People’s attention spans are dropping – so ensure your content is snackable or risk being ignored by consumers. Long-form content is falling on deaf ears. Well, blind eyes. Out of 2 billion visits across the web 55% of people spent fewer than 15 seconds actively on a page.
Content is still king…… But ‘visual content’ is taking over!
- Vine, Snapchat, Instagram, Pinterest and WhatsApp are recruiting millennials with visual and short form content sharing.
- Twitter recently made its interface more visual.
- More and more online content is now consumed on mobile phones – small screens lend themselves to snackable content.
So what should content marketers do?
Make your content suitable for modern viewers, not readers.
If you have video-based messaging you want to aim at a more discerning audience, then Vimeo is the right channel for you. 5 billion videos were streamed on Vimeo in 2013 alone. Blue-chip companies including BMW and Honda are using Vimeo to offer their customers upmarket, targeted videos.
Social Stars Rising
Social media doesn’t start with Facebook and end with Pinterest – smart marketers know they need to monitor emerging platforms. Try these recently launched platforms to see if your snackable content could be the right fit:
- We Heart It – Think Pinterest – but for a young audience (25 million so far).
- Secret – Users share their thoughts and comments anonymously.
StoryGraphics……. Infographic + Story = StoryGraphic
“A standalone image-based timeline that recounts a story, with rich media integrated.”
Taking a potentially long-form piece and breaking it down into ‘bite-sized’ elements that readers can snack on – instead of being confronted by a large block of ‘click away’ baiting text.
While some critics loath BuzzFeed, its quizzes have been the runaway success story of 2014. For example: On Facebook, BuzzFeed’s question: “How would you die in Game of Thrones?” generated: 82927 Likes, 77756 Shares, 102387 Comments, 266070 Total Engagement Points and over 1000000 views. The Lesson here is clearly ask the right question and your marketing message could go viral.
- Consumer attention spans are plummeting so your content needs to be short, sharp and engaging.
- Don’t just rely on the established snackable social media outlets; look for new platforms.
- Make your content fit the channel; a simple question-based angle can pay dividends.
- Use third party content managers to help organise and keep track of content across all your channels.
Discover how to make your marketing messaging pop with our free eGuide: Modern Marketing Essentials Guide: Content Marketing.