MICROCONTENT · captivating photos, incorporating intriguing color contrasts and in-focus subjects...

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Most microcontent is created for social media, but the term can be applied to any content that’s bite-sized and can tell

a story independently. Above all, microcontent is most effective when elements are tied together visually by design.

MICROCONTENT: B I T E - S I Z E D V I S U A L M A R K E T I N G

IT’S A SMALL WORLD, AND THE CONTENT IS GETTING EVENSMALLER.

The littlest form, microcontent, offers information in little doses to specific audiences. Microcontent can range from a

Pinterest pin to a Facebook post, and has changed the perspective from focusing on sales to sparking a conversation.

As a visual design shop, Lemonly has gained valuable insight into microcontent. Let’s dive in.

A Guide to Microcontent and How It Can Tell Your Story

Microcontent also works well as part of a series. A sequence of posts reflecting a similar design and

tone can build trust, and importantly, is less costly and more shareable than a traditional advertising

campaign. Additionally, a series can include curated material submitted by your audience.

What is MICROCONTENT?

MICROCONTENT:

Takes a variety

of forms: photos,

illustrations, charts,

quotes, and more.

Allows smaller, more

targeted investments

in specific subsets of

your audience.

Focuses on a singular

idea, and when done

well, can imply a

larger concept.

Can be standalone or

direct users to a more

in-depth infographic,

microsite, or blog post.

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ATTENTION: IT’S WHAT WE WANT.

With average attention spans now lowered to 8 seconds (less than a goldfish),

brands need to tell their story concisely and in an engaging way.

Microcontent can break down the most-important aspects of your business into small,

memorable chunks. And when designed well, microcontent can stand out in crowded feeds.

Let’s compare: Which version do you connect with more?

Why Does MICROCONTENT WORK?

AMERICA’S FAVORITE PIES

Pie Type

Pumpkin

Apple

Pecan

Chocolate Pecan

Other Kinds

Percent

39%

26%

20%

6%

9%

HIKE & BIKE PHOENIX

The Family Favorite

Waterfall Canyon Trial

2 miles | Hiking

The Steep Fun

Sonoran Preserve North

20 miles | Biking

The Best Sunset View

Papago Park

4 miles | Hiking

The Crowd Pleaser

McDowell Mt. Park

13 miles | Biking

The Smooth Challenge

Sonoran Trail

12 miles | Biking

The Hike & More

Tom’s Thumb, North Side

3.7 miles | Hiking

The Unforgiving Blast

National Trail

14 miles | Biking

The Leg Burner

Camelback Mt. Summit Trail

1.2 miles | Hiking

VS.

VS.

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Instagram microcontent is worth more than 1,000 words. The photo- and video-driven medium allows

your brand to develop lasting bonds with your audience. Building upon quality media with touches of design,

microcontent can provide genuine, transparent glimpses of your company’s impact and its culture.

Lemonly’s Instagram embodies a collage of special celebrations, interesting data visualizations from pop culture and

the news, and behind-the-scenes glances into our office. Check out @thinklemonly for sweet ideas and inspiration.

CHARTS FOR LEMONLY

(series example)

GIF FOR THE GRAMMYS

(standalone microcontent)

DEMOGRAPHICS BEST TIMES TO POST ADDITIONAL TIPS

INCORPORATE HANDLES:

• Posts including another user’s handle

in the caption receive 56% more

engagement than those that don’t.

KEEP IT SIMPLE:

• Try not to over-edit photos or add text

to images. The most-liked photos are

captivating photos, incorporating

intriguing color contrasts and in-focus

subjects taken at enticing angles.

• Anytime on Mondays through Thursdays,

except between 3 pm and 4 pm

400 MILLION MONTHLY

ACTIVE USERS

MILLENNIAL MARKET:

• 53% of Instagram’s members

are 18 to 29 years old.

MOBILE-FOCUSED:

• 98% use the Instagram app.

Sharing Microcontent on INSTAGRAM

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GRAPHIC FOR HUGGIES

(promotes larger infographic)

GRAPHIC FOR LEMONLY



WHEN SHARING LINKS, USE

A LINK-SHORTENER WEBSITE

LIKE BITLY.COM:

• Customize the text at the end of the link.

People are more apt to trust and click the

link if they can understand what it says. And

if it’s pleasing to the eye, it will build trust.

TARGET POSTS TO SPECIFIC

AUDIENCES:

• The News Feed is algorithm-based,

helping your posts reach engaged users,

but Facebook Ads can further ensure

your work reaches the right people.

• 12 pm - 1 pm Saturday and Sunday

• 3 pm - 4 pm Wednesdays

• 1 pm - 4 pm Thursdays and Fridays

1.59 BILLION MONTHLY

ACTIVE USERS

ALL AGES, WORLDWIDE:

• 71% of adults are on Facebook, and

83.6% live outside the U.S. and Canada.

MOVING TOWARD MOBILE:

• 47% of users access Facebook

only on phones.

Facebook is big, no doubt. Its user base spans generations, social statuses, and the entire globe. But Facebook is good when

thinking small, too. The platform offers precise targeting, helping your microcontent reach the people most interested in

seeing your posts. And intricate analytics help you hone future posts to engage readers best.

For Huggies, Lemonly created share images that tease to larger infographics. By including a couple cuddly characters and linking the

image in the website meta tags, this microcontent not only ensures your brand’s post looks sweet, but also any shares by your audience.

Sharing Microcontent on FACEBOOK

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With its shorter post format, (mostly) chronological feed, and popularity among the college-educated

public, Twitter can offer a more tech-driven, immediate environment for your microcontent.

Plus, on Twitter, you’ve always got to be punchy and succinct, so microcontent fits in well.

Stats also play well on Twitter, as shown by our work with MLB. We helped showcase

a great week for the Washington Nationals with a piece of standalone microcontent.

GRAPHIC FOR MLB


GIF FOR LEMONLY

(promotes blog post)


USE ONLY ONE TO

TWO HASHTAGS MAX:

• More hashtags cause readers

to lose interest.

START TWEETS WITH A

CHARACTER, NOT A @USERNAME:

• Otherwise, only a small percentage of

your followers will see your tweet in their

timeline because only people that follow

the both of you will see the tweet.

• 12 pm - 3 pm Mondays through Fridays

• 5 pm - 6 pm Wednesdays

320 MILLION MONTHLY

ACTIVE USERS

COLLEGE-EDUCATED:

• 54% of users have college experience,

and 54% earn at least $50,000 annually.

MOBILE-FOCUSED:

• 86% of users scroll and tweet

on their mobile device.

Sharing Microcontent on TWITTER

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PINTEREST

With 100 million monthly active users,

Pinterest is notable for popularity among

women: 42% of all female internet users

are on Pinterest, compared to 13% of men.

Hosting more than 300 million fashion

boards and 180 million food/drink boards,

Pinterest is key to brands promoting such

products and users seeking inspiration.

SNAPCHAT

One of the youngest social mediums,

Snapchat also appeals most to a younger

demographic. Of the estimated 200 million

monthly active users, 45% are ages 18-24.

Surprisingly, Snapchat has reported

more than 4 billion video views daily,

which is on par with Facebook.

Our design team experimented with

creating unique geofilters and you can now

find four of our designs available to use if

you’re ever in Sioux Falls, SD.

LINKEDIN

Being job-oriented, it’s no secret that

LinkedIn hosts users who enjoy higher

incomes. Forty-four percent of those

earning more than $75,000 annually

use the medium.

Brands seeking to reach those in

business need to include LinkedIn as

part of their microcontent strategy.

Now that you know what microcontent is and how to share it, all you need is

something beautiful to share. That’s where Lemonly comes in. Whether it’s a stunning

photo-based graphic, a compelling slice of data visualized, or a short animated GIF,

Lemonly’s expertise with creating microcontent can serve your brand well.

Reach out to us, and we’ll help guide you to success online, connecting you with your audience in a personal, engaging way.

Email [email protected] or call 605-610-8585 to get started

THE MICROCONTENT ITSELF

Sharing Microcontent on OTHER SOCIAL MEDIA

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SOURCES:

http://www.brainyquote.com/quotes/authors/m/mark_zuckerberg.html#2l10vypLT9FR5UTD.99

http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

https://www.facebook.com/business/a/online-sales/ad-targeting-details

https://www.facebook.com/business/news/News-Feed-FYI-A-Window-Into-News-Feed

https://twitter.com/wsjd/status/451886622788055040

http://sproutsocial.com/insights/5-instagram-stats/

https://instagram.com/press/

http://blog.instagram.com/post/129662501137/150922-400million

http://www.nytimes.com/2015/06/03/technology/instagram-to-announce-plans-to-expand-advertising.html

http://www.huffingtonpost.com/2015/02/25/get-instagram-likes_n_6751614.html

https://colorlib.com/wp/size-of-the-instagram-picture/

http://blog.instagram.com/post/63017560810/instagramasagrowingbusiness

http://mashable.com/2014/07/15/kevin-systrom-looks-at-every-ad-on-instagram/#uAT.ZPFL0Oq7

http://blog.business.instagram.com/post/112707530471/carousel-ads

http://techcrunch.com/2015/03/04/what-advertisers-want/#.mldi1m:w0b6

http://aci.info/2014/04/05/mobile-rules-for-social-media-platform-use/

http://marketingland.com/want-maximum-reach-facebook-dont-post-photos-118536

http://www.jonloomer.com/2014/01/19/multiple-image-facebook-post-reach/

http://socialtriggers.com/perfect-content-width/

http://dailytekk.com/2015/01/01/the-100-best-most-interesting-blogs-and-websites-of-2015/?reading=continue

http://www.ebizmba.com/articles/blogs

http://blog.hubspot.com/marketing/images-in-blog-posts-tips

https://www.techwyse.com/blog/infographics/facebook-cheat-sheetsize-and-dimensions/

https://bitly.com/pages/audience

http://newsroom.fb.com/company-info/

https://about.twitter.com/company

http://www.adweek.com/socialtimes/twitter-user-demographics/504341

https://blog.pinterest.com/en/100-million-most-interesting-people-we-know

http://marketingland.com/pinterest-says-it-has-100-million-monthly-active-users-143077

http://www.businessinsider.com/update-a-breakdown-of-the-demographics-for-each-of-the-different-social-networks-2015-6

MICROCONTENT: B I T E - S I Z E D V I S U A L M A R K E T I N G

A Guide to Microcontent and How It Can Tell Your Story

MICROCONTENT · captivating photos, incorporating intriguing color contrasts and in-focus subjects...

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