Jessica Riches's Photo
Jessica Riches

Opinions: 

#DTTT Blog

The best snacks are short, often sweet, and always satisfying. The same goes for snackable content. Bitesize chunks that fulfill your potential visitors, straight from the feed.

Mark W Schaefer, author of The Content Code, defines snackable content as “easy on the eyes without a lot of processing”. It encompasses short videos, GIFs, memes and rich images or graphics.

As a destination, it’s a way for you to engage with followers in the feed without asking much of them in return. It’s a little nugget of inspiration or entertainment that appears in their feed, requiring little attention or engagement but providing a dose of delight that will stick with them.

‘Snacking’ is a key part of social media culture as consumers scroll, swipe and tab on mobile devices all day long. Our attention spans may be decreased to the point that we can’t fit in all of the long-form content we want to, but we like to be fed little but often thanks to social media.

The five key principles of snackable content:

  • It must be short and effective.
    If it’s meant to be funny, informative or hard-hitting, it must achieve that goal in less than a few minutes.
  • It must allow users to stay in their natural habitat.
    Snackable content is best enjoyed in the feed - whether it’s a video, image or text.
  • It must be eye-catching
    Your intention is to grab the attention of people as they scroll through their feed.
  • It must be simple
    If it needs explaining, or some wider context, or requires clicking a link - that’s not snackable content.
  • It must be fulfilling
    A great concept and a clear understanding of your audience should stop ‘short’ meaning ‘lacking’

So what could good snackable content look like for a destination?

Keep your destination’s unique voice and perspective in mind, and think about how that can add value in small chunks to potential visitors on their social media scrolls.

  • Jealousy-inducing photos and GIFs that tell a story
  • Short, emotive videos of different experiences
  • Trailers and round-ups of events and promotions
  • Schedules, timetables, offers and promotions in graphic form

Great snackable content makes your follower stop, smile and then continue scrolling. It’s a great way to have consistent, enjoyable interactions with your audience that satisfy a specific need in their online content consumption. That might not lead to an instant sell, but it’s a great investment for relationship building and the positive sentiment you accrue each time a potential visitor finds you on their feed.

And it’s also great from a technical perspective. It’s cheaper and easier to produce than long-form content, so you can create more of it. At the same time, the more content your followers are positively engaging with in their Newsfeeds, the more chance you’ll have of being looked on favourably by Facebook’s algorithm when the time comes to post your big campaign ask.

Mark Zuckerberg recently stated Facebook’s ambitions to become Internet users’ first-choice destination for premium short-form content. Getting started on your snackable treats now will make the full meal go down a lot easier later.

Jessica Riches, social media, content and engagement specialist will be joining us at the Content | Campus to lead the Going Live workshop.

In this workshop, we will be looking at the key differences between Snapchat, Instagram Stories and Facebook Live, and help you think about how each channel can help tell your story in a different way and what's best for your brand. This will be an interactive workshop so participants will have a quick deep dive look at the key differences in terms of approaches and audiences but then start planning out their own real-time story planning.

Want to try the new Spectacles by Snapchat🕶? Join us in Copenhagen 🇩🇰

Discussion

comments powered by Disqus

More from #DTTT

  • Great-escape-oslo
    In September we present:
    The Great Escape – Oslo

    We’ve just launched this new campaign for Oslo, which basically consists of one film. Watch the video, and I’ll explain what we were thinking when we came up with the idea. Oslo to the rescue! Kiwi couple get rescued from vacayfail from Visit Oslo on Vimeo. We knew we were going to be doing some […]

  • amsterdam-coloured
    In September we present:
    Amsterdam Marketing: Live Lines

    Amsterdam Marketing, the municipality of Amsterdam and Amsterdam Museums worked on the pilot ‘Live Lines’ (Dutch: Rijenradar) providing visitors with an overview of live queue times at 10 museums in Amsterdam Metropolitan Area. We caught up with Marek Kruszel from the Amsterdam Marketing team to learn more about Live Lines in the lead-up to #DTTTGlobal […]

    #lines #visitor #Amsterdam #data #experience #Live #marketing
  • colourful-nuuk-feature
    In August we present:
    Colourful Nuuk: Starting out in Destination Marketing

    Stine Selmer is a business consultant at the business development organisation Sermersooq Business Council that manages destination development, branding and marketing for Nuuk, the capital of Greenland. The DMO has existed since 2012 and the Colourful Nuuk brand is only a few years old. At #DTTTGlobal, Stine will be taking the stage to present the […]

    #Nuuk #destination #destination marketing #dmo #Greenland
  • Igor-Feature-image
    In August we present:
    Voice interfaces and beyond: How can travellers use it?

    #DTTT Expert Igor Dutra is an experienced and creative professional with a proven record in user-centered design, innovation, design thinking, lean UX, information architecture, interaction design, visual design, agile methods, web development, and technology. Igor will be joining us on stage at #DTTTGlobal focusing on ‘Fostering Innovation through Technology & Digital Trends’. I’m fascinated with […]

    #voice interfaces #Alexa #AI #artificial intelligence #technology #travel
  • mechelen-feature
    In August we present:
    Virtual Mechelen: How Visit Mechelen made a 360 jump

    Els Van Zele is Content Manager at Visit Mechelen, sharing some insights on their newly launched 360 and virtual reality experience enabling consumers to experience and explore the city in a rich and innovative way. Mechelen? A city located in Belgium, right between Brussels and Antwerp, in the northern, flemish-spoken part. Some call us a […]

    #visit mechelen #360 #content #destination #experience #Vr
  • Scotland-feature
    In August we present:
    Shifting to Publisher: How VisitScotland are redefining their role

    Eva Kwiecinska is the Senior Marketing Manager, responsible for all content at VisitScotland, Scotland’s National Tourist Board. She will join us on stage at #DTTTGlobal on 30th November and 1st December in Brussels, presenting on ‘Shifting to Publisher: How VisitScotland are redefining their role’. We caught up with Eva to learn more about VisitScotland’s changes […]

    #visit scotland #team #Transformation #content #destination
Show more
×
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge