Our attention spans seem to be following the development path of micro-processors. Smaller and faster.
It seems that the art of the long conversation, the contemplation of the future of the universe and human concentration levels have become so short that dinner parties will soon become 15 minute events.
When YouTube started to become popular the videos were often 2-3 minutes. We were happy to stop and watch for a few minutes.
Now we are demanding videos that take short to a new level of shortness.
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You can even see the trend with the Old Spice campaign. The original videos were up to 30 seconds long but as subsequent campaigns rolled out the video were often as short as 15 seconds
Is content becoming too short and superficial?
Are we becoming consumers of the short and superficial or as we have experimented with online video and social media, have we discovered that short is indeed sweet and effective?
This fad for brevity can even be seen in the increasing popularity of TED Talks which are usually limited to 15 minutes or less.
It is all about getting your message out quickly with no repetition or redundancy before your viewer clicks away.
The rise of the 15 second video social network
To cater to this trend of brief content consumption has seen the launch of social media platforms such as ”Viddy” that allows users to record 15 second video clips, add filters and post from their mobile device.
A sort of “Instagram for video”.
They have recently announced an app for the Android that complements the iPhone device support it enjoyed from day one.
The challenge for marketers is how can you use a platform such as Viddy to communicate and engage with their prospects and customers. Even companies such as General Electric (30,000 followers) are starting to use the platform to share their ideas and inform viewers.
So what are 5 types of snack size content worth considering and including in your social media marketing?
#1. Snack size blog posts
Writing for the web requires several key elements among many.
- A good headline
- Enticing introduction
- Tempting sub-titles
- Short paragraphs (2-3 sentences)
Don’t confront your readers with a “wall of text”.
People ”skim and scan” blog posts to glean morsels and gems of ideas that adds value to their lives and business. Don’t bury those valuable pieces of information in a page of “busy-ness“. Less is often more and you only have to see the rise of simple design and formats such as Pinterest to see the power of minimalism.
It doesn’t mean you don’t write the long form but it does mean breaking the text wall into bite size chunks.
#2. The infographic
Infographics present information in a quickly digested format. Text mixed with graphics can communicate a brand message in seconds. You can use them in a variety of ways
- Make it easy for people to include it in their websites and blogs by providing an embed code
- Embed them in your own blog posts
- Post them to your visual sharing platforms such as Pinterest
They have the endearing habit of being shared “often” and quickly and my “Infographics board” is one of my most popular on Pinterest.
#3. The 15 second video
Viddy has captured the imagination of 40 million users and rides on the tails of an Instagram filtered web world but is still waiting to break through into mainstream mass media consciousness. It does offer promise as a valuable member of the social media ecosystem.
So how can you use Viddy for business? Denise Kitt in an article on the Media Funnel blog provides 5 tips.
- Give viewers insider access – Make viewers feel unique by showing them behind the scenes of your brand. What is “everyday life” like for people working for your business? Give viewers a new story.
- Show action – Can you show viewers a special feat, trick, or athletic achievement? Can any of your partners or sponsors? Viddy is a great way to exhibit a spectacle.
- Make it relevant – Remember that Viddy’s audience is on the younger side, so use viddys to reveal the youthful side of your brand.
- Use testimonials – Have people talk to the camera. They are bound to say something entertaining.
- Teaser clips – Generate momentum for a product release or other exciting event with several promotional viddys.
Photos and images are the highest shared media category on Facebook and with social media marketing it is engagement first and selling second. Platforms such as Pinterest and Instagram highlight the power of images to sell product in online stores and grow your brand online. The online boutique Boticca found that images on Pinterest were driving 10% of their sales.
The importance of high definition images in driving brand engagement is vital when constructing your online store. Small grainy photos of products are an instant turn off for many would be buyers.
The audiences on Twitter and Facebook social networks love those inspiring or humorous quotes that help people start or finish the day with a smile on their face or a song in their soul.
Lori Moreno knows how to do this well and you only have to watch her Twitter stream to read some quote treasures.
What About You?
Have you been using Viddy? How have you found it?
Is content becoming too short and superficial? How are you using snack size content..is it working for you?
Look forward to hearing your stories and experiences in the comments below.
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