Target group was yesterday, buyer persona today
July 20, 2016
Snack content: you need to know these formats for this
June 1, 2017
Snack content: the ultimate “thumb-stopping power”
Photos are nice, but videos are better. This or something similar can be used to summarize the status quo with regard to the digital content trend. So it’s no wonder that Facebook CEO Marc Zuckerberg recently said: “We’ve updated our News Feed ranking to help people watch more videos they find important. And we’ve also started testing monetizing videos to help our partners build their businesses. We’re excited about the potential.”
We can only agree with the latter and treated ourselves to an in-house training course. True to the motto: “You never stop learning”, we refreshed our knowledge: Franz-Josef Baldus, Managing Director of the agency “koelnkomm”, who specializes in snack content, guided us through the short video world in a full-day workshop.
Snack content provides thumb-stopping power
The greatest strength of this medium quickly became clear: attracting attention. The focus of snack content is on the entertainment factor; the content should stand out from the crowd on Facebook, Twitter and the like. It’s not for nothing that Sascha Welters, Head of Brand Strategy at Twitter, says: “We need thumb-stopping power.”
Snack content appeals to the average user in a very natural way. The entertaining videos are produced in a short time and consumed in an even shorter time – snack videos are only a few seconds long. In line with this, studies have shown that people’s attention spans are decreasing: Within eight seconds, users decide for or against a piece of content. Good for those who use snack content.
Snack content does not need mammoth production
Production is minimalist: armed with just a smartphone, tripod and a few useful apps, these videos can be made. There are only a few limits to creativity, especially as the low-budget productions score points with users for their authenticity. Particularly in B2C, companies can use this type of content to reach a target group that would otherwise be impossible to reach. The usually dry content preparation is broken up and enhanced with entertaining, often funny, videos.
However, many companies are still reluctant to take the step in this direction and an in-depth knowledge and use of social media is essential. We can help you and are at your side with help and advice – just contact us!
