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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

            Educator, contributing writer and experienced journalist.

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            Published on October 16, 2018

            7 Clever Goal Tracker Apps to Help You Make the Most of Your Business

            7 Clever Goal Tracker Apps to Help You Make the Most of Your Business

            There’s nothing more fulfilling than the sense of accomplishment you get by achieving your business goals.

            Gone are the days when you used pen and paper to take notes and manage your work day. As millennials are relying heavily on technology to manage almost everything from finances to their personal fitness, goal tracking apps are also becoming increasingly popular.[1]

            In this piece, we will shed some light on 7 such goal tracking apps that you can use to streamline your operations.

            I have handpicked these apps from a software rating web services site Best Online Reviews. Industry experts review software on these websites and help businesses to find the right solutions to meet their various, unique business requirements.

            1. Aha!

              Aha! is a California-based roadmap software provider and offers excellent goal tracking app that lets you define goals and objectives for projects. The app also lets you list out primary tasks and allows you to focus on them.

              Hosted securely on the cloud, the app offers enhanced communication tools for sharing updates through emails with select colleagues or the entire organization.

              Aha! is available on multiple platforms such as the web, Android, iOS, Windows, etc. and starts from $59 per month per user.

              Available for Web

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              2. Asana

                Asana is one of the more popular project management apps available for businesses. It lets you organize all your team’s work, such as setting up and tracking goals, creating tasks, sharing files and notes, etc.

                Asana also allows your team to organize all their tasks and focus on urgent priorities. Moreover, the app offers a delightful user experience that makes task management simple and easy.

                Asana is available on multiple platforms from PCs and Mac to iOS and Android. Multi-channel adaptability makes Asana the perfect choice to track your goals anytime, from anywhere.

                Available for iOS | Android | Web

                3. Basecamp

                  Basecamp is an excellent tool to manage all your team’s projects and keep your activities organized. It opens a new thread for every task and that task is visible by the whole team.

                  With Basecamp, you can schedule tasks, add to-dos, discuss tasks by adding comments, add files and attachments, and much more.

                  The app is available on both mobile and desktop platforms and costs $99 per month. It is available on the web, Android, and iOS platforms and offers excellent multi-channel access.

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                  Available for iOS | Android | Web

                  4. Forecast

                    An efficient tool for successful task management, Forecast is also a popular goal tracking app. Apart from effective milestone tracking, the app also offers convenient status reporting.

                    Forecast uses project history to let you know the status of your current work. Moreover, it uses the power of artificial intelligence (AI) to provide high-quality assistance. It is a robust app for small teams to track goals and time.

                    Forecast is available for free and comes with Android and iOS app support. The premium version of the app starts from $19 per month per user.

                    Available for Web

                    5. Wrike

                      Wrike is a cloud-based collaboration and project management app that successfully manages projects from start to finish. It lets you create tasks, track work progress and retrieve reports with ease.

                      The app also gives real-time work updates and helps team members to understand their work priorities. A custom report builder helps you to generate in-depth reporting.

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                      Wrike’s premium version is available from $9.80 per month per user and is available on multiple platforms.

                      Available for iOS | Android | Web

                      6. Todo.vu

                        Todo.vu is a unique platform that delivers enhanced customer relationship management (CRM), task management, time tracking, and billing functionality in a single app.

                        According to Capterra, it’s an ideal app for freelancers and consultants, who are looking for tools to improve efficiency and transparency.

                        Although the app is free to use with basic features, the premium plan starts from $5 per month per user. The app also comes with calendar sync and task reminder functionality to keep you on track, always.

                        Available for Web

                        7. Flock

                          Looking for a tool to simplify task management? Try out Flock.

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                          Flock comes with enhanced goal tracking and additional features like instant messaging.

                          Moreover, Flock offers tons of integrations with tools such as Google, MailChimp, Jira, Dropbox, etc. It is a powerful tool that’s packed with robust features such as reminders, notes, polls and to-dos.

                          Even though you can use the tool for free, the paid version of Flock is available from $4.50 per month per user.

                          Available for iOS | Android | Web

                          Conclusion

                          Businesses need high-quality project management tools to streamline collaboration and operations. Enhanced goal tracking apps make it easy for your team to improve productivity by keeping its tasks organized.

                          But it’s essential that you choose an app that meets your unique business requirements. You can choose from the above-mentioned apps to streamline operations and improve the productivity of your team.

                          Featured photo credit: Alvaro Reyes via unsplash.com

                          Reference

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