Learn how and why you should use micro moments video

Micro moments video is a powerful new way for broadcasters and content publishers to boost engagement and exposure on social media. Find out what it is and how you can benefit. Back in 2015, Google introduced an intriguing new concept to describe how people consume content online: micro-moments. With the rise in mobile and social media, Google had noticed that internet users’ behaviour has changed. Gone are the traditional long browsing sessions; today people conduct hundreds of short visits to the web throughout the day. The search giant said the average person has 150 of these moments each day, and they usually last little more than a minute.

While Google has an interest in promoting this notion to marketers, broadcasters should also take note. It’s no secret that consumers now get much more of their news, sports and other video content on the web and expect to be able to access it on demand. Most major broadcasters have responded by uploading long-form content to their own platforms where visitors can log in and catch up on shows. However, by providing micro-moments video, you respond much more closely to the way people actually consume video content today.

Let’s look at what we mean by ‘ micro-moments video’, and see how broadcasters can and should use it to get people more interested in their content.

What is micro moments video?

The internet, mobile phones and social media have revolutionised how audiences consume content produced by publishers. By and large, broadcasters have caught up with demand by placing large amounts (if not all) of their content on ‘on-demand’ platforms which audiences can visit as and when they want.

However, as Google pointed out, there are also many times when consumers watch content in short bursts. If you’re waiting for a train or killing time at lunch, you don’t necessarily want to consume a whole 30 minute TV show. But, you might enjoy a short, 30-60 second clip on your favourite sport, a news bulletin, cookery show or some other topic that interests you.

At present, few broadcasters are providing this kind of micro-moments video. And that is a missed opportunity.

Here are four big benefits of micro-moments video for broadcasters:

• Enormous engagement possibilities
  33% of viewers engage with social media at the same time as watching standard TV programming. Real-time clips that encourage shares and conversations with friends about what’s happening on TV is a huge opportunity for broadcasters.
• Drive viewers to your longer programming content
  Micro-moments video can effectively advertise your content and bring visitors to your website to watch ‘on demand’ shows or turn on the TV to see live events.
• Advertising reach
  Micro-moments video offers a quick win for advertising dollars. With easy-to-share content accompanied by short ads and branding, your advertisers boost their presence and reach.
• Outdo your competitors
  Whether it’s news, sports or entertainment, if your organisation can drum up engagement with your content on social media, you increase your exposure and appear more relevant than broadcasters whose content is only available on traditional TV.

Different kinds of micro-moments video you should be producing

While the benefits of micro-moments video are clear, you need a strategy for the kinds of content you’re going to be sharing. Here are the six most common types of content broadcasters share on social media:

1. News
   This is the most obvious kind of micro-moments video that broadcasters will want to share - whether it’s breaking geopolitical developments that appear in a Facebook feed or a slam dunk by LeBron James being discussed on Twitter.
2. Emotive content
   Think of these as ‘viral videos’ that engage and inspire. Perhaps you broadcast nature programmes and you have a clip of a tiger cub playing with its mother - sharing this on social media helps your content go further.
3. Statements
   This kind of content encompasses celebrity or political interviews, speeches or talks, usually with a focus on a single speaker. A news broadcaster might, for instance, share a clip from a speech in the Senate on a trending topic.
4. Profiles
   Another ideal kind of micro-moments video, profiles quickly summarise the career or achievements or a sports person, politician or an up and coming actor. You might choose to show a video of today’s biggest star when they were a child actor to show how far they’ve come.
5. Evolutions
   This kind of content tends to show a ‘before and after’ to demonstrate how an individual, a place or an object has changed. A news magazine show discussing the topic of gentrification might share a 30-second clip showing how the Bronx used to look in the 1980s compared to what it looks like now.
6. ‘Did you know’?
   These kinds of videos depend on building intrigue, with a title along the lines of ‘do you know why…’ or ‘3 reasons that…’. A cookery television show might, for example, share a clip with a title like: “Do you know how long to cook scallops for?”

Broadcasters: don’t ignore social video micro moments

As audiences are increasingly used to watching short clips, it’s essential that broadcasters and publishers provide this kind of content as part of their offering. While you may already be uploading your content to an ‘on-demand’ platform and sharing some content on social media, the expectation for real-time, rapid content is only growing among consumers. And, with the opportunity to use social video micro-moments as a hook to draw audiences to your broadcasting while also increasing advertising revenue, it’s an opportunity not to be missed.

Wildmoka provides powerful tools that let you clip, assemble and share micro-moments across all social media platforms in seconds - click here to find out how.

With modern audiences consuming small blasts of content throughout the day, micro-moments video is an invaluable opportunity for broadcasters and publishers to get their content viewed and engaged with. Don’t miss out.