Why Micro Moments Inspire

Short Treatise on Micro-Video Content

Fair warning, this article will be a bit of a rant, but hear me out. 

As I'm starting to work more in content ideation, production and A/B testing, I've taken the strategy of learning from Millennials. Who better to gage how branding is evolving into 2016. As part of #BigIdeas2016, it's my belief that Retail brands and SMB brands aren't optimizing micro-moments, the one channel that actually best corresponds to a multi-device omnichannel reality of human attention! 

Why Micro Video is the Key to Branding in 2016 

I'm an avid fan of the idea of content snacks, in visual marketing we call them micro moments. Micro moments represent the crystallization of digital memories, the most lucid and amazing content we experience on a daily basis in relation to brands. Increasingly, this content is wow-ing us on Snapchat, delighting us on Instagram, and making us want more in micro video content on the entire spectrum of Snapchat, Instagram, Facebook, YouTube, Vine, Twitter or embedded on blog posts. It's the performance of mere seconds, it's the fine art of levelling the valuation of the first impression. 

Micro moments cut through the narratives, the channels, the distractions and penetrate the psyche of the consumer. They make the world come alive in a surprising and authentic voice. They have the tone of innovation leaving us with impressions that no Email, no article, no social media update usually can! 

Micro moments are digital experiences that can be entertaining, inspiration, educational and allow a consumer to view your brand from their personal space, with direct access to your unique flavour - to guarantee their attention, their focus on you for just a few seconds. 

Brands are starting to realize the immersion of video content. Creating multiple micro-moments can change a consumer's view of your brand, permanently. Yes, we are hardwired to be visual creatures, yes that once meant infographics and images profoundly outperformed text (they still holds true), but what about video?

As apps that enable us to create, edit and add effects to video continue to roll-out, and as user generated content are taking micro-moments to new heights inspired by the creativity of youth, we have to ask ourselves, where do we stand with regards to micro video content and which channels best anticipate an audience that will enjoy them?

So Why Do we Watch/Listen to 8 Seconds of Pure Bliss?

53% of online video viewers watch online video to be inspired and entertained

• So, can we entertain and inspire them?

Nearly 70% of millennials agree that YouTube has become a place that they can learn anything

• So, can we make a video that trends on YouTube?

“how-to” searches are up 70% on Youtube since the past years

• So, can we make a DYI video that adds values to our product or service?

According to Google Consumer Survey, 18 to 34 year olds use YouTube as the #1 place to learn about a product or service

• Are we even on YouTube? Are we editing video content, just like we would recycle our written copy in various ways? Are we training our community managers and social animators in video?
• Are we creating CTAs in our video to facilitate social commerce?

NEEDED: recipe to create video engagement. Simply, create video that lead to: 

I-want-to-watch MOMENTS. 

I-want-to-watch-what-I'm-into-right-now MOMENTS.

I-want-to-know MOMENTS. 

I-want-to-do MOMENTS. 

I-want-to-buy MOMENTS. 

Because it turns out, maybe these are the only moments that truly matter. 

Millennials Enjoy Video Content Which 

• matches what the consumer wants - so know what they want. 
• they can identify with, so have actors who are millennials themselves or millennial influencers. 
• demonstrate you understand the personas of your audience 
• can entertain, inspire, educate - all at once! 
• is shareable, is worth of mouth worthy (WOMW, pronounced "wow-womb")
• have "how-to" appeal (as lists are to text, DIY is to video). 

Video has a Different Flavour for Each Channel 

Vine - Comedy 

Twitter - Bleisure 

Instagram - Attractive

Facebook - Entertaining 

Snapchat - Urgent 

Youtube - Educational (and all of the above)

Video content has to be immersive, with quality that is original, funny, targeted, positive, upbeat, caring, authentic and powerful. 

What are your micro-moments? What can you say in a video that elevates your brand?

Video is the ultimate in digital customer experience, can you create an emotional bond in a few seconds?