When it comes to content marketing, varying the types of content that you create can help you reach different audiences and maintain high engagement. And one type of content that you might not yet be creating but should definitely consider adding to your repertoire is micro-content.

Delivered in a fast, easy-to-read format, micro-content is highly appealing to audiences specifically because it requires so little investment on their part. Sound intriguing? Continue reading to learn all about what micro-content is and why it’s worth trying out for your brand.

What Is Micro-Content?

Micro-content is a form of content that is short, delivered in small bytes than can be consumed very quickly. This is in contrast to long-form content, like this blog post, which requires some time to read and can’t just quickly be scanned.

One of the best examples of micro-content is a tweet on Twitter which, by its nature, is required to be no more than 280 characters in length, something that can be read in a matter of seconds. While not all micro-content is on Twitter, much of it is often published on social media.

And while there is no exact definition of how long content has to be considered micro-content, a good rule of thumb is that it should take 30 seconds or less to consume, whether that is by reading or watching a video.

It’s easy to understand why micro-content is popular. After decades of internet use, consumers’ attention spans have shrunk significantly. People want content that is short, to the point, and doesn’t require too much of an investment from them.

Of course, not all types of content are a good fit for being delivered at micro length. For example, this article would not be very helpful if it were only 50 words long. But quite a bit of content can, indeed, benefit from being pared down to its essence in the form of micro-content.

Types of Micro-Content

There are several types of micro-content out there that you can add to your content marketing strategy. Check them out below, and then choose the ones that make the most sense for your brand.

Infographics

As the comic book of the content marketing world, infographics are great because they are low on words and high on easy-to-digest visuals.

Videos

What can you say in a short, less than 30 second video? As it turns out, quite a lot. And audiences will be thrilled when they don’t have to sit through a 5-minute introduction in order to get to the meat of your video content.

Social Media Posts

Twitter may be the only platform that limits its posts to 280 characters, but it has become a rather common practice to keep social media content like Instagram captions, Facebook statuses, and Snapchats short and sweet.

Lists

Is there any type of content more satisfying than the list? Quick to read and formatted in a way that is pleasing to the eye, broken down into pieces, lists are the definition of easy to digest.

Text Messages and (Short) Emails

Marketing through text messages is getting increasingly popular and is a great example of micro-content. And while marketing emails are often longer in length, they can definitely learn a thing or two from text messages and be phrased more concisely.

Google Snippets

An example Google search snippet

If you’re paying attention to the SEO realm, you’re probably already familiar with Google SERP snippets, the short blurbs displayed on search result pages that answer questions people search for. These, too, are a form of micro-content.

Titles, Headers, and Subject Lines

Even if they don’t stand on their own as standalone content, the headers, titles, and subject lines you include in your blog posts and emails can be considered micro-content.

Memes and Gifs

If you’re speaking the language of the internet, you’re probably well-versed in memes and gifs, two forms of (usually) image-based content that definitely fit the definition of micro-content.

Pictures, Images, and Illustrations

The beauty of a picture is that it is worth a thousand words while also requiring fewer than 30 seconds to consume - perfect micro-content.

Short Paragraphs

Short blurbs of text may not be the best fit for things like blog posts, but they are useful in many other forms like website copy and white paper abstracts.

Graphs, Tables, and Charts

Last but not least, we have another form of visual micro-content: graphs, tables, and charts, all of which are a great fit for educational content.

Why Is Micro-Content Important for Your Marketing Efforts?

If you’re not already creating micro-content (which after reading the above, you might realize that you are), then you should definitely think about starting. Why? Let us name a few reasons.

Attention Span

First, perhaps one of the biggest strengths of micro-content is its ability to meet modern consumers where they are, by which we mean busy and with little attention to spare. There’s no denying it; most people simply don’t have the patience to sit through a fifteen, ten, or even five-minute video anymore. Brevity is the name of the game, whether you like it or not.

The consequence of this is that even if your mid-length video is a masterpiece, many people won’t bother to even press play on it once they see how long it’s going to take them to watch it. In contrast, a shorter piece of content will automatically get more views or reads because people have nothing to lose (other than 15 seconds of their time) by giving it a shot.

As we all know, the saying goes, “If you can’t beat ‘em, join ‘em.” So you may not be able to solve our collective shrinking attention span problem, but you can cater to your audience’s busy lives and easily distractedness by creating microcontent.

And, don’t worry, if your micro-content is good enough, you’ll be able to win brand recognition that increases the likelihood of people taking interest in your longer content, too, should you choose to create it.

Investment

Another major strength of micro-content worth mentioning is that it is (usually) much easier and more affordable to create than longer content. Whether you’re making it yourself or outsourcing, content creation often requires more of an investment the longer it is.

While it’s not a one to one relationship, it’s definitely true that a 2,000-word blog post will require more time, effort, and resources to put together than a 20-word tweet.

This means that for the same time and money, you can create much more micro-content than long-form content, meaning you can not only post more frequently, something that is known to be an important part of a successful social media marketing strategy, but you can also experiment with new angles, tones, types of content, and campaigns without as much risk.

ROI

 

Finally, another, perhaps the most exciting of all the benefits, is that successful micro-content stands to have a much better ROI because of how much less it costs to make in the first place.

Because it is so well-suited to modern audiences’ preferences, micro-content is no less likely to succeed than longer content that requires a larger investment. If anything, it’s more likely to perform well.

Think about it: compare one piece of micro-content that took 20 minutes to make gaining you 30 new followers to one piece of long-form content that took three days to make gaining you 30 new followers. Which type of content adds up to be the most profitable when considering ROI?

See, you have nothing to lose by adding micro-content into your content marketing strategy, and so much to potentially gain. So why not give it a shot? You just might find that short is the new black.