Why Do You Need Microcontent?Vanda Williams
Microcontent is content that can be consumed in 10-30 seconds or less.
It can range from written copy to imagery and video content. In this post, we’ll dive into why creating microcontent is so important, and how to make sure yours is good.
What is microcontent?
Microcontent is content that gives context to your user interface. Microcontent contains shreds of information that answer a specific question or leave the searcher wanting to read/ingest more. All of the below count as microcontent:
- Short video clips
- Graphs or tables
- Short text blurbs
- Short listicles
- Email subjects
- Email copy
- Webpage titles
- Section headers
- Navigation text
- Featured Snippets (Google)
Why create microcontent?
Today, the average reader’s attention span is only 8 seconds long. Yes, that’s worse than that of a goldfish. That said, people generally spend much less time reading and focusing their attention on longer-form content. To be able to leave an impression on an audience in 2021, microcontent is not only important, but it’s also necessary.
Microcontent demonstrates value
The less space you use to tell your target audience about your content, the more likely they will click-through to view that content. Your microcontent demonstrates the value of what you have to say/offer and increases the chance of people reading your long-form content, clicking on your website, or reading on past your email subject line.
Microcontent is apt for social media
Brands can use a variety of microcontent mediums on social media to appeal to their audience and grab their attention. Microcontent on social media ranges from:
- Shareable one-liners
- Custom illustrations
With microcontent, you can find creative strategies of interacting with your audience over social media and beyond. Whether you’re creating 10-second video clips or promoting your larger assets, microcontent acts as a hook to reel your visitors in. Microcontent can help you shape your campaigns over social media, enabling you to share a snippet of the project, with links to a downloadable asset. For companies who rely on social media to make sales, their need for creating scannable, micro-content will continue to rise. It is especially critical for platforms like Twitter, Instagram and Facebook.
Microcontent boosts UX
Without microcontent, the user-experience is vastly limited, leaving your software looking like a random array of UI components. Your microcontent allows users to know what they’re doing and where they are while navigating your site. The key to great UX is clear, easy-to-understand microcontent that translates to an equally straightforward interface.
How do I create great microcontent?
Make it super scannable
Your visitor should be able to read and understand your content at a mere glance. If the user has to read your microcontent twice, then you’ve failed. To be scannable, the content needs to be as short as possible, without sacrificing clarity.
Be clear and concise
The reason microcontent is so effective is that it gives you the most value for your time. Google’s Featured Snippets, for example, provide searchers with the most comprehensive answer for their search query, but it leaves them wanting more. With clear and concise microcontent, businesses can lead their audience deeper into their funnel, helping them learn about their products/services with the long-term goal of closing a sale.
Long-form is still short
When it comes to microcontent, long-form writing is still short. For instance, when writing your header, limit yourself to writing 2-3 brief sentences. Then cross one out.
Write in the active voice
Your microcontent should always be in the active, not passive construction. You want to compel your audience to take action with your microcontent, whether it be an email open, click-through, or responding to a CTA, with an active, confident tone.
Use real language
Using real language and a conversational tone will make your microcontent more relatable. You should aim to use friendly, descriptive language that clearly answers user queries. In fact, using contractions like “won’t” and “can’t” are more preferable to searchers. Using real language helps build trust and ultimately, increases customer loyalty.