There's much to be said about the election, but as I prepare my class for students tonight I couldn't help but make the observation that the battle for voter attention was won with long-form content. In a world where everyone’s told to “keep it short,” the winning formula proved to be the opposite.
1. The Role of Long-Form Content in Shaping Perception
Donald Trump appeared on platforms like The Joe Rogan Experience, This Week with Theo Von, Logan Paul’s Impaulsive, Full Send Podcast, Lex Friedman, The All-In Podcast, and more. These shows dominate not only in audio but in video views on platforms like YouTube, making them a unique crossover between podcasting + streaming. Kamala Harris made fewer (though still calculated) appearances on shows like Club Shay Shay, The Breakfast Club, and Call Her Daddy.
If you want to build impact, go deep -- these podcasts offered an unfiltered, conversational format where audiences could see beyond sound bites. This depth resonated with voters, building trust and familiarity in a way short-form content couldn’t match.
YouTube has become the leading streaming platform in the U.S., capturing 10.4% of total TV viewership in July according to Nielsen. It’s also a key hub for long-form, with 31% of U.S. weekly podcast listeners in April 2024 choosing YouTube over Spotify and Apple.
2. Why Long-Form Content Builds Trust + Connection
Depth Allows for Real Connection: In a 2-hour podcast, a candidate can go beyond the usual talking points. This isn’t a polished TV interview—it’s a conversation. Audiences get to know the person behind the campaign, and that creates a stronger emotional bond.
Trust Builds Over Time: Authenticity shines in long-form. Listeners sense when they’re getting the real person, not just rehearsed responses. This authenticity builds trust, a currency more valuable than ever.
Endless Repurposing Potential: A single long-form podcast can generate dozens of shorter clips for social platforms. Each clip brings viewers back to the full conversation, fostering continuous engagement.
3. Takeaways:
Invest in Long-Form “Hero” Content: Don’t shy away from creating deep, valuable content. Long-form podcasts, interviews, or detailed case studies show audiences who you are and what you stand for, building trust.
Repurpose for Maximum Reach: Just like a campaign, you can stretch the impact of one long-form piece across multiple platforms by creating shorter clips. These “micro-moments” are another way to reinforce your brand’s message.
Focus on Relationship-Building, Not Just Impressions: Long-form content goes beyond views; it builds loyalty. When people see the full story, they’re not just scrolling past—they’re engaging with you on a deeper level.
Bottom Line -- If you want to make an impact, don’t just chase views. The 2024 election taught us audiences are willing to invest time with content.
Long-form might just be the shortest path to building trust, loyalty, and lasting connections.