Advertising
Advertising

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.

Advertising

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:

    Advertising

    • 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.

    Advertising

    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.

          Advertising

          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.

            10 Smartest Productivity Software to Boost Work Performance 5 Best Language Learning Apps to Master a New Language How to Find and Land a Legit Online Work from Home Job 15 Smart Ways to Approach Interpersonal Relationships at Work 7 Clever Goal Tracker Apps to Keep You on Track in 2019

            Trending in Technology

            1 10 Best Calendar Apps to Stay on Track in 2020 2 10 Smartest Productivity Software to Boost Work Performance 3 5 Best Language Learning Apps to Master a New Language 4 11 Meeting Scheduler Apps to Boost Your Productivity 5 To Automate or not to Automate Your Personal Productivity System

            Read Next

            Advertising
            Advertising
            Advertising

            Last Updated on December 9, 2019

            10 Best Calendar Apps to Stay on Track in 2020

            10 Best Calendar Apps to Stay on Track in 2020

            The success of our day is largely dependent on the quality of our planning. Not to miss out anything in their to-dos, some people prefer to make a list of upcoming tasks in a notebook, while others have long started using digital technology solutions.

            Calendar applications are some of the main tools that are worth using to organize our life and plan your time carefully.

            Many people have switched to specific tools; however, there are still some who do not use calendars on a daily basis. They may find some applications uncomfortable to use, non-functional, or expensive.

            In this article, we are going to check out the best calendars apps to help you stay organized.

            1. Cal Calendar

              Cal Calendar has recently appeared on the market of mobile applications (Android, iOS). It is the brainchild of the development team of Any.do that features impressive functionality and well-thought-out design.

              The application comes with many great features, including support for Exchange and Google Calendar, widgets, voice recording, and many more.

              Cal Calendar has direct integration with Any.Do To-Do List, which gives you a unique tandem of two applications.

              Apart from its extended functionality, Cal Calendar is easy to use. The creation of events is very simple and fast.

              What is more, depending on the name of the event, the application automatically adds contacts and geolocation data to the entry description. You can even import your lists and entries from Any.do.

              Cal Calendar is a great option for any type of user. It is very convenient and doesn’t overcomplicate the mode of display.

              Another good thing is that this tool is available for free, so you can use it without spending a dime for the software.

              Available for iOS and Android

              2. Google Calendar

                Google Calendar is the official calendar for Android devices that has been tested out by many users around the globe. If you are right now trying to get away from it, consider changing your mind.

                Since this application is installed on most Android devices by default, many users think that there is nothing special in this program. They are wrong.

                Advertising

                Google has been updating its calendar for quite a few years, and now it comes in Material Design with advanced event features, direct integration into other Google services (for example, supports reminders and Google Now), and comes with Exchange support.

                The program is super easy and will not cost a dime for you. It is a good thing, right?

                Available for iOS and Android

                3. Jorte Calendar

                  Jorte Calendar is one of the most popular calendar applications in the Google Play store.

                  The program features a wide range of configuration options, with many design alternatives. You can adjust display mode to your needs and view calendar entries sorted by month, week, or day (by hours). It is convenient for quickly picking the desired date, using task bars, and setting reminders.

                  Apart from its ordinary information storing function, this application can be a special cloud service, Jorte Cloud, allowing you to synchronize calendars, schedules, and task lists on multiple devices. The application also supports data importing from Google Calendar.

                  For those paying attention to the program design, there is also Jorte Store, where you can buy styles and icons to personalize the calendar. This feature makes Jorte is one of the brightest calendar applications.

                  A basic version of the app is free of charge, so if you do not want to spend money on a calendar application, it is a good option.

                  Available for iOS and Android

                  4. Business Calendar

                    Business Calendar is geared towards people who use their calendar for work purposes and business task planning. It offers different modes with wide configuration capabilities.

                    The application gives a default view mode by months, and events can be marked in different colors. Display modes/ sorting can be adjusted to your needs (by month, day, year, or events).

                    You can also set a multi-day viewing mode to see how things look for the next few days. Scrolling up and down moves you by month, and if you check a few days, they will be shown in a more detailed form.

                    The day display mode offers hourly scheduling, and the schedule mode provides a detailed schedule for a single event.

                    Business Calendar is a great tool for planning/ scheduling cases, tasks, and events. There is a support for recurring events, which can be set up in just a few clicks.

                    Advertising

                    Having purchased software, you can use it to import and export other calendars, delete, copy, or move several events at the same time.

                    Android Business Calendar application may seem somewhat chaotic, but it works fine and is easy to work with if you play with it for a while.

                    A full version of the application is available for $4.99, but you can also find a free version for the app test drive.

                    Available for Android

                    5. Calendar

                      Calendar is a relatively new app. It works as a web app and for both iOS and Android devices. It is an intelligent app that learns your contacts, schedule and tasks. It also helps you schedule and arrange meetings according to your available time slots.

                      A good thing about Calendar is that it allows you to sync up with other calendars you use such as Apple Calendar and Google Calendar. And so you can manage all the calendars you have in one place.

                      Calendar also gives you analytics of your meetings, giving you a clear picture on how you can improve your time management.

                      Available for Desktop, and iOS

                      6. aCalendar

                        aCalendar opens our collection of top 10 calendar applications available on the market today. With its appealing design, easy navigation, and great functionality, it is one of the most popular calendar apps in our list.

                        Some of extra functions include color schemes for each case type (48 colors to choose from), different types of demonstrations, different widgets, moon phases, and much more.

                        Taking into account it functionality, aCalendar is a reliable calendar application that has an easy-to-navigate interface with three display options. Scrolling from side to side allows you to switch between the display modes of the month, week and day.

                        When scrolling down and up, you are moving through the calendar at intervals in accordance with the selected display mode.

                        Apart from its time planning feature, aCalendar synchronizes photos from contact lists or social networks to remind you about birthdays, anniversaries, or any other special dates.

                        The program also supports data transfer through NFC and full-screen widgets, which eases your work with any data.

                        Advertising

                        The program is available for free, but you can also get even more features if you buy the extended version of software for $4.99.

                        Available for Android

                        7. DigiCal Calendar

                          DigiCal Calendar is very similar to Cal Calendar in the fact that the application focuses on design more than on its functionality. However, this doesn’t mean that the application doesn’t serve the purpose.

                          With this calendar application, you can synchronize all your calendars and view them in different ways.

                          Along with the basic functions, this program comes with support for Google Calendar, Outlook, and includes some unique and interesting features. You can match keywords to the image or set up a dark theme.

                          The app can even show you the weather forecast for three days. There are many other features that deserve the attention of people who really like to use calendar applications.

                          Available for Android

                          8. SolCalendar

                            SolCalendar can be called a universal application. It claims to be an all-in-one digital solution having a basic calendar functionality combined with some other advanced features, such as weather forecast for a specific day.

                            The application supports Google Calendar, as well as tasks, widgets, lunar calendar and even Foursquare.

                            Those searching for a calendar application to cover just everything in its functionality, SolCalendar is a program to consider. There are a lot of interesting things in this application; the program does an excellent job working in “all-in-one” mode.

                            Test SolCalendar – the application is available for free. You can test it out without purchasing the service.

                            Available for Android

                            9. Today Calendar

                              Today Calendar is one of the most hip and edgy calendars in our list. The solution was one of the first ones that really embraced Material Design and remains one of the few that adhere to the neat style.

                              Advertising

                              The calendar application offers bold colors, simple controls, and great functionality. This is not as heavy an application as many others; it will not eat all the memory of your device.

                              If you are not searching for something complicated and over-functional, Today Calendar is what you need. You can always test the application before paying for it – the program is available for free.

                              Available for Android

                              10. Calendar Widget: Month

                                Sometimes people do not need a heap of calendar applications. They would prefer to have one efficient calendar widget.

                                Calendar Widget: Month perfectly fills this niche and meets all the needs of a modern user. It has some features of an ordinary calendar, but the real great thing about this software is that it has 80 or more themes in its library.

                                The design of the application is great; the themes are perfectly tuned. There are options for almost any theme of your smartphone. The only drawback is the fact that the widget memory is not too large, and you should be ready for it.

                                This simple calendar widget was created in the image and semblance of widgets from Yahoo. The widget window displays one calendar month with the ability to go to the previous and move to the next one.

                                If you need a simple and affordable calendar to plan your tasks and affairs for one month, this widget is ideal for you. Calendar Widget: Month is so simple that it does not even have Google Calendar support.

                                At the moment, it does not have the function of connecting any third-party calendars and services. Developers allow the possibility of introducing support for Google service as an addition to the widget, if users request to have this opportunity.

                                Available for Android

                                Our Verdict

                                Searching for the right application to manage your various calendars and plan your busy day can sometimes turn into a streak of obstacles.

                                Most of us need flexible applications that can be easily used to manage our tough schedule. The application should have all necessary time planning functions and be intuitive.

                                Stylish design and limitless compatibility also matter. It is not always easy to find such a program.

                                The above digital calendar solutions fall under the category “worth” of being used. They are modern, multifunctional, easy, and easy. Pick the one you like!

                                More Productivity Apps

                                Featured photo credit: Unsplash via unsplash.com

                                Read Next