Snackable Content: Sound Bites to Fulfill Your Hunger for Information

August 2, 2013
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Written by Account Service Intern, Brett Sosnik

Professional bloggers are just that, pros at making “snackable” content. What is that exactly?

There are three primary times to eat during the day: breakfast, lunch and dinner and these large, filling meals help keep our appetites suppressed throughout the day. However, a small snack is often needed in order to keep away hunger.

Just like meals and snacks are primary sources of nutrition, television, magazines, newspapers and online articles help satisfy our need for more in depth information coverage.  However, in order to fulfill our constant desire for knowledge, content size has changed, transforming from long text to small, bit-sized pieces of information. These little content snippets are part of an increasing trend towards “snackable” content.

Readers want content they can scan quickly

The adult attention span has dwindled to a mere 2.8 seconds, so less is more when creating content that will grab a reader’s attention.  Readers want to scan text effortlessly while still getting valuable information from it. Utilizing bite-sized pieces of content helps readers digest information easily because the meaning can be understood quickly. The key is that these small pieces of content are tied to deeper information and knowledge found in the connection to other experiences and stories.

There is a growing trend towards visuals

The transformation from traditional content to snackable sized portions can be seen in the move from text to visuals. Some of the most engaged online content features pictures, videos, infographics and gifs, especially on social media platforms.  The rise in popularity of Instagram, Vine, Pinterest and Tumblr proves how important visuals have become, and the increased use of photos and videos on Facebook and Twitter provide further validation. These platforms exemplify the concept of snackable content because of their unique time limitation; Instagram’s video feature limits video to 15 seconds or less while Vine videos are no more than 6 seconds. These websites have seen tremendous user growth because of the effortless ability to engage with lots of content and information in a short timeframe.

Snackable content must maintain its nutritional value

When brands utilize snackable content, they must ensure that the content isn’t dumbed down to where there is no substance left. Brands must maintain the value within their content in order to spark engagement and keep readers coming back for more. The best snackable content fulfills an audience’s need for information at a rapid consumption rate.

The thirst for knowledge and information is growing at an immense speed and in order to meet this demand, creators must generate content that captures attention easily and effectively, wetting a reader’s appetite and making them crave more.

Which type of content do you prefer: traditional, long text or snackable content?

Sources
http://mashable.com/2013/04/29/snackable-content-buzzword/
http://www.slideshare.net/jess3/the-future-of-snackable-content
http://www.icucmoderation.com/2013/06/12/snackable-content-brand-grab-readers-attention/
http://www.inma.org/article/index.cfm/49968-the-average-adult-attention-span-is-seconds-roughly

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