The Media Snack (2009)

People just don’t read lengthy news articles anymore. It takes too long and people are generally too busy.

Short and sweet ‘media snacks’ are more likely to be read and digested by the average viewer in this day and age of information overload.

The term media snack has been around for a couple years and is basically the 60-second media bits that we all see on most social media sites.

So how do we produce products so they are more snackable?

Text. No more than what fits on a laptop screen. The basic 5W’s, some supporting information, and maybe a couple of quotes. Get rid of the fluff and slim down the writing to the essentials and you’re content is more likely to be effective. For my unit blog, my guidance has been to shoot for about 2 paragraphs of text. Give me all the basic information, something short and sweet, get it out, and then move on to the next story.

Photos. Small in size, easy to download. If they want a full-resolution, provide them a link.

Video. 60 seconds. No more. Personally, I don’t watch the videos that have long introductions. If I’ve found a video that might be of interest to me , I want to watch it now. When I click it, I don’t want to spend a minute waiting for a large video file to load. Additionally, I don’t want to watch someone in a studio provide a 60 second overview of what I’m about to see before I actually see it.  If the video is short and I press play, the thing is going to immediately start because doesn’t need much time to load.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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