You may not be familiar with the term, but I can assure you you know what it is: the happy snack teeming on the web. These are short formats that often play on the visual to grab your attention. You know, you know.., these micro-contents that you consume everywhere and quickly like in the subway or waiting for the bus or your friends who are, again, late! There you go, now you know how to put a name to it.
But why am I telling you about it today? Because, I want to explain to you in more detail, where it comes from and what it's used for. To help you understand why more and more of them are being produced. And that can help you be useful for your content strategy...for example.
Today, our attention span is shrinking, which makes it a rare commodity (I refer you to the theory of supply and demand). In a society where information is abundant, the volatile consumer is at his wits' end. In the age of hyperconnectivity and infobesity, the attention economy reconfiguresso, our modes of communication and that's when the happy snack was born.
I'm taking a little etymological detour, but I think you've already noticed:
- snack' is an Anglicism meaning a snack, so something simple and easy to consume.
- content' is the English translation of 'content'.
The '.Snack content' is therefore a formatted micro-content that will allow you to pass on information quickly. Its main purpose is to get our attention. Specially adapted to our new modes of consumptionthe happy snack stands out by wearing an entertaining outfit. It is quick to consume, perfect for social networks and mobiles. The attention span of an Internet user being 8 seconds in 2019, one understands the interest of the snack content.
"Public interest saturates faster because there's more content produced."
Philipp Lorenz-Spreen, co-author of the analysis 'Accelerating the dynamics of collective attention'.
The happy snack by its entertaining aspect makes it possible to easily capture the attention of the Internet user.
The happy snack are the result of consumers' expectations: a quick solution to a given problem. Or rather, a quick response to a sought-after piece of information.
However, in spite of the easily and quickly consumable content, quality must not be neglected. Yes, it is, Snack content does not mean Junk Content. Thus, there must always be a purpose behind every piece of content shared.
The happy snack will entertain the consumer with beneficial information.
The happy snack perhaps humorous, informative or unusual. No frills, the message is delivered.
What opposes attention in the sense of concentration is distraction !
Often the distraction comes from our hyperconnectivity, a notification on our cell phone and we end up on it for longer than expected. We scroll and scroll and then we come across content we're interested in. And often that content turns out to be a happy snack. The message is direct and sometimes leaves us hungry. It impacts us, gives us emotions.
Social networks are designed to capture our attention. This makes them perfect platforms for sharing snack content. In addition, they are mobile-friendly and since we spend a lot of time on our mobiles, that's perfect. So, um.., the happy snacks will focus our attention. When one scrolls and finally comes across this type of content, one has finally reached the end of a task (the scroll), which activates our reward circuit and therefore dopamine. This type of content therefore becomes addictive and we always ask for more. And of course, social networks, eager for your attention span, favour them.
And where the happy snack is clever is that it is able to provide us with more to satisfy us!
"Short content is an opportunity to redirect the consumer to longer content." says Quentin Baltus
One of the marketing strategies involving snack content is to produce long content then segment them in order to make several short contents or snack content! Thus, the happy snack becomes bait towards a slower content (understand long). And this allows you to produce content without too much effort.
A second strategy of the snack content is to Decline a content in several formats from article to video, from current curation to podcast... So everyone can find something to their liking.
Segmenting and diversifying content has the advantage ofto bring rhythm and not to tire of his audience.
Here's an example, Tapage magazine shared a post on Instagram that summarizes and leads to read his article produced upstream 👇.
The article Rumble
These micro-contents are part of the buzz marketing. It is produced in order to trigger emotions, reactions or actions in the consumer. Most of the time, engagement, interaction.
The interest of Snack Content is to make an impression for gain visibility and notoriety.
But the happy snack also has other advantages:
There's different formats for this type of content:
There's something for everyone, the goal is for it to be short and impactful.. Let it catch our eye and our attention. Visuals are therefore essential.
Storytelling, copywriting and the video format will allow you to create compelling and engaging content. To gain even more visibility thanks to the videos, don't hesitate to subtitle them.
Does this type of content tempt you? To help you get started, here's 6 classic but relevant tips to apply to your snack content:
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