Snack content: delicious and easy to digest, please!

Stefano Viani


13 May 2016 Digital Marketing Content marketing

8.25 seconds - that's the average amount of time Internet users can or want to concentrate on one thing. That is roughly equivalent to the attention span of a goldfish! How do marketers manage to get their messages across despite declining attention spans and an ever-increasing flood of data? With snackable content! Short, concise content for in-between. Typical examples are short videos, gifs, images, tweets or other social media posts.

Snack-Content: Das sind kurze prägnante Botschaften, die ankommen. - Blackbit

Why snack content pays off for advertisers

  • Attention: Of course, with exciting snacks of information you increase the likelihood that recipients will pay full attention and not simply switch off after a few seconds, as is the case with longer videos or unstructured long texts.
  • Reach: What is easy to digest is also shared more quickly with friends and followers. Once in circulation, snack content ideally spreads all by itself - if you have struck a chord with the community, perhaps even virally.
  • Engagement: Anything that is quickly recognised and willingly shared is naturally more likely to receive comments or likes. For you as a marketer, this is valuable, direct feedback on your content.
  • Mobile marketing: Snack content is perfect for on the go: short videos save data volume and concise texts save the scroll finger. As more and more consumers prefer to surf the web via smartphone or tablet, you can reach a wide audience with short content.
  • Production: Snack content is usually produced quickly and cost-effectively. Of course, a little practice and flair is also required when preparing delicious snacks.

Conclusion: Only publish content in snack format?

Of course not. Versatile, concise and, above all, short content is perfect as an appetiser. They should entertain consumers and, above all, whet their appetite for more. Once recipients have been encouraged to take a closer look at your products and services, they should be able to easily access more detailed information about your company. Well-structured and descriptive landing pages, case studies or infographics therefore remain in demand.

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.