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Image by James Armstrong

Image by James Armstrong

Photos of Food and Other Bite Size Content That Simply Work

In the past couple of weeks, one thing has become clearer to me: content that works best is usually bite size.

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“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.

Rob Paris and Dana Wasilewski from the NY office mid-way of capturing the world’s tiniest taco – a bite size taco going straight to your Instagram stream!

Rob Paris and Dana Wasilewski from the NY office capturing the world’s tiniest taco – a bite size taco going straight to your Instagram stream!

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?

Carolina Pietoso is a Daniel J. Edelman Global Fellow from São Paulo working in New York.

Image by James Armstrong.

  • Tam

    My fav bite size is
    2 min Video clip for a social news or v-blog
    500 words for a personal blog entry
    a series of 7-10 photos on 1 topic discussion
    an animated infographic
    ..

    Thanks Carolina for such a great tips about bite size, I never heard of it before reading this blog.

    • Carolina Pietoso

      Thanks, Tam! This is a passion point for me so glad to spread the word. 🙂

  • Samuel Gore

    It’s not the medium, but the message that’s the important thing. Some content just requires a longer form, as you can’t really offer anything ‘meaningful’ to take away in a couple of hundred words. Unless you’re Hemingway.

    • Carolina Pietoso

      Completely agree that the message is the most important thing, Samuel. And some content will continue to be long, for sure – no one will read only tweets in detriment of novels and long form journalism. However, what I have been noticing is a trend in which messages are being meaningful AND short, accommodating new content consumption habits and, yes, new mediums. The experiences they generate seem to depend less on the amount of words and more on the essence of the message itself. I’ve definitely seen examples of branded content that don’t compare to Hemingway and still stick to one’s mind and impact behaviors. But, of course, that’s just my observation.

  • IsysCC

    Great post, Carolina. As I communicate and work in Germany I continue to realize the importance of concise, simple and meaningful communications. Hope all is well!

    • Carolina Pietoso

      Meaningful being the key word here! Thanks, Isys.

  • Laurel Butterfield

    In terms of bite-sized, I love the New York Times Haiku – pretty creative way to sum up a story. Hope you’re loving NYC!

    • Carolina Pietoso

      Hey Laurel, I haven’t heard about this before. Thanks for sharing, it is amazing! …as is NYC. 🙂

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