The latest new term for our bulging marketing dictionary is “microcontent.” According to Danyl Bosomworth (co-founder of Smart Insights and Managing Director of First 10 Digital):
“Essentially, microcontent is as it sounds – short form content. Typically low-cost, high-value content appropriate to social channels. To all intents and purpose it’s social media content. It’s not that detailed articles or long form, rich content are any less important, it’s simply a case of being relevant to the social media platform in question, and accessible to an ever detached consumer who’s on the move with a low attention span for your brand. “
And as Stephanie Castillo, in a multimedia format, writes for Visual.ly:
“There are many ways that brands are leveraging Vine as a piece of their marketing strategy. But despite this, most brands have not yet figured out how to include Vines within their overall strategic vision. To do that you’ll need to take a step back and consider why you are producing this type of content in the first place. What purpose does it serve? Can you use it as collateral? Will it strengthen your brand’s story and identity? Will it resonate with your audience enough to compel them to share with their networks?”
Castillo offers several suggestions (with examples of each):
- Entertain
- Educate
- Provide tutorials
- Make announcements
- Build hype
Take a look at the video to learn more.