Why Depth Matters in a World of Quick Hits
There’s a pervasive belief that short, pithy content is the only way to capture attention in today’s swipe-left, endlessly scrolling digital age.
Communicators, PR pros, and consultants often advise: “People’s attention spans are limited. You need snappy headlines, punchy sentences, and brevity above all else.” This advice frequently targets scientists, researchers, and other experts—credible voices whose work thrives on complexity and nuance. Yet they’re told to simplify their work into quick takes, optimize for algorithms, and cater to assumptions about distracted audiences.
To be fair, short-form content has its place when the goal is to grab attention, plug into a conversation, or convey quick updates. A snappy headline or well-crafted tweet can be an effective entry point for audiences to engage with important ideas.
However, these practices have given rise to a broader mindset, and this mindset is what concerns me. I’ve been in countless meetings where I hear people claim that audiences won’t engage with deeper, more nuanced content. They say readers don't have the time, attention, or worse of all, the capability to do so (yes, I've really heard that sentiment expressed). This flawed worldview erodes trust in the intelligence and curiosity of audiences and limits the potential of effective communication strategies.
Ultimately, our obsession with short-form, viral content hasn’t solved the challenge of capturing attention—it has made it worse. By assuming people can’t or won’t engage deeply, we’ve crafted strategies that underestimate them, weaken our messaging, and leave our target audiences undernourished and unchanged.
So why does long-form work across so many formats? It meets the deeper needs that drive people to seek out information in the first place.
The old rules don’t work anymore.
Short-form content often resembles fast food: quick, easily consumed, and temporarily satisfying but ultimately lacking in nourishment. This “fast content” may deliver a fleeting hit of entertainment or information, but it rarely satisfies the deeper needs that drive meaningful engagement—and it’s often forgettable.
And the worst part? The assumption driving this trend isn’t even supported by evidence. When HubSpot analyzed over 6,000 blog posts, they found that high-performing pages in organic search typically had word counts between 2,250 and 2,500—roughly five pages of text, requiring 8–20 minutes to read. Similarly, Curata’s research revealed that long-form content generates eight times more page views, three times more social shares, and nine times more leads than short-form content.
And these statistics only address written content. Think about the last time you, or anyone you know, spent 40 minutes engrossed in a podcast episode, binge-listened to an entire series, or inhaled hours of an audiobook in one sitting. Digital content takes many forms, such as video documentaries, podcasts, webinars, and audiobooks. These forms are often longer than written pieces and just as, if not more, effective at holding our attention for extended periods.
What’s more, long-form content is more sharable—readers are more likely to share long-form content because it resonates deeply and provides substantial value—and also tends to rank higher in Google search results.
So why does long-form work across so many formats? Because, it meets the deeper needs that drive people to seek out information in the first place.
Sometimes, the need is practical, such as finding answers or solving problems. Other times, it’s emotional—seeking inspiration, understanding, or a sense of belonging. People don’t endlessly scroll because they prefer shallow content; they do it in search of something that resonates.
When audiences encounter content that feeds their curiosity, helps them make sense of the world, and connects them to it, they’re willing to invest their time.
This is where “fast content” often falls short. While it might deliver a quick hit of entertainment or information, it rarely satisfies the deeper needs that drive meaningful engagement—and it’s often forgettable.
Psychological research underscores that humans are not only capable of sustained attention but are deeply fulfilled by it. The concept of flow, introduced by psychologist Mihaly Csikszentmihalyi, describes a state of total immersion in a meaningful, challenging activity. Whether it’s reading a thought-provoking article, listening to a compelling podcast, or tackling a complex project, flow is associated with heightened focus, creativity, and satisfaction—qualities often missing from brief, surface-level content. Content that invites audiences into this state doesn’t just capture attention; it enriches the experience.
Lead with depth, experts.
This natural craving for meaningful engagement makes long-form content particularly exciting for scientists and researchers. Their work is inherently rooted in depth and substance, making them uniquely suited to craft content that satisfies a need for complexity and connection. Yet, all too often, communication is treated as a checkbox at the end of the research process—something to address once findings are available, often quickly and with well-worn strategies. This approach limits opportunities for meaningful connection and reduces communication to shallow formats that fail to convey the full weight and impact of their findings within a community.
By considering communication earlier in the process, researchers can take a deeper and more thoughtful approach—one that fosters ongoing engagement and allows their ideas to breathe, grow, and resonate with audiences. Long-form content offers a path back to substance, providing formats that do more than just disseminate information. In-depth blog series can unpack intricate concepts, compelling case studies can bring data to life, podcasts can highlight the human side of discovery, and video documentaries can showcase the real-world impact of their work. These approaches build trust, tell stories, and foster meaningful connections that stick with audiences.
By shifting away from a checkbox mentality and embracing the power of long-form content, researchers can transform how their work is understood, applied, and appreciated. This kind of communication doesn’t just share findings; it inspires deeper understanding, sparks curiosity, and encourages dialogue. Ultimately, it allows ideas to take root in communities, driving meaningful change and building a legacy that lasts.
However, it’s important to remember that long-form content isn’t inherently impactful just because it’s long.
When experts go long, the results can be award-winning.
University long-form communications are earning significant recognition for their ability to engage audiences and convey complex ideas. These 2024 Anthem Award-winning examples highlight the power of thoughtful, in-depth storytelling:
Hopkins Bloomberg Public Health Magazine: Recognized with three awards across distinct categories, this publication reached a diverse audience of 30,000 print readers, 40,000 email subscribers, 950,000 social media followers, and 90,000 newsletter recipients. Notably, their long-form feature "Reclaiming Health in Indigenous Communities" explores how Indigenous peoples are addressing health disparities and reclaiming wellness for their children and families. This impactful piece spans almost 3,000 words and offers a compelling, deeply researched narrative.
Emory Rollins School of Public Health: The beautifully-presented feature "The Burden of Brunswick" investigates the environmental health hazards affecting the Black community in Brunswick, Georgia, due to decades of industrial pollution. This article provides an in-depth look at the health challenges, highlights public health research by Rollins researchers, and showcases a true partnership between the university and the affected community.
Boston University School of Public Health: The award-winning Free Associations Podcast offers thoughtful discussions that break down complex public health topics, making them accessible and engaging for listeners. With its focus on in-depth conversations, the podcast connects with a broad audience while reinforcing the value of substance over brevity.
By investing in depth and nuance, these institutions exemplify how long-form content can inform, inspire, and drive change in ways that brief formats cannot. However, it’s important to remember that long-form content isn’t inherently impactful just because it’s long. To be effective, it requires clarity, purpose, craftsmanship, and a strong connection to its intended audience. Poorly executed long-form can feel as superficial short-form, with an added risk of also being convoluted or boring.
When done well, long-form content enables experts to take a deeper approach to communication—one that trusts audiences and takes time with them. In doing so, their work becomes less transactional and more relational, fostering the connections that truly drive change.
