78 percent of consumers say that a brand’s social content influences their purchase decisions, but 50 percent of online users will only stay on a webpage for 10 seconds before turning their attention somewhere else. How can your brand hook your audience in with a powerful message in mere seconds? The answer lies in the biggest part of our social media strategy, micro-content. Using compelling imagery and video, our social media agency creates snackable visual content for brands and reimagine content in response to cultural and current events. This content syncs up with consumer emotions. It makes them laugh, cry and wait with baited breath from anticipation of what comes next. Micro-content inspires viewers to take action to join in and share the conversation. We use micro-content to target your audience and present your message directly to your consumer, ensuring that your voice is aligned with the message to build and spread brand awareness.
Don’t be fooled by the name – micro-content packs a powerful punch for your brand. Micro-content is short-form content that can be broken down from existing content or created specifically for a social channel. While micro-content may seem constricting due to character count and time restrictions, it’s not a one-time shot. We carefully craft a compelling story for your brand through a series of micro-content including 15-second videos, tweets, GIFs, photography and visual quotes, among many other approaches. Easy to consume and informative, these messages are funny, tug at our emotions and entertain consumers. Designed to combat information overload, micro-content targets your audience and grabs a hold of their attention span and their participation. The opposite of long-form content, micro-content is optimized for social media channels. Through tweets, curated links, videos, and stunning images, it can take on a life of its own when shared and impact a larger number of consumers than your target audience. Think about the teaser trailer before a film is released. The teaser is only a minute long, but it is exciting and entices viewers, giving them only a glimpse of what’s to come without revealing the entire film’s plot. With the use of micro-content, we tell your brand’s story in carefully curated bits and pieces, creating a living conversation with your social audience, one that deepens the consumer connection to your brand and leaves them craving more that you have to offer.
Grabbing the audience’s attention
We conduct an in-depth audit of existing content created by your brand and research what gets shared and engaged with the most. Our skilled team of wordsmiths and designers produce micro-content that plays up to its platform and audience. Copywriting brings micro-content to life with an attention-grabbing headline or tweet. Funny pictures of cats and puppies in costumes and call to action micro-videos like the ice bucket challenge are two forms of visual design that may accompany the copy. Throughout the entire content creation process, we relate all of the micro-content back to your brand’s story, ensuring that there is a larger connection in place that pulls the audience back to your brand.
We examine the potential strengths and weaknesses of each platform as it relates to your brand’s micro-content. We establish monthly thematic and editorial calendars where every ounce of content is created from scratch. Our team creates an entire multi-platform post by sourcing photos, writing both overlay and post copy and choosing what to post and when to post it. We take your unique direction to create content with a distinguishable look and tone. Your brand needs a consistent schedule of this bite-size information for your audience to keep momentum built up. We strategically plan out every day of the month, posting as many times a day as your brand desires. Our team coordinates with your brand and edits every piece of content to fit each platform’s strength. We use a variety of measurement and reporting tools to evaluate the engagement behind each piece of micro-content created and shared.
Long-term effects of micro-content
In an oversaturated digital landscape, micro-content is an investment enabling your brand to stand out from the noise. Though micro-content may be short-form, it creates a lasting memory of the value your brand has to offer to consumers. Micro-content is all part of a larger narrative for your brand. Think of this content not as something that needs to be pumped out to keep up with the Joneses, but how it can be made meaningful to your brand’s bigger picture. Each piece of content created that covers topics relevant to your brand and the interests of your consumers encourages ongoing community engagement with your brand’s fans and invokes their willingness to comment, like and share the content with their own network.