Social media is an extremely important aspect of corporate communication strategy today. Indeed, there is now no advantage in simply being present on social networks. A presence that has become essential and that must go beyond the simple page or simple profile. Like a website, social networks are a showcase for companies and above all testify both to their activity, but above all to their positioning and the way they address their audience.
However, responding to calls from Facebook, Twitter and others is not enough to be effective. It is necessary to adopt a certain policy which makes it possible to satisfy user expectations. In general, and it is a fact, Internet users are lazy. This is why snackable content now corresponds to a relevant approach to social media.
What are snackable contents?
There is no precise definition because it is a recent and relatively subjective method. However, we agree to characterize them as elements which are created to simple and flexible consumption. It’s a term derived from food semantics: snacks. These are therefore contents where the dimension is more quantitative (in number of contents published to create the news continuously) and above all fast rather than qualitative.
There are 4 main factors that make these components snackable contents:
In general, we absorb graphic elements more quickly than text, and even more on the internet. Users are often fond of visual publications because they are mostly fun and informative without having to linger too long.
- A story
We also talk about story-telling, it is ultimately a way of selling by telling consumers a story about the brand or an anecdote, or even a series of content that builds on each other to extend the experience. It should however be noted that a story is not necessarily textual contrary to what one might think and that it is also advisable to opt for a third form such as vlogging (for video blog) for example or mass publication of photos during an event.
- The sharing
Snackable content must be shareable quickly and efficiently. The user only has to click once to be able to distribute the publication to their network. The ease of distribution is indeed taken into account in the characterization of snackable content. The content should therefore target a broad target and, if possible, help to share an emotion.
In recent years we have been talking mainly about responsive. This is the ability of a web platform to be able to adapt to all types of screens and supports. The snackable content must be able to be also in order to be consumed anywhere and anytime always in this dynamic of ease and speed.
Snackable contents, the kings of Lead Nurtering
Lead Nurtering corresponds in a way to the “incubation” of prospects. This is the phase dedicated to the conversion of the prospect into a client, during which the marketing actions are multiplied in order to establish a close relationship. This is a transitional step in which marketing teams work closely with the sales force, once the prospect is deemed “mature”, it is left to the sales team to finalize the sales process.
Many companies make the mistake of multiplying promotional actions by harassing the prospect. It is an extremely aggressive and intrusive strategy which very rarely results in conversion. The ideal is to offer content that will interest or provoke an emotion and that will make the prospect both more receptive and at the same time more inclined to be converted.
Snackable Content represents the ideal compromise. While content marketing is terribly time consuming, snackable content is one element that can be produced in a short time and above all by limiting costs. However, the impact on consumers is just as interesting. To help you set up your Snackable Content strategy, here are 8 examples that form the basis:
1 – Infographics
It’s always the kind of content people love. Quick to understand, they also have the advantages of being graphic and therefore fun. We can schedule more or less random publications because they generally remain punctual.
2 – Personal tweets
Understand the tweets you send to your community without a sales or conversion goal. This is the type of message that humanizes you, often with a humorous dimension.
3 – Curations
A curation is the promotion of the content of another partner website. The advantage is that you benefit from a content without having produced it yourself and the other party gains a certain audience: it is an exchange of good procedures.
4 – The videos…
… short. We can for example completely use the Vine application which offers to create “very-short films”. Quick to watch, often with a humorous objective, short videos are appreciated by users who have the advantage of creating positive reactions.
5 – Photos
Which are also popular on Instagram. The type of photography does not matter, even if it is ideal to have some relation to its activity, as long as they allow to create a reaction among the community. It is also a humanizing process because it is a sharing that enters a much more personal dimension.
6 – Short articles
Like tops for example. This is the kind of content where you get straight to the point without wasting time in style. This is why these are quickly consumable and often pleasant content for Internet users.
7 – Tips
Which can be published at any time of the day and week. They can be presented in the form of a quick tweet which gives a certain proximity to the community.
8 – Anecdotes
In the same vein as the tips, they are often very popular with consumers. They can be fully integrated into a story-telling strategy by telling short and little-known stories of the brand.
All of these examples of Snackable Content are fully automated. One can imagine creating a schedule several months in advance without fear of any negative fallout. By their simplicity, they have no real impact on the company and its performance in itself, they especially allow to develop the engagement on social networks and the loyalty of the community.
Snackable Content also responds to economic challenges…
… since it is relatively inexpensive, quick to set up and above all efficient. Finally, there is not really a negative aspect to adopting this strategy. However, we must be careful not to focus primarily on this type of content, consumers are also looking for qualitative elements. If you overuse the snackable content, you may quickly tire your community who will go in search of novelty. It is all a question of dosage.
If you want to be part of the 15% of companies that succeed in their content marketing, I recommend reading this white paper dedicated to optimizing your content.
Photo credit: www.foodgeekandlove.fr