What You Should Know About Micro-Content and Micro-Moments
Are you a company that is trying to get ahead in a social media world? Are you looking for new ways to advertise your brand and stretch it across multiple platforms? Are you a startup that wants to saturate the market with your message in creative and fun ways that speak to the younger millennial audience? If you are a business owner or marketing professional who identifies with any of these scenarios, then it is time to think about micro-content and how it can help build your brand in a whimsical, fun and effective way.
Read our guide of tips for understanding the micro-content, the platforms that are used, and what you need to know to get your brand into it now:
What is Micro-content?
Micro-content is a clunky word for a very cool concept in the world of social media today. It encapsulates social media platforms that provide quick, consumable content via smartphone apps. Some micro-content platforms that are especially popular among college-aged students and millennials include the following:
Vine: Vine is a video platform for your smartphone. You can use the app to record 6-second videos and then upload them to your Vine account. You can share the videos with other Vine users and scroll through the app to see other ones.
Instagram: Instagram is a photo-sharing app that allows you to take photos with your smartphone, manipulate them with filters within the app, upload them and share them with fellow Instagram users. You also can cross-promote your posts on Twitter and Facebook. Instagram also allows users to record 15-second videos and upload them onto their account for fellow users to see as well.
Snapchat: Snapchat is an instant messaging app that works primarily through photos. You “snap” a photo of someone, and then soon it disappears.
In addition, micro-content sites with a longer history, such as Facebook and Twitter, are still effective platforms for a brand to explore and to consider saturating with their messaging.
Stats about Micro-content
Let’s consider the potential reach of micro-content platforms just by analyzing a few stats about people’s use of technology in the world today.
- There are 50 billion websites on Google.
- There are 1.5 billion users of the iPhone.
- There are 1.1 billion Facebook users.
Now, that is just the beginning! But it gives you a great idea of how many people are online and the potential you have as a brand to get your message out to the people who are regularly connected to technology. If 1.5 billion users have an iPhone, and they are using their iPhone to make decisions about brands and products they want in their lives, then it makes sense to get their attention while they are using their phones.
Micro-content is content that is mostly consumed on a smartphone. A person will open up the Vine app, for example, to see funny videos. A user will open up the Instagram app to see beautiful photos. These are just two examples of micro-content platforms that are easy to get in front of your audience and to make your pitch in creative and quick ways.
Benefits of Micro-content
There are many benefits of exploring micro-content. In the world of brand strategy, it really is a win-win to try because the numbers don’t lie: Millions of people are consuming micro-content sites. Why not use them as a way to attract more customers, to position your product as cool and innovative, and to reel them in using smart, funny videos?
Once you get the hang of it — and it may take a little practice if you don’t regularly consume micro-content, it is easy to use. We might even say easier than ever.
- Uploading is quick, and the platforms require that your content is quick and consumable.
- Your tweet can be 140 characters only.
- Your Vine video can be 6 seconds only.
- Your Instagram video can be 15 seconds only.
Long gone are the days of the blog that goes on forever! Today’s new customers don’t want to spend a lot of time learning about your product. They want to be entertained, they want to get it in a short amount of time, and then they want to move on. In this way, using micro-content from a marketing strategy gives you good boundaries and helps you prepare you’re messaging in the shortest, wittiest, most consumable way. It may take a little time to think in this way, but over time, you’ll find that you begin crafting messages in shorter, cooler ways. This really forces marketers and brand developers to get to the point sooner and more effectively than ever before.
Tips for Creating Good Micro-content
Interesting and meaningful microcontent captures consumer attention. The four primary keys to MicroContent.
- Compelling & attention grabbing
- Crisp for short attention spans
- Attractively tantalizing
- Meaningful for quick digestion
It can be overwhelming at first to build your brand on all of the channels available for micro-content. The key is not to stop before you start. So start small.
You don’t have to launch Twitter, Facebook, Instagram, Vine and Snapchat all at once!Experiment with one micro-content platform – such as making a 6-second video about your brand on Vine or trying to interact with your younger clients about your products via Snapchat.
With any social platform, regular interaction and posting are key. You cannot decide you are going to use micro-content and then go silent with your audience. As you invest in developing a micro-content strategy for your brand, you’ll want to consider hiring someone or hiring a team of year-long interns who use the micro-content platforms regularly.
So pick one micro-content platform to get started, set a goal for regular posting, hire the personnel to keep up interaction on the channel and see where it goes!
Ready to Jump In?
If you want to see your brand get a boost among a younger audience especially, then investing in and experimenting with micro-content is a key way to do it. In this modern world, you can’t afford not to be looking into micro-content and experimenting with messaging for your brand. We hope you’ll find that building a micro-content strategy is not only beneficial to your brand but is fun as well. Good luck!