Marketers today need content and plenty of it. Ebooks and whitepapers make great giveaways, but, increasingly, users demand their info in bite-size chunks. Enter short-form content.
By definition, short-form content is created quickly and consumed even faster. Widely used examples include tweets, Facebook and/or LinkedIn status updates, Instagram photos, and even truncated blog posts and articles.
Josh Schwartz, a data scientist at traffic analysis firm took a look at how people scroll through Slate articles. His data shows that readers can’t stay focused. "When people land on a story, they very rarely make it all the way down the page. A lot of people don’t even make it halfway."
Popular apps and software like the following confirm that users are hungry for short and sweet.
- a mobile app that features seven-second video clips. Example:
- an app that employs digital index cards by which users tell a "short story," one card at a time. Example:
- that turn complex textual information into a picture. Example:
- a collection of photos gathered from around the web to tell a particular story. Example:
- software used to "build" your own magazine on any subject, simply by aggregating web content. Example:
- an app that lets users create and share concise step-by-step "how-to" guides. Example:
- Snapchat, a mobile photo and video sharing service developed by Stanford University students. Talk about short! Messages posted to Snapchat self-destruct after they're viewed. (P.S. Snapchat is H-O-T, having recently from Facebook.) Also consider , eager to grow in ever smaller ways with waiting in the wings. Example: Sorry, no examples are available; they've all self-destructed.
There's one more short-form app I'm compelled to add because it's so futuristic. This app -- -- generates short content for users automatically. Developed by a 17-year-old Brit and recently sold to Yahoo for a rumored $30 million, Summly delivers machine-generated news summaries to mobile users.