As we continue our reporting on the ways that digital content continues to grow across platforms, another area requires deeper understanding: Micro-content.
The Guardian (UK) reports, this “small, mobile-friendly content is big business.” As the piece adds: “Mobile video is changing the content industry from the ground up.”
Said Scott Cohen, founder of The Orchard: “Now instead of making longer form content, we are seeing a trend for shorter form. Technology facilitates it and the consumer demands it. Because of the limited amount of time they have, the device they are on, and the location they are at, consuming long-form just doesn’t make sense.”
One well-known content creator that is extending its move in this area: The Cartoon Network. The network recently released “its first micro-network application built exclusively for phone and tablet small screens” in Africa, according to BizCommunity.
The post explains that the app provides “exclusive content allowing fans to engage with their favorite shows and characters in a whole new world on their portable mobile platforms, rapidly delivering entertainment in a unique and fun way – an innovation that has not been seen before on the continent.”
It continues: “The app is home to an ever-growing and ever-changing stream of micro-content consisting of games, activities, trivia quizzes and interactive video games, lasting 10 to 15 seconds.”
Said Pierre Branco, VP and GM of Southern Europe and Africa for Turner Africa: “This is unlike anything we’ve ever designed. Who are not attached to their mobile devices nowadays? This app is a whole new way to engage with our audience in Africa, constantly maintaining a high level of suspense about ‘what will come next?’”
Why is this micro-content so important to understand?
As Futurist and Guardian contributor Gerd Leonhard told The Guardian: “We are no longer in the business of distribution, we are in the business of attention. Advertising as we know it is not going to survive on these personal devices, because it was based on interruption, on noise, on pollution.”
He continued: “The three billion people that are coming online in developing countries will go straight to always-connected mobile devices, and will never become cable or satellite TV users. Mobile video is inevitable because people are switching to mobile devices.”