We are living in an age of information overload, which is why we crave for communication being focused on the essence of the message rather than reading lengthy text. From the beginning, Buzzfeed, Tumblr and Pinterest, for instance, got it right with their pursuit of creating content in the form of memes, gifs, videos – all of which are forms of short, easy to grasp and engaging content.
All of them considered the fact that attention spans decrease, which is why consuming media in bite-sized pieces becomes more favorable and makes snackable content attractive for any kind of marketing strategy.
The Halo Group believes that we snack on media simply because we need something to keep our attention. “Think about when we consume media: Anytime we’re standing in a line, waiting for an elevator, sitting in a doctor’s office, picking the kids up from school, pretty much anytime we’re on the go’, the company states.
That’s why digital snackable content is most valuable when geared towards the mobile consumer. Users nowadays demand easy access and easy to understand information, which is possibly entertaining and engaging at the same time.
Snackable content hits the mainstream and spirit of the time, which is why you should create ‘easily digestible and delicious content’, the Halo Group suggests.
“It means you should be feeding your audience content that is attention-grabbing, visual and emotional: Videos—Instagram, Vine, and Snapchats, for instance—are perfect examples of snackable content. They’re easily viewable on any device (desktop or mobile), and motivates consumers to share if there’s an element of surprise (stop-motion, surprise ending).Besides, in some cases, consumers are already doing the work for you, the Halo Group explains: “ Social media users are creating their own snackable content by pinning on Pinterest, re-blogging on Tumblr, liking anything on Facebook and Instagram, tweeting and re-tweeting on Twitter, filming Vines, and sending Snapchats’, the company explains.
Clearly, you should start curating snackable content from your customers by engaging with their media that relates to your brand. At the same time, you should always keep in mind that social is mobile, since more than half of the time spent on social media is through mobile devices. Hence, make sure your snackable content is mobile optimized at its best.
Video marketing is a great option to spread your message short and sweet and can rely on the fact that visual content is loved to be shared on social media.
Prepare bite-size content instead of a heavy meal, so that information can be digested quickly and easily.