It may not surprise you to hear that a whopping 60% of social networking happens on mobile devices. After all, most of us look at our phones at least a dozen times per day. With that in mind, it’s easy to see the importance of creating content that appeals to the on-the-go mobile user. This infographic created by Marketo and Column Five is a quick primer that underlines the importance of understanding and catering to the modern consumer by supplying them with snack-sized, shareable content that fits perfectly into their lifestyle.
The average attention span has shrunk from 12 seconds in 2000 to 8.25 seconds in 2014, which means that consumer taste in content has shifted to information that can be read and shared quickly. Apps like Vine, Twitter, Snapchat, and Instagram are popular ways to share content that takes seconds to absorb and spread throughout your network. Messaging is the most popular mobile activity, and the messaging app market has grown at least 148% since 2013. The most popular messaging apps are WhatsApp (with 800 millions users) and Facebook Messenger (with 700 million users.) 79% of messaging app users are likely to engage with branded content using apps. Millennials in particular are prone to engaging with brands online:
- 57% are likely to interact with TV shows
- 56% are likely to interact with films
- 52% are likely to interact with e-retailers
- 45% are likely to interacts with foods
- 42% are likely to interact with restaurants
Millennials are also:
- 31% more likely to read branded content
- 53% more likely to watch branded videos
- 31% more likely to follow brands on social media
- 20% more likely to comment or post on content from brands
How can your brand take advantage of these opportunities? Here are a few tips:
- Retweet, repost, or otherwise share content that customers write about your brand or products – it’ll save you time and encourage further engagement.
- Stay topical by posting about national holidays, sporting wins, or other current events.
- Promote your larger campaigns by offering bite-sized tidbit, like a behind-the-scenes glimpse of a photoshoot or a bit of trivia.
- Keep your content playful and uplifting.
Is your mobile content snack-sized, or are you filling your customers’ plates? How does your brand practice portion control? Let me know in the comments.
