Posted 2014-07-18 by & filed under Marketing.

Over the last decade, consumer attention spans have reduced significantly.

The numbers of posts and updates on digital media have increased tremendously.

And they are increasingly mobile.

  • Mobile subscriptions have jumped by 173 million in 2013, and the number of active mobile subscriptions equates to roughly 93% of the world’s population. (source: We Are Social)
  • By 2013, 54% of all phones globally will be smartphones (source: IHS iSuppli, 2012)
  • Globally, 60% of consumers have used their mobile devices to access the Web within the previous seven days (source: Google and the Mobile Marketing Association Survey)

Reduced attention spans, greater technology-aided mobility and a constant bombardment of information. These 3 factors are pushing marketers to embrace microcontent as a way to engage their audience.

As Gary Vaynerchuk once said, “Storytelling is changing, and unless brands know how to tell theirs in a quick, witty and purposeful way that is native to these new platforms, they will be left behind.”

It’s time for you to embrace the changes and leverage the persuasive power of microcontent.

What is Microcontent?

According to Jakob Nielsen:

“Microcontent is short content, like headlines, which need to be immediately clear and inviting to a reader, and which still make sense when removed from their original context”

Microcontent is bite-size content, optimized for distribution on various channels particularly social media. It is compelling to spark your curiosity, crisp to hold your attention, eloquent to make sense, and appealing to make you want more.

Consider how Snapple placed fun facts on their bottle caps. Consider fun riddles on popsicle sticks – eat it up to reveal the answer. Consider a meme. Consider how quickly you scroll down your Twitter news feed skimming through the information pouring in. Consider how videos are now just 6 seconds long! That’s microcontent for you.

With shorter attention spans, and a flood of information competing for eyeballs, you need to be savvy about making microcontent work. Now – more than ever.

Key Ingredients 

Standalone

Without reading the full content article, your micro-content should be able to carry the full meaning across. A good one is able to tell your readers what to expect.

Compelling

If your micro-content is not persuasive enough, you can’t expect your target readers to click it. In fact, they might not even stop their browsing and spend even few seconds to read or view your post in full.

Crisp & Concise

Keep it short and concise. But don’t forgo the important stuff, neither should it skew far from the true meaning of your content. All the important information has to be packed into few words or images.

How to Go Micro?

Summarize your 1,000-word article into 140 characters – or less

If it’s going to take your audience more than 10 seconds to read your content on the social platform, you stand a high chance to loose them. You should provide a concise overview of what you want to deliver in less than 140 characters. We have the numbers to prove.

Higher clickthrough rate (CTR) were observed on tweets that were between 71 and 100 characters.

Facebook posts received higher engagements with fewer than 80 characters.

Use compelling copy for impact

Copywriting is one of the vital elements of effective content. Hence, never skimp on the copywriting.

Start with asking yourself these questions:

• What kind of words makes you stop and read?

• What does my reader want?

Master the art of copywriting from the experts like CopyBlogger & Blog HubSpot.

Share standout facts in single-block infographics

Infographics are fit for microcontent as they are usually segmented. Compose single-block infographics with standout facts that can be served as previews to larger infographics.

There are many available tools today you can use. For those who are using Piktochart, you can easily resize your canvas.

Bookmark this link of the dimensions of each social network image to optimise your infographic.

Use 6-second Vine clips

Short video clip is another interesting micro-content that attracts. Feature your brand or promote your campaign with the 6-second Vine clip. It can be standalone or in series to extract greater value from existing content.

Based on data from Brands on Vine, Vine videos are four times more likely to be seen than branded videos outside the platform.

Deliver quick hacking tips

Instead of just providing headlines in a list, go direct to your audience. Deliver tips directly to their news feed without the need to click through.

Use images – they speak a thousand words

No one can argue about images. Visuals are proven to be more effective (read more about it here).

Check out some of the examples included in the following infographic.

Use this code if you’d like to embed this infographic on your site:

<iframe style=”overflow-y: hidden;” src=”https://magic.piktochart.com/embed/2357444-one-bite-at-a-time-microcontent” width=”800″ height=”4230″ frameborder=”0″ scrolling=”no”></iframe>

Come across any interesting examples of microcontent lately? Share it with us in the comments below!

Check out the full infographic here: https://magic.piktochart.com/output/2357444-one-bite-at-a-time-microcontent

This infographic was brought to you by Piktochart – the easy infographics editor to start creating microcontent!

Piktochart micro tip reminder: Change the size of your Piktochart canvas to make single-data micro infographics!

About Author

Shuan Thing

Shuan Thing is a freelance writer who loves to explore and learn new stuff. As an avid reader, she never leaves home without a book or two in her bag. And a coffee mug in her hand.

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