Long-form or micro-content. What are the key points for determining the optimal content length?

In recent years, while micro-content—such as that found on social media—which can be understood in just a few seconds has become the standard, long-form content is also emerging as a trend. How can we determine the optimal volume in this rapidly changing content landscape?

This time, for those of you wondering, "What content volume do my target audiences prefer?" or "Is the volume of content my company is producing truly appropriate?", we offer hints for judging content length. Let's explore the optimal content length under the theme: "Long-form or micro? What's the measuring stick for determining the ideal content length?"

From Micro to Long-Form: Is Content Trending Back?

The internet is currently flooded with micro-content—like social media posts or articles summarized in three lines. If you're accustomed to this style, even this article might feel long. Yet, have you also noticed a growing presence of substantial, lengthy content in recent years?

Take a certain social media platform, often considered the epitome of micro-content. With a 140-character limit per post, the challenge lies in conveying key points concisely. Its appeal lies in this direct, fast-paced communication—a powerful tool for delivering messages without consuming users' time.

Amidst this, the platform tested a new feature: the ability to post content consisting of text (up to 2,500 characters) and images, akin to a blog. Why would an SNS that has always prided itself on brevity attempt this? Previously, posting longer content required workarounds like pasting screenshots of long notes or creating lengthy threads. This move, seen as a potential trend shift back toward longer content, has reignited discussions about content length.

Content length trends have evolved with the times and technological advancements

So, what is the ideal volume for content? To explore this, let's first look back at the history surrounding content length.

The media delivering content has diversified over time, expanding from books to television, computers, smartphones, and beyond. As technology and interfaces evolve, media trends shift. With each shift, the optimal format and volume of content also changed.

Since the internet emerged in the 1990s, marketers have repeatedly experimented with questions like "What kind of content resonates most with our target audience?" and "What word count maximizes persuasive impact?" Furthermore, changes in search engine algorithms alter which content ranks highly. SEO strategies implemented to gain favorable search engine evaluation have also influenced content trends.

In digital media, long-form content has long been favored for reach acquisition, primarily because it was considered effective for SEO. However, in recent years, the rise of social media has shifted trends towards "shorter content reaches more people," "image-centric content communicates more effectively," and "videos should be short and compact." As we mentioned in this article, it's only natural that micro-content, which doesn't consume much time, is thriving among specific generations that prioritize time efficiency, such as those who watch video content at double speed.

So why is long-form content gaining renewed attention now? The influence of "text-based media" appears to be a factor in this shift.

For example, when companies utilize text-based media for promotion, they often compile behind-the-scenes stories—like product development processes or creator interviews—into text pieces, akin to making-of features, to share content that couldn't be fully conveyed on their own websites. Additionally, similar media platforms originating overseas are growing their user bases as platforms for sharing unique content like commentary and ideas.

This suggests that long texts are demanded precisely because the information being shared holds value. Alternatively, it implies that a certain length is necessary to imbue the information with value. In other words, the value of the information being communicated influences the volume of the content.

On these free-form platforms with few length restrictions, creators can write freely as they see fit, and this approach garners reader support. Long-form content offers appeal to both creators and readers that short micro-content simply cannot match.

The key lies in the perspective of "right tool for the job." Starting with content design reveals the appropriate volume.

Thus, we see that the value of information can influence content length. Let's explore this point from another angle.

Younger generations who favor social media prioritize time efficiency, yet their consumption behavior is shifting toward "meaning-driven consumption." Meaning-driven consumption refers to purchasing based on empathy with a brand's story or worldview, finding value in that narrative. For example, the surge in "supportive consumption" spurred by disasters like the Great East Japan Earthquake or the COVID-19 pandemic can be seen as part of this trend.

Couldn't we say that this consumption trend and long-form content make a well-matched combination? With the birth of user-generated platforms where anyone can freely share information, the modern era has become one of "selling stories." We could also interpret this as a reevaluation of the value of stories and a return to text-based communication gaining attention.

Looking back, in 1995, there existed a diary project where many people publicly shared records of their daily lives on internet bulletin boards. The collection of writings generated by numerous users, organized by date, was the project's core value. In other words, there was an equation: "quantity of text = value."

Determining the appropriate "quantity" of information is a highly complex issue with no single correct answer. However, judging whether the content is sufficient or excessive for the intended message is relatively straightforward. The most crucial aspect is content design grounded in the perspective: "What do we want to convey, and what changes in attitude or behavior do we want to inspire in the audience?" Isn't the length of the content naturally derived from this?

Let's consider this using novels as an example. Novels like Shinichi Hoshi's short-short stories, which deliver surprise and emotion within brief storytelling, are characterized by providing entertainment in a short time. On the other hand, epic works like Natsuhiko Kyogoku's may require significant time to enjoy, but their sheer volume also delivers unique value.

In other words, the length of a piece and its value are not proportional; both can deliver the value of "emotional impact." This reveals that the yardstick for judgment is case-by-case, and content should be created with a "right tool for the job" approach, selecting the appropriate vessel based on the content to be expressed.

Analyzing target audience behavior to determine "which content volume gets the most reads" can sometimes serve as a useful guideline for content creation. However, more fundamentally, it seems essential to consider how the message should be expressed, weighing the content's value against the medium's characteristics, and setting the volume based on the right tool for the job perspective.From this perspective, observing the trend toward long-form content may reveal hints for determining the appropriate volume.

We've examined the characteristics and background of both long-form and micro-content while reflecting on the history surrounding content length. Content volume cannot be discussed as a simple binary choice like "long is always right" or "micro holds greater value." What matters most is adopting a perspective of using the right tool for the job, flexibly choosing based on the message being conveyed, and determining length by working backward from the value you want to deliver.