The art of snackable storytelling
The launch of Twitter was an ordeal for many of us in communications, especially content creators. 140 characters gave the impression that it was easier to create and quicker to distribute. It sounds like the ultimate solution to productivity, right? With new developments and innovations every day, we have generally become more demanding and our expectations escalated. Several years after Twitter burst into our personal lives, content has become faster, but not always factual.
With social media at our disposal, today everyone can be a journalist. News outlets struggle to beat the competition with stories delivered in as close to real time as possible, often without the thoughtful research needed. Outlets instantly post videos for the world to see, without bothering to use an accredited source.
The pressure to create numerous pieces of content for an impatient audience does not guarantee quality or value. Stories are published without being fact-checked as the speed of the news cycle continues to increase. Consumers expect responses on social media to be instant, and if not, they feel ignored. On-demand content has become the norm; We want it now and we won’t stop until we have it all.
Slow content is coming back. Slowly.
It’s time we remembered the original provider of information: ‘slow’ content. Slow content won’t break the latest news to you in only 140 characters, but it can take a more considered approach that will be appreciated and cited for along time after publication. This form of content is generally well researched and often more accurate.
Just as the ‘organic food’ movement grows as people learn more about what we’re putting into our bodies, so too should the concept of slow content – no artificial, accelerated rubbish, just high-quality content, created the old-fashioned way: by knowledgeable people who care about what they put their name to.
As we consume more and more content every day, we should slow down and re-evaluate what will benefit us in the long run. Short and fast pieces, with no quality nor context; Or quality content that will not only satisfy us, but that we will remember for a longer period of time?
Trends come and go, but slow content is here to stay.