Short time, long time: take the time to think about it!

Short time refers to the temporalities of action, of reactivity in the sphere of political and societal decisions and therefore also within companies and institutions. Short time is a calendar constraint, it is a question of laying bricks day after day to build a project or shape a brand image. It is also a danger, because short time is invasive, it can deteriorate working conditions and the level of thinking of our communication professions.

Short time has become the norm

Since Keynes, we have known the preference of individuals for the present. It tends to favour the very short term. This preference for the present is not a calculation, but rather an emotional expectation. Today this phenomenon is exacerbated: many are looking for immediate rewards: the number of likes, views, comments... Sometimes at the expense of a path laid out in a road map. So why is short time playing an increasingly important role in business communication?

The speed of information

Information is flowing at lightning speed, especially on social networks. Businesses need to respond quickly to online events, trends, and feedback, which promotes short-term communication.

The limited attention of our target audiences

they are submitted to a multitude of messages every day. To get their attention, businesses often need to focus on short and compelling messages.

Technological advances allow for faster forms of communication, such as Instagram stories, live videos, the use of filters on some social networks. These tools are designed for instant production and communication.

Are we still using it for a long time? Let's hope so.

Short-term communication doesn't have to take up all the space in our brains and our schedules. To build, long time is essential.

The company's strategy:

Beyond communication, a company's roadmap is also designed by taking the time to analyze, differentiate, federate... This strategy makes a difference on a daily basis and gives direction. Creating content related to it also means taking the time to ask yourself, highlight it, and tell it through highlights and varied themes.

Reputation and image are not built by piling message on message. You have to give yourself time to think before making decisions.

The control of its carbon impact and its social impact:

A company must find the pivot that allows it to limit its carbon impact, and engage in battles that, according to its history, its business and its values, will allow it to shine beyond a purely financial result... It is still a question of reflection that takes place over a long period of time.

Organize the short term to make room for the long term.

The mission of agencies has changed in the last decade with a need to produce and produce content in large quantities, in particular due to the rise in the presence of brands on social networks. Today, the agency must be equipped with strong production engineering to allow its client to be serene in the short term. An organization that requires mastering more and more tools and expertise, and offering great flexibility.

To be able to free up time, and especially availability in terms of mental load, the customer must collaborate with a partner who manages their short time calmly and effectively. He must feel in full confidence and also find interlocutors who are able to support him on long-term reflections, through detailed understanding and the ability to advise. He will then be able to take a step back, catch the zeitgeist, discuss with his agency on long-term strategies and innovative creative ideas, in order to promote his brand (s).