Over the past few years we have heard a lot about how short-form content is taking over and all the ways we can optimise our activations using this content. Long-form content has taken a back seat in many of these consumer reports, so this month we’re here to spotlight all the updates and trends surrounding long-form content.

The popularity of podcasts have grown over the past few years, younger audiences are starting to become more interested in this form of content. In fact, 25% of UK adults are regular podcast listeners and said they were going to listen to podcasts more over the next year. As they are becoming more mainstream, leveraging their reach using trusted voices and influencers is great to reach your marketing objectives.

Podcasts are all about conversations, so let’s champion this tone and create a dialogue about your brand between multiple people. We can use this platform to natively speak about all the USPs you have to offer! 

Screen times are getting higher and people are becoming more conscious of this. They are actively trying to mind the content they are consuming regularly. This means less mindless scrolling through endless short-form content and more selective long-form content which matches the audiences’ niche interests.

By aligning your brands’ influencer activations natively with their content topic we can make sure we’re keeping audiences engaged using the reason they’re watching the content. 

Audiences are looking for trust and support over the coming months, tapping into the support systems around them and aligning themselves with other individuals who share the same values is a big theme for the start of the year. 

The best way to tap into this and become a part of audiences’ circles through consumer communities. Align your marketing efforts and product offerings with the values held by a group of consumers that you want to tap into. By activating influencers who are seen as part of the community, you can show your audience you understand their wants and needs. 

Audiences are currently loving seeing BTS content from their favourite brands on YouTube. From how the product is made to how the company operates. This is because stripped back, honest content is what is currently working well in the social media space. 

A perfect way to get involved in this trend: influencers. They can reach new audiences for your brand through their followers while still showing the more human and raw side of the company processes. Whether it’s getting them to vlog their visit to the office, show their followers how your product is made or even interview an employee to get the inside scoop. All this content will allow you to connect with new consumers in a more meaningful way.