Snack content: delicious and easy to digest, please!

Stefano Viani


13 May 2016 Digital Marketing Content marketing

8.25 seconds - that's how short an average Internet user can or wants to concentrate on one thing today. That's roughly equivalent to the attention span of a goldfish! How do marketers still manage to get their messages across despite declining attention and a constantly increasing flood of data? With snack 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: Sure, with exciting info tidbits, 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's easy to digest is also shared more quickly with friends and followers. Once in circulation, snack content ideally spreads all by itself - if you've struck a chord with the community, it may even go viral.
  • Engagement: What is quickly captured and readily 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 scrolling finger. Since more and more consumers prefer to surf the web privately via smartphone or tablet, you can reach a wide audience with short content.
  • Production: As a rule, snack content is produced quickly and cost-effectively. Whereby, of course, a bit of practice and flair is required in the preparation of delicious snacks.

Conclusion: Only publish content in snack format?

Of course not. Versatile, concise and, above all, short content is perfect as an appetizer. They should entertain consumers and, above all, make them want more. Once recipients are encouraged to take a closer look at your products and services, they should also 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.