Short-form content is a great way to get fast views, but without the right approach it can be draining and it won’t help you get clients anyway. Let’s see what have been working lately.
Short-form content is a great way to get fast views, but without the right approach it can be draining and it won’t help you get clients anyway.
Plus the white page can be demotivating for many, so here’s an article all about the starting point you need when thinking about content. So let’s break down what short-form content is, how it works now, and the types you actually want to focus on (especially if you’re a small business owner who values calm marketing over chaos).
Note: I’m talking about short-form content because I know it’s a pain for many, but some of what I’m going to write is about content in general, so feel free to take what you like and adapt it to your needs.
How content works now (vs. before)
When I started working in marketing things were very different.
You could write a thoughtful blog every other week, post on Facebook casually and still, with the right patience, you could build a great and engaged audience.
Now? The first 3 seconds decide everything.
Weather we like it or not, we’re in the age of scrollable, skimmable, dopamine-driven content, especially on platforms like Instagram, TikTok, and YouTube Shorts.
Things changed dramatically and the way we create needs to adapt.
But don’t panic, short-form doesn’t mean shallow or that you need to clone yourself to devote it to content creation. You just need to know what you’re doing (aka, be more strategic, duh).
Short-form vs. long-form: what’s the difference?
Before we even start, what do we mean with short- or long- form?
Short-form is quick and digestible per definition, often filmed in vertical video and that’s what you can publish as reels, TikToks, Shorts. Usually the creator can focus on keeping your attention up more than going deep with the topic. You can use it to get some visibility because it’s usually the type of content that can be seen outside of you following circle (meaning people that don’t follow you)
Long-form is quite the opposite. I’m talking about podcasts, blogs, YouTube videos, but also newsletters and blogs. These should be used to go in depth and building trust. These are also great for nurturing SEO and in general for evergreen authority.
You don’t need to choose one over the other, actually, a bit of a mix is great.
Platforms that prioritize short-form
Let’s talk about the platforms where short-form content thrives:
- Instagram (Reels, Stories, Carousel teasers)
- TikTok (Very trend-driven but increasingly niche-friendly)
- YouTube Shorts (Great for repurposing snips of longer videos)
- LinkedIn (Less video-heavy, but short posts & carousels work similarly)
I’m leaving out X and Threads because those are “microblogging platforms” and while it’s still short content, it works a bit differently.
Where you decide to post is up to you and your strategy.
Anatomy of a short-form content piece
To create content that actually lands, you want to hit these core ingredients:
1. Hook The first line or visual, it has to stop the scroll.
2. The actual topic Education, story or entertainment, in general you want a script that makes the viewer feel something.
3. CTA Every content piece should have a clear Call To Action, in this case will probably be something easy and adapted to the platform you’re in (DM me, comment below, save this, or click the link, etc).
Types of short-form content that work today
Now that we covered the basics and we talk the same language, let’s see what these types are. Each one has a slightly different energy and serve different goals.
Educational
The “teach something useful” content. In this bucket fall any “how to”, “myths busters”, “tips” or “misconceptions” kind of content.
These are great to builds trust and show your expertise.
These are some examples of educational content:
🔸@dankazh makes great videos explaining how to avoid microplastics
🔸@theoffline_club gives a list of books to learn how to detach yourself from screens
🔸@chiarachimu_marketing here’s a video where I explain how to talk about your results without feeling cringe
Storytelling
The “this happened to me” or “I’ve been there too” type of content. These are relatable, emotional, and very narrative-driven. You can use these to builds connection and of course trust.
The storytelling type of content is becoming more and more popular lately so don’t forget to test these too. And don’t forget that you don’t have to tell an astonishing story. You can see some simple examples here:
🔸@kylemakesshortfilms tell us about his style versus AI generated videos
🔸@kayemcgillvocals is launching a new service with a storytelling hook
Authority
The “I know what I’m talking about” content. These usually have strong POVs or myth-busting, data-backed opinions. These can be used to build credibility and show that you know what you’re talking about. These can also be great to talk to a specific niche by leveraging polarizing topics. Here’s some examples:
🔸@clobaremoneycoach makes up fake investing scenarios to show how people can do it too (yes, this is also educational, but making up a scenario works almost like a case study)
🔸@side.hustlereview reviews potential side-hustle and debunks fake ones
🔸@brobrosfit shows her before and after in training to build her credibility as a fitness coach
Series
The “people come back for more” type of content, with repeatable formats and a consistent structure. These have become more and more popular lately. You can use them to build both trust and to gain some followers since they basically give a great reason to come back.
🔸@ohhowcivilized has created a series of cold brew teas and she posts one per week
🔸@bytiiiziana welcome us to her “anti-brainrot” series after her hook
Trends
The “ride the wave” type of content. I bet you’re quite familiar with these already. They leverage audio trends, templates or memes that became popular. These can be good for reach, but be careful in what you pick, because they don’t build authority alone. Try to combine them with educational to make them work.
Here’s some examples:
🔸@chiarachimu_marketing, I recently made one using a popular trending audio and template
🔸@ingridvwells is doing a popular art trend to find more followers
Did you notice? I skipped selling content.
Sales should be woven into your content, like any other call to action.
On social media hard selling doesn’t work. If you try to push your products on people they will probably ignore and maybe even purposefully avoid your offer.
Besides, you could offer your products by running some ads too, to be seen by whoever engaged with your content to build some trust before trying to make them buy.
Final thoughts
Of course, there are many different types of content you could create, and these macro categories can be modeled into very different results too.
But these are the ones I see working best right now, especially for small business owners like you, who want to stay visible without turning into a full-time content creator.
Here’s what I suggest: start watching content with a more strategic eye. Don’t just scroll, but study. Ask yourself: “Could I do this in my way?” Pro tip: save any posts or videos that spark ideas into a dedicated Instagram folder.
It’ll make planning 10x easier, and you won’t be starting from scratch every time.
Then? Start testing.
Try and notice what feels natural. And when something lands double down on that! Reuse the template, that’s what we call format.
A great example of doubling down on format is @jeshastevens, if you check her profile you’ll notice that her content is 99% the same template and only changes in topic.
Replicate the same structure but with a new message, that’s a great first step on building a system that fits you and speaks to your audience.
And if you want help building that system with support, strategy, and less second-guessing, I’ve just opened the doors to a new group coaching program (introverted friendly, no worries), made specifically for those who are starting out or feeling stuck with visibility and client flow.
Lower price, softer pace, still my coaching support.
Hope to see you there!
Chiara
