It can be tricky to find your way among the information overload
You’d rather just get to the interesting stuff and consume it as soon as possible. Internet users are more eager to jump from page to page; their attention is focused on a single source for 10 seconds, and 41% of them use more than one device (so-called multiscreening). It’s the users who determine the form of communication while marketers follow, trying to meet the needs of the market. That’s where the idea of creating the so-called “micro-content” came from.
Nobody likes information overload
Due to the fact that Internet users are moving to mobile devices, a change must be introduced in the way content is generated. Research carried out at the universities in Hamburg and Hanover confirms that over 50% of users spend less than 10 seconds on one website. These observations determine the way advertisers think. There is basically no other way than to generate micro-content – content that is convincing, funny, engaging and uses this short time window to the fullest.
Micro-content should be a fixed element of your content marketing strategy. Use visual resources such as videos, presentations or short content smuggled in, e.g., memes. It is important to provide the user with an option to consume bite-sized content to learn what’s what.
Take advantage of users’ short-term memory
Micro-content is not something that could replace content marketing. The purpose of MCM (micro- content marketing) is to use the user’s short-term memory in an optimal manner. This type of memory is capable of absorbing only approx. 7 bit of information – that’s why it’s so easy to overload it. MCM should be an integral part of Content Marketing. It’s also used to prevent losing customers with relatively short attention span who largely use mobile devices, where large-sized content simply doesn’t work and is characterized by a high rejection rate.
Our memory can’t accommodate all the information that we receive. Even more so since we navigate a world that is full of information noise from which we must select only the most important things. There are three types of memory that are categorized by the length of time we remember things. We have sensory memory, i.e. the memory of the senses which is ultra-short, short-term memory which is the operational, fresh memory, and then there’s the long-term memory. In the case of the first type, 99% of information is stored for 0.5 sec. This is when we choose what’s important for us. At the level of our short-term memory we store only 7 bit of information for approx. 20 seconds. As for the long-term memory, we can store an unlimited amount of information, at least in theory. Out of all these types of memory, the most important for conducting effective advertising campaigns is the short-term memory. It is here that the decision-making processes take place.
Micro-content marketing works – see how it’s done
People’s attention span gradually decreased between 2000 and 2015. The difference between these years is considerable. In 2000, it amounted to 12 seconds, whereas in 2015 it was 8.25 sec. This shows a clear trend that shouldn’t be ignored. So how can we benefit from it? What can bring the desired result in the form of a good conversion rate?
The very premise of micro-content is that it operates outside of your website without your participation. The main goal is to create the kind of content that users will share on their fanpages, Twitter accounts, blogs, etc.
Remember that your content must stimulate the senses. Forget purely informative, bland headlines. Go for the absurd, exaggerated stuff – it always works. Appeal to the imagination, refer to well-known associations. Don’t forget about the fact that the information must make its way to the long-term memory, so repeat the message long enough to make it leave a permanent imprint in one’s mind. The content you are trying to sneak into the long-term memory must be presented in such a way that it still makes sense even if the whole context is missing.
Micro-content is particularly useful in social media, because that’s where short form is most appreciated. With hundreds of thousands of products in your offer, you must take care of the appropriate distribution of content. That’s why it’s worth it to make things easier for yourself and use the Feedink tool, which enables a dynamic ad campaign on Facebook. What’s more, product feed allows to apply the dynamic product content with any text that is in the product feed directly on an image.
Fresh data keeps emerging about the nature of virtual reality, determining the new ways of presenting content to users. We read less, and we become more eager to receive information in abbreviated form. The content that remains in our memory for a long time will be of key value for the success of your company.