Short-form platforms only work if your audience actually uses them. C-suite executives at Fortune 1000 companies make investment decisions based on the Wall Street Journal, not TikTok. Treat short-form as one door into your strategy, not the whole house.
I think about the short form in 2 ways. One is you don't need to be there if your audience isn't there. If you're selling to the C-suite of Fortune 1000s, they're probably not doing what your kids are doing. Maybe they are, but that's not where they're going for authoritative information. They're reading the Wall Street Journal. They're, you know, like that's not where they're going for the real stuff to make billion-dollar capital investment decisions from some influencer on TikTok. It's just not right. If your audience isn't there, you don't need to be there. If they are there, then I think about short form as it's another door.
