How to Feed Consumers’ Demand For Snackable Content

How to Feed Consumers’ Demand For Snackable Content
SHARE
THIS



Brands are still struggling to make some sort of impact on social media. Fergus Stoddard, joint managing partner at content marketing agency Edge argues the key is delivering content that is visual, flexible and snackable.

Social media has proven its dominance when it comes to marketing. But with so many consumers accessing their favourite social networks via mobile devices many brands are still struggling to create an impact in this space.

The key getting mobile right is to deliver content which cuts through and resonates with consumers. Content that is visual. Content that is flexible. Content that is snackable.

Snackable content is short-form digital content which is designed for news feeds. These short, meaningful bites are designed to make it easier for audiences to consume and share content.

Before embarking on a whirlwind path to deliver content which is suitable for mobile screens, make sure you have a story that speaks to the audience you want to reach.

A strong narrative which underpins your social media content strategy will allow you to engage with consumers on a deeper level and leave them hungry for similar content in the future. How you deliver the content comes afterwards – whether that is text, video or imagery.

The power of images in social media

The adage, “a picture tells a thousand words” rings true on social media because a great image captures attention quickly. One image can tell an entire story and convey a host of emotions and the best images are shared thousands of times over.

You only need to look at BuzzFeed to understand the power of imagery and the fast growing phenomenon of snackable content designed to engage readers.

When your audience is being bombarded with information from all angles, connecting via visuals can help stop consumers skimming over your content and generate click-throughs to relevant materials such as news, reports and editorial.

Why video lives up to the hype

Video content is ideal for mobile devices. With online video accounting for 60 per cent of all mobile traffic and YouTube recognised as the second largest search engine, video is a platform that cannot be ignored.

Whether your brand is creating and posting instructional video content, product or service videos or injecting some humour via a video, this type of content is easy for mobile users to view and also easy to share with others.

When considering video content creation, the key is to keep it short. The first 15 seconds are paramount in keeping your audience’s attention so don’t bombard them with spinning logos or obtuse titles. Utilise it to tell a story that will hook your audience and build deeper engagement.

Text still has a role in snackable content

Accompanying text with imagery and video has a crucial role to play in making your content shareable. While the focus should remain on your visuals, copy should work in with your existing marketing messages and encourage your consumers to engage with your content.

Captions and supporting text can include commentary or reference to current events that will resonate with your audience. Using a URL link to a blog post, news event or an interesting article also makes it easier for readers to share with their networks.

Using hashtags

Expand the reach of your social media content and encourage your audience to share it by including hashtags in posts. As we all know, hashtags make the word/s used after the # sign a searchable link, making it easy to track online discussion about that topic.

Hashtags are used across a number of platforms, including Twitter, Facebook, Google+, Instagram and Pinterest. Using one or two words in your hashtag instantly adds that post to the existing conversation on that term and works well with bite-sized content.

Good content is multifaceted. Creating content for social media is not just about making your posts snackable, it is also about creating flexible content that enhances the user experience and work across multiple platforms.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]