expert insight from Linnéa Chapman

“Marketers potentially could view short- versus long-form content as a funnel. First, use short-form content to get consumers' attention and provide them with a bit of value (e.g., an interesting fact; a helpful tip). After doing so, marketers could then direct interested viewers to longer-form content. To be sure, not all consumers will click through, but it is possible that those who do will become more engaged with the brand and consider taking other relevant actions (e.g., visiting their website; making a purchase).”

-Prof. Linnéa Chapman, PhD, FIU Marketing Educator

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