As attention spans shrink, the need for engaging content is stronger than ever. Moreover, social media users have made it abundantly clear that they prefer bite-sized content over lengthy articles — a trend which has resulted in booming success for innovative creators on a multitude of social media platforms.
In addition to nurturing a target audience for a business or brand, short-form content is especially useful for creating a personal brand. Such content can consist of quick videos that showcase business advice, personal highlights, life hacks, or discussions on interesting topics.
Gary and Joe
Speaking of short-form content, let’s take a look at two examples of how successful individuals have harnessed its power.
Gary Vaynerchuck is known for his expertise in content creation and has built a massive personal brand using this strategy. He regularly creates long-form pillar content such as blog posts, podcasts, and videos, and then repurposes them into smaller pieces of content for various social media platforms. This content is often catchy quote images or infographics so you might need the help of a creative agency in Bangkok.
For example, he may take a 60-minute keynote speech and turn it into 20 shorter 3-minute videos, each focusing on a specific topic he covered in the speech. This way, he is able to reach a wider audience with smaller pieces of content, catering to their preference for shorter attention spans. To learn more about his approach, read this.
Another great example is Joe Rogan, who is famous for his long-form podcast, The Joe Rogan Experience. Despite the length of his episodes, which can sometimes run for over three hours, he has managed to capture the attention of audiences by repurposing his content into shorter clips.
These clips are typically between 5-10 minutes long and focus on specific topics or highlights from his interviews. They are then shared on social media platforms, where they can go viral and attract new audiences to his podcast. By using short-form content, Rogan has been able to expand his reach and appeal to audiences who may not have the time or attention span to listen to full-length episodes. This is a perfect example of taking long pillar content and utilizing the power of video marketing to introduce yourself to a new audience. And if you need some help creating your videos, we can recommend a certain podcast studio in Bangkok.
Share your personality and values
At Lexicon, we’re constantly working on content creation projects, especially for personal branding. The most obvious example of our work is the growth of our founder David Norcross‘ personal brand on LinkedIn. He has a clearly defined strategy, content pillars and produces many longform articles and videos, which we break down into bite sized snippets for easy consumption in the feed.
Here are a few tips and best practices based on the 1000s of campaigns we’ve managed on how you can use these techniques to craft your short-form content to fit audience preferences.
Talk of brand humanization has made the rounds across the internet, but there’s no purer way of achieving it than by starting with you as an individual. Showcasing your daily professional life is a great way to let your audience relate to you as a person. This can be done by sharing images of you participating in workplace events and activities to highlight workplace inclusion, or by using videos of you telling short stories on interesting workplace topics to allow your audience to get a feel for your professional life.
Share industry related information
Providing advice or insights for your industry is another way to set yourself apart from your peers. This can be done by sharing single image quotes, personal blogs, third-party blogs, podcast snippets, or infographics. After viewing this type of content, your audience will gravitate towards you for help, which will further solidify your standing as an industry leader. Furthermore, professionals will also refer to you in conversation with their other business connections, in turn resulting in the generation of more indirect leads for your company.
Promote your services
Calls to action need not include lengthy descriptions, but should instead be something short and catchy. By adding calls to action for every piece of short-form content you post, you’ll open up new opportunities to receive leads from direct and indirect sources. Online audiences will quickly scan through your content as they scroll, and a call to action could encourage them to either learn more about your business or employ your services — ensuring that your personal brand and your organization grow in unison.
To fully maximize the benefits of personal branding, it is important to regularly produce short-form content for your social media pipeline, and schedule it for regular posting. Having a clearly defined pipeline and strategy on what sort of content you wish to post, and which target audience you wish to cater to, will go a long way toward optimizing your visibility and impact. Of course, you don’t have to do all of this on your own. All you need is the help of experienced digital storytellers. This is where we come in.
About the Author
Piyanat Jantharot is a Senior Brand Strategist at Lexicon working working with leading brands to develop impactful stories on a daily basis. His team manages executive brands for busy CEOs, runs B2B marketing campaigns and develops social media marketing strategies.
Lexicon is an award-winning brand storytelling agency focusing on telling impactful stories for clients based in Thailand and South East Asia. Lexicon has been around for almost a decade and has told thousands of stories just like yours.