Snackable content refers to content that is both short and easily consumed by users. Snackable content is usually entertaining, useful or enlightening and consists of both text and image and video material. It is entertaining, easy-to-understand content that spreads through various channels, such as social media, websites, or microblogging services, and may be distributed virally.
The average attention span of an Internet user according to current studies is only 8.25 seconds. This is roughly equivalent to the attention span of a goldfish, according to the authors of the study “Not Quite the Average: An Empirical Study of Web Use". The attention span is defined here as the amount of time a user spends with a task without being distracted.
During surfing, user behavior is oriented on filtering out relevant information as quickly and effectively as possible. Websites are scanned and filtered according to various aspects by the user. Depending on the motivation, content for the user can mean entertainment, pleasure, interesting information, and solutions to problems. It takes just a few seconds of viewing a page for users to decide whether or not they will stay on that site. On average, only about 40 to 60 words are read. Given the fact that there are millions of websites, this is a strategy that reduces complexity and saves time.
This applies not only to surfing on the desktop PC, but also for the increased use of mobile devices. Especially since 60% of the time spent in social networks is done on mobile devices. These aspects are the basic conditions that explain the phenomenon of snackable content.
There are numerous forms of snackable content. A selection of the most famous:
As suggested under Tweets above, some forms of snackable content are used as teasers for specific content and thus provide traffic. The purpose is to evoke interest and direct users to a site with more information. This can be done with tweets, Facebook posts or other forms of snackable content. It is important that the short attention span is used to create an interest in more in-depth information. That way, existing or evergreen content can be prepared to achieve an increase in certain KPIs such as traffic and length of stay.
Snackable content can be described as an infotainment since these forms of content combine two essential aspects: entertainment and information. Typically, content is segmented and tailored to user needs, groups, and interests. For example, content can be emotionalized or take up everyday occurrences. These are mostly interactive content that can result in reaction, for example, by clicking the “Like” button or by sharing it with the “Share” button. Snackable content has a high potential of virality, in that the user is given an option for customer engagement.
However, the correct embedding according to the requirements of the respective platform is a prerequisite. With regard to the mobile use of such content, the correct display on small displays also has to be observed. Be it by means of responsive design, dynamic serving, mobile websites or an app that makes the content accessible. User involvement is only possible if the snackable content is integrated in such a way that users can also use it with mobile devices.
Ideally, the content spreads virally and leads to an increase in traffic and interaction rates, which may possibly be included as social signals in the evaluation by search engines. This strategy can also be used for content optimization. Especially evergreen content gets new traffic sources, if it is teased with snackable content. However, in the case of any form of snackable content, care must be taken to ensure that the texts, images, and animations used do not infringe on applicable copyright laws, or are perceived as clickbaiting or superficial contributions.