How Brands Leverage MICRO Moments To Capture Audience Attention and Boost Engagement

Why we’re all in on performance branding – and how it can transform your growth.

How Brands Leverage MICRO Moments To Capture Audience Attention and Boost Engagement

Bryan Karas

September 28, 2018

There are two things happening right now – none of us can pay attention and more and more content is being pushed out everyday. As a marketer, I’ve honestly never heard of a worse combination. Lucky for us, we’re all super intelligent, adaptive to our environments and ravishingly good looking. Which means we don’t try to change consumer behavior…we change with it.

We were recently at Facebook’s Build to Break 2018 – a conference at the Facebook campus that brought together leading advertisers from disruptive companies around the country. One session was called Story School and the presenters had everyone take out their phones to learn how to maximize the use of Instagram Stories…

Everything from creatively adding stickers, using all the different editing features and learning how to create rainbow text. Get ready for some uuuuhs and ahhhs – here is a link to Story School from this year’s SXSW. It’s a great session with tons of useful, actionable takeaways – highly recommend watching.

And since Instagram and Facebook Stories are built for 15 second video these two mediums are prime for you to take advantage of micro moments…

This Magic microMoment

Have you ever heard of micro-moments? Micro-moments are video clips that live on Snapchat, Instagram Stories, (they used to live on Vine), six second ads etc…

Chris Nickless uses this definition, “A micro-moment is a short, expressive video moment. It can be original content, or it can be a snippet from a larger video—a movie, show or trailer, for example. It fits a ton of personality into a small amount of time. And it’s a perfect engagement tool that fits within the habits of younger generations.”

🎶 While your lips are close to mine 🎶

Micro-moments are meant to be shared – they’re meant to go viral. So how do you get someone to tag their friend in the comment section of your latest Instagram post?

Let’s take a look at how we can create a micro-moment:

Consider conversational context by connecting your brand with a clever phrase like Bud Light’s “Dilly Dilly”
Take a lesson from Kramer and George on Seinfeld and be physical in your movement – it’ll add to the humor
Create content for the purpose of going viral – speak like the consumer and tap into the Internet’s lexicon by using slang like that resonates with your target market. It’ll be lit…
Be present because timely and relevant content taps into the current conversation

Yes…micro-moments are used to go “viral” and that meme account that’s really good at putting out viral content isn’t a company that has you know…customers.

But there is a lesson here. Multiple micro-moments can build to a “macro-moment” – an action. The idea here is to authentically capture the attention of an audience to drive them to your social pages, website or app…

How Pinch of Yum Creates “Snackable” Micro Moments to Boost Instagram Engagement

Not every brand can be funny so make sure your micro-moments align with your brand. Learn how one food blog was able to build out their Instagram presence by creating “yummy” micro-moments.