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Utilizing Microcontent For Branding And Social Media Efforts

Utilizing Microcontent For Branding And Social Media Efforts

Today´s fast-paced business, internet and social media environment has forced a number of companies to strategically target customers differently. If you haven´t noticed lately that on social media platforms (Facebook, Twitter, Pinterest, LinkedIn, Snapchat, and others) content distributed by brands and marketers has shifted increasingly towards microcontent. In other words, most of the messages they target to their audiences is in short form.

According to Smartinsights.com, microcontent yields a lower cost and is of high value since it’s appropriate for social media networks. To sell to a targeted customer on social media it´s going to require effective execution of your branding and marketing plan. Conforming to a LinkedIn analysis expect more strategies tailored towards compact microcontent visuals including business to business (B2B) and business to consumer (B2C) social selling.

Before taking care of what narrative and tone to use to pitch your products and services it is important to remember some fundamental things to social selling. The first one is to build meaningful relationships and the other is provide authentic messages. Do not just start hard selling, but rather answer questions with the goal of providing value to the social customer. Otherwise you are setting yourself up for total failure and disaster in gaining trust with the masses.

What is the best approach to microcontent? There is never a silver bullet answer, and there will be exceptions for those brands that create that one successful post that goes viral. But Customerthink.com highlights that this category of content is all about a volumes game. To put it in another way, it is not about making a single video or post to arrive at millions of views on the first attempt. It is about content frequency and it will fare better to do 10 small pieces of content rather than place all your efforts into one single post.

Insights and stats on microcontent use

It is safe to say that companies, businesses, marketers, enterprises, and other entities will be betting big on microcontent for the upcoming year. There is an old saying when something or an idea is too complex to explain it is easier to convey it with a single image. To clarify, it means a “picture is worth a thousand words”, so use pictures intelligently and effectively with your targeted audience.

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Get Visual!

    As the above visual demonstrates an image (quote, picture, infographic, and visualization) has larger chances to have a more significant impact than a video, sound or text. In addition, 90 percent of the information transmitted to our brain is visual and 40 percent of people respond better to visual content.

    Elsewhere, marketers have confirmed visual content yields positive results and the use of it increases engagement from a targeted customer by 37 percent. Consequently, the advice is to create original and compelling graphics with your social media accounts whenever possible. Furthermore, remember that each social media channel is unique and different. Do not distribute the same content on all the platforms because that defeats the purpose of staying original. Add graphics from time to time including funny memes and promotional brochures or banners.

    “Branding and marketing as we know it has radically shifted nowadays. The use of microcontent that is optimized for today´s social media platforms forces a number of us to really rethink originally about what we do as a company and how the information we distribute effectively resonates with targeted customers. One of the keys to really driving up engagement and loyalty towards you brand is combining mind-blowing content with visually appealing and relevant images,” according to FM Digital Group.

    When looking at the B2B competition it is an arms race for visual content. Below are the following stats on where the race is at:

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    • 70 percent of marketers reported planning to increase use of original visual assets for 2015
    • Visual content was rated among the top 5 most effective B2B marketing tactics
    • In 2014 video content increased from 8 to 58 percent while infographics grew from 9 to 52 percent
    • 86 of buyers expressed desire to access interactive visual content on demand

    The moral of the story is get more visual content in front of your audience and monitor closely those interactions.

    Examples of case studies utilizing effectively microcontent

    Here’s the way to understand how microcontent can be put to good use and how it will work it needs to tell two stories simultaneously. First, with the visual you share with others it needs to contain a compelling trend, an inspirational message or a metric. And the second one is what can your brand promise to deliver to customers, according to Visually´s content playbook.

    How can companies leverage the use of this type of content to generate engagement and leads? In the content playbook it lists case studies of how a brand applied basic principles of using good and relevant microcontent.

    In the first case study LinkedIn used microcontent on its existing Facebook page. Specifically, it commemorated events and shared inspirational messages with its targeted audience. This approach breaks from the site´s networking, social media and job hunting efforts. It gives the company a more human feel to it.

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    Bring Your Parents Day

      LinkedIn

        For a different brand like Arts.com it took on a different approach than LinkedIn. The company created a snackable videos on Facebook by transforming art into a more relatable practice for consumers who enjoy do it yourself (DIY) projects.

        Art.com

          Finally, another good example of a brand using vivid and poignant photos as microcontent is Whole Foods Market. How it does it superbly is through videography and photography with real world imagery.

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          Whole Foods Market

            In the above image it is a great example of a real life representation accompanied alongside with text anchored to contextualize it. As a matter of fact, every visual that Whole Foods shares on Facebook and Twitter feeds presents a self-contained story about their products, according to the eBook.

            Conclusions and takeaways

            Now, that we have looked at several stats and metrics start getting your ducks in order in regards to your microcontent. It’s no easy task, but it’s achievable if you apply some of the concepts the way some brands have done successfully.

            Just because you specialize in something does not mean you have to talk about what you do. What you need to understand is not how you do it. It is the tone and narrative that are instrumental to this endeavor.

            Things you want to start sharing with regards microcontent are: infographics, eBooks, video, and presentations. Do not limit yourself because you can share content from other parties on your existing network. Why share a silly YouTube or Vine video of Adele´s recent song “Hello”? Because we all listen to music and this action on social media is perceived as human.

            Get to know better your platform, prioritize your items you will share, tell a story, use colorful and vivid images, and offer meaningful experiences that provide value to your customers.

            More by this author

            Anthony Carranza

            Multilingual writer and journalist covering all things technology and productivity.

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            Last Updated on September 25, 2019

            7 Best Project Management Apps to Boost Productivity

            7 Best Project Management Apps to Boost Productivity

            Project management doesn’t need to be a complicated thing, not if you have apps that make things a whole lot simpler. When you have project management apps, you can take care of your team, tasks and deadlines, without even being in the office. You don’t even have to spend a lot of money to get most of the apps you might need.

            Here are the 7 best project management apps to super boost your team’s productivity:

            1. Basecamp

              It’s probably the most well-known project management app out there. It allows you to organize projects that act as a central location for everything and contains such things as to-do lists, notes, events, files, and much more.

              It is user-friendly, and has a free 30-day trial period. After that, the plan is $99 per month.

              Find out more about Basecamp here.

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              2. Asana

                If you are looking for something that is not difficult to use, check out Asana. This is a great task management app that can be used for managing projects as well.

                In a nutshell, Asana helps you create and share task lists with your team. The app is simple but smart enough and has got a lot of integrations. Teams with up to 15 members can use Asana for free. Teams with 15 members and up can choose plans that range from $10.99 per month.

                Find out more about Asana here.

                3. Casual

                  This is a unique app that offers a different way of doing things. On Casual, you plan your tasks just by drawing them as a flowchart. The neat thing is that Casual helps you visualize and track dependencies between tasks.

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                  This app is incredibly intuitive and works great for personal projects, as well as for organizing projects for small teams. You can try it for free, and if you don’t like it, there is no obligation to pay for anything.

                  Find out more about Casual here.

                  4. Trello

                    This app is incredibly user-friendly, and is based on Kanban boards. It actually works like a virtual whiteboard with post-it-notes.

                    Trello is great for organizing your to-do lists, ideas, and is very easy to use. You can create several boards to use for various projects, and it’s free of cost. Trello is available to iOS and Android users as well.

                    Find out more about Trello here.

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                    5. OmniPlan

                      This is an awesome app for iPhone and iPad users. If you love Gantt charts, this is definitely an app that you can get a lot out of.

                      You start out by creating a simple project outline. Then you can use the app to help you through every step of the project until its completion.

                      A standard plan for iOS costs just $99.99, and the pro plan is only $199.99.

                      Find out more about OmniPlan here.

                      6. Podio

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                        This is a great app for medium and large-sized teams working on projects. The special point about Podio is that there are additional features such as CRM and social intranet.

                        There are four different packages: Free, which is free for up to five employees and five external users; Basic, which is $9 per month per employee; Plus, which is $14 per month per employee, and Premium, which is $24 per month per employee.

                        Find out more about Podio here.

                        7. Microsoft Project

                          This is one of the most commonly-used project management apps. However, it is also one of the most difficult apps to use. It does have a lot of features that are popular with project managers, which is why we have chosen to include in on this list. You can customize reports, track burn rates, and stay on track until projects are complete.

                          The basic plan starts with $7 per month, which allows you project team members to collaborate in the cloud, via web browser or mobile.

                          Find out more about Microsoft Project here.

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