Long-form content is not going away. It is experiencing a renaissance of sorts with audio and video podcasts leading the way. This may sound counterintuitive given that our digital landscape is defined by shrinking attention spans and bite-sized content. Yet, despite this, podcasts have emerged as a thriving medium. Could this revival of longer-form content be proof that people are moving away from the instant gratification they get from the endless consumption of short-form content, and are therefore gravitating towards long-form content that prioritises meaningful discussion?

During and after the Covid-19 pandemic, we have witnessed what content creator Kazi Akber describes as a “pandemic of meaninglessness and loneliness,” where people struggle to find solutions to pervasive issues that cannot usually be found in short-form content.

Short-form content (usually under 90 seconds), often does not create the same para-social relationships that long-form content does. This difference can be seen when comparing audience engagement with long-form versus short-form content. Akber observes that in short-form content the “audience is more antagonistic,” whereas long-form content offers the “connection” so many of us seek. Why is this? According to Akber, who has extensive experience creating both long-form and short-form content for Pakistani audiences, “audiences need something to relate to and spend time with,” which is a rare find in short-form media but is central to most long-form media, such as podcasts.

Short-form media often chases virality, offering quick solutions or deconstructing problems under strict time limits. This can make audiences feel rushed and as if the creator is prioritising virality over building a meaningful connection with them. For Akber, short-form content thrives because people are “exhausted by circumstances” and often “feel like they don’t have the time and just want to be entertained.” However, in a video that lasts under 90 seconds, it is challenging for audiences to form a deep connection with the host or guest – which does not help the loneliness issue – so although they may find the content entertaining, useful or relatable, meaningful connections are limited.

On the flip side, longer forms of media, such as audio or video podcasts, allow audiences to connect with the host or guest and find more points of relatability – and this keeps them engaged. A story told by the host can be dissected and discussed at length, and the solutions offered can be more comprehensive. Creators have more time to connect with people spending their cognitive capital on watching their content. While it may seem farfetched that long-form media would have such an impact on loneliness, scrolling through the comments made by lifestyle creators proves otherwise. As human beings, we seek out people with similar experiences, because this shared human experience makes us feel less lonely. Achieving this level of connection in under 90 seconds is much less likely compared to a podcast that ranges from 15 minutes to a couple of hours.

The common belief is that long-form content requires more time, money and effort, discouraging creators from taking the long-form content route. This raises the question of how far can long-form content go if the barriers to entry are so high. Simply put, podcasts may not have high starting costs. Avid Pakistani podcaster Shehzad Ghias notes that one can launch a podcast over Zoom and “hardly any budget is required.” However, other routes do involve a fairly high cost – renting the space can start at Rs 50,000, not factoring in equipment or editing. According to Elhaam Shaikh, GM Manager Programming and Production, City FM89, even short-form content can have a high cost attached to it, depending on the type of content. Scroll through the feeds of a few Pakistani influencers and one can see that they are not just placing a camera in front of themselves and posting unedited content. Some even use drone images and high-quality editing software. So in all fairness, cost comparisons between short-form and long-form content depend on the type of content that is produced.

It is undeniable that the creator economy has benefited from marketing budgets moving towards social media and away from traditional forms of marketing. This and the accessibility of TikTok and Instagram have allowed creators to capitalise on short-form content. Over the past five years, an exponential number of creators have managed to build audiences and engagement while monetising their platforms and creating secondary, and often primary, sources of income for themselves. Given this, Ghias notes that “there is more money in short-form content; brands want Instagram Reels and TikToks.”

So if the money from brands and sponsorships is heavily reliant on short-form content, why is long-form content making a comeback? Short-form videos can often have a singular goal and premise; for example, if the video is sponsored – be it product placement or brand integration. This can often be frustrating for audiences, who often feel that their favourite creators are viewing them as a commodity. Long-form content, however, provides a solution to this issue and is something that marketing agencies should look favourably upon. Ghias notes that long-form has “its niche and it is not as if there is no money in it.” When creators integrate products into long-form content chances are that it will not take up the entirety of the video, especially if it is woven into their existing narrative. This allows the advertisement to be more digestible for audiences.

Although long-form content may not replace the short-form that has infiltrated every social media app, there is a market for long-form content and it is on the rise. So, the next time you can’t face another 90-second reel, go for a podcast that matches your taste and see what all the hype is about.

Sophiya Shams Rafi is Executive Producer, Dawn TV and Associate Producer, Dawn News English. sophrafi2000@gmail.com