It’s impossible not to find yourself bombarded with heaps of content anywhere you choose to look today. Here’s why having easily digestible content in your marketing mix is still key to getting your content read.
Why the need for snackable content?
Whether we’re checking emails on the commute to work or using Facebook on a mobile device while in a queue, most of us scan the many articles that appear in our email inboxes, news feeds and apps, then quickly relegate 90 per cent of it to junk.
Here, the content we’re seeing is irrelevant (or uninteresting) to our needs at the point of reading, or because it’s just too much of a hassle to consume. Long loading times, cluttered interfaces or misleading headlines are just some of the factors affecting how today’s digital savvy consumer reads content on a number of devices.
With a breadth of choice literally available at one’s fingertips, today’s time-constrained consumers demand the results to their searches on the fly, and can decide to stay or leave a webpage within 10 seconds.
When snackable, or bite-sized, content is used to target time-poor audiences in the right way, it can be the best tool in your marketing strategy.
How to use bite-sized content
While ‘snackable’ brings to mind a smaller word count, it’s important to remember that less words do not mean less quality. Longer-form content may be known to rank well SEO-wise, but Google’s Panda algorithm looks for high-quality, original content, which does not necessarily take into account the number of words, according to Moz.com.
It therefore makes sense that brevity and snackable content go hand in hand. To cater to busy, informed readers, brands need to create content that’s succinct, easily understood, and interesting enough to capture attention and retain readership within a few seconds. Using a live Twitter feed to support an event, for example, requires carefully crafted words in order to make optimal use of the 140-character restriction.
Adobe’s The State of Content: Expectations on the Rise report found that with limited time, 60 per cent of Australians would choose to look at something visually well designed over something plain, and also that at least 70 per cent of Australians are likely to disengage or switch devices if the content they are consuming is too long.
There are many statistics to support the fact that visual content is as important, if not more so, as textual content. While lengthier thought leadership and resource content target customers lower down the funnel, snackable content in the form of infographics, videos, tweets, memes, Instagram posts and quotes can be used at any stage of engagement. People are more likely to spend time looking at and sharing content that’s easy to consume.
Where to use snackable content
The nature of snackable content means it works well on social media in its own post or when used to amplify other content. Accompanied by a proper strategy (as every content execution plan should be), it can be used very successfully on multiple platforms and channels.
Against the argument that bite-sized content is not substantial enough to deliver value, an example of good use of snackable content can be seen in Deloitte’s 2015 Media Consumer Survey. Deloitte’s presented the highlights of the survey with a video and an infographic on the same landing page, with the 72-page results report as downloadable gated content.
With this tactic, readers get enticed without too much effort and can clearly see the value of what they’re getting in a digestible form before they ‘‘buy’’.
When used right, bite-sized content can help generate engagement before, during and after campaigns; to support heavier, more authoritative articles, or on its own to create buzz and spread the word. As long as consumer attention spans continue to decrease, there will always be a place for snackable content, no matter how small.
Snackable content plays a big role in most of our clients’ strategies. Contact us to find out how a customised content strategy can help revolutionise your business, or subscribe to our blog to receive more insights from our team.