Microcontent

Does this type of content match my strategy?

We say: Of course. But: In the right spot of your website or social media page.

For creating successful microcontent, you need to keep a few details in mind. What are they and what exactly is microcontent, you’re wondering? We’ll tell you how to use this small but mighty stylistic element on the punkt & komma blog!

What is microcontent?

Microcontent are short, simple pieces of content that can positively influence the user experience. Microcontent has to be able to exist as an independent content format.

The era of microcontent has begun:

When we talk about text, microcontent can be a paragraph, a quote or even a headline.
An example of visual microcontent are individual images, short videos or even a movie trailer. The latter fulfils a central aim of this type of content: It makes you crave more!

Why create microcontent?

Maybe you’ve read our blog post on the topic of social media in a generational comparison. That’s where we explain that Generation Y and the subsequent one have one thing in common when they’re surfing the web: an extremely short attention span. That’s why content that can be scanned and understood quickly and easily is most popular.

How can microcontent be displayed?

In the form of infographics, for instance. They supply our brain with visual stimuli as well as interesting knowledge inputs. Images are well-suited as microcontent, too. A captivating motive and an inspirational quote – what more could a user ask for? Maybe something that moves ... A GIF, for example! They’re real attention grabbers and keep us in high spirits come rain or shine.

Wait! There’s something missing. Exactly: the textual aspect. Snippets, teaser texts, headlines, notes, short explanations, e-mail subjects, … all these are microcontent. The short sentence snippets that Google displays in its search results (title & description) – they’re microcontent as well.

What’s the point of having microcontent?

Microcontent ensures clarity for followers and users because short pieces of content usually sum up the most important thoughts in a few words.
Microcontent creates images in the minds of people.
Content morsels guide users through a website.
Microcontent gives your online presence a personal touch.
Microcontent leads to a positive user experience, …
… thus, your brand evokes positive emotions in the minds of the users.

Best case scenario – what do users do? Like, share, sign up for the newsletter, tweet, tell friends about your content or download something.

What do I need to keep in mind?

Content is only effective when it arouses interest, creates transparency, oozes authenticity and – most importantly – speaks the language of the target audience, the personas and your brand. That’s the case for long-form content just like for microcontent.

Rule of thumb: Don’t tell your users what to do, they always want to have the choice! Casual and funny comments are only funny in moderation.
And: Think positively! Optimistic word choices evoke positive feelings.

Last but not least, add a well-phrased call to action and your microcontent meal will turn out delicious!

Rule number one: KISS your fans

Some of your fans might be happy about a real-life kiss. But in this case, KISS stands for: “keep it short and simple”. Turn your long texts into appealing and informative infographics and images – and provide a link to the complete text. That’s how you can satisfy both the users who only want to get a superficial idea and those who want to deep-dive into the topic.

Online as well as offline

Microcontent is primarily known as an online format. But there are quite a few tricks for how to create perfect morsels of content offline as well. A prime example of this is Brasserie OskarMaria in Munich, for instance. To be able to see their microcontent, you have to finish your cake, coffee or soup first. If that doesn’t make the food taste even better! Being curious about what’s hidden at the bottom of your plate or cup doesn’t only work for kids who don’t want to finish their meal but for adults, too.

The effect shows in the puzzled looks on the guests’ faces. The quotes on the dessert plates don’t just attract attention but stick in people’s minds as well. The café owners have thus created a USP (unique selling point) that sets the “OskarMaria” apart from other cafés in town. In this case, the short sentences also show the café’s affiliation with Literaturhaus München.

Of course, this Munich-based café isn’t the only one to implement this stylistic element. Maybe you’re familiar with microcontent on pizza plates that reveal an image once the pizza has been eaten.

Bottom line

As you can see: Microcontent can be used in many different ways. Which ones you use when and where is for you to decide. There are no limits to your creativity. The only thing that matters: Keep it short and sweet! Otherwise it’s “big content” – and that’s only consumed by users with plenty of time on their hands.

You’d like to know which content to use during which phase of the customer journey? Find out more in the web copy workshop at ContentCampus.