We’ve all heard it before – today’s world is more time starved than ever before. We’re overly connected; we’re working full time jobs with full time responsibilities at home with a fully packed social schedule on top of that. Think about if for a second. How often are you doing just one thing? If you’re like any of us here at Dotted Line, the answer is probably almost never. Just walking down the street or riding on an elevator, chances are you’re flipping through Instagram, answering emails, or jumping on a “quick” conference call.
With all of this multi-tasking it’s no surprise that Americans devote more than 10 hours a day to screen time. Thanks to Nielsen we also know that this is up a full hour from just one year ago. And 60% of all of that screen time is spent on a mobile device. So, how do you grab someone’s attention when their free time isn’t focused on looking at new brands or paying attention to that lengthy article you just spent all week writing? The answer is snackable content.
We like to think of snackable content as serving up a full size meal worth of content in a snackable, consumable way. In order to do that you must trim the fat. We’ve all heard the old adage, if you can say it with fewer words, why use more? Well, that’s what you should always keep in mind when developing your own snackable content. Keep it on brand, on message, and timely. Once you uncover the heart of your business or your campaign, use that and run full speed ahead.
When creating your own snackable content, it’s good to always ask yourself three simple questions.
What is the heart of what you’re trying to say?
The “trick” behind snackable content is sharing only the most pertinent information. Nothing is ever more pertinent than the heart of your business.
Can you get your message across using fewer words?
Ruthless exclusion is your friend. Spend more time editing than you did writing your content in the first place. Mark Twain once said, “If I had more time, I would have written a shorter letter.”
When you are quickly scrolling through your own social media pages, would your post catch YOUR eye?
Snackable content isn’t just about the copy. It’s about the images, video, copy, hashtags, geotags, and everything that goes into social media posts. Your snackable content should be looked at with a holistic view to make sure it aligns well for all aspects. If you were mindlessly scrolling through Instagram, would what you posted get a like from you? Be objective.
We could keep going, but I think we’ve made our point. Keep it engaging, keep it on brand, and keep it snackable.
Lauren Sweeney is the Founder and CEO of Dotted Line Collaborations, a full-service marketing agency solving big brand problems from our headquarters in Richmond, Virginia. When Lauren’s not providing strategic direction for the firm or delivering results for our clients, Lauren is outdoors enjoying all that Richmond has to offer or traveling to a new and exciting destination.
To read more about our firm’s recent work, visit What We Do.