We've all been on the edge of our seats, anxiously awaiting the dreaded announcement of when TikTok might officially be banned in the U.S. For many, this app is a source of entertainment and a way to connect with people across the country and globe.
But for many business owners, influencers, and those who rely on the app to make an income, the threat of losing TikTok is a scary reality.
Social media platforms like Facebook, Instagram, TikTok, and Twitter are borrowed spaces. This means that the content you post on any of these platforms could be taken down at any time. If you lose access to your account, you lose everything you’ve worked for, including the audience you've been building. Say goodbye to your followers – they’re gone.
In full transparency, I feel like an imposter talking about these strategies because much of my business was built on social media. However, after hours of listening to podcasts, reading articles, and talking with business coaches and other professionals, I’ve learned the importance of having a diverse marketing strategy. Rather than allowing myself to feel like an imposter, I am sharing the importance of long-form content with you. This post is also an accountability check for myself to stay consistent with my podcast, grow my email list, and update my new blog.
Feeling Overwhelmed? You're Not Alone
I understand – you might feel intimidated by the idea of adding more to your plate. You've just gotten your social media strategy in place, and now I’m suggesting you diversify your efforts. With school out for summer, full custody of your children, vacations, summer celebrations, and wanting to sit by the pool with a good book, the timing might seem off.
But actually, these strategies will make your content live longer and allow you to produce one or two pieces of quality content that can be repurposed across multiple platforms.
Why Long-Form Content is Crucial
Growing a business is much easier (and way more fun) when you’re not constantly wrestling with an algorithm. As more and more social media platforms become pay-to-play, making it increasingly difficult to get your content seen, long-form content is crucial for reaching your clients and customers.
Here are three benefits of creating long-form content:
1. Independent from Social Media Algorithms
Do you feel disheartened when you spend time recording and editing a reel only for it to flop? You’re not just battling one algorithm; you’re battling multiple. According to Meta-owned platforms: “Each part of an app — the feed, stories, explore, reels, search and more uses its own algorithm tailored to how people use it… ranking this differently based on features added, and controls like close friends, favorites, and following.”
Social media makes it increasingly difficult to reach our audiences, let alone our ideal clients, organically. The average Instagram account sees an engagement rate of around 1-3%. This means that only about 10% of your followers even see your post, let alone engage with it.
You’d actually have a better ROI (return on investment) by starting an email list and sending an email that someone only reads your name and subject line before sending it to trash – that’s more than Instagram is giving you.
When you create multiple forms of content, you can communicate directly with your audience without having to battle the algorithm. Social media can’t promise that satisfaction.
2. Content Lives Longer
There’s nothing more frustrating than spending your precious time posting to social media only for a post to flop or waiting to go viral. Here are some jaw-dropping stats on content lifespan across various platforms:
TikTok: 0-2 minutes
Twitter: 15-18 minutes
Facebook: 5-6 hours
Instagram: 48 hours
YouTube: 20 days
Pinterest: 4 months
Blog post: 2 years
Podcasts: 6 months (174 days)
Knowing this, why are we spending all our time creating reels, posts, and stories for them to live such short lives? Investing in long-form content is clearly more worthwhile.
3. Leverage Multiple Platforms
While social media has its benefits, relying solely on it can be risky. Many successful influencers and business owners use a hybrid approach, repurposing content across different platforms. Here’s my approach:
Recording my podcast.
Blog: Turning podcast notes into a blog post.
Email: Send a weekly email with a podcast link and updates. Join my email list at www.makynaelise.com.
Social Media: Sharing snippets and insights.
Website: Hosting my podcast on my website, driving more traffic and showcasing other offerings.
This might sound like more work, but with a streamlined process, it will feel natural and reach a broader audience. A well-rounded marketing strategy offers a better ROI.
It's Time to Create Long-Form Content!
If your business relies solely on social media, it's time to diversify. Long-form content allows you to speak directly to your audience and ideal clients without battling algorithms. Let’s make your business shine online!
If you found this post helpful, subscribe to my email list and follow me on social media for more tips and updates. Let’s navigate the content world together and thrive beyond algorithms! 🚀
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