Why snackable content is an essential tool for marketers: A definitive guide to ace it.

'Ping!' In a dynamic space where mobile screens wake up every few minutes with notifications and users scroll through content endlessly, capturing and retaining audience attention is a significant challenge for marketers. They have to try relentlessly to convey their message amidst the relentless churn of digital noise. Snackable content is crucial for marketers to effectively reach and engage their target audiences and drive impact in sync with their business objectives.

Short-form videos are the most efficient form of snackable content as they are easy to create and consume — and difficult to miss. Given how quickly the user goes from consumption to reaction or action, the effectiveness and impact of the content are unparalleled. Taking a regional language-first approach while creating short-form videos further adds to the strategy’s efficacy as users feel a greater level of comfort when they consume content in a language of their choice.

There are two types of snackable content that a brand shares online — the brand’s creation and the content created in collaboration with an influencer who adds their touch to the communication. Here are some tips to help marketers ace their snackable content campaigns by using short-form videos right:

• Create mobile native content: There are various benefits of mobile native advertising. These ads are visually appealing and engaging — consumers look at native ads 53% more than display ads. Mobile native ads also increase the purchase intent by about 18%! Brands must embrace the vertical format and the specifications of platforms like ShareChat & Moj to enable optimal content consumption. By stepping away from a one-size-fits-all approach and tailoring the content to the mobile experience, marketers can ensure seamless accessibility and engagement, capturing the attention of the target audiences.
  
• Use Gamified AR lenses: Incorporating interactive elements like filters and AR lenses in a campaign enables marketers to infuse content with interactivity and personalisation, prompting users to engage with the content and add to its impact by creating their own versions of it. These lenses also gamify the experience for the users. Audio elements like catchy jingles and tunes further enhance the memorability and shareability of the snackable content. A well-crafted jingle can captivate viewers, create a memorable multisensory experience and leave a lasting impression.
  
  
• Include a clear Call-to-Action: Whether it's prompting viewers to like, share, comment, or visit the brand's website, a clear and compelling CTA drives desired user action effectively. It’s an excellent strategy to achieve success on lower-funnel objectives, maximising the effectiveness of the content and transforming passive viewers into active participants in the brand's narrative. CTAs can be tracked and measured easily, making it easier for marketers to tweak campaigns while leveraging data-backed insights.
  
  
• Go hyperlocal with regional references: Tailoring content to specific regions by incorporating local references, language, and cultural nuances enables marketers to forge deeper connections with regional audiences. Whether it's referencing local landmarks, traditions, or colloquialisms, integrating regional elements into content demonstrates an understanding and appreciation of the audience's unique identity, fostering a sense of familiarity and resonance. Marketers can also tap into the network of regional creators for their deep and accurate insights and the creation of compelling and highly resonating content experiences.
  
  
• Leverage platform insights: Marketers can craft targeted and effective snackable content by leveraging analytics provided by platforms like ShareChat & Moj, where the campaign is running. From demographic information to content engagement metrics, audience behaviour, preferences and trends, these data and insights enable marketers to refine their content strategy, optimise performance, and deliver content tailored to the unique preferences of the target audiences.

Snackable content, especially short-form videos, is a power-packed tool for marketers to counter fleeting attention spans, cut through the noise, drive effective engagement and achieve high returns for their brands. Teams at ShareChat & Moj are experts in delivering measurable results for short-form video campaigns for brands across categories. Marketers can pick from varied ad solutions like Branded Hashtag Challenges, Influencer Activation, Branded Jingles, and 3D Lenses to tailor their campaigns for success. Contact us to get started today!