! With attention spans shrinking, short-form content is your best shot at capturing—and holding—your audience’s attention.
Long-form journalism is an art, deserving of respect and appreciation, but it’s becoming increasingly rare. I can probably count on one hand the number of publications still investing in deeply researched, long-form articles. Of course, there’s still a place for long-form content, such as in-depth investigative journalism and blogs designed to enhance SEO performance.
Why Short-Form Content is Winning
Keep Up
We live in a 24-hour news cycle. Everything moves fast—really fast. When disaster strikes, your company must respond immediately. When the next viral moment pops up, you have a narrow window to join the conversation before the moment passes.
Clear Messaging and Authenticity
Short-form content is straightforward, relatable, and full of personality. It quickly builds trust and strengthens brand recognition. Audiences appreciate genuine, concise communication—no fluff, just real talk.
Increased Reach
Short-form content helps you engage audiences who might otherwise overlook your message. Take NASA, for example. They use short, visually captivating videos on social media to attract viewers who might find science intimidating or overly technical in longer formats. Suddenly, space exploration is approachable, engaging, and even fun.
The Bottom Line
Short-form content isn’t just trendy—it’s strategic. It meets audiences exactly where they are: scrolling quickly, searching for immediate value. As attention spans shrink, mastering short-form is more important than ever. Ready to dive in? Keep it short, keep it authentic, and watch your engagement soar.
