Were you also addicted to watching Tik-Toks and now, reels on Instagram, for hours on end? Does your short attention span not allow you to stay through long-form content? 

An average millennial today has an attention span of 8 seconds, which is 1 second less than that of a goldfish. Wondering what led to this? Well, that’s exactly what high consumption of snackable content does to one. 

Snackable content is any type of content that is short, quick to grasp and easily-digestible. With the growing accessibility to technology and devices, everything is becoming smaller, faster and quicker. Right from texting friends with abbreviations like “LOL”  to consuming social media content like Instagram Reels, everything is driven by this snackable-content strategy. 

Short stints of scrolling through social media platforms, reading/looking through plenty of information in a very short period of time has driven us to a stage where anything that requires focus, does not interest us.

With the majority of the population swamped with work almost all the time, one only wants to sit back at the end of the day and watch content that is easy on their mind. An average person wants to get informed, educated and entertained in less than a minute. To facilitate this, the creation of snackable content is essential. Additionally, the excessive amount of information on the internet is overwhelming and hence, snackable content makes it easier to consume it by breaking it into pieces. 

Not just from a consumer’s perspective, but brands also benefit from such type of content. Making short-form content requires lesser effort, times and cost but has a greater ROI since such form of content has high engagement rates. There’s a higher possibility of one responding to a poll on an Instagram story asking if they liked the product than being asked to write a customer review. Quick is the new cool! 

This type of content also helps brands get consumer attention and hence increase awareness on different platforms with short yet engaging ideas that would not be possible if they were to create a 5-minute youtube for each individual platform. Now just a 30-second reel does the work. 

Snackable content also has a higher potential to go viral, hence benefitting the brands. Interesting content wrapped up in short time frames, can be watched by people without any hesitation. The related symbolism of this sort works best and that’s why we are witnessing a rise in the popularity of memes. 

Memes work on the principle of a graphic conveying the same message but a short description attached to it adds a flavour and makes it funny and relatable. It is easy to understand, quick to grasp and requires only seconds of your attention since you are already familiar with the graphic. 

The rise in the inclination towards snackable content in no way means that long-form & detailed content is not valued. There are still industries and aspects related to them which need great detailing for better understanding. Snackable content actually drives interested customers to long-form content which drives them towards a buying decision, therefore both forms of content are important, for customers as well as brands.