or interactions, with titles (1), or choose to filter the information by total number, changes in number, or percentage growth (2).
social tracker
Your audience
It's important to use this information to create your content strategy and get to know your audience better than anyone else. And, of course, determine whether they're more receptive to long-form or short-form content.
Take time to analyze your previous efforts (depending on the channel and format) with metrics such as:
• Traffic
• Conversions
• Interactions
You need to know what type of content works best with your audience and create more of it, keeping in mind that different formats have different uses.
You need to answer questions like:
• What type of content attracts the most conversions?
• What type of content generates the most interactions on social media?
• What type of content has a lower bounce rate and longer session duration?
The more information you use about your audience, the better decisions you will make in the next steps of your strategy.
Your conversion path
How many times does your average consumer interact with your business before converting? This is another point to consider that you need to incorporate into your decisions about creating long or short content.
For example, an eCommerce retailer in the fashion sector might have a good opportunity to increase sales of a new product line through short social media content. The conversion window is small and the consideration process is simple, usually due to the low average order value.
On the other hand, a B2B software platform may have a more complex conversion path. The audience will require educational and informative content over time, due to the much higher purchase rate and average order value.
In this case, both short and long content will be part of a much broader content strategy, to attract, educate and inform the audience and, ultimately, increase conversions.