September 13, 2022

This Title is Micro Content

This Title is Micro Content

If you can understand any written or visual content in 8-10 seconds or less, that's micro content. This time window is a bit flexible, but is consistent in one thing: it's not a very long amount of time at all. 

That sentence is a form of micro content. 

So was that one.

Do you get the picture?

Think of an email subject line, the title of this blog page, or the top result on google. These are prime examples of short form, you barely register that you are gathering information before you are done absorbing it. 

Cool, but why is this relevant? 

We as media consuming humans have an attention span that exhausts fairly easily, having less interest in longer form media unless actively looking for it. So, when we do eventually become more invested in long form media, we were most likely pulled into it from, you guessed it, micro media content.

Micro content is something we come across daily, especially online. Skimming has become a norm when engaging with information, and so things need to be straightforward, to the point, and overall easy to consume. 

Depending on your audience, you gotta respect the demographic and subsequently, the delivery of your micro content. By tailoring what you put out to a specific audience or platform, micro content can be even more effective. 

Its a Science 

Gary Vaynerchuck, one of the world's best social media marketers, explained that social media triggers dopamine pathways in the brain and that your content will do the same, as long as it's native to the platform. When he says native, he means your content should look, feel and provide the same emotional value that people are seeking on the platform in the first place. 

A great example is TikTok. We have all at least heard of it, the short form fun, and addictive platform that is shaping the way social media functions in general. It’s a standard for brands small land large to show off products through these short 10 -15 second videos that can engage their specific following, while also keying into modern day pop culture and viral trends. Instagram recently mirrored TikTok when they launched Reels back in 2020, essentially the same content, different platform both utilizing micro content at the forefront of their advertising. 

Why is it important?

You don't just want to immediately bombard your consumers with a bunch of information all at once, that can be overwhelming and oftentimes people will lose interest. 

But low cost, high engagement media directs audiences to longer pieces of content.

So, why not use it?  

Short clips and photos of products posted to social media, or the homepage of a website, catch consumers' attention and give them some insight into your product and/or services. These little nuggets of info come with a meal, that meal is the whole package of info you are trying to direct your audience's attention to. 

This doesn't just work to gain more intrigue from new clients, but also those who are already familiar. You want people to be interested, but you also want them to stay interested. 

However Comma:

Regardless of who you ask, the number one rule of micro content is that long form content will always be wayyyyy more important. 

Yes, micro content works well to grab attention and give quick, digestible content, however, long form content provides an actual showcase of your brand intentions, skills, and knowledge. Thus, the two go hand in hand.

How then?

You don't have to go all out creating new material to fuel your micro content. Taking longer content, and breaking it down into micro content can be a great way to bring new life to your older works or projects.

REUSE your already created content, 
REDUCE the amount of information by cutting it down, 
and RECYCLE the information into new even more engaging media.

2C is an expert in creating micro content

2C creates scroll-stopping content, and that's where micro content becomes one of our most common client engagements.

Our production company launched and grew up with the rise of video on social platforms and has seen micro content take various formats to become an integral part of many marketing strategies. We use it ourselves because we've firsthand seen how this can impact traffic, build awareness, help connect with clients, and just overall improve our company's relatability. 

But again, long form content is the goal here. If your micro content is directing your audience to average or otherwise boring long form content, then micro content isn’t the priority. You want to have unique content that sets you apart from your competitors. 2C can produce content that lives up to the intrigue your micro content garners. After all, what are we doing here if we’re not grabbing your viewers by the eyeballs…

And finally, If you are reading this blog post, retrace your digital steps and think about how you got here... because it was most likely the result of micro content.