In January of 2019, Contently, a content material advertising and marketing platform that connects enterprise manufacturers with freelance expertise, surveyed over 1,000 folks within the U.S. about their media and advertising and marketing preferences. What they uncovered about folks’s most well-liked content material size shattered a seemingly unbreakable conference that longer is all the time higher: 75% of people prefer to read articles under 1,000 words.
With our ever-dwindling ability to concentrate on given tasks, Contently’s discovery makes full sense. Writing shorter articles is healthier as a result of folks want consuming that kind of content material.
Nevertheless, longer articles usually rank greater on Google and generate extra web site visits as a result of all these assets are extra complete and higher outfitted to resolve the searcher’s intent.
So how do you reconcile these two concepts, and when is it applicable to craft concise content material? Thankfully, the reply lies in microblogging.
Microblogging refers back to the act of making concise posts for brief viewers interactions, typically on widespread microblogging platforms corresponding to Twitter and Tumblr. Along with textual content, a submit on a microblog can embrace hyperlinks, audio, pictures, and even video.
This manner is greatest used when:
- The subject or submit has low search intent however excessive potential for virality.
- You wish to benefit from the communities on widespread microblogging platforms.
- You are overlaying a dwell occasion or offering well timed updates.
- You are utilizing your microblog as a car for delivering multimedia content material with out a variety of accompanying textual content.
The conundrum then turns into how one can create a microblog with out filling your website with thin content, which may truly damage your website with regards to search as a result of Google sees these pages as low-value.
Whereas it isn’t crucial (as evidenced by the FiveThirtyEight instance beneath), most microblogging truly occurs on platforms designed particularly for the aim.
The OG of micro running a blog websites, Twitter isn’t solely probably the most well-liked microblogging websites round, nevertheless it’s additionally probably the most well-liked social media platforms round.
On Twitter, you’ll be able to create a profile the place all of your posts — or Tweets — dwell. In your Tweets, you’ll be able to embrace textual content, hyperlinks, pictures, movies, GIFs, audio, and extra. Every of your Tweets additionally has a 280-character cap. Moreover, you’ll be able to reply to and share — or retweet — different customers’ Tweets.
With over 496 million different blogs, Tumblr is bustling hub of brief type content material. On the microblogging website, you’ll be able to create a weblog and embrace hyperlinks, textual content, pictures, GIFs, movies, Spotify tracks, MP3 recordsdata, and extra in your posts. Once you observe different blogs, their posts will present up in your dashboard. It’s also possible to touch upon and reblog different blogs’ posts by yourself weblog.
In contrast to most microblogs, Pinterest is only visible. In your profile, you’ll be able to create Boards, that are collections of images curated round a selected subject, submit Pins of your favourite footage, and add Tries, that are notes and pictures of concepts you tried, like new recipes you cooked or new locations you traveled to. It’s also possible to observe different folks’s profiles and subjects, that are the most well-liked Boards that cowl particular subjects.
Whereas Instagram is usually a visible platform — like Pinterest — Instagram additionally helps you to add 2,200 character long captions to every picture or video you submit in your profile. Some media shops are even leveraging Instagram to spark a brand new part of journalism that focuses on crafting visually interesting articles.
On Instagram, you’ll be able to observe different profiles and well-liked hashtags, uncover new content material based mostly off your person conduct and well-liked subjects, watch lengthy type movies and Instagram tales, touch upon posts, tag your mates in posts, and direct message them.
You would possibly know Fb as the most popular social media network in the world. However it’s additionally essentially the most strong microblogging platform on the market.
On Fb, you’ll be able to create a profile the place you’ll be able to share text-based updates, pictures, GIFs, movies, an emotion you’re feeling, an exercise you’re at present doing, and the situation you’re at present in.
It’s also possible to ask for suggestions on the place to go whenever you’re about to go to a location, tag buddies and occasions in your updates, ballot your mates, help and donate to a nonprofit, reply a query about your self, create enjoyable lists, submit Fb Tales, document dwell movies, work together together with your pal’s updates, message, name, and video chat with them, begin teams with them, create occasions, watch lengthy type movies, promote and purchase merchandise, and play video games.
LinkedIn is a social media platform geared in the direction of enterprise professionals, nevertheless it nonetheless has a robust microblogging arm. Not solely can you utilize LinkedIn’s publishing performance to submit articles, however you too can use standing updates for short-form microblogs. With these standing updates, you’ll be able to share a photograph, video, occasion, or hyperlink… or you’ll be able to select to publish one thing longer type. All the pieces you share or interact with can then be discovered in your profile beneath “Exercise.”
As you most likely already seen, a lot of the microblogging websites above are additionally the most well-liked social media websites — however this shouldn’t be a shock. Folks love scrolling via social media as a result of they will devour tubs of snackable content material in a brief period of time. And entrepreneurs ought to take this perception and apply it to their content material technique. As a result of, similar to consuming a bag of Doritos, you by no means cease after the primary chip.
So you understand when microblogging works and the widespread platforms the place it takes place. However what do you find yourself posting?
Take inspiration from a few of these unbelievable microblogs:
Liz Ryan is a thought chief within the human assets area, and he or she’s recognized for her Ask Liz Ryan sequence the place people submit their burning profession questions. Widespread subjects embrace job looking, wage negotiating, and poisonous work locations.
Her LinkedIn posts function these tales in addition to useful human assets ideas in a concise microblog format. She actively encourages participation from her followers to create a wealthy neighborhood the place folks share their tales.
The magic realism bot on Twitter routinely generates a premise for a magical story each 4 hours. Followers can both use these as writing prompts for their very own tasks or just bask within the absurdity that it creates.
The Magic Realism Bot fully fulfills its goal in lower than 280 characters, making it a terrific instance for proving that long-form isn’t all the time the shape for a content material undertaking.
Etsy is an ecommerce platform the place indie creators and collectors can record their merchandise on the market. As a result of Etsy supplies this service and generates income from transactions, it is of their greatest curiosity to not solely promote themselves as a platform but additionally the products that may be discovered there.
In such a situation, informal searching is a mighty device, so that they use their Pinterest as a microblog that showcases varied gems from Etsy sellers. This tactic would not work as a long-form weblog, and the purpose isn’t natural site visitors however as an alternative catching the attention of potential clients on Pinterest.
FiveThirtyEight is a web site based by analyst Nate Silver that covers ballot evaluation, politics, and economics. On November 3, 2020, their election protection took the type of a microblog, releasing chunk sized updates on the standing of vote counts and projections on electoral vote distribution in addition to skilled commentary.
In contrast to the opposite microblogs on this record, FiveThirtyEight used their very own web site to host their microblog posts, with all election protection accessible on a single web page. This helped maintain customers on their website whereas offering an excellent person expertise when it got here to refreshing for extra info as info trickled in dwell.
Will Lucas makes use of LinkedIn to share insights on entrepreneurship and progress. Whereas lots of his posts embrace hyperlinks to his initiatives in addition to standing updates on a few of his ventures, he additionally makes use of the microblog performance of LinkedIn to ship video content material that gives worth to his viewers.
As a research information web site for arts courses, SparkNotes’s purpose with their advertising and marketing is to succeed in out to their audience of highschool and school college students. Their web site content material is geared towards college students who’re trying to find one thing particular. Nevertheless, they use Twitter as a microblog that takes a distinct strategy: Utilizing a viral strategy that depends on humor and relatability to generate consciousness, earn engagement, and improve attain.
The People of New York undertaking makes use of Instagram to focus on actual tales about actual New Yorkers. Every Instagram submit features as a mini-feature piece about somebody that photographer Brandon Stanton comes throughout.
As a result of these people aren’t well-known, there is not a variety of search intent, so there isn’t any want for it to tackle the type of a typical search engine-indexed weblog submit. As an alternative, People of New York depends on the visible facet of the positioning to humanize its topics with brief articles that vary from touching to absurd, heart-wrenching to hilarious.
With the recommendation concerning running a blog vs. microblogging and the above examples serving as inspiration, begin crafting a content material technique that makes use of type to replicate its goal in order that it may be as helpful as doable to your viewers.
Editor’s observe: This submit was initially printed in Might 2019 and has been up to date for comprehensiveness.