Long-form creator content – whether that be long form video; live-streaming; podcasts; or even in written form – is experiencing a resurgence according to new independent research by global creator agency, Billion Dollar Boy, which reveals that over two thirds (68%) of marketers have increased production of long-form creator content in the past 12 months and 70% plan to increase production over the next year.
Billion Dollar Boy’s research, which canvassed the opinions of more than 4,000 consumers, 500 marketers and 500 content creators, found that the trend is particularly strong among US marketers, with 79% having increased production over the past 12 months compared to 58% in the UK, and 83% of US marketers planning to increase production over the next year compared to 57% of UK marketers.
Findings from the research reveal that marketers are growing more interested in long-form creator content because two in five (39%) believe it helps combat creative fatigue, while one in three (33%) believe it increases ROI. Given the perceived benefits, marketers are investing in various types of long-form content with top priorities including:
- Live video streams: 51%
- Long form videos: 49%
- Podcasts: 45%
- Newsletters/Substacks: 42%
- Blogs: 42%
The increased advertising spend in long-form content is encouraging more creators to invest resources in these formats as well, with nearly two thirds (64%) having increased production of long-form content in the past 12 months and 72% planning to do so over the next year. According to the research, long-form content enables these creators to share deeper narratives and create deeper, more meaningful connections with viewers and listeners. They can also use this long-form content to create a large number of clips later syndicated to a wide range of social platforms with minimal additional cost. The specific benefits as seen by creators include:
- Greater creative freedom: 51%
- Diversify audience: 49%
- Increased demand for long-form content: 41%
- Better engagement than short-form content: 39%
- Higher potential ROI: 35%
Marketers’ and creators’ shared enthusiasm for long-form content is fuelled by growing consumer engagement, with two in five (38%) having engaged in the past 12 months. Those with younger, US-based audiences will see an even more positive response to increased long-form content.
| Percentage of consumer demographics interested in engaging with more long-form content in the next 12 months | |
| Age | Location |
| · 44% of 16-24 year olds· 48% of 25-34 year olds
· 44% of 35-44 year olds · 36% of 45-54 year olds · 21% of 55+ year olds |
· 40% of US consumers· 28% of UK consumers |
Sophie Crowther, Talent Partnerships Director, Billion Dollar Boy, comments: “The resurgence of long-form content feels somewhat nostalgic. It represents a growing rejection of passive scrolling habits and a return to more considered media consumption – like the early days of influencer marketing, when we followed our favorite influencers through their long-form blogs and channels. Today, creators are rediscovering the power of long-form mediums and platforms, and finding that by diversifying their content formats, they can reach alternative audiences and engage existing ones in new ways. Our research shows how this approach is helping two in five creators to achieve higher engagement.
“The findings also show brands embracing long-form content strategies, as they increasingly shift away from high-output production models that saturate feeds. This content diversity provides brands more opportunities to sell premium placements while opening up new revenue streams for platforms and creators. It’s a positive development for consumers too as it can help combat creative fatigue.”
Piet Southey, Head of Clients, Europe, Billion Dollar Boy, comments: “We know that choosing long-form content is a deliberate act, with consumers opting in to devote their attention for a prolonged period of time. So, while a smaller audience actively seeks out this type of content and makes the conscious decision to consume it, those who do so are highly engaged, providing brands with the chance to reach a captive audience.
“Brands need to adapt their creator collaborations accordingly, making the most of the longer run times to produce more prescriptive product placements without taking advantage of the audience’s heightened attention. It requires careful consideration to balance out the continued need for short form content while also meeting growing consumer demand for long form content in a way that feels natural and true to the brand’s identity. Creators are the content experts and can help brands exploring new content types with navigating through this transition.”
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