Alcohol isn't losing to non-alc. It's losing “share of throat” to everything.

Short form content doesn’t convert scrollers to buyers. It doesn’t. Ask people who’ve built their whole YT strategy on shorts. Ask them. Make sure to bring tissues for their broken dreams. X is no different. Same with email. Short is to stay top of mind. Not to convert. SUPER-LONG-FORM converts. Yes. Stop looking at me like an alien. Yes. I mean it. Super long. Yes. Even in the “tiktok age”. Yes. Even when people “don’t read anymore”. Here’s a fun fact for you. The debate of long vs short copy has been here for a very long time. Since before the internet. The same about the “people don’t read long copy.” And all sources that I know of? Including the OGs? They all said that long always converted better. My experience is no different. Long form converts.

I had a fintech consumer startup client earlier this year. We launched short form content for them from scratch. Hired the team, had strategy, etc. We only made 90 videos over a 90 day stretch period. The channel has 10k subs, a 14m view banger, etc all in that period. They decided to not continue because the product failed to launch. The channel is now 6 months old, we haven't posted for 3+ months, and its still getting 5m+ net new views all those dead months. Peope often underestimate how long term even a youtube short is, but the platform just gives you views infinitely on really good videos.

i've seen some of the biggest companies in the world geo-block their own ads from the founder's city so he wouldn't see them he complained about everything they shipped and slowed the whole org down