Micro-content writing is still having a moment. We can thank our abbreviated attention spans for that.
In 2004, when the University of California Irvine (UCI) first started to measure the length of people’s attention spans while they use electronic devices, the average length was around two and a half minutes, explains Gloria Mark, Ph.D., Chancellor’s Professor of Informatics at UCI, on the American Psychological Association’s podcast episode “Speaking of Psychology: Why Our Attention Spans Are Shrinking.” Gradually, this number decreased to 75 seconds in 2012, and currently, the average attention span holds steady at 47 seconds, what Mark refers to as our “new normal.”
47 seconds is not very long. It may have taken you almost 40 seconds to reach this point in this article.
As our brains continue to evolve with the advancement of digital technology and the distractions that come with it, short-form copywriting tells stories that quickly engage audiences and, ideally, guide them toward our long-form content where they can further explore what a business or product has to offer.
What Is Micro-Content Writing?
Bite-sized copywriting is designed to be compelling and concise, snackable and easily digestible. Writing for social media is the most common form, specifically on X (formerly Twitter), which has a 280-character limit for the free version, and Pinterest with a 500-character limit for pin descriptions.
In the fiction storytelling space, the 6-word story is a counterpart. Legend has it that Ernest Hemingway and a group of fellow writers had a contest to see who could write a complete story in just six words (guess who won?). It all comes down to choosing the fewest words that make the strongest impact.
In marketing, the power of short content also lies in word choice. Each word and character must contribute to the overall message.
Examples of Micro-Content Copywriting
This article is an example of long-form content.
- This
- listicle
- is
- an
- example
- of
- micro-content.
Other examples include:
- infographics
- social media updates
- email subject lines
- web page meta descriptions
- quick tips & facts
- push notifications
- SMS messages
- blog post introductions
Benefits of Micro-Content Writing
Short and concise writing is a powerful tool for engaging audiences, promoting brand awareness, and boosting business growth. In addition to directing audiences to your long-form content, it also can lead to the following outcomes:
- enhanced social media presence
- increased digital shareability
- increased brand recall
- amplified email marketing
It’s important to note that long-form content is a beneficial tool for establishing credibility, educating audiences, and showcasing the value of a product or service. Concise, thoughtful, small snippets of text, however, can get your message out there faster, grabbing the attention of fast-paced readers and making the most of those 47-second attention spans.