Hey there,

As someone who grew up on the internet and has always been deep in various subcultures, when I started writing professionally, my focus naturally shifted toward niche content. To put it simply, my strategy when tackling a new topic usually goes like this:

Check the brand’s community spaces → Build a customer profile → Dive into discussion hubs where our target audience talks about the product (Reddit, YouTube, Instagram, etc.) → Identify content gaps through their interactions.

At first, this strategy felt foolproof. But over time, I’ve noticed it’s starting to fall short, especially when it comes to written content like blogs or magazines.

When I first saw AI-generated search overviews (you know, the ones that summarize info without you even clicking a source) popping up mid-last year, my immediate thought was: "This is the death of written content on the internet." But is it really?

On the flip side, as a content consumer, my habits were shifting too. I moved from Instagram and Twitter as my main social platforms to TikTok, where I didn’t just find entertainment but also news and even academic discussions. Other platforms quickly adapted, followed by brands mass-migrating to short-form video, the undisputed king of content, with 89% of businesses in 2025 using video as a marketing tool, highlighting its effectiveness in engaging audiences.

But the more I consumed short-form content, the more I realized something: it wasn’t enough. No matter how engaging or well-made, if a topic really hooked me, I’d still crave deeper info. And I wasn’t alone. Despite the rise of video, 42% of B2C marketers have shifted towards long-form content, up from 22% the previous year.

The rise of YouTube video essays, the comeback of blogs, and even the dominance of long-form discussions on platforms like Reddit all point to one thing: audiences still want substantial, in-depth content.

Here’s how I see it now:

• Short-form video = fast food. Easy to consume, highly engaging, and the best way to grab attention right now.

• Long-form content = the hearty meal. Where real authority and utility live.

I enjoy a good steak as much as French fries with nuggets. It just depends on when you ask me.

I’d love to call this a perfect balance and end on a high note, but the internet never stays static. The mass consumption of short-form content has taken a toll, not just on brands or creators, but on users themselves. Studies indicate that “digital distractions have measurably shortened attention spans over the past two decades,” Gloria Mark, PhD (University of California, Irvine). Many users now struggle to engage with long-form content, even if they prefer it.

But just as night follows day, people are becoming more aware of their digital habits. Screen-time tracking and digital detoxes are becoming normalized.

Personally? I think the internet’s big enough for all formats. Written content isn’t going anywhere, not anytime soon (not ever).