Micro-Moments and Short Videos can Lead to Higher Conversions
“Micro-moments” is a term coined by the American Marketing Association in 2014 which has, thanks to Google, taken on new life over a year later. This new form of thought leadership has the power to guide and even transform the way brands not only do marketing, but potentially how they do business as a whole.
So what exactly are micro-moments? Google defines it best, especially if you watch the short video at the top of the linked post.
Micro-moments describe how we engage with our smartphones when we need information in real time, no matter our location. Any time we have a need or a question, we Google it. In the car, in the classroom, at the dinner table — any moment can turn into a micro-moment of learning and discovery thanks to the tiny information portals we carry in our pockets.
For brands looking for improved exposure and presence online, anticipating micro-moments can become a key strategy for creating content that immediately satisfies a need.
Learn more about how this strategy works and how you can wield it yourself by reading on.
How Do Micro-Moments Work?
If you watched Google’s video, you may have quickly intuited exactly what a micro-moment is. We experience them every day when we conduct a web search for information or entertainment. Digital assistant queries, such as asking Siri a question, also qualify as micro-moments.
In these instances, a user will likely be engaging in one of four micro-moment types:
“I want to know about…”
“Does peroxide actually disinfect wounds?” “Was Paris always the capital of France?”
Questions like these used to cause speculation. Now someone can whip out their phone and deliver the true answer in seconds.
Google says that 70 percent of millennials agree that they can learn anything they want from a Youtube video.
“I want to learn how to…”
Whether trying to paint a coffee table or trying to perform first aid, this type of knowledge search leads to action and helps the searcher discover how to do new things or do old things better.
“How to…” searches are especially popular, rising nearly 70 percent each year on Youtube.
“I want to buy…”
Not every product search means we want to buy that product, but they usually do signal some sort of intent. So a searcher may be looking up the price of a Lamborghini, but they may also subconsciously want to know the sportiest two-door they can buy on a budget.
“I want to see…”
These days, entertainment or inspiration is just a few finger swipes away. Users may search for generic phrases like “funny cat videos” or they may want to see things related to their favorite media properties like Game of Thrones.
How to Take Advantage of Micro-moments
The simplest way to harness the potential of these described micro-moments is to consider times in which they could lead to a win/lose opportunity for your brand and your content. Map out how searches could direct audiences to your site or channel and anticipate how to perfectly meet their needs with a particular bit of info.
Short videos — between one to two minutes in length — are the ideal format for micro-moments, since the user can see exactly how long getting the information will take and also because video viewing is easier than reading on mobile. Plus, videos are much more shareable, enhancing your reach in case anybody decides to include their cohort in the moment.
You can learn how to harness the potential of micro-moments and empower your brand’s online reputation by engaging Optimum’s Atlanta video content marketing services.