Understanding the Imperative of Short-Form Content

Despite my best efforts, the world of social media continues to migrate to … some might say devolve to … short form content as the most desirable type. Forgive my contrarianism about TikToks, Reels and Stories, but I’m a podcaster and a blogger. I’m also a B2B content creator myself, which tends to lean toward longer-form content as the preference.  So my nature is simply the antithesis of 15-second videos and 10-second story frames. When I stop to consume content … and apparently create it … I want to read an article. Or watch an in-depth video interview or documentary. Or listen to a podcast, which depending on the topic, could last 15 minutes like my Monday commentaries. 30-minutes or so like these interview episodes, or even a lot longer if the subject of the interview or the topic of conversation is really interesting.  But, I’m creeping up on 50. The trendy audiences most marketers covet are half my age. And alas, have less than half my attention span.  All joking aside, all of us marketers, regardless of age or content preference, have to recognize, understand and implement strategies and tactics that feature short-form content. Ashwath Narayanan is the CEO and founder of Social Currant. It is a, “next generation youth-powered emerging media agency,” according to its website at SocialCurrant.co. It also has a companion influencer marketing search engine to help you identify content creators. But Social Currant specializes in that hot, trendy short-form content. So, I asked Narayanan to swing by and chat with us about why it is so imperative for marketers to embrace it, how to create good short-form content and his take on influence marketing in general. I turned a nice phrase in this episode that bakes in a nice reminder of how to mix short form content with long-form, so keep an ear out for that. I’m hoping it catches on.   This episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices

Om Podcasten

There's a different in having TikTokers and Instagrammers post about your brand and actually driving influence. Welcome to Winfluence - The Influence Marketing Podcast, where we explain the difference and help your brand shift from influencer marketing to influence marketing. Hosted by industry expert Jason Falls, acclaimed author of "Winfluence: Reframing Influence Marketing to Ignite Your Brand," this podcast takes you on a strategic journey through the world of influence marketing. Jason's wealth of experience ensures that your influence efforts are not just about buzz, but also about real, measurable business impact. And you'll learn that influence marketing (without the 'r') is more than just social media. It can involve offline influence, media, thought leaders, community members and beyond. 🎙️ Episode Highlights: Join us as we dive deep into enlightening conversations with a diverse range of guests, including brand managers, agency strategists, software vendors, and influencers themselves. Get ready to uncover the intricacies of the art and science behind influencing audiences to take action, whether that's trying, buying, or thinking differently. 🔥 What You'll Explore: 📊 Strategic Insights: Gain a new perspective on influence marketing by understanding how to align your influence efforts with concrete business objectives. From increasing brand awareness to driving tangible sales, we unveil the strategic keys to success. 🤝 Collaborative Brilliance: Delve into the secrets of successful collaborations as we chat with brand managers and influencers who have perfected the delicate dance of co-creation. Discover how authenticity, alignment, and creativity drive powerful partnerships. 🔬 The Influence Science: Explore the science behind influence, dissecting the psychological triggers that inspire action. Learn how to craft messages that resonate deeply with your target audience, prompting them to engage, purchase, and advocate for your brand. 🌐 Beyond Online Borders: Dive into the world of offline influence and discover how it complements digital strategies. Unearth the strategies that translate seamlessly from online to offline, creating a unified brand presence that captivates audiences across all touchpoints. 📚 Learn from the Best: Benefit from the wisdom of industry leaders who have mastered the delicate balance between utilizing influencers and creating genuine influence. Gain practical insights that empower you to create meaningful, lasting connections. 🚀 Stay Connected and Informed: If you're committed to turning influence into impact, Winfluence is your one-stop source of inspiration and knowledge. Subscribe now to receive a steady stream of episodes that will revolutionize the way you approach influencer marketing. 🎧 Where to Tune In: Listen to Winfluence wherever you get your podcasts or watch the show on its Tuesday streams at 11 a.m. ET/8 a.m. PT on YouTube, Facebook, LinkedIn and on @jasonfalls's Twitter stream. 📲 Engage and Connect: You can find Jason Falls on most social media platforms @jasonfalls or look for Winfluence on YouTube or Facebook.