Snackable Content: How To Drive Big Leads With Bite-Sized Content
January 25, 2017 | Robbie Richards
Today, I’m going to tell you why snackable content is the answer to your content woes.
There’s a lot of hype around long, in-depth posts rights now, and with good reason.
Similar to the way a skyscraper rises noticeably above the city skyline, long-form content can help you stand out.
But what happens when all the buildings are skyscrapers?
Nobody reads your content. The post you created over the course of 12 grueling hours only gets scanned by your readers for less than a minute.
The truth is:
People consume content in many different shapes and sizes. In some cases, it makes sense to create longform content, but in many other situations, shorter is better.
But the real kicker, and the #1 reason you NEED to read this article, is that mobile users are now responsible for well over 50% of all traffic.
And when it comes to mobile users, short “snackable” content is king.
In this post, you’ll learn everything you need to know to utilize snackable content in your marketing campaigns.
What Is “Snackable Content”?
Snackable content is a short and sweet, bite-sized nugget of content. It’s the pendulum swing back from information overload, and is made up of five key ingredients:
- It’s eye-catching.
- It’s short.
- It’s easy to consume.
- It’s emotional.
- It’s engaging.
It’s called “snackable” content because it’s supposed to be like a snack: very tempting, tasty and small, leaving you with the desire for more…
Types of Snackable Content
There are many different types of snackable content. Here are a few of the more popular ones.
You’ve seen it. Probably even done it: the social media quiz.
Quizzes need to be short, entertaining and provide some kind of value. Most importantly, they need to be eye-catching and immediately engage the user.
Note: There are different questions that work better with certain types of quizzes:
Quizzes allow you to bucket users based on their scores, and delivered customized scores. They also provide a powerful channel to segment your audience, and qualify potential leads.
CEB Global recently used SnapApp to create the “Consenus Builder” quiz. It was featured on their website, and promoted heavily across social media channels.
CEB ran two identical ads for the campaign: one with a headline prompting users to take the quiz, and another with a static CTA.
Which ad do you think won?
The ad with the quiz headline saw a 54% increased click-through rate, and within 30 days the SnapApp had generated an additional $200,000 in sales pipeline for the company.
People are ten times more likely to engage with a video on social media than with any other form of content.
There are also interactive videos that are:
- Clickable: users can take some kind of action by clicking, while viewing the video.
- Notable: viewers can make notes on the video, with the mouse, as the video plays.
- Searchable: search through an interactive video, for instance, viewers can check a table of contents of the video, click on them and view, like an online book.
Interactive videos transform the traditional viewing experience from a monologue to a dialogue. This type of video gives companies the ability to incorporate a range of different elements, including hot spots, questions, lead generation and more.
VSP vision insurance providers used SnapApp to create this interactive video that walks new users through the process of signing up for vision benefits:
The fact that users need to “interact” throughout the video keeps them engaged, and increases the chances that they consume the entire message, and take action.
You can some live examples of interactive videos here.
A simple game can boost engagement and get clicks. Although video games are played mostly by 30 something year olds, anyone enjoys having fun and a simple “spot the difference” game can be a highly effective part of your content strategy.
You don’t even need a big budget to create a simple game: start by trying out this free app.
User Generated Content
Compile snackable content from your customers.
If you find they post images of their purchases from you on Instagram, regram them. If you locate pins that include your product, set up a “Customer Favorites” board and re-pin the image to it. Add user generated content to your social media channels.
Not only does user generated content provide snackable content, it also puts your brand in a trustworthy light, as consumers trust their peers – and what they’re saying about your brand – far more than they will ever trust what a brand says.
Henneke Duistermaat, world-class persuasive writer, says this:
“Rhyme is associated with being accurate or truthful. In his book To Sell is Human, Daniel Pink describes a study where participants are asked to rate (a) statements that rhyme and (b) modified statements that have the same meaning but don’t rhyme (e.g. Woes unite foes vs Woes unite enemies). The rhyming statements were rated as more accurate.
Apple uses unaccented rhyme in the description of the iPhone 5:
The thinnest, lightest, fastest iPhone ever.” (Source)
You don’t have to be Apple to use rhyming in your marketing strategy…people love thought provoking and inspirational poems. Come up with three lines of text that touches the hearts of your consumers, slap it on a well designed image, and you have a haiku for social media.
Here VTBeekeeper uses the haiku very well for marketing and educational purposes:
If a social media post only contains text, it’s likely that only 20% of it will be remembered by the reader. This is one reason a GIF is a great idea. Think of it as an image that moves; an animated image.
GIFs are very popular on social media because people know they only take seconds to consume. They are appealing and people are easily tempted to click on them to watch. They are better than just a plain image, but not expensive to produce like a video.
This GIF was created by using a YouTube video, and was made in Giphy in less than one minute:
Memes are images with captions, often intended as humorous, to mock human behaviour. The key is to find something familiar and present it in a new light:
Examples of Companies Crushing it With Snackable Content
Talking about snackable content is great, but let’s take a closer look at how some companies are using it to engage their audience and generate more sales.
Safeway, a grocery store, had 15 to 20 second long videos produced for Facebook that aimed to give their audience valuable culinary tips and cooking advice. The result was an increase of 487% in engagement rates, and an 11x higher organic reach.
Philips created the first mobile interactive video targeted at a young male audience who had not yet considered electric shavers. On average, the video was watched for a full four minutes (far longer than blog posts). The video increased sales by 16%.
In this interactive video, viewers can choose which “story” to see according to which beard they choose to click on.
The Chubbies brand has built their business almost entirely on their content marketing efforts (strangely enough this does not include blogging), which involve a plethora of GIFs, short and entertaining videos and a huge amount of user generated content.
With 1,468,689 Facebook followers – and counting – they rely heavily on their Facebook page to deliver part of their brilliant, relationship-based content strategy.
It earns them enormous social media engagement and customer relationships we can all learn from:
SnapApp Content Land
This colorful board game got the attention of thousands of B2B marketers. It take less than 5 minutes to complete, and walks you through a series of questions and fun statistics designed to help attract and qualify new leads:
Users experience the power of interactive marketing, and are presented with a CTA to learn how they can incorpate it into their own campaigns:
Dollar Shave Club
Perhaps one of the most famous examples of snackable content is this video from the folks over at Dolar Shave Club:
This short 93 second video captured the story and value of the company brilliantly. Dollar Shave Club launched a subscription razor business in 2012 with a single perfectly executed piece of snackable content.
Fast forward a few years and the video has been viewed over 23 million times:
And helped the company land 12,000 customers in two days, and raise over $72 million in capital.
Talk about bite-sized content delivering big results!
How To Make Snackable Content Convert
While getting lots of views, likes, and shares feels great, ultimately, what we care about are leads and sales.
In order to get leads out of your snackable content, you need to do the following 4 things:
- Understand your target audience and their needs
- Map content to each stage of the sales funnel
- Add a call to action on or near each piece of content
- Drive traffic from snackable content to targeted landing pages
Know Your Target Audience
It’s no use spending time and effort on any content strategy if you don’t have an intimate understanding of who your audience is.
Marketers are scrambling in all directions trying to find ways to increase engagement. They may produce costly content, but if it doesn’t answer the questions of the people who will ultimately buy from you, then you’ve just wasted your money.
Content that is created based on answering the questions of your audience, will get shared more, and will increase engagement because you are addressing what those people care about, and what’s important to them.
Behavioral quizzes for instance, won’t engage certain groups of people, but will others. If you don’t know your audience, how will you know if quizzes as snackable content, are going to work for your business?
The only important question is “What does your audience want?”
If you can answer that, you’re 50% of the way there.
Now, a lot of companies put off defining their target audience. It seems difficult, expensive and time-consuming. Most people don’t even know where to start. This helpful resource from the team at Digital Marketer will help clear the air:
Map Content To The Buyer’s Journey
The sales funnel maps out the stages the majority of people go through before making the decision to buy. Each piece of content should match each of the phases in the sales funnel, to help urge prospects into the purchasing phase:
Image Credit: i-Scoop
Content is more effective when it’s planned according to the sales funnel.
Create your content strategy around three core stages of the sales funnel:
- Top (awareness stage). This is when people are searching for answers, information, resources, research, statistics and opinions.
- Middle (evaluation stage). Now that they’ve done their initial research as to solutions to their problems, in this phase they are conducting serious research as to whether your product or service will meet their needs.
- Bottom (purchase stage). This is the phase when consumers are trying to find out how to become your customer.
It’s important to note that your funnel may look very different to another company’s funnel, depending on the industry, or whether your business is B2B or B2C. As a consumer, you wouldn’t need to go through the sales funnel if you wanted to buy pizza, but you are definitely going to want to research a service that charges you $899 a month.
Another consideration is that it is not advisable to only have a snackable content strategy; rather, snackable content needs to be part of your overall content strategy, because as you’ll see, most snackable content – on their own and not included in other longer forms of content, like blog posts – can generally only be used at the top and bottom of the sales funnel: when your business is trying to attract the attention of those searching for answers, and when it aims to keep engaging the customers it already has.
According to Buffer, social media has its own funnel:
Which is why it’s recommended you make your own funnel based on these buyer points:
Image Credit: VWO
At every stage, ask these questions:
- How do prospects find my business at this stage?
- What kind of information do prospects need to move them to the next stage?
- How to know whether the prospect has moved to the next stage or not?
The majority of snackable content will be at the very top of the funnel, and at the very bottom, unless of course, it is used in combination with other content.
Add a Call To Action
Snackable content is often used to “lure” in a prospect; to make people aware of the existence of your business. Every single piece of content you produce needs to have some kind of call to action.
The question to ask, “what does this piece of content need to achieve”? What action do you want the viewer to take?
This is a Facebook post by Buzzfeed’s “Tasty” brand:
It’s a short video demonstrating how to make “cheese stuffed blooming onion”. It is such an interesting concept, and looks so delectable, that people are bound to click on it to see what it is and how it’s done. The call to action is to go to the website for the full recipe. When prospects do that, they may be enticed to remain on the site finding other great recipes, or add their email address to Tasty’s subscriber list.
The whole point of this post is to get people to the website, but you would never know that if you were not a marketer…the seduction begins with the description of what the food is, as well as the image of the “blooming onion”. Because it’s so different, it piques people’s curiosity and urges them to click on it.
The video is created so attractively, and within seconds you can find out how to make that blooming onion. The video has to be gripping in order to get the prospect to click on the call to action.
Can you see how all the elements work together? If Tasty did not understand their target audience on a very personal level, they would not have been able to put this snackable content together quite so well. On the side…can you see how many views this blooming onion has achieved? 11 Million. And counting.
Drive Traffic to Landing Pages
A landing page is not a website. It is a single page online focused on getting the viewer to take a specific action. The point of the landing page is to minimize distractions so the reader is encouraged to take the action you want them to take.
Where possible, include a call to action on snackable content that when clicked, takes prospects to a targeted landing page:
Image Credit: VirtualBusinessSolutions.Biz
For example, a dating business could have a quiz about personality types. After the prospect completes the quiz, you could feature a call to action such as “find out how to attract the opposite sex using your personality”. When the prospect clicks on the CTA, she is taken to a targeted landing page which features all the benefits she’ll experience if she signs up for the monthly dating newsletter.
Alternatively, you may want to reserve snackable content for driving social media engagement alone, without the need for targeted landing pages.
Even Long Form Content Can Be Snackable
Snackable content is a great way to increase engagement and drive more qualified leads into your sales funnel.
It tends to be lower investment than longform content and allows you create broader multi-channel campaigns.
Use the strategies we’ve discussed today to launch your own snackable content in 2017.