Why should you rely on snackable content?
While the topic of snackable content has not only been on the screen since this year, at conferences and on the web, images, graphics, short videos and new formats such as podcast teasers are becoming ever more prevalent at social media marketing. But what about the so-called fast food of online marketing? Is snackable content only – as often claimed – in the social media area to settle or can other content formats benefit from the small snacks? I have followed up these questions and may even tell you once: In my understanding, snackable content is neither unhealthy nor pure entertainment.
On the contrary: Purposefully used, you can generate more power, bring traffic to your site, increase your brand awareness and, above all, satisfy your users’ thirst for knowledge and thirst for more. But you should always keep in mind that it is not necessarily content with little content in the processed snacks, but here is the compressibility and fast consumption in the foreground.
What is Snackable Content?
The term “snackable content” is originally from English and is (in) officially considered the fast food of online marketing. The buzzword generally refers to easily consumable content that usually can be quickly shared across social networks. The small pieces of content provide traffic, provide entertainment value and/or are of informative value to the user.
As high-quality snack contents apply for example:
- short videos
- Podcast teaser
- Instagram stories and boomerangs
- saying pictures
But before we go directly to medias res, I would like to answer you at least the question, why you should rely on snackable content at all. But it pays off to go further: that users on websites mostly only scan the content to filter out relevant information is no longer a secret. You spend a lot of time looking at the layout, navigation and also visual elements. In 2008, the Nielsen Norman Group found that, on average, only 20-28 percent of the words on a website are read. In addition, according to a study from 2015, the average attention span of an Internet user 8.25 seconds. By comparison, the average attention span of a goldfish is about nine seconds(or three seconds?).
But what does the goldfish have in common with snackable content? The question can actually be answered quite simply: In order to satisfy the goldfish, the content on your website must be prepared in such a way that as many as possible or the relevant information arrives in the shortest possible time. In principle, then, as a fast-consumable snack in between – the best case makes you want more.
By the way, on the social media channels, due to the flood of information and the short-lived content (Instagram stories, snaps), we only have 2.7 seconds on average to catch a user’s attention. Your content must therefore not only be good – preferably the best – and relevant to the user (keyword: target group and buyer personas ), but also optimally prepared so as not to drown in the newsfeed.
5 tips and best practice examples for your snack content
In my opinion, snack content should not be defined just as an entertainment format, but as a modern form of infotainment. This means that there are different types and implementation options, but they generally have universal properties.
Basically, even with snackable content quality is in demand. No user will be satisfied with a mushy burger of a large fast-food chain if he can get elsewhere also a homemade bread roll with a patty of the finest ground beef and fresh salad. In other words, despite the brevity, snackable content has to offer the user added value – if you will, a taste experience. Whether the content is more entertaining or informative nature, then always depends on the content and the topic.
If you start to shy away from it now and think it’s time to work, I can reassure you that snack content is usually easy to do, with the right tools and a bit of flair.
Snackable Video Content
Below I introduce you to the most important types and, in my opinion, the most promising formats of snackable content. With the best practice examples listed, you can orient yourself for the beginning and even try it out yourself.
We probably all know them and – if we listen deeply – we love them: the short videos from Tasty on Facebook. Here we are shown in the snack process, what our dinner could look like, what ingredients we need for it and how we have to proceed with the preparation. The videos are for Facebook with their average of one to two minutes, although relatively long, but work very well and have viral potential.
For example, the almost one-minute how-to tutorial for “Cheeseburger Onion Rings” was shared 3.7 million times over two years and accessed over 169 million times. That’s a house number, considering that Facebook has now also significantly reduced the reach of once-preferred video content. But convince yourself!
The user gets in the context of the Facebook post not only a visual how-to guide for “Cheeseburger Onion Rings” on the hand, but also
- an ingredient list,
- an insight that conveys the level of difficulty of the court, and
- a link to the detailed recipe on the website to print.
In my opinion, the snackable content is at it’s best. Let’s play through the scenario: the user sees the short video in his newsfeed on Facebook and within a minute he can get a comprehensive overview of the dish, the required ingredients and the difficulty of the preparation. He wants more and clicks on the teaser text inserted link to the website. Here he finds the recipe for printing and reading directly. If he then notices that he misses certain cooking utensils, there are of course plenty of remedies for this in the shop . A small content snack, which has done so much in the best case.
Instagram stories and boomerangs
It’s no longer a secret that Instagram stories, boomerangs and snaps like hardly any other format are suitable for quickly and concisely planning events, events or larger campaigns. Certainly in the case of the entertainment factor or storytelling increasingly in the foreground, but still – or just because – you can take the user so well behind the scenes and make curious.
Again and again we like to use boomerangs and stories on Instagram, for example to tease our fabled actions. And let’s be honest: who did not want to know what was going on with the Jimmy at the time and how it will continue?
A big advantage of Instagram stories, Boomerangs and Snaps is that these formats can all be created directly in the respective app (Instagram, Snapchat) with any features. So here minimal effort and great benefits are enough. In that case, I advise you to try a little and to deal with the various options and options of the apps. This may cost you a bit of time and effort at first, but you’ll soon realize which of your content is suitable for stories and how you can best stage it.
Quotes and Sayings
Image content and social networking are basically like bad luck and brimstone. Above all, humorous graphics such as memes or even GIFs are always mentioned in connection with snackable content. Why? They are quickly consumable in between, generally reach thousands of users, are often shared and virally distributed.
However, I would basically advise you not to rely exclusively on this popular-trivial form of image material, but to enhance your editorial content or your brand with target-group-relevant slogans. Because in my opinion, quality always has to be more important than quantity. On the one hand, this may concern the caption, on the other hand, the presentation.
Especially with spells, you have no limits. For example, you can work with your brand image to give voice to business leaders, employees, or influencers. Alternatively, you can use relevant quotes and information from more significant pieces of content such as magazine articles to generate traffic.
How-To: You are wondering how to create your own pictures? This is actually quite simple. With the help of tools, such as Canva or PicMonkey , it is possible to get creative even without outstanding graphic design knowledge. You can use ready-made posts in the right size for Facebook and Co., Upload your logo and your own images or draw from the wide pool of icons and templates.
If you search for ” infographic ” on Pinterest , you will notice: there is nothing that does not exist here! No matter if you want to know how car sharing, a good business plan or the brewing process of beer works, on Pinterest you will find answers – in a short, visual form. This unique potential of the platform, which is also repeatedly referred to as a search engine for images, you should definitely use to sprinkle your snackable content.
In an infographic, you can put a lot of information, clarify the context and even more complex topics understandable. If you implement this expediently and bring along a bit of waiting time, you may even succeed in creating a long-running social media writer that will, at best, provide your website with continuous traffic for years to come.
How-To: You do not have to be a professional graphic designer to design an infographic. Tools, such as Canva or Piktochart , are relatively easy to handle and offer versatile options or individual design solutions.
Another form, which in my opinion is also defined as snackable content, are short guides preceding a guidebook. The alliance regularly establishes this format as the front-runner for its content marketing articles.
This example illustrates the desirable synthesis of snackable content and longer pieces of content. Because: The cravings of the user is satisfied within seconds (30!). He does not have to chew through the entire article to get the relevant information on the subject. If the short snack has made him want more and he wants to get more information, he will find it directly. Main and dessert are already waiting.
In short, offer the user a high-quality appetizer in their content marketing articles that will either satisfy their cravings or interest them in the main course and dessert.
Which channels are suitable for snackable content?
One of the most outstanding features of snackable content is its flexible consumption. The small pieces of content should be able to be read or seen by the user regardless of location – that is, at home or on the move. Above all, this flexibility is offered by social media platforms. But you can also score with snack content on your blog or magazine.
Social media platforms
Especially on the common social media channels, snackable content has become indispensable and, as it were, a must have:
- Facebook (short videos, pictures, gifs, memes)
- Instagram (stories, short videos, boomerangs, pictures)
- Snapchat (short videos)
- Twitter (short texts / tweets)
- Pinterest (infographics, pictures with little text)
Blog, magazine, guidebook
But even on your blog or magazine, you can grab the attention of your target group with snackable content, captivate the user and prepare the content in a comprehensible way.
As in the example of the alliance, it may be worthwhile to provide the user with a short summary of the essential information in advance “for snacking”. In addition, infographics have proven to be easy to represent more complicated issues and the text at first glance (remember: the user reads only a maximum of 28 percent of the text) to present interesting and clear.
Basically: Pay attention to a balanced synthesis between content and social media marketing. So if you have already integrated a comprehensive infographic with a guide, create a slimmed-down version for Pinterest and link to your magazine for more information. In my opinion, this is the key to success, as you have several aces up your sleeve that is unbeatable together and guarantees traffic.
Make it snackable!
If you think now that you have to reinvent the wheel, then let me tell you: there is nothing to worry about. Because even your existing content can be processed snackable. For example, are there any topics you can postpone to create an infographic for Pinterest? Or do you have an interesting interview with an influencer on your magazine? In that case, you could pick out a pertinent quotation for a quote and post it on Facebook or Instagram. And if you offer podcasts or webinars, create meaningful teasers for your content on Facebook or Instagram