It is a truism of online marketing that people have extremely short attention spans. Internet trends seem to bear this out, from Twitter and its 140 characters to Vine and Instagram video, each with maximum lengths fewer than 20 seconds. Pinterest and Tumblr both thrive on images, which are much more quickly browsed than text, and Facebook status updates are also usually quite short. According to ClickZ, short-form branded videos are more likely to be shared than any other kind of video advertising.
What does this mean for content marketing efforts? Many sources recommend thorough, quality content, which means content significantly longer than a tweet. More lengthy content also has its place. It may be that a business chooses to use short content to generate traffic to its website, where interested users can peruse longer articles and videos. The ideal length of content depends largely on its context, as well as its audience. A B2B company with a fairly complex product cannot replace its whitepapers with short, image-heavy posts like those on most social networks, for example. While a marketing strategy shouldn’t ignore the value of short content, it also shouldn’t discount longer posts when they’re useful.