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The recipe for effective snack content!

Snack content is like its counterpart, food snacking, easy to consume, short and impactful. And it is one of the keys to an effective content strategy adapted to social networks.

Social networks (TikTok, Snapchat, Instagram…) are the territory par excellence for snack content: short, impactful and interactive content. These could be the bases of the recipe for successful snack content. We tell you more in this article.

Why integrate snack content into your content strategy?

Today, we are constantly bombarded with a multitude of information, also known as infobesity. Long content is therefore rarely viewed in its entirety: we increasingly skip it if the content does not hold our attention from the first few seconds.

For brands, it is necessary to (re)learn how to emerge in news feeds and in the face of algorithms. A study conducted by Facebook Business in 2020 reveals that people are 1.5 times more likely to watch videos daily on a smartphone than on a computer.

Attention spans are dropping year on year, from 12 seconds in 2000 to 8 today according to a Samsung study. Audiences are less and less attentive and receptive to the messages presented to them, hence the importance of snack content.

As this phenomenon of declining attention is not about to stop, but on the contrary to decline even more from year to year, it is essential for a brand to use this format from now on:

Snack content allows you to capture the attention of your audience and ensures a constant presence while increasing the engagement of your target audience.

Snack content responds to a new mode of consumption of information, faster, ephemeral, which allows to answer a need, a question in a clear and concise way.

Is snack content relevant for all brands?

All brands/sectors without exception can benefit from snack content.
Snack content is less expensive than long and elaborate video formats, and brings freshness to the brand at a much lower cost. It is necessary, however, to move on to frequency. Short content, yes, but also content broadcast at a higher frequency.

As an example, take a look at our article on Brand Content, in which we explain how MTM supported the Isostar brand in creating snack content.

What are the objectives when using snack content in a communication strategy?

Snack content can be relevant to all brands, whatever their sector of activity, but it allows the brand to maintain a close relationship with its customers thanks to this relational frequency.

One of the keys to communication (which is taught in all marketing and advertising schools) is the frequency of the message. We are not talking about repeating the same video content over and over again (some may remember the Juvamine TV ad in the 90’s), but rather the ability to vary the creative.

By defining a clear graphic and creative identity beforehand, it is a question of playing on the variation. For example, a brand might say that it wants to frequently highlight key news about its services or business through mini-videos, using the same creative identity.
This short and ephemeral content on social networks does not cause a feeling of heaviness among the public, unlike long format videos where the temptation to move on is strong.

Even Youtube has understood the phenomenon of snack content and short content by integrating on its platform the “Shorts”, short and ephemeral video content, directly inspired by the Stories of Instagram or Snapchat.

What are the different snack content formats?

Snack content is characterised by very short formats (10 to 300 characters maximum for a written post for example, 15 seconds to 1 minute for a video).
It’s up to you to find the ones that will best suit your brand.
Further on in the article we give you several examples.

Some varied examples of snack content

Monoprix (short videos)
Monoprix is a good example of a brand producing snack content designed for its customers.
Always topical, dealing with themes from the daily life of Monoprix consumers, for example below, the start of the school year.

Memes (#majedoesmeme)

Maje, through the launch of its #majedoesmeme operation, invites its customers to take part in the #majememechallenge by creating everyday situations presented from a quirky and humorous angle.
A great example of snack content that was widely relayed and followed on the networks.

Posts (Burger King)
Posts on the networks also fall into the snack content category.
Burger King is known for its spicy and offbeat reactions, whether in response to comments from Internet users or to its competitors (mainly McDonald’s).
The Fast Food chain launched the “Roasted by BK” movement in reference to their trademark: the cooking of their steaks.
The responses to the comments are incisive, funny and, above all, extremely well received by the public, who are fond of these exchanges on the networks.

  • Micro reports (Brut)

Micro reports are a form of snack content, the trademark of Brut.
Brut produces mostly very short video formats (generally less than 5 minutes) and offers them under various themes: Testimony, News, Decryption, ITW, …
As proof of the effectiveness of this format, today Brut produces almost exclusively snack content.

Tuto (Charlotte Tilbury 1.6M views)

The Charlotte Tilbury brand produces many snack content formats, but especially tutorials.
Each one has a theme that speaks to everyone.
For example, the Victoria Secret look for their annual fashion show, how to do a make-up for the MET Gala or simply a morning routine.

Get The Victoria’s Secret Model Look – Makeup Tutorial | Charlotte Tilbury

Now it’s up to you to choose the different ingredients you want to incorporate into your snack content strategy and MTM is here to help!

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