Whatever we need to learn — whether it’s how to get around a software snafu or change a bike tire — the first stop is usually an instructional video.
But let’s be honest. No matter how complicated the problem, no one watches the longest video. We’re most likely to start with the person who says they can solve it in two minutes or less.
Whether you are creating a virtual or hybrid event, let go of the “longer is better” model and try snackable content instead. Snackable content is shorter, easily consumable content that’s often a concise version of more complex information.
Read on to find out how to use it in your next event.
Provide fast insights
You’ve identified your goals, established your tracks or theme, and are developing your schedule of presenters. How do you identify snackable opportunities?
Now is the perfect time to look for places to break down big ideas into small parts. Then go even smaller. Find concepts that can be conveyed in no more than 10 minutes. Five minutes or less is even better.
Whether your experts will be filmed or present in person, your objective is identify opportunities for a speaker to succinctly provide insight on a single problem or pain point and concisely present your business solution. That’s your snackable moment.
Then develop the talking points. Be brutal. You aren’t trying to tell the whole story. You just want to convey one or two critical things.
Once that’s done, stop. Really. Just stop talking or stop filming. Your point is made, your bite-sized content is ready, your job (for now) is done.
End with a teaser
Quick content inevitably leads to a feeling of “What’s next?”
Take advantage of that emotion and end each presentation with a leading question. You want to entice the audience to attend the next session or watch the next video in the series.
For example, “That solved our first problem. But what happens in this (next) scenario?” or “You might think that’s the hardest part. Have you thought about (next issue)?”
Cast a wide content net
Use your snackable content plan to lower barriers to content development. Anyone can be an expert for just five minutes!
Look deeply within your business for content creators:
Who talks to your customers on their first inquiry?
Who follows up after a purchase?
Who talks to your vendors?
Who answers emails or replies to tweets when problems arise?
Who deals with feedback after events?
Who writes your annual report or presents to your board of directors?
Who has been with the company the longest? Who is the newest hire?
Who is the first person to brainstorm new ideas or embrace new tech?
Who sits on your board of directors?
All of these people have unique perspectives and knowledge that can be converted into snackable content.
Don’t neglect “meet the expert” or “meet the CEO” content opportunities. In addition to being a valued addition to any event, the response metrics may help you sell the value of shorter content up the decision chain.
Film it, then repurpose and post
Doing an in-person event? Get out your phone and record those short presentations.
Once your event is over, your customers won’t want the material to be gated. Provide links and remind them of your hashtags. Show them how one piece of content links to another. Guide them through your event tracks or themes as well as highlight the kinds of questions you’ve answered or problems your business has solved.
Follow up with your CRM and target or re-target people who would appreciate the fast, easily understood responses to common concerns.
Convince doubters with data
You might be worried that you can’t convince developers/salespeople/the CEO or stakeholders about the value of digestible content for events.
Let data drive decisions.
Before your event, test short posts and videos versus longer ones. See which get more engagement and allow your customers to tell you what kind of content they really want.
Snackable content is likely to win the contest for your customers’ attention. And just like the best snacks, customers will want more just as soon as you can serve it up!
This is the third in a multi-part blog series on event planning in the months and years after the coronavirus pandemic in the United States. Check out the other blogs in the series: