“A type of UX copywriting in the form of short text fragments or phrases, often presented with no additional contextual support. Microcontent usually communicates key messages in a concise form: it can be used to describe an article or long blog post, add clarity to an interface, or encourage a desired behavior.”
Nielsen Norman Group
While not part of the original definition, microcontent has evolved to also include images (static and gifs) and videos because of the ubiquity of social media and mobile dependence.
Why is microcontent so effective?
- Are you still reading? 😀 Our attention spans have become shorter.
- Many people are visual learners. A picture is worth 1,000 words.
- No need to click or scroll for more information.
How can you make your microcontent more effective?
- Post it to your (social) stories, so it is top of feed and top of mind.
- Review the image/video out of context (without captions, hashtags, etc.).
- Balance creative copywriting with clear insights or call-to-actions.
What are the most efficient ways to create microcontent?
Oftentimes it’s easier to start with a longer form tactic to create microcontent. For instance, Tweets can be snippets from a blog post. Or if you’re producing a video, stills or edited clips can be utilized as microcontent. Regardless of the inspiration or source, microcontent should be treated like any other marketing content. It should be edited for clarity and accuracy, communicate a clear call-to-action, and be associated with a specific business goal.
Kirwei Lo Consulting 