Tweets are brand advertisements.

It’s not. Long-form is easy to write. Every school kid specializes in expanding text into larger volumes. In an essay for my scriptures class I replaced “Jesus” with “Jesus, the only begotten son of God, who gave his life so that we might be saved from our sins” to make the word count.

The key is to follow long-form writers who can be succinct. The quality of concise communication of concepts then flows into their longer writing.

Does it?

Books catch attention with a cover, with interviews, with reviews. Building an audience requires a lot more work than people expect, and people's attention span is the shortest its ever been.

It's not building an audience for long-form content, it's cultivating an ingroup of a particular ideological tendency that will absorb any content from the ingroup.

Twitter can serve the purpose of an RSS feed for the long-form content.

think of an artist posting to Instagram to eventually have successful gallery shows