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There are now 3.5 billion people using smartphones worldwide, and this number is expected to increase. As a result, mobile traffic has increased by more than 200 percent in the past five years and changed the way we consume information. Many people today mainly use their phones to deal with content, often through apps. It is very likely that you are currently reading this article on your mobile phone.
In addition to the increase in mobile usage, studies show that our attention span is decreasing. When you combine these two factors, you get an audience that spends a lot of time on the Internet, but very little time on a single website, feed, or app. Therefore, the micro content rises quickly.
What is micro content?
Even if you're not familiar with the term, you've consumed countless examples of micro-content, probably hundreds alone today. Micro content is exactly what it sounds like: short snippets of content. The more technical definition is the content that can be consumed in less than 30 seconds. In general, it does not require any additional context, but rather provides independent information so that the consumer can pick it up and continue working after a short time.
Any type of content can be classified as micro-content, including:
Short video clips as posted on Instagram or TikTok.
Images, whether in the form of photos, illustrations or memes.
Infographics that combine text and images to convey information.
Graphs and tables that illustrate numerical data.
Titles and blurbs that refer to longer articles or website content.
Abstracts for research work or white papers.
Email subject lines that catch the recipient's attention in a full inbox.
Short emails and posts with a targeted message.
We encounter this type of content every day, especially on social media.
Related: 5 Unfailing Customer Loyalty Strategies
Should your brand create micro content?
If your brand uses social media, you're already producing micro-content. However, if you identify it, you can start integrating it more effectively as part of your marketing strategy. As with all marketing content, the goal of micro-content is to involve your audience first and then convert it into customers. Here are some ways to achieve that goal.
1. Grab their attention
Micro content is often a potential customer’s first experience with your brand. They want to create micro-content that acts as a hook and convince them to come back for more. You should design each post so that it draws people's attention and makes them curious enough to stop scrolling and engaging with your content.
2. Keep coming back to learn more
The better your content stands out, the more people will come back repeatedly. You may want to position your brand as cool, informative, or entertaining – or a combination of three. Any micro-content should be tempting and create a response that will help your audience remember your brand and look for more content to highlight that position.
Think of your brand as a consistent source that your audience can rely on for the snippets they're looking for. To satisfy this wish, make sure that you regularly create new micro-content pieces.
3. Establish your credibility
One way to get your audience's attention with micro-content is to establish your brand as a competent and reliable source of information. This can take the form of informative infographics, useful tips or timely updates. Regardless of which approach you choose, more engagement means more opportunities to turn your followers into customers.
4. Break down the content
Regularly producing and publishing micro-content can be a lot of work if you approach each post individually. One strategy for creating micro-content is to first create longer content. You can then split the video or article into multiple micro-contents.
A longer piece could produce various short video clips that you can share. A blog post can provide you with a number of tips or FAQs that you can post across different channels. In this way, the micro-content becomes a by-product of your other content work and not an additional task to add to your task list.
5. Channel your audience
Regardless of whether it's the first or the 25th post, your micro-content should try to direct your followers to longer content or your website. If the micro content is taken from a larger piece, make sure to link it if consumers want to learn more. Find a balance between including an explicit call to action in some of your micro-content and more subtle posts to easily get your audience's attention.
See also: 7 Pioneering Social Media Tips from Gary Vaynerchuk
6. Choose the right medium
There are endless apps and social media channels where you can publish your micro content, and it's easy to get overwhelmed. Start researching your market. Who do you want to contact? What apps and platforms do they use? What kind of content are they most concerned with?
With this information, you can create your micro content marketing strategy. Pick some places to start and focus on them. Once you have these channels under control, consider what other media you could add. Also, do not assume that the micro content is suitable for every medium. For example, on LinkedIn people prefer longer posts (around 2,000 words on average). In contrast, micro content on Instagram, Twitter and Facebook is king.
With more and more mobile users each year and new apps and platforms for content publishing, micro content is now a fundamental part of the online experience. Whether you're just starting to market your brand or have already unwittingly made micro-content, now you know how to better use it to your advantage.