Be less Vespa, more freight train. Your customers actually prefer long-form content (and what that means for your website)

Here's a confession: I've spent far too many evenings doom-scrolling through 30-second videos, convinced that this is what "content" means now. Bite-sized. Snackable. Over before you've properly started.

But have you noticed something lately? Even the platforms that made their name on brevity are quietly changing the rules. Instagram Reels now go up to 90 seconds. TikTok videos are stretching to 10 minutes. Your customers aren't just tolerating longer content – they're actively seeking it out.

The plot twist nobody saw coming

Whilst the marketing world's been obsessing over TikTok-length everything, something rather wonderful has been happening. The usage of long-form articles increased from 22% in 2022 to 42% in 2023 – nearly doubling in a single year, according to the Content Marketing Institute. And this isn't just marketers gambling on a trend; it's a response to what actually works.

And here's the bit that made me do a double-take: the platforms themselves are acknowledging this. Instagram Reels now run up to 90 seconds, and TikTok videos can run up to 10 minutes. Even the channels built on brevity are quietly admitting that sometimes, people want more than a fleeting glimpse.

What this actually means for your business

If you're running a business where trust matters – whether you're a consultant, a therapist, a designer, or literally anyone selling expertise – this is brilliant news. You don't have to transform into a content factory churning out daily posts. You can actually slow down and say something worth reading.

Long-form content lets you:

• Show your working. When you've got space to explain your thinking, you demonstrate expertise rather than just claiming it. A 500-word blog post can walk someone through a problem and solution in a way that builds genuine confidence.

• Be found for the right reasons. Search engines rather like comprehensive content (shocking, I know). A detailed guide about what you do will outperform a dozen shallow posts because it actually answers people's questions correctly.

• Give people what they're genuinely looking for. There's a reason FAQ sections have become so important in SEO and user experience – people want specific answers to specific questions. They're actively searching for depth, just presented in digestible chunks.

• Create something that lasts. Short-form content has the shelf life of fresh coriander. A well-written blog post or resource page keeps working for you for months, even years.

Making it work on your website

The good news? Your website is perfectly set up for this (if not, find out how to fix that here). Here's how to make long-form content actually readable:

Break it up with subheadings (like I'm doing here – very meta). People skim first, then decide whether to commit. Make that easy for them.

Write like you're having a chat, not delivering a lecture. If you wouldn't say "utilise" down the pub, don't say it on your website.

Add examples and stories. Abstractions are exhausting. Real scenarios stick.

Don't mistake "long" for "waffling". Every paragraph should earn its place. If it's not adding value, it's adding friction.

The permission you've been waiting for

You don't need to be everywhere. You don't need to post daily. You don't need to dance on camera (unless you want to, in which case, carry on).

You just need to create something genuinely helpful when you've got something genuinely helpful to say. Your customers will appreciate the depth. Search engines will appreciate the substance. And you'll appreciate not having to perform constantly.

Quality over quantity isn't just a nice idea. It's backed by data. And honestly? It's a much nicer way to work.

Source: Content Marketing Institute, "B2B Content Marketing 2024: Benchmarks, Budgets, and Trends" (usage of long-form articles statistic)

Get in touch:

• linkedin.com/in/marcbates

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About Marc Bates

Marc Bates is a fractional marketing consultant specialising in brand strategy, content development, and website design. With over 20 years of experience working with growing businesses, Marc helps companies clarify their positioning, strengthen their presence, and connect strategy to execution - without needing a full-time marketing director.

Fractional Marc (a trading name of Marc Bates Consulting) works with businesses that need strategic marketing expertise on demand - whether that's a complete rebrand, a website that actually works as a sales tool, or content that does more than fill space.