As the average attention span continues to shorten among app users and other consumers, it’s important to do everything you can as an app owner to maintain engagement and maximize retention. One of the most effective means of achieving this is snackable content, which has become increasingly popular for marketers. This type of easily and quickly consumed content will also be just as relevant as ever in 2022, making it crucial to incorporate it into the app experience.
In this comprehensive guide to snackable content in 2022, we’ll cover what defines snackable content, the benefits of using it for your apps in the coming years, the different snackable content trends we’ll see in the future, and how you can develop snackable digital content.
What Is Snackable Content?
When asked what the true snackable content definition is, many marketers may not give the same answer. This is because the term lacks a singular definition that determines precisely what it is. However, it’s generally a type of content that’s designed specifically for fast and efficient consumption among audiences. Snackable content is often intended for consumption on mobile devices due to many users accessing it on the go or in other situations where they don’t have as much time to consume content.
If you can develop content that’s easy to digest, your audience is more likely to not only consume it but share it. Snackable content has become one of the most important elements of any website, social media platform, app, and other platforms, which is why you must use it in various forms to help break up longer, richer content.
Why Use Snackable Content for Apps?
With so much content out there today, especially on mobile devices, people want to find the content that’s most important to them as fast as possible. They also want to be able to consume it quickly and conveniently, without the need to devote too much time and effort to it. In fact, according to a 2019 survey by Demand Gen Report, 90% of consumers enjoy shorter content over longer content. That number is only going to increase in 2022 and beyond.
People’s attention spans are also shrinking as the years go by because of the wealth of available information. Microsoft found that the human attention span today is around eight seconds, decreasing by almost 25% within a few years. This means that if you’re expecting people to have the patience for long or complicated pieces of content, you’re not likely to succeed in grabbing and holding their attention. That doesn’t mean that all long-form content is going extinct, but it does mean that you need to take steps to make content more consumable.
Snackable content and micro-moments are particularly important for app users who want an entirely convenient and seamless app experience with every session. If your app doesn’t feature snackable content that’s quick to consume, aesthetically pleasing, or compatible with mobile devices, you’re going to turn many people away. With the help of well-optimized snackable content, on the other hand, you’ll be able to dramatically increase user acquisition, engagement, and retention. Subsequently, you’ll be able to increase sales and ROI.
The Different Types of Snackable Content to Create in 2022
Depending on the type of app you have and the content displayed on it, there are several types of snackable content you can use to reach audiences in the years ahead. The following are going to continue trending well into 2022, making it important to consider which types will resonate most with users.
One of the most reliable kinds of snackable content is the in-app story, which will be as relevant as ever in 2022. Stories are brief and engaging interactive messages that you can personalize for each user, which will make it feel as though you’re speaking directly to them. This is crucial as 90% of consumers in the U.S. alone prefer personalized marketing.
Specifically, in-app stories consist of a variety of formats and messages to reach users. For example, you can use a quick series of screens to onboard new users, with brief and concise messages that detail the next steps and core app features. For existing users, you could develop personalized stories that narrate and show the progress the user has made, which will encourage them to continue using the app.
Another way to use stories is to create shoppable videos, which could feature influencers who actively and entertainingly promote a particular product or service, with a simple call-to-action that wastes no time in leading people to purchase.
In short, there are myriad ways to use in-app stories to entice and retain users, regardless of the type of app experience you offer. If you’re not sure how to go about developing stories for your app, Storyly is an intuitive platform that enables you to use stories in many creative and exciting ways to attract and retain users.
A GIF, or Graphics Interchange Format file, is a type of bitmap image that can play a sequence of image files to animate them. GIFs are highly consumable and easy to use to engage users, and they’ll continue to be critical to use in the years ahead. Because of their wholly visual and brief nature, they often go viral if audiences enjoy them enough, leading them to share them and apply them to various situations.
GIFs could include a range of content for mobile users, including business-related content such as how-tos or previews of products or services. GIFs are often helpful in teaching users about apps and offerings in lieu of text. For instance, a short GIF could show users where to tap within an app to retrieve certain info or perform a particular task.
Many consumers love memes, and that’s not going to change in the near future, which makes them a tempting tool for marketers. However, brands must take care when creating memes, as they’re known to either use them controversially or even ruin them when distastefully made. The key is to entertain audiences without tarnishing their favorite meme formats. As an example, you could use a meme to make fun of the ways competing brands have ruined memes, or try other engaging and unique formats to entertain audiences and make your brand appear more human.
Similar to animated GIFs, people enjoy short videos that present content in a visual format without taking up too much of their time. In 2022, 64% of marketers intend to use short-form videos in their campaigns, meaning that app owners will need to use them to stay ahead of competitors.
Short videos could include behind-the-scenes footage of your team at work, instructional videos and tutorials, interviews with business leaders or influencers, product reviews and testimonials, product demos, and much more. Snackable video news content for news apps can also compress longer written stories into a format that people can easily consume on the go.
Keep in mind that animated videos are a great way to make complex topics easier to digest. So, if you have a lot of technical information you want to present to users, brief videos might be the best tool to use, especially within an app.
As the name of this content would suggest, infographics present information in an image format that effectively summarizes it. They’re widely used as snackable content that takes a lot of statistics and other data and makes it easier to take in and comprehend. When used in marketing, infographics can boost a brand’s credibility while attracting new audiences. This is because infographics are often fun and entertaining compared to conventional text data. You can even use infographics to build a narrative around data points to tell a story. For instance, you could introduce one statistic and use it to segue into another, which helps lead into another relevant stat, and so on.
If you plan on using infographics in 2022, there are some design trends to consider. In the next year, many infographics and other types of graphics are likely to feature more expressive lettering, abstract drawings, and a general rejection of traditional design trends. This ultimately means that you should feel free to get creative with the layout of infographics and other images, particularly those that incorporate text.
Quotes and Social Graphics
You can use a wide variety of social graphics to connect with users, which will continue into 2022 as social media continues to grow in popularity. Oftentimes, social graphics feature quotes, user-generated content, or tips and tricks pertaining to your industry. Images can be standalone visuals with text content included, or they can supplement posts or other text formats on social media and other platforms.
Quote-oriented content is particularly popular, and there are many ways to use it in your app. For example, when first opening the Goodreads app, a famous reading-related quote will appear as the home screen loads. This is a great way to welcome users to the app and motivate them to remain engaged once they open it.
User-generated content, or UGC, is content that customers create around your brand or offerings. This content is only going to gain more momentum in 2022 as people prefer UGC to promotional emails and organic search results. There are many types of UGC that people might create, including customer testimonials, images, videos, and blog posts that customers share on various platforms, including Instagram, Twitter, and Facebook.
One of the most important types of snackable UGC to encourage is customer testimonials or product reviews, which highlight the value a brand brings. For app owners, a glowing review on an app store is critical in attracting new users. You can get people to generate this kind of content by incentivizing reviews or sharing your app on social media platforms to refer new users. You could offer promo codes to users for sharing their thoughts, for example, or offer in-app rewards to users who successfully refer people to the app through social media engagement.
How to Effectively Create Snackable Content
If you’re wondering how to go about creating snackable content, there isn’t a formula for snackable content that works for everyone. As you approach your content strategy in 2022, there are some core elements to include in your snackable content. These include:
1) A Story
All snackable content will tell some kind of a story to your audiences, as opposed to merely selling them a product. Crafting a narrative that’s unique to each user and contains a clear beginning, middle, and end will go a long way in appealing to users.
2) Appealing Visuals
All of your visual content must be compelling and appeal to existing and new users. A good visual will grab people’s attention and inspire them to learn more about your brand, products, or services. Visuals that are unique to you and speak to your brand will also build brand awareness, recognition, and trust among audiences. This means that your snackable image and video content should contain color schemes, logos, and other visual elements that are unmistakably yours.
Heading into 2022, you’ll also want to place emphasis on interactivity in your content. Not only do people want quick and easy content, but they also want to engage with it more directly today. Interactive content generates twice the number of conversions of static content, and it’s a great way to hold people’s attention.
Now more than ever, users want to connect with all types of content they encounter. In fulfilling this desire, you can create a variety of interactive content to attract and engage users. For instance, you could develop interactive quizzes, polls, calculators and other tools, sliders, timelines, and visuals such as infographics. By giving your audiences a rich and unique experience with your content, you’ll be able to more easily capture them compared to less interactive competitors.
4) Flexible Design
While you may not use mobile devices to create content to be used in your app, you need to ensure it’s mobile-responsive before publishing it. All of your visuals and other snackable content must look the same across all platforms, both in and out of the app.
Remember, not all types of snackable content will work with every audience. Consider the needs of your users and what they’re looking for from your in-app experience. The best way to determine what works and what doesn’t is to engage in A/B split testing. This entails running two versions of a snackable content piece, each with one key element changed, such as a headline or visual. Based on which performs best among test audiences, you can stay with the one that resonates and abandon or tweak the one that doesn’t. In the process, you’ll be able to gradually improve your content to optimize its performance.
Use Snackable Content to Your Advantage in 2022
Regardless of the type of app you own, snackable in-app and marketing content can be the key to connecting with audiences and maximizing engagement. Everything from GIFs and in-app stories to short videos and user-generated content can supercharge the app experience and keep people coming back. The key is to take the right approach to content creation and gain a deep understanding of your audience.
For help with developing snackable in-app stories, consider using Storyly to develop interactive and personalized stories of all types. Using this platform, you’ll be able to easily develop and share snackable content that drives user acquisition, engagement, and retention.