The rise of long-form content
Influencer marketing is projected to hit £400 billion by 2027*.
A strong influencer and key opinion leader (KOL) strategy is an essential element in any marketing plan. By maintaining a presence across social media, PR, and digital channels, your brand will begin to genuinely connect with their audience rather than getting lost in an oversaturated media landscape.
*(Tom Pepper, Senior Director of EMEA & LATAM, LinkedIn)
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We are constantly bombarded with short-form content – whether it’s through social media, out-of-home advertising, print, or online media. This has narrowed attention spans to the point where many users unconsciously, automatically, identify and bypass promotional content.
Breaking through the noise
While short-form video remains dominant, long-form content is making a strong impact. Consumers that are tired of empty scrolling are seeking deeper, more meaningful connections with content creators. Which explains the rise of podcasts, long-form YouTube videos, and newsletters. This more considered, expert and authentic storytelling environment also just happens to be perfect for targeted brand messaging.
Chanel’s strategy: cinematic storytelling
Chanel has invested heavily in long-form video content, documentaries, and films to deepen its brand storytelling. This approach allows it to communicate heritage, craftsmanship, and exclusivity – elements that resonate deeply with luxury consumers.
The plan
- Partner with expert content creators who produce in-depth pieces that inform, entertain and resonate.
- Leverage long-form formats (podcasts, interviews, YouTube organic content) to increase brand loyalty and credibility.
- Prioritise brand storytelling and authenticity – consumers connect with brands that share real, meaningful narratives rather than just pushing products.
- Build trust over time rather than relying on fleeting, attention-grabbing tactics.
The future of influencer marketing isn’t just about being seen – it’s about being remembered. Brands that prioritise depth and authenticity will stand out and build lasting relationships.
Image Source & Credits:
- Chanel
- Alex Cooper
- Dab Studio / YellowTrace