Innova Communications | What is Snackable Content? Short, Sweet, & Extremely Filling
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What is Snackable Content? Short, Sweet, & Extremely Filling

23 Jun What is Snackable Content? Short, Sweet, & Extremely Filling

Defining snackable content for your marketing strategy

Not a Snickers Bar, but just as tasty! Snackable content is a key element to any marketing strategy, but what is it exactly? As attention spans decrease, consuming media in bite-sized pieces is where it’s at. Think quick visuals and uber short videos.

Why snackables? Simple. We need something to keep our attention. Think about when we actually take the time to consume media: Anytime we’re standing in a line, waiting for an elevator, sitting in a doctor’s office, picking the kids up from school, pretty much anytime and especially when we’re on the go.

Digital snackable content is most valuable when geared towards the mobile consumer. This is the consumer who wants something easy to access, easy to understand, and engaging. That means you should be feeding your audience content that is attention-grabbing, visual, and emotional.

Videos—Instagram (don’t forget IG Stories!) and Snapchat, for instance—are perfect examples of snackable content. They’re easily viewable on any device (desktop or mobile), and motivates consumers to share if there’s an element of surprise (stop-motion, surprise ending).

In some cases, consumers are already doing the work for you. Social media users are creating their own snackable content by pinning on Pinterest, re-blogging on Tumblr, liking anything on Facebook and Instagram, tweeting and re-tweeting on Twitter, and sending Snaps.

Curate snackable content from your customers by engaging with their media that relates to your brand. Finding that your customers are posting Instagrams of their purchases? Re-gram it. Finding pins that include your product? Create a “Customer Favorites” board and re-pin to it. User-generated content is a simple and effective way to get started.

One thing to keep in mind: social is mobile. About 60% of time spent on social media is through a mobile device. Your snackable content should always be mobile optimized. If your tweet links to a blog post, that blog post should be easily viewed on a smartphone.

Have you seen any inspiring examples of snackable content recently? Let us know by tweeting to @innovagals.

Amy Chilla
achilla@teaminnova.com

Amy Chilla is an interactive marketing and public relations professional. Since 1999, she has been a partner at Innova Communications, a boutique public relations, social media, and marketing firm based in Southern CA. Current industry specialties include: luxury consumer goods, translation/localization, and sports business/sporting goods, apps and financial services.

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