Shorter isn't always better

Jul 18

It's a common misconception that content needs to be short to work on social and it can be tempting to try and ensure that your social content is always as short as possible.

As Jemma will take you through in the video below, there are cases, especially in healthcare, where longer content may be more appropriate for your audience and your message.

Check below the video for our two top tips to follow when deciding on the length of your healthcare social content.
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Frankly Pharma tips for success

#1 - Test, test, test!
There is no one single perfect post or video length. Generic guidelines based on engagement with consumer brand content with different audiences and different value propositions can be a starting point, but the most important thing is to test what works for your company and your target audiences and be prepared to change your approach if the data tells you something else.

#2 - Consider audience and platform  
Your approach may need to vary by audience and by platform. Even if you're targeting the same audience across two different platforms their engagement behaviours may be different and therefore you approach to telling the same story may be different for each. For example, you may utilise a video on Twitter and a document post on LinkedIn to deliver the same message. In this scenario the post types you choose should be based on data from previous executions with that target audience on each of the platforms.

Want to know more?

Our Social Content Best Practice course is dedicated to giving you the tools, templates and know-how to create thumb-stopping social media creative for your next heallthcare campaign.

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Our specialist courses in social media for pharma offer you the chance to master essential marketing skills with step-by-step guidance in our videos and eBooks, plus plenty of templates and downloads to help you put your newfound learning into action right away.
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