How do you get people to stop scrolling for a 5,000-word essay?

As Social Media Editor at Letras Libres, a leading Spanish-language magazine of ideas with editions in Mexico and Spain, I lead the strategy that turns long-form literature, politics and criticism into content built for each platform: carousels that unpack an argument, quote cards that stop the scroll, short videos with authors, and archive series that give 25+ years of content a second life.

Every channel has a job. Social media opens the door; the website, newsletter and magazine build the relationship.

Results: +796% video views, +50% average engagement and +30% newsletter subscribers. Book-review carousels and serialized stories became our best-performing formats.

The lesson for any niche brand: you don't need to dumb down your ideas to win on social. You need the right hook, in the right format, for each platform.