Video Killed the Radio Star, or Did It? 🤔

Are TikTok and YouTube Shorts really the grim reaper for long-form videos? Remember when they said video killed the radio star? Well, switch on the radio.

Spoiler: It's alive and jamming!

As many as 91% of Americans still tune into morning shows and their favorite flavor of music.

So what’s the mean for marketers today?

Shorts haven’t killed attention spans (or long-form video), but how people consume media has evolved. 

Our take: If your numbers are dipping, it’s not the fault of your audience or shorts — it’s your strategy.

Here’s the thing — different forms of content attract people at different stages of your funnel. So don’t jump the long-form ship just yet, but now is the time to invest in supplementary short-form content.

People are still investing time in listening to long-form content — trusty background listening for long trips and chare marathons. It’s the foundation of your bottom-of-funnel, offering solution information and valuable ‘how-to’s’.

On the flip side, snappy short-form videos build top-of-funnel awareness, capturing attention and attracting new eyes to your content. They build a buzz but lack the depth you need further down the funnel.

Here's the magic formula: Mesh long and short forms into your strategy, spice them up with creativity, and throw in a pinch of experimentation.

Here is an example from B2B Growth:

Long Form:

Short Form:

Short clips might not guarantee immediate sales, but they expand your audience net. Without robust long-form content though, where will these new viewers land?

Integrate your content. Keep the long form, lean into the top-of-funnel short form, and focus on building an ecosystem of content with video-enriched written content and lively social accounts.

Your turn: Are you diversifying your content? Or have reels made you sideline your podcast? It’s time to rethink and recalibrate.