“Bite size” is one of my favorite English expressions. A concept that needs an entire sentence to be explained in my native Portuguese and it’s nicely summed up in two simple words. Maybe it’s the way these words perfectly connect the idea of size and relevancy – something that has the exact dimensions you would need for a simple, and yet fulfilling, bite. Or it’s the way they remind me that the consumption of most anything, whether it’s food or content, can be seen as a physical process. Whatever the case, this expression is increasingly relevant when we talk about digital content.
In the past couple of weeks, I’ve been exposed to the processes through which Edelman New York‘s digital planning team designs a brand’s voice and the content strategy that will personify this voice in social media channels. That has made me consider each and every piece of content I come across, interact with and publish. And one thing has become clearer to me: content that works best is usually bite size.
Short sentences, captivating photos, infographics and quotes are a few examples of content that can get the message across to the audience easily and quickly. That ongoing fad of people snapping photos of their plates is another case in point. Why does it work? Because it is simple and tells a story swiftly. It’s all about capturing someone’s attention at a particular moment, and having them truly engage for a lasting effect.
Content is more often consumed on the go, on ubiquitous mobile devices running apps that vie for our short-spanned attention. Books, TV series, movies and even status updates are a part of our daily content consumption and happen in the few minutes before the train arrives or as we wait in line for coffee. Our work as digital thinkers is to lead brands to smarter content sharing that feels more natural than imposed and helps them join in and start real conversations.
In keeping up with this, since shorter blog posts tend to have a better impact, I will end this one here. But before I go, I’d like to ask you: what is your favorite bite size type of content?
Image by James Armstrong.