What Is Micro Content? Should I Be Creating It?
Looping GIFs, five-second videos – ‘micro content’ is the fun stuff you should include as part of your social media strategy to surprise your audience. It’s not hard to create, trust us.By Molly Urquhart
The term ‘micro content’ covers a fairly broad range of creative. Marketing folk define it as infographics, short video clips, images and illustrations, memes, short listicles and even email subject lines, among other things. Here at Buffet, we generally mean any short videos, Boomerang-style looping clips or GIFs when referring to micro content. They’re a fun way to engage with and surprise your audience on a level that isn’t just static. While we LOVE stills and the opportunities long-form videos give us to tell a more nuanced, in-depth narrative, micro content gives your brand room to move in the innovation department. Want to liven a still by using Photoshop to make a fork jiggle or lights flash? You have micro content! Looking to share four angles of a dish instead of just one, in the same post? Stitch them together using ImgPlay and you have a nugget of micro content gold! (You don’t need to be an Adobe Suite whiz to create this stuff – something like the GIF we made below for Lagoon Dining could be created on Photoshop or with ImgPlay.)
Now hold up, we’re not suggesting you shouldn’t invest in long-form video, you should if you want to truly dive deep into the stories behind your brand. In fact, we’re kind of suggesting the opposite, you should do both. Snipping that extended campaign video up into smaller pieces of micro content is a savvy way to get longevity and return on your video investment. By editing out moments from a longer video to create short, snappy clips of about 5-10 seconds, you’ll be able to tell mini stories or share tiny insights into a particular product without asking the audience to invest a lot of their time. You may, for example, use snippets of micro content as your campaign ticks along on the feed or in Instagram Stories to remind and pique interest among your followers.
While the term has a bit of a buzz around it, it’s with good reason. It kills it. Data reveals that video posts receive 2.1 times more comments than image posts on average. They also have a higher overall engagement rate (38% higher than image posts) and receive a higher number of likes when compared to static images posts. If that isn’t enough to convince you, then logic should prevail. When scrolling through your social feeds, do you generally like posts on the move, barely stopping to engage? When you encounter a video you like, do you usually stop for a few seconds to digest what you’re seeing and possibly even watch the whole thing? Answer: yes. Publishing micro content offers you a chance to dip further into the mind of your audience, simply because they must pay attention for a little longer than they would with a still image. Regardless, the prospect of spicing up the life of your social accounts – (more movement, always!) – should be exciting. Experimenting with what works best for your product should always be front of mind.
For more tips on how to nail online content, click this very link.