En un mundo lleno de contenido, hay que hacer que los contenidos lleguen al usuario, y que este lo consuma y asimile sin marcharse o sin descartarlo a la primera.
El tiempo de atención que un usuario dedica a ver si algo en Internet le interesa o no, va en descenso (menos de seis segundos). Ante esa situación, la generación de píldoras de contenido es algo que parece que funciona bastante bien.
El contenido en pequeñas píldoras es algo importante en una estrategia de marketing y comunicación. Lo mismo que en su día se vio que los clientes no querían grandes bolsas de patatas fritas, sino que optaban por bolsas más pequeñas, que abrías para consumir todo lo que había en su interior (snacks), con el contenido pasa lo mismo. Hay que hacer que el usuario sienta que lo que ha visto es suficiente, y que se quede con ganas de más.
Hoy en día consumimos contenidos en cualquier momento. Cuando estamos de pie esperando al autobús, cuando viajamos en el metro, mientras esperamos al ascensor, sentados en la oficina del médico, mientras esperamos a que salgan los niños del cole…
El contenido snack es importante. Y sobre todo cuando lo dirigimos al consumidor móvil. Este es el consumidor que quiere algo fácil acceso, fácil de entender y asimilar. Demanda contenidos de fácil digestión y deliciosos. Que nos dejen con ganas de sabe más.
Por ello, quienes generamos contenidos, tenemos que alimentar a la audiencia audiencia con algo llamativo, visual y emocional.
Vídeos de Instagram o Snapchats, por ejemplo, son perfectos ejemplos de contenido snackable. Son fáciles de ver en cualquier dispositivo (ordenador de sobremesa o móvil), y motivan a los consumidores a compartir si hay un elemento de sorpresa (stop-motion, sorprendente final).
En algunos casos, los consumidores nos hacen el trabajo. Los usuarios de medios sociales están creando su propio contenido snackable fijando en Pinterest, re-blogs en Tumblr, el gusto nada en Facebook e Instagram, Twitter y re-tweets en Twitter, la filmación de las vides, y el envío de Snapchats.
Por supuesto, hay que tener clara una cosa. Lo social es móvil. Alrededor del 60% del tiempo dedicado a los medios de comunicación social es a través de un dispositivo móvil. Su contenido snackable siempre debe ser optimizado para móviles. Si su tweet vincula a una entrada del blog, la entrada en el blog debe ser vista fácilmente en un smartphone.
Algunos ejempos de tipos de ‘Contenidos Snacks’ o ‘Snackable Contents‘ que nos cuentan los amigos de Villa McLuhan (un abrazo a mi amigo Sergio):
- Vídeos de una duración de entre 60-90 segundos.
- Imágenes que incluyan una palabra o una frase.
- Actualizaciones en Facebook y Linkedin con un máximo de 140 caracteres (como en Twitter).
- Infografías que incluyen textos y números.
- Infografías audiovisuales.
- Posts de entre 500 y 700 palabras como máximo.
- Encuestas rápidas y fáciles.
- Extractos de audio de menos de 60 segundos.
21 respuestas
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