Making Long-Form Content Isn’t a Risk Anymore
Sachiko here 👋. If you’ve been feeling the pull to create long-form content lately, this is your sign to lean into it. More than 50% of people now discover content through social media. For Gen Z, it’s 73%. At the same time, over a third of consumers spend more time watching videos on social media than on streaming services like Netflix. For Gen Z, that jumps to 58%.
For years, streaming platforms like Netflix owned long-form content. But people aren’t just watching long-form on streaming anymore. They’re discovering it on social media.
Of course, people still watch Netflix. They still binge shows. But that’s no longer where they go to find something new. They find it on social first, and then they decide what’s worth their time. So if you’re a creator feeling the pull to post long-form content, here’s why you should pay attention to this shift.
Netflix Has a Discovery Problem, and That’s Why Social Media Is Winning
When you open Netflix, you’re looking for something to watch. Even if you don’t know exactly what that is, you’re still searching, checking categories, typing something into the search bar. If nothing grabs your attention, you leave. I know that’s usually what happens to me.
However, social media can remove that friction. You open the app, you scroll, and the algorithm brings content to you. That’s how you end up watching a 15-minute video from someone you’ve never heard of and realizing halfway through that you’re locked in.
We’re even seeing this at the highest level. In January, Disney posted the full High School Musical movie directly on TikTok to celebrate the 20th anniversary. When I came across it, I wasn’t searching for it. But all of a sudden, I was locked in and thought about watching the entire series again. But you see that only works because “the discovery” aspect of it happens first. That kind of experience doesn’t really exist on streaming.
And the other piece to this is that streaming platforms typically drop movies and shows, and that’s it. Social media keeps content alive and they build. People comment, share, respond, remix. That movement is what creates momentum and growth.
What This Means For You
This is one of those rare windows of opportunity where consumer behavior has started to change, but creators haven’t caught up yet. Creators are still hesitating to lean into long-form content. “This is too long.” “People won’t watch this here.” But audiences are gravitating towards long-form content, and platforms are starting to prioritize it. That gap is where the opportunity is. We’re seeing it already:
Longer TikToks are getting pushed.
YouTube videos are being recommended more frequently.
Which means you don’t need to send people somewhere else, or a massive following first, or to wait until you feel “ready.”
This window won’t stay open forever. Eventually, this could become the norm. Right now, it’s still an opportunity you can take advantage of.
The Opportunity (And What To Do With It)
Making long-form content isn’t a risk anymore. Not being discoverable is! If you’ve been wanting to make longer videos and have more space and time to say what you want to say, this is your moment.
Instead of overthinking it, make one longer piece of content and post it on your platform of choice. It might just reach the people who were meant to find your content.
So if you’ve been feeling that pull, trust it and trust that you’re right on time.
If you want support figuring out what that longer content should actually look like for your brand, that’s exactly what we work through inside PBA. Join us with a free trial, and let’s build it together.
