Snackable Satisfaction

Snackable Satisfaction Bite-sized content tastes even better on mobile. The instant gratification of a snack is undeniable, and it's no different in content marketing. Snackable content is perfect for on-the-go consumption: Readers can see it, scan it, and share it quickly. As social app adoption increases, so do opportunities for brands to use bite-sized content formats to feed larger audiences. Snacks, Not Smorgasbords According to the National Center for Biotechnology Information, the average attention span is getting shorter. 20 Seconds 2000: 2015: 12 seconds 8.25 seconds As our screens get smaller and our attention spans get shorter, our appetites for content are changing. Audiences are opting for formats that are quick to consume and easy to digest: VINES SNAPS GIFS INSTAGRAMS TWEETS MEMES 60% of time spent on social media occurs on mobile. Munching on Messages Consumers use mobile for a wide range of activities, but connecting with each other still reigns supreme. The messaging app market grew 148% and added 900 million users from 2013-2014. WHATSAPP WECHAT SNAPCHAT 800 million users 549 million users 200 million users FACEBOOK MESSENGER SKYPE 700 million users 300 million users WhatsApp commands 7.4 hours per 65% of Snapchat's 100 million month per user, making it the most daily active users actively popular app after Facebook. contribute content. Satisfy Cravings Messaging app users are already hungry for good content-giving brands a delicious opportunity to fill their plates. 00000 79% of messaging app users are likely to engage with brands via apps. With a hankering for social content, Millennials are less picky than previous generations about the content they consume from brands. BRAND CATEGORIES THAT MILLENNIAL MILLENNIALS ARE: APP USERS ARE MOST LIKELY TO INTERACT WITH: 31% more likely to read content posted by brands. TV SHOWS 57% 53% more likely to watch branded videos. MOVIES 56% E-RETAILERS 52% 31% more likely to follow brands on social media. FOOD 45% 20% more likely to comment or RESTAURANTS 42% post on content from brands. Get Your Audience to Bite Brands looking to create snackable content can spice things up by adding a few new recipes to their content cookbooks. Grab-and-Go Customers who post about your products on social are doing half the work. Regram, retweet, and repost their snacks to save time and promote engagement. Stay Fresh Celebrating national holidays, sporting wins, and other of-the-moment events with snackable content is a great way to demonstrate your brand's personality and point of view. Extra Toppings Promote larger campaigns or events using bite-sized content to give your customers a behind-the-scenes glimpse that they wouldn't get anywhere else. Keep it Light Your audience tunes in on their mobile devices while in line at the grocery store, in waiting rooms, and during their morning commutes. Help them pass the time with playful and uplifting bits of content. What awesome snackable content have you seen? Share it with us on social. @Marketo SOURCES: DIGIDAY • HUGE, INC. • JUSTFORTHIS.COM • VENTUREBEAT• "B2B CONTENT PREFERENCES SURVEY," 2014, DEMAND GEN REPORT • "GLOBAL STATSHOT," 2015, WE ARE SOCIAL • "REALITY OF MOBILE MESSAGING APPS," 2015, MEC • "THE PROGRAMMATIC ADVERTISING REPORT," 2015, BI INTELLIGENCE • "U.S. DIGITAL CONTENT MARKET," 2015, VERTO ANALYTICS CREATED BY COLUMN Marketo FIVE