In January of 2019, Contently, a content marketing platform that connects enterprise manufacturers with freelance talent, selected over 1, 000 individuals in the U. S. about their media and marketing and advertising preferences. What they uncovered regarding people’s preferred content length shattered a seemingly indestructible convention that longer is definitely better: 75% of people prefer to read articles under one, 000 words.
With our ever-dwindling ability to concentrate on given jobs, Contently’s discovery makes full sense. Writing shorter articles is better because people choose consuming that type of articles.
However , longer articles usually rank higher on Google and produce more website visits because these types of resources are more extensive and better equipped to resolve the searcher’s intent.
So how do you reconcile these two ideas, and when is it appropriate to craft concise articles? Fortunately, the answer lies in microblogging.
This form is best used when:
- The topic or post offers low search intent yet high potential for virality.
- You want to take advantage of the communities upon common microblogging platforms.
- You’re covering a live event or providing well-timed updates.
- You’re utilizing your microblog as a vehicle just for delivering multimedia content with no lot of accompanying text.
The conundrum then becomes how you can build a microblog without filling your web site with thin content, which can actually hurt your site with regards to search because Google views these pages as low-value.
While it’s not necessary (as evidenced by the FiveThirtyEight example below), most microblogging actually happens on platforms designed specifically for the purpose.
1 . Twitter
The OG associated with micro blogging sites, Twitter is not only one of the most popular microblogging sites around, but it is also one of the most popular social media platforms around.
On Tweets, you can create a profile where all your posts — or Tweets — live. Within your Tweets, you can include text, links, photos, videos, GIFs, sound, and more. Each of your Tweets also has a 280-character cap. Additionally , you can reply to and share — or retweet — other users’ Tweets.
second . Tumblr
With over 496 million different blogs, Tumblr is bustling hub associated with short form content. Around the microblogging site, you can produce a blog and include links, textual content, photos, GIFs, videos, Spotify tracks, MP3 files, and more in your posts. When you follow other blogs, their posts can show up in your dashboard. You can also comment on and reblog other blogs’ posts on your own weblog.
Unlike the majority of microblogs, Pinterest is solely visual. On your profile, you can create Boards, which are choices of pictures curated around a specific topic, post Hooks of your favorite pictures, and add Tries, which are records and photos of ideas you tried, like new quality recipes you cooked or brand new places you traveled in order to. You can also follow other people’s profiles and topics, which are the most popular Boards that include specific topics.
While Instagram is mostly a visible platform — like Pinterest — Instagram also lets you add 2, 200 character long captions to each photo or video a person post on your profile. Some media outlets are actually leveraging Instagram to ignite a new phase of journalism that focuses on crafting visually appealing articles.
On Instagram, you can follow other users and popular hashtags, discover new content based out of your user behavior and popular topics, watch long type videos and Instagram tales, comment on posts, tag your friends in posts, and immediate message them.
You might know Facebook as the most popular social media network in the world. But it’s also the most robust microblogging system out there.
On Facebook, you are able to create a profile where you can talk about text-based updates, photos, GIFs, videos, an emotion you are feeling, an activity you’re currently doing, and the location you’re currently in.
You can also request recommendations on where to go when you’re about to visit a location, tag friends and events in your updates, poll your friends, support and donate to a not for profit, answer a question about yourself, create fun lists, publish Facebook Stories, record reside videos, interact with your friend’s updates, message, call, and video chat with them, begin groups with them, create events, watch long form video clips, sell and buy products, and play games.
LinkedIn is a social media platform geared towards business professionals, but it nonetheless has a powerful microblogging arm. Not only can you use LinkedIn’s publishing functionality to post content articles, but you can also use position updates for short-form microblogs. With these status updates, you can share a photo, video, occasion, or link… or you can decide to publish something longer type. Everything you share or engage with can then be found on your profile under “Activity. ”
When you probably already noticed, most of the microblogging sites above are the most popular social media sites — but this shouldn’t be a surprise. People love scrolling through social media because they may consume tubs of snackable content in a short amount of time. And marketers should take this understanding and apply it to their content strategy. Because, just like consuming a bag of Doritos, you never stop after the very first chip.
So you know when microblogging works and the common systems where it takes place. But what do you end up posting?
Get inspiration from some of these incredible microblogs:
1 . Liz Ryan on LinkedIn
Liz Ryan is a thought leader in the human resources room, and she’s known for the girl Ask Liz Ryan collection where individuals submit their burning career questions. Common topics include job hunting, salary negotiating, and toxic work places.
The girl LinkedIn posts feature these types of stories as well as helpful recruiting tips in a concise microblog format. She actively encourages participation from her supporters to create a rich community exactly where people share their stories.
2 . Magic Realism Robot on Twitter
The magic realism bot on Tweets automatically generates a idea for a magical story each four hours. Followers can either use these as creating prompts for their own projects or simply bask in the nonsensicality that it creates.
The wonder Realism Bot completely fulfills its purpose in less than 280 characters, making it a great example for proving that long-form is not always the form for the content project.
3. Etsy on Pinterest
Etsy is an ecommerce platform where indie creators and enthusiasts can list their products on the market. Because Etsy provides this service and generates revenue from transactions, it’s within their best interest to not only promote themselves as a system but also the goods that can be discovered there.
In this kind of scenario, casual browsing is really a mighty tool, so they make use of their Pinterest as a microblog that showcases various gems from Etsy sellers. This plan doesn’t work as a long-form blog, and the goal is not natural traffic but instead catching the eye of potential customers on Pinterest.
4. FiveThirtyEight’s Live Election Coverage
FiveThirtyEight is really a website founded by analyst Nate Silver that covers poll analysis, politics, plus economics. On November 3 or more, 2020, their election insurance coverage took the form of a microblog, releasing bite sized improvements on the status of vote counts and projections on electoral vote distribution and also expert commentary.
As opposed to the other microblogs on this list, FiveThirtyEight used their own site to host their microblog posts, with all election coverage accessible on a single page. This particular helped keep users on their site while providing a great user experience when it came to refreshing for more information as information trickled in live.
5. Will Lucas on LinkedIn
Will Lucas uses LinkedIn to share insights on entrepreneurship and growth. Even though many of his posts consist of links to his initiatives as well as status updates upon some of his ventures, he or she also uses the microblog functionality of LinkedIn to provide video content that provides value to his audience.
six. SparkNotes on Twitter
As a study guide internet site for humanities classes, SparkNotes’s goal with their marketing would be to reach out to their target audience of high school and college students. The website content is geared toward students who are searching for something particular. However , they use Twitter as being a microblog that takes a various approach: Using a viral approach that relies on humor plus relatability to generate awareness, acquire engagement, and increase reach.
7. Humans of New You are able to on Instagram
The particular Humans of New York task uses Instagram to highlight real stories about true New Yorkers. Each Instagram post functions as a mini-feature piece about someone that professional photographer Brandon Stanton comes across.
Because individuals aren’t famous, there isn’t a lot of search intent, therefore there’s no need for it to take on the form of a typical search engine-indexed blog post. Instead, Humans of recent York relies on the visual aspect of the site to humanize its subjects with short articles that range from coming in contact with to absurd, heart-wrenching in order to hilarious.
With the advice regarding blogging vs . microblogging as well as the above examples serving as inspiration, start crafting the content strategy that utilizes form to reflect the purpose so that it can be as helpful as possible to your audience.
Editor’s note: This post has been originally published in May 2019 and has been updated with regard to comprehensiveness.