It’s no secret that people’s attention on social media is fleeting. In fact, the average adult internet user’s attention span is now around 8.25 seconds.
So, how do advertisers keep up? The secret strategy many are adopting is using short, entertaining ads that pack a punch in just a few seconds. These quick ads have proven to be effective at engaging audiences on platforms like Instagram, TikTok, and Facebook. As a result, driving not just engagement but also traffic and conversions that support a business’s online success.
Short, Entertaining Ads On Social Media Are Called What?
The “short” and “entertaining” ads that people see on social media are called snackable content.
Snackable content refers to short, digestible, and engaging pieces of media. It typically lasts for about 5 to 30 seconds long which makes it easy for users to consume and share. These ads are purpose-built for social platforms like Instagram, TikTok, and YouTube, where users are used to browsing through content rapidly.
Here’s why it’s so effective:
- Short Attention Span: People have limited attention spans on social media, making snackable content ideal for quick engagement.
- Easy to Share: Entertaining content is more likely to be shared, helping it go viral and extend its reach.
- Perfect for Branding: In just a few seconds, snackable content reinforces a brand’s message and creates lasting impressions.
- Effective for Targeting: Snackable content can be tailored to specific audiences, ensuring it reaches the right people.
- Instant Gratification: Users get quick, satisfying content without needing to invest much time, which enhances user experience.
Now, the key to snackable content is that it’s designed to fit into the fast-scrolling, on-the-go nature of social media platforms. The aim is to grab attention quickly and leave an impression that sticks with the audience.
Characteristics of Snackable Content
Here are some key characteristics of what makes snackable extremely effective:
1) Short-Form
Snackable ads are brief. They typically range from 5 seconds to a minute, catering to the short attention spans of modern social media users. It doesn’t matter if you are using a 15-second TikTok or a 10-second Instagram Story, the goal will always stay the same – to deliver a message quickly.
2) Entertaining or Engaging
Content that resonates with people is more likely to be shared to amplify its reach. That is why, these ads need to be fun, humorous, or emotionally engaging. Within just a few seconds, they need to spark interest, make viewers laugh, or tug at their heartstrings.
3) Mobile-Friendly
Most social media users are browsing on their smartphones, so snackable content is optimised for mobile devices. Vertical videos, eye-catching visuals, and easy-to-navigate formats all make for a seamless mobile experience.
4) Clear Call to Action (CTA)
Even though snackable content is brief, it should always include a clear and simple CTA. Whether it’s encouraging viewers to follow the account, visit a website, or share the post, the CTA is essential for turning engagement into conversions.
Popular Types of Snackable Ads
Snackable content comes in many forms, and each type has its own strengths. Here are some of the most popular formats:
1) Video Ads
Short video clips are perhaps the most iconic form of snackable content. Platforms like TikTok and Instagram Reels thrive on quick and creative videos that keep viewers hooked. These videos can range from funny skits to product demos that are designed to catch the viewer’s eye in seconds.
2) Stories
Stories on Instagram, Facebook, and Snapchat are ideal for short ads that disappear after 24 hours. These are perfect for limited-time offers, behind-the-scenes glimpses, or interactive polls.
3) GIFs & Memes
Humor is a powerful tool on social media, and memes and GIFs are the perfect medium for snackable ads. These quick, often hilarious bits of content are perfect for grabbing attention and encouraging sharing.
4) Carousel Ads
Carousel ads are swipeable images or videos that allow users to quickly browse through a series of content. These are great for showcasing multiple products or telling a short, sequential story in a fun and engaging way.
Tips for Creating Effective Snackable Content
While snackable content is short, creating it requires careful thought. Here are some tips to make sure your snackable ads stand out:
- Keep It Simple: Focus on one clear idea or call to action. Avoid overwhelming viewers with too much information.
- Be Visually Engaging: Use bright colors, bold text, and dynamic visuals to capture attention in the first few seconds.
- Use Humor: A funny video or meme can entertain and increase the chances of your content going viral.
- Optimise for Sound-Off: Many users watch videos without sound, so use captions and text overlays to convey your message visually.
- Have a Strong CTA: A clear and direct call to action encourages viewers to take the next step.
Conclusion
Snackable content gives you the freedom to be creative while driving your brand’s message home in a fraction of the time.
Now that you understand the power of snackable content, it’s time to put these insights into action. Start small with a fun video or meme and track your results. The more you experiment and test, the better you’ll get at creating content that captures attention and encourages engagement.
