You post a video on TikTok.
It gets a million views. People are making all sorts of jokes—some funny, some unbearable—in the comments.
You’ve made it big. Or have you?
As you look through your Shopify analytics, you realize your viral video didn’t generate as many sales as you wanted it to. Why is that?
It has to do with the difference between short-form and long-form content.
There’s a big difference between a TikTok and a YouTube video, and between a tweet and an essay.
- Short-form content is a powerful tool for getting discovered. It’s more shareable and easy to consume, which means you typically have more chances to go viral and get your content viewed by new people.
- Long-form content is a powerful tool for building trust. If you’re selling any sort of high-ticket item, a one-minute TikTok likely won’t make the sale—but a long-form video might.
Insight: The best brands leverage short-form and long-form content according to their strengths.
They craft short-form content to be as viral and shareable as possible. Then, they funnel people to their long-form content, which is where they can build trust, make sales, and earn loyal customers.
Something to keep in mind as you produce your own content!