Short formats or long content: content strategy for 2026

While the past decade was dominated by short, instant formats, the new year is marked by a reconciliation between speed and depth, between virality and credibility. This movement isn’t simply nostalgic; it’s a reaction. A response to information overload, shrinking attention spans, and the need to offer meaning within a constant stream of content. We are therefore seeing a rise in formats that prioritize reflection, structured storytelling, credibility, and added value, while acknowledging that short content remains essential for generating interest.

When short and long formats coexist strategically

One of the paradoxes of the 2026 trends is that short and long are not opposed, but complementary. On social media platforms, short formats like 15- to 60-second vertical videos continue to be the primary driver of discovery and immediate engagement . Platforms like TikTok, Instagram Reels, and YouTube Shorts still dominate users' attention spans, especially among younger generations, and are essential for increasing a brand's reach and rapid interaction.

However, short-form content is no longer sufficient on its own to establish lasting credibility or to tell complex stories. This is where long-form content—whether videos of 10 minutes or more, podcasts, in-depth articles, or mini-series—is regaining prominence. By 2026, audiences will use these formats when they want to gain a deep understanding of a topic, learn something new, or access information in a structured way .

This coexistence is also explained by the way the platforms themselves are evolving: they favor short content for virality and long content for retention, thus offering a content journey that goes from quick to deep, from buzz to expertise .

A requirement for authenticity and added value

Beyond length, what clearly emerges from the predictions for 2026 is an increased demand for authentic, useful, and meaningful content. Algorithms now value not only creativity, but also content's ability to generate genuine conversations, spark discussions, and build thematic coherence over the long term .

This means that brands can no longer simply align formats with trends. They must tell coherent stories that resonate with users' real-life experiences, establish a dialogue—whether through comments, live replies, or private communities—and address topics that have genuine value for audiences. This need for meaning is particularly strong in areas where information is complex or emotionally charged, such as health, the environment, or social issues. In these cases, audiences turn to long-form, verifiable, and well-reasoned content that goes beyond sound bites and allows for in-depth understanding.

AI and social search engines are reshaping consumption

Artificial intelligence is ubiquitous in content strategy for 2026, not as a replacement for human creativity, but as a tool for optimization and structuring . It helps analyze audience data, predict relevant topics, and personalize content experiences. Meanwhile, platform-integrated search, sometimes called social search or answer engine optimization (AEO), is transforming how people find information. Users are increasingly turning to the internal search engines of TikTok, Instagram, LinkedIn, or YouTube to find answers , such as tutorials, recommendations, or practical explanations.

In this context, content strategies must be designed not only to capture attention, but also to respond to specific search intents , whether in short or long formats.

A content strategy that balances speed, depth, and conversation

Communication in 2026 isn't simply a matter of choosing between short and long formats. It's based on a journey strategy , where each format has its place: short to attract, long to build loyalty, and both to engage meaningfully with the audience. The key to success lies in understanding what each audience is looking for at every stage of their interaction with a brand , and in offering tailored content: compelling headlines, detailed explanations, verifiable evidence, rich stories, and human connection.

My conclusion: 2026, a year of editorial maturity

What will emerge in 2026 is not a clash between short and long content, nor simply a return to the formats of ten years ago. Rather, it's a maturation of digital communication , recognizing the need for multiple, structured, and optimized formats, and for content that builds credibility, informs, and deeply engages . The brands that succeed this year will be those that combine strategy, creativity, and relevance , using AI judiciously, responding to audience search intent, and building coherent narratives that go beyond hype to truly resonate with users.