It’s a fact that snackable social content is becoming more and more popular, but what exactly, is snackable content?
Snackable content is characterised by its straightforward, visually engaging approach which works to capture viewers’ attention without losing their interest. It communicates an overarching message in short, easily digestible (snackable, in fact) pieces of content and is perfect for creating visual content for your social media channels. Why? Because preferences are changing – fast! Long paragraphs and blocks of text just don’t hold viewers’ attention as they used to, but please don’t just take our word for it. A 2019 survey conducted by Demand Gen Report suggests that 90% of consumers prefer shorter content.
Today’s viewer preferred formats that are:
Quick to consume
Compatible with mobile devices
When snackable content is correctly produced and used (key to this is that it should be immediately understood) it has the capability to drive viewer engagement. In fact social media posts that include visual components produce 60% higher engagement than text-only posts; and increased engagement allows for further reach and the opportunity to grow interest in your brand identity.
Videos work brilliantly as snackable content because they’re so easily accessible. The content usually takes the form of a short film up to one minute long and often contains graphics or subtitles that can be understood without sound. Snackable videos can be used to:
Reinforce your brand voice
Drive traffic to larger content pieces
Promote on or offline initiatives / offers
Surprise and delight your audience
Create deeper connections with your audience
And if you need any further convincing here are some stats that really emphasis the opportunity snackable video social content offers;
90% of the total information transmitted to your brain is visual
Your brain can process visuals 60,0000 times faster than text
Viewers retain 95% of a video’s message compared to 10% when reading text
80% of viewers remember a video they viewed in the past month
Videos get 1,200% more shares than text and images combined
Viewers are 27 times more likely to click on an online video than a static banner ad
A positive experience with a video ad can increase purchase intent by 97%
Here’s how one of our clients, Experian, uses snackable video social content and the results they’ve achieved with it.
The aim of the Experian snackable content was to create further awareness and engagement with clients in a digital environment. With the loss of ‘real world’ events affecting brand awareness, Experian decided to leverage the power of social with a key focus on LinkedIn. Skeleton created powerful snackable video content which teams from multiple departments could easily access. This allowed for scalable, rapid-response and high-quality creative video to drive their marketing activity.
Toby Sewell, Go To Market, Marketing Manager at Experian says,
“These ‘snackables’ have been great and evolved over time, resulting in thousands more impressions, video views and interactions on LinkedIn in particular. To date they’re still driving good awareness and engagement.”
Following is a small selection of Skeleton's recent Snackable Content for Experian, ranging from Social Content to shorter Snackable videos.
Please get in touch or drop us an email if you'd like to discuss how snackable content could work for you - we'd love to hear from you.
To find out more about social media metrics what they are and what they actually mean - read our Insight here.