Is Long-Form Content Making a Comeback?

Long-form content, once overshadowed by the rise of short-form videos, is making a powerful comeback on social media. For marketers and brands, this shift presents a valuable opportunity to deepen audience engagement, enhance conversion rates, and unlock new monetisation strategies.

For years, platforms like TikTok and Instagram prioritised bite-sized content to cater to audiences seeking quick, easily digestible information. Even YouTube embraced short-form through Shorts. However, as consumer habits evolve, audiences are now demanding more depth and context, prompting platforms like TikTok to lean into lengthier videos.

So, what does this mean for brands looking to stay ahead? Let’s dive into the return of long-form content and how your brand can capitalise on this shift.

What is long-form content?

Long-form social media content typically exceeds 10 minutes, offering in-depth storytelling, detailed insights, and comprehensive discussions.

For brands, this format fosters trust and authority, delivering knowledge that short-form content cannot. Whether through deep-dive tutorials, brand storytelling, or expert-led discussions, long-form content encourages prolonged engagement, boosting loyalty and conversions.

Beyond social media, streaming platforms like Twitch and Kick highlight the demand for extended content. Gaming marathons, live podcasts, and interactive Q&As prove that audiences are more than willing to engage with extended content when it offers real value.

Why long-form content is making a comeback on social media

The demand for long-form content is on the rise, driven by a shift in how audiences consume media. While short-form content has dominated the social media landscape for years, viewers are now seeking more depth and context in what they watch. This trend is not just a fleeting moment—it’s a change in how people want to connect with content.

In fact, the growing interest in long-form content is supported by impressive stats from major platforms. For instance, creator-led podcasts have seen a sharp rise in popularity in recent years with studios like The Fellas putting some of the UK’s biggest influencers ate the helm of their own shows.

The result? Viewers watched over 400 million hours of podcasts per month on YouTube’s TV app alone. On Spotify, more than 250 million users streamed video podcasts in just the first five months of the year. These figures highlight an undeniable shift toward longer, more immersive content experiences. This rise has been so successful that Netflix is considering taking a step into the creator economy with its eyes on the video podcast market.

This appetite for depth is not just limited to podcasts though. In fact, 53% of Gen-Z are using social media to watch news, tutorials, and even movies, reinforcing its value beyond a passing trend. Brands that strategically embrace this can tap into the growing demand to build stronger connections and drive measurable results.

Curious how long-form content can work for your brand? Get in touch with Disrupt today to find out more.

TikTok’s shift in strategy

TikTok, the platform that pioneered short-form dominance, made a significant shift in 2022 by allowing videos up to 10 minutes long.

This presents a critical opportunity. 

As TikTok embraces longer durations in content, brands that integrate it into their strategy can gain a competitive edge. The platform actively rewards longer content with increased visibility and algorithmic reach, making now the time to invest in long-form storytelling.

For creators and influencers, this shift expands storytelling potential and strengthens community engagement. TikTok’s Creator Rewards Program further incentivises videos over one minute long, optimising payouts based on originality, play duration, search value, and audience engagement.

For brands, this means long-form content isn’t just an option—it’s a powerful way to increase visibility, strengthen engagement, and drive conversions on one of the world’s most influential platforms.

The impact on influencer marketing

Influencers are increasingly turning to grander content formats in order to foster deeper connections with their audiences. While short-form content excels at grabbing attention, long-form nurtures audiences through the consumer journey—particularly in high-consideration industries like tech, finance, B2B, and beauty.

By leveraging influencers to create detailed product breakdowns, case studies, or in-depth tutorials, brands can significantly boost conversion rates. Long-form content allows influencers to demonstrate authenticity, educate consumers, and provide real value—all of which enhance brand trust.

At Disrupt, we’ve seen firsthand how giving influencers creative freedom leads to more engaging, high-impact content. Whether it’s a comprehensive product review on YouTube, an in-depth trend analysis on TikTok, or a behind-the-scenes feature on Instagram, long-form content enables brands to stand out.

Each platform has its unique strengths:

• YouTube thrives on longer educational content and reviews.
• TikTok’s extended video options allow influencers to dive deeper into trends.
• Instagram blends long-form into carousel posts and Reels for ongoing engagement.

Brands that tap into these nuances will see stronger audience relationships and better campaign results.

The future of Long-Form Content in Social Media

With platforms optimising for longer watch times and audiences craving more depth, long-form content is becoming an essential pillar in content strategy. While short-form remains dominant, the rising demand for authentic, informative, and engaging content signals that this shift could become permanent.

For marketers, this means adapting to changing audience preferences. Brands that fail to integrate this format into their strategies risk falling behind competitors who are leveraging it to increase retention, boost conversions, and build deeper customer relationships.

How Disrupt Can Help Brands Leverage Long-Form Content.

At Disrupt, we don’t just create content—we develop strategic influencer marketing campaigns that drive genuine influence and real business impact. With a deep understanding of the evolving creator landscape, we help brands harness the power of long-form content to engage audiences and achieve measurable results.

We specialise in:

• Developing strategic activations tailored to your brand. 
• Partnering with top influencers who align with your audience and objectives. 
• Ensuring content delivers more than vanity metrics—driving conversions and business impact.

Ready to craft winning long-form campaigns? Let’s chat! Reach out today, and let’s develop a winning influencer marketing strategy for your brand.