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Snack content versus in-depth content

What does your target audience prefer?

Portrait von Susanne Esterbauer. | © punkt & komma
Susanne Esterbauer
Content marketer
Have you ever paid attention to how long you focus on an article when reading online? No? Then you’re in for a surprise! A number of studies has determined that the average attention span of online users is about eight seconds. For comparison: In the year 2000, it was more than twelve seconds. By the way: The attention span of a goldfish is more than eight seconds. Ouch! 

Our brain is very selective, and we only pay attention to content that seems relevant to us. Anything irrelevant gets filtered out and dismissed – if the newsfeed doesn’t do it for us – and that’s a good thing. If we didn’t have that mechanism, we would be overwhelmed by all the content we’re presented with. 

As soon as we open Facebook, countless status updates pop up on our feed but many more than that are filtered out. Without Facebook’s EDGE rank, we would see about 1,500 pictures, status updates, etc. every time we open the site. And who could process all that information? We certainly couldn’t! That’s why the right content matters. 

Content is king! No matter how …

But not all content is created equal. There are significant differences between the individual types of content. For instance, in terms of length. That’s why we’ll have a little showdown between long-form and snack content. We’ve already explained what snack content is in an earlier magazine article

But back to our battle: Clear the ring for snack content vs. long-form content!
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In-depth content

When we want to learn more about something or get inspiration, of course, we prefer long-form content. Because even if a short caption on top of a holiday image can be quite inspiring, we probably won’t book right away without gathering some further info. That’s why the relevancy for your target audience and your content strategy take centre stage when creating holistic content. Clearly phrased and concise texts are essential in content marketing: be it for web copy that needs to perform well, blog posts that are intended to captivate and inspire your readers, or magazine articles. Additionally, text is incredibly SEO-relevant. And you want your beautiful words and products to be found online, right? 

Caution: Text will never go out of style but, of course, the platform matters. On Facebook and other social media channels nobody – truly nobody – reads multiple lines of text. In that case: Keep it short and crisp! 
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Snack content

Let’s be honest: Well-wrought snack content makes us smile. It captures our attention in a matter of seconds. In short, it evokes emotion. Well used, it achieves a high reach – especially, on social media channels. The best part? It doesn’t need to be professionally created. Yes, we keep repeating ourselves when we tell you that snack content needs to be bold, fresh and funny. But that’s just what it boils down to. 

Nevertheless, you still need to keep your target audience and content strategy in mind. After all, you don’t want your awesome snack content to shoot right past your target audience, right? 
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The benefits of snack content at a glance:
  • reach: little snack content morsels to munch on now and then are king regarding reach 
  • attention: snack content captures people’s attention – within a matter of seconds 
  • engagement: a funny GIF gets liked, shared or commented on quickly 
  • creation: good snack content doesn’t need to look like it was professionally made – it’s intended to be entertaining and to make your target audience smile

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