Micro-videos are almost exclusively positioned on (and optimized for) social media, where the goal is to catch the attention of someone who’s scrolling. Most have no sound (because videos on social media are typically viewed with the sound off) and a limited amount of text.

Essentially, you’re relying on a combination of color and motion to get your audience to stop, watch your content, and take the next step with you. 

As you navigate around this site, you’ll find several cycling animations accompanying written content. These GIFs are, in fact, examples of micro-content and, with a little thought, they can be used to convey all kinds of information.

How can you use micro-content in your strategy?

You have plenty of options:

Whether you choose to do that will depend on your audience and whether they’re likely to watch a longer video in its entirety on a social media platform. And, you’ll have to pull from your previous metrics to know which direction might work best for you. 

Our preferred way to use micro-content is to create a teaser of your longer video, place that short clip in your social media ad and provide a link to send viewers to your longer video. 

Where does that longer video go?

Typically, it’ll be placed on a single landing page (preferably not your website), with a single call to action (CTA). 

That longer video is hosted on a platform (like Vimeo or Wistia) that will allow you to measure more useful metrics and track whether your viewer completed that thing you wanted them to do after watching your video (subscribed, signed up for a demo, made a donation or purchased a product). 

Consider using micro videos as teasers to other kinds of content, too.

It goes without saying that micro videos can also be used as teasers for other long forms of content – blog posts, infographics, articles, webinars and podcasts. 

#2: As social media ads

First off, think of an ‘ad’ as more than just a vehicle to sell products and services to your viewer. These days, organic reach can be tricky, so (if you haven’t already), start thinking of ads as a way to simply get more eyeballs on your content or message. 

Why might you want to do this?

Investing in a paid strategy will not only result in trackable metrics, you’ll also get an opportunity to retarget those who’ve viewed your micro video – meaning you already have a pre-warmed audience interested in your content.

They’ll stay informed, it’ll help them keep Fido and Sprinkles healthy, or know when it’s time to see the veterinarian.  And, if your content is seasonally evergreen (remember Pet Cancer Awareness Month is an annual thing), you can start developing a bank of micro videos you can repurpose and reuse. 

Micro-videos are almost exclusively positioned on (and optimized for) social media, where the goal is to catch the attention of someone who’s scrolling. Most have no sound (because videos on social media are typically viewed with the sound off) and a limited amount of text.

Essentially, you’re relying on a combination of color and motion to get your audience to stop, watch your content, and take the next step with you. 

As you navigate around this site, you’ll find several cycling animations accompanying written content. These GIFs are, in fact, examples of micro-content and, with a little thought, they can be used to convey all kinds of information.

How can you use micro-content in your strategy?

You have plenty of options:

#1: As teasers to longer video content

Probably the easiest way to get started with micro-video content is to start with what you have. Our most common way to use micro-videos is as teasers on social media. These are bite-sized clips or GIFs created from longer content and are meant to entice the viewers to watch the full video.

Theorhetically, you could post your entire video on a platform like Facebook.

Whether you choose to do that will depend on your audience and whether they’re likely to watch a longer video in its entirety on a social media platform. And, you’ll have to pull from your previous metrics to know which direction might work best for you. 

Our preferred way to use micro-content is to create a teaser of your longer video, place that short clip in your social media ad and provide a link to send viewers to your longer video. 

Where does that longer video go?

Typically, it’ll be placed on a single landing page (preferably not your website), with a single call to action (CTA). 

That longer video is hosted on a platform (like Vimeo or Wistia) that will allow you to measure more useful metrics and track whether your viewer completed that thing you wanted them to do after watching your video (subscribed, signed up for a demo, made a donation or purchased a product). 

Consider using micro videos as teasers to other kinds of content, too.

It goes without saying that micro videos can also be used as teasers for other long forms of content – blog posts, infographics, articles, webinars and podcasts. 

#2: As social media ads

First off, think of an ‘ad’ as more than just a vehicle to see products and services to your viewer. These days, organic reach can be tricky, so (if you haven’t already), start thinking of ads as a way to simply get more eyeballs on your content or message.

Why might you want to do this? 

Investing in a paid strategy will not only result in trackable metrics, you’ll also get an opportunity to retarget those who’ve viewed your micro video – meaning you already have a pre-warmed audience interested in your content.

#3: Fast facts, quick tips or trivia

Did you know that November is Pet Cancer Awareness Month?

Of course you did!

Say you’re part of a company or organization involved in the veterinary industry. 

…And it’s November. 

Instead of linking out to that 15 page PDF article on your website (that no one’s going to read), why not select a few main points and allow your viewers to consume bite-sized content.

They’ll stay informed, it’ll help them keep Fido and Sprinkles healthy, or know when it’s time to see the veterinarian.  And, if your content is seasonally evergreen (remember Pet Cancer Awareness Month is an annual thing), you can start developing a bank of micro videos you can repurpose and reuse.