There’s little question that we’re dwelling in a world of micro-content overload. With the rise of short-form platforms like TikTok and Instagram, creators and types are in a steady struggle for a chunk of our consideration spans (which at the moment are shorter than a goldfish’s, apparently, due to smartphones).
You don’t must look far to see entrepreneurs proclaiming the death of long-form content. I’m paraphrasing right here, but it surely’s actually the sentiment we’re being fed: Our lives are means too busy, there’s an excessive amount of to devour, and nobody has the time or endurance to go deep into the element anymore.
However is that this actually the case? And is the rise of short-form content material actually a menace to podcasting?
Secure to say, I believe anybody who loves podcasts would disagree. Right here’s why long-form content material isn’t useless – and the way podcasting is a medium that doesn’t simply preserve it alive, however helps it to thrive, too.
First, although, let’s be sure we’re on the identical web page right here: What precisely constitutes a ‘long-form podcast’?
Brief-Kind VS. Lengthy-Kind Podcasts
The common podcast size hovers around the 40-minute mark, so what could be thought-about ‘long-form’ is the norm in podcasting.
Brief-form podcasts (often known as mini-podcasts, pocket podcasts, micro podcasts) are typically understood to be reveals which can be under 20 minutes long. This can be a format that tends to contain shorter however extra frequent episodes, like each day briefings.
Lengthy-form podcasts, by default, could be something over that. However once we speak about long-form within the podcast world, this could imply something as much as about 4 or 5 hours – which is unthinkable for just about every other medium.
Take video, for instance—even short-form audio podcasts could be thought-about long-form movies by most. Completion charges on a 5-minute video might simply be low, whereas they might be very excessive with audio. A giant a part of that is that video content material (like written content material, too) calls for 100% consideration, whereas audio can accompany you when you get on with different bodily duties, like cleansing, commuting, or going for a run.
To make clear earlier than we transfer on: There isn’t a ‘higher’ kind, however there is perhaps an choice that’s higher suited to your subject, your viewers and your expertise as a podcaster.
For now, let’s concentrate on debunking this fantasy that short-form alone is the way forward for content material. Right here’s why long-form podcasts are right here to remain.
Podcast Listeners Love Lengthy-Kind Content material
Certain, micro-content is tremendous in style these days. And it’s not that this development doesn’t translate to podcasting. We solely have to take a look at the recognition of reveals like The Every day and TEDxShorts to see that short-form podcasts can do extremely nicely – and so they’re on the rise in podcasting, too.
However there’s no denying that podcast listeners are followers of the long-form format.
A research by Sirus final yr discovered that podcast listeners ‘choose’ longer content material: 76% vs 34% who prefer short-form. The identical research additionally discovered that long-form attracts probably the most loyal listeners. A large 69% of long-form listeners have been listening to podcasts for six+ years.
And as one podcaster rightly identified, you solely have to take a look at the podcast charts to see how a lot long-form is driving the medium:
“Joe Rogan [love him or hate him] does ultra-long kind, and he nonetheless hasn’t been ousted from the highest of the Podcast charts.”
– Clayton M. Coke, The Cashflow Podcast
Fairly the other, actually. Rogan has repeatedly dominated the Spotify charts for over a decade. Together with his newest podcast deal estimated at over $200 million, he’s additionally the highest-earning podcaster on the earth. All this for a podcaster whose episodes take a median of two.5 hours to devour and who runs a publishing schedule of three episodes per week.
Dan Carlin’s Hardcore History podcast can be one of the vital downloaded podcasts on the earth, and episodes final 3-6 hours!
Clearly, the idea that nobody has time for long-form content material simply doesn’t stand in podcasting.
And why do listeners love long-form a lot? Nicely, the identical purpose advertisers adore it: as a result of it’s a format that nurtures deeper connections than every other medium.
A podcaster I not too long ago spoke to actually hit the nail on the pinnacle concerning why long-form is extra necessary than ever:
“Possibly from a enterprise perspective, it seems like there’s no future for long-form content material. However I believe many individuals know from being hooked on the Doom Scroll on social media, that we ultimately really feel burnt out. One of many hallmarks of short-form content material is that it’s triggering and with out context.
In some ways, the antidote to that burnout is being current for a long-form dialogue. Not solely to study and develop our brains, but additionally for us to attach – we must be listening to fully-formed concepts and rigorous debate.
I imagine the extra short-form content material we devour, the deeper the starvation grows for long-form content material as a result of that’s the content material that solves actual issues. Brief-form content material doesn’t; it separates, it divides, it triggers, it burns out your dopamine pathways in your mind.
Lengthy-form content material is what’s wanted to maintain us all related and sane collectively.”
– Matty Lansdowne, How to Not Get Sick and Die podcast
Advertisers Love Lengthy-Kind Content material
The primary factor that makes podcasts such a beautiful medium to manufacturers and advertisers is their extremely engaged listenership. This comes primarily from the genuine connections listeners construct with hosts, which result in better trust, engagement, and ad impact than any other medium.
Identical to with friendships, the lengthy conversations dig deep and open up varied cans of worms that nurture these robust listener-host connections.
Brief-form podcasts, then again, are inclined to concentrate on delivering high-value data rapidly. This format builds a distinct sort of relationship with listeners.
Another excuse advertisers (and creators! and listeners!) love lengthy kind is as a result of there’s extra respiration area for advertisements. By this, I don’t imply having extra alternative to stuff as many advertisements in there as potential. It’s extra that longer episodes can present a greater shopper expertise as listeners don’t get continuously hit with advertisements (in comparison with a lot shorter episodes, the place advertisements would possibly interrupt the content material too incessantly).
The proof is within the pudding: some ‘super-long’ podcasts have reportedly pulled in sponsorship deals for as much as $750,000.
And final however not least…
Podcasters Love Making Lengthy-Kind Content material
Right here’s a controversial thought: Making a podcast isn’t just about what listeners and advertisers need.
For a lot of creators, podcasting is a inventive outlet, not (simply) a enterprise, so it’s additionally about what they need to create. This integrity to ourselves is a part of what makes podcasting such an genuine medium.
Everyone knows what occurs when artists within the music world pay an excessive amount of consideration to what’s in style as a substitute of staying true to their artwork, and the identical goes for podcasting. If you happen to’re creating a present solely to earn cash, your viewers will doubtless choose up on this, which can get in the way in which of your success.
And altering your path to maintain up with fads is short-sighted. As our buddy D from Travel n Sh!t Podcast stated, “If bell bottoms can come and exit of fashion, the fads in content material size will ebb and stream as nicely.“
Lengthy-form additionally permits creators to flex their deep experience – and nurture a very good popularity for it. Many creators get into podcasting within the first place as a result of they’ve an actual ardour for a specific topic. Podcasting offers them a uncommon low-barrier platform to discover that freely and deeply.
As one other podcaster factors out, it’s one of many most important attracts of the medium:
“I believe a part of podcasting‘s success emanates from longform. The prospect for creators and listeners to deep dive into a favorite topic is a compelling motivation. Give me lengthy kind as soon as a month anytime as opposed to a frantic, dizzying each day deluge of dross.”
– Paul Cheall, Fighting Through Podcast
Contra to what the advertising and marketing world retains telling us about long-form not being profitable, the manufacturing corporations inform a distinct story.
I spoke to a podcast producer who stated long-form, not short-form, is what’s maintaining them busy and bringing probably the most success.
“As a busy podcast manufacturing firm, we’ve seen an enormous enhance within the final 12 months alone in demand for enhancing lengthy format podcasts (some go as much as as a lot as 3h!). Brief kind content material is designed for leisure (“let’s catch consideration and maybe convey anyone into our world” sort of factor), whereas lengthy kind content material is for diving deeper.
Now we have finished numerous experiments with shorts on YouTube and as creators, determined to not develop this sort of content material long run. It really works, I suppose, for some creators. However for us, there was not a lot enterprise sense. Having spoken to different creators, we re-confirmed our findings of low long run worth. So as a substitute, we’re specializing in longer format content material.“
– Izabela Russell at Music Radio Creative
Lengthy Dwell Lengthy Kind
Lengthy-form is on the core of podcasting, so if it was actually dying, podcasting could be dying together with it. And any research you have a look at reveals steady growth in podcast listenership.
The lengthy and wanting it (sorry) is that short- and long-form content material are very completely different experiences that cater to completely different wants. There’s no purpose why they will’t coexist. And creating short-form content from your long-form material is an effective way to put it on the market on micro-content platforms too.
So long as people proceed to crave solutions, deeper information, and even connection via the content material we devour, there will likely be a necessity for long-form in the long run.
In any sort of content material medium, staying on-topic and attending to the purpose rapidly is nice follow. However that doesn’t imply that, as a podcaster, it’s essential to be out and in the door in a few minutes like some hurried TikTokker. Many subjects are sophisticated and extremely nuanced, and it may take years to actually dig into them.
What’s extra, podcasting is on demand, and listeners don’t want to begin and end your episodes in a single sitting. Do you know that Stephen King’s The Stand on Audible runs for nearly 48 hours? That may be one hell of a commute.
So if you wish to go deep on a topic, audio is the right medium. Be that much-needed refuge of context and calm; your viewers will respect the respiration area.
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