What’s your favourite snack? Choosing just one can be hard because there are so many options to choose from. (If I had to pick only one, it would be spicy shrimp chips.) Snacks are great because you can eat them quickly and it satisfies a craving or hunger. I’m talking about snacks because we want our content to be like the snacks we consume. We want content that is quick, easy and satisfying.
Why is there a want for quick and satisfying content? As the number of mobile device users increases, we see shorter attention spans. Data from Flurry shows that the average U.S. consumer spends 5 hours a day on mobile devices. This stat is important for content creators to know because there is a need to create content for mobile users. As the attention of mobile users becomes more difficult to capture, our content strategy must adjust accordingly. People are looking for on the go content that is easier and quicker to consume. That is why we see an increase in creating snackable content.
What makes content ‘snackable’?
‘Snackable’ content is a marketing term used to describe short form content that is quick and easy to consume on the go. As a result of having shorter attention, we see media being offered in smaller “bite-size” chunks becoming more common. Have you seen those Tasty or Nifty videos on your Facebook feed? Well, those videos are examples of ‘snackable’ content. They grab your attention and play a swift-moving video on some kind of delicious snack preparation – the whole thing lasts about a minute. Listicles, popularized by BuzzFeed, is another example of ‘snackable’ content.
Think about the type of content we consume while we are waiting in line, on public transit, or waiting at the dentist, these are all moments of being on-the-go. During these moments we are on our smartphones looking for content that can be consumed quickly – just like a snack!
Take a look at your current content marketing strategy, are you only writing lengthy blog posts? Long form blogs have their place in content consumption too, but shouldn’t be the only type of content you create or share. Now is the time to incorporate short form content into the mix. Follow these simple tips to easily create ‘snackable’ content:
To the point intros
The introduction is the most important part because it is where the reader will decide whether to continue reading or stop. This part should grab the reader’s attention and should explain what to expect. In this section, you should tell your readers what they will get out of reading the blog post. What value will the reader receive from reading your blog post? Explain the purpose of your blog post here and how the reader will benefit.
Break it down
Dividing your blog post into different sections using subheadings allows your readers to read at their own pace and at their own convenience. The subheading should accurately describe what it is about and to entice the reader to continue reading. Grouping similar ideas or related topics into one section or under one subheading will make the blog post more cohesive, which will make it easier to read.
Short and concise
Keep the main ideas short and to the point. Content that can be scanned will get more attention. When appropriate, use these formatting styles to elevate your blog post and to make it easier to scan all the important information:
- bullet points
Sprinkling some relevant stats throughout the blog post can add more depth to your content and backup your arguments. Use these stylings to make the blog post easier to read and will allow readers to distill the main information at a glance.
Once you’ve come up with great ‘snackable’ content don’t forget to share it on social media. Getting people to read and share your content is the pay-off. Don’t let all that hard work go to waste by forgetting to share it. People are spending a lot more time on mobile devices these days, in fact, 60% of social media time is spent on a mobile device. ‘Snackable’ content should be optimized for mobile to make it easy on the reader. Optimizing for mobile means that your website or blog has a mobile version or the site is Responsive or Adaptive in design (this means it adjusts to the size of the screen).
Top 3 picks for ‘snackable’ content
Here are 3 examples of ‘snackable’ content that I found to be particularly interesting:
This article from Bustle, 8 Tips for Writing a Listicle That Will Get Published is a good example of a Listicle because it gives us a list of 8 useful tips (a Listicle is a cross between an article and a list). It doesn’t only list the 8 tips but also goes into further detail about each tip. This Listicle also uses some great GIFs, which can add some humour to your content.
This video from Tasty, Butter Chicken Mac ‘N’ Cheese, is a good example of a ‘snackable’ video. It’s under 2 minutes and it’s very shareable. The video is made to be viewed on a mobile device. The short video entices the viewer to try the recipe and come back for more videos.
This infographic from Social Media Today summarizes B2B marketing trends we can see in 2017. Infographics are another great example of ‘snackable’ content because the information on there can be easily skimmed. Infographics are very visual and convey snippet of information and relevant stats.
People are very selective in the content they consume because there’s a lot to choose from. Creating content that is ‘snackable’ is one way to attract attention because the audience is not required to invest a lot of their time. Remember to be straight forward, divide into sections, and don’t forget to share it. Once we have the audience’s attention we need to keep it by continuing to create engaging content that is quick and easy to consume, just like a snack.