Micro-content might be “small” but in aggregate it can be “big”. That’s why we need to think more strategically and creatively about the micro-content we produce, not in isolation, but as a broader piece of work.
While it’s always possible you might create impact with a one-off bit of content, this is most likely the exception to the rule. But if you can consistently publish micro-content that threads together and over time builds upon your organisation’s public-facing narrative, you’ll be better placed to not only attract an audience but also inspire people and influence them in some way. Micro-content can have a tremendous impact on how people perceive and ultimately interact with your brand.
Furthermore, this is certainly a pertinent question for any business or organisation that uses social media to communicate with their customers or constituents. But it can also pertain to an individual if they’re keen to position their ‘professional self’ accurately in the marketplace. It’s incumbent on brands to become crystal clear as to what their narrative looks like, and then publishing content that reflects that open in the marketplace.
Strategic micro-content can take many forms, including:
- VIDEO that clocks in at two minutes and under; this is the province of social media channels such as Facebook, Twitter (its upload limit is 140 seconds), Instagram (60-second limit) and Snapchat (10 seconds); at time of writing you couldn’t upload directly to LinkedIn, but linking to YouTube works fine.
- SOCIAL MEDIA ‘TILES’ consisting of an image featuring an overlay of a line or two of text; it could just be a quote, a big stat or pithy statement.
- AUDIO via an app such as SoundCloud, or Anchor that can easily be embedded and played in social channels; this could be a snippet that lead back to the longer-form content or a standalone riff that moves the brand story forward.
- TEXT, CHART OR GRAPH that can tell a story succinctly; of course a social media headline to an image plus accompanying text can all contribute to the story.
My current favourite is video
There’s no doubt that producing content is a terrific way to humanise your organisation (or in the case of individuals, making your personal brand more accessible to the public). We feel that bulk producing content – whether video or other formats – is perhaps the most effective way to ensure that what’s created has a consistent thread.
Our thinking is that by doing stuff one-off all the time, it’s much easier to lose track and therefore the piece-of-work consistency that’s required to feed narrative. Personally, I think it can be really challenging for an organisation to knit together enough micro-content over time that not only reflects their brand but also effectively conveys their brand story and message. This content needs to not only work as a standalone but also in unison with other content that’s created.
Understanding your goals, your ‘spheres of conversation’ and content themes, plus the type of impact you’re trying to achieve, need to be factored in.
Then it’s a case of producing enough micro-content that will help you achieve all that.