MICROCONTENT:

BITE-SIZED VISUAL MARKETING

A Guide to Microcontent and How It Can Tell Your Story

ITS A SMALL WORLD, AND THE CONTENT IS GETTING EVEN

SMALLER.

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. Lets dive in.

What is MICROCONTENT?

Most microcontent is created for social media, but the term can be applied to any content thats bite-sized and can tell
a story independently. Above all, microcontent is most effective when elements are tied together visually by design.

MICROCONTENT:

Takes a variety Allows smaller, more Focuses on a singular Can be standalone or

of forms: photos, targeted investments idea, and when done direct users to a more
illustrations, charts, in specific subsets of well, can imply a in-depth infographic,
quotes, and more. your audience. larger concept. microsite, or blog post.

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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.

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 Why Does MICROCONTENT WORK?

ATTENTION: ITS 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.

Lets compare: Which version do you connect with more?

AMERICAS FAVORITE PIES

Pie Type Percent

Pumpkin 39%

Apple 26% VS.

Pecan 20%

Chocolate Pecan 6%

Other Kinds 9%

VIEW

HIKE & BIKE PHOENIX

The Family Favorite The Smooth Challenge

Waterfall Canyon Trial Sonoran Trail
2 miles | Hiking 12 miles | Biking

The Steep Fun The Hike & More

Sonoran Preserve North Toms Thumb, North Side
20 miles | Biking 3.7 miles | Hiking VS.

The Best Sunset View The Unforgiving Blast

Papago Park National Trail
4 miles | Hiking 14 miles | Biking

The Crowd Pleaser The Leg Burner

McDowell Mt. Park Camelback Mt. Summit Trail
13 miles | Biking 1.2 miles | Hiking

VIEW

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 Sharing Microcontent on INSTAGRAM

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 companys impact and its culture.

Lemonlys 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 GIF FOR THE GRAMMYS

(series example) (standalone microcontent)

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DEMOGRAPHICS BEST TIMES TO POST ADDITIONAL TIPS

400 MILLION MONTHLY Anytime on Mondays through Thursdays, INCORPORATE HANDLES:

ACTIVE USERS except between 3 pm and 4 pm Posts including another users handle
in the caption receive 56% more
MILLENNIAL MARKET: engagement than those that dont.
53% of Instagrams members
are 18 to 29 years old. KEEP IT SIMPLE:
Try not to over-edit photos or add text
MOBILE-FOCUSED: to images. The most-liked photos are
98% use the Instagram app. captivating photos, incorporating
intriguing color contrasts and in-focus
subjects taken at enticing angles.

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 Sharing Microcontent on FACEBOOK

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 brands post looks sweet, but also any shares by your audience.

GRAPHIC FOR HUGGIES GRAPHIC FOR LEMONLY

(promotes larger infographic) (promotes larger infographic)

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DEMOGRAPHICS BEST TIMES TO POST ADDITIONAL TIPS

1.59 BILLION MONTHLY 12 pm - 1 pm Saturday and Sunday WHEN SHARING LINKS, USE
ACTIVE USERS 3 pm - 4 pm Wednesdays A LINK-SHORTENER WEBSITE
1 pm - 4 pm Thursdays and Fridays LIKE BITLY.COM:
ALL AGES, WORLDWIDE: Customize the text at the end of the link.
71% of adults are on Facebook, and People are more apt to trust and click the
83.6% live outside the U.S. and Canada. link if they can understand what it says. And
if its pleasing to the eye, it will build trust.
MOVING TOWARD MOBILE:
47% of users access Facebook TARGET POSTS TO SPECIFIC
only on phones. 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.

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 Sharing Microcontent on TWITTER

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, youve 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 larger infographic) (promotes blog post)

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DEMOGRAPHICS BEST TIMES TO POST ADDITIONAL TIPS

320 MILLION MONTHLY 12 pm - 3 pm Mondays through Fridays USE ONLY ONE TO

ACTIVE USERS 5 pm - 6 pm Wednesdays TWO HASHTAGS MAX:
More hashtags cause readers
COLLEGE-EDUCATED: to lose interest.
54% of users have college experience,
and 54% earn at least $50,000 annually. START TWEETS WITH A
CHARACTER, NOT A @USERNAME:
MOBILE-FOCUSED: Otherwise, only a small percentage of
86% of users scroll and tweet your followers will see your tweet in their
on their mobile device. timeline because only people that follow
the both of you will see the tweet.

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 Sharing Microcontent on OTHER SOCIAL MEDIA

PINTEREST SNAPCHAT LINKEDIN

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.
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
youre ever in Sioux Falls, SD.
Being job-oriented, its 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.

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THE MICROCONTENT ITSELF

Now that you know what microcontent is and how to share it, all you need is
something beautiful to share. Thats where Lemonly comes in. Whether its a stunning
photo-based graphic, a compelling slice of data visualized, or a short animated GIF,
Lemonlys expertise with creating microcontent can serve your brand well.

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

Email HELLO@LEMONLY.COM or call 605-610-8585 to get started

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 MICROCONTENT:
BITE-SIZED VISUAL MARKETING

A Guide to Microcontent and How It Can Tell Your Story

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

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