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5 things you need to know about microblogging in content marketing

by | Jul 16, 2024 | Public Relations

If you’re reading this, you probably know what a blog is. After all, you’re reading one right now. Blogs are everywhere, with catchy titles and easy access. They’re brilliant for building your online presence and driving traffic, and SEO reps, content marketers, and digital strategists can’t get enough of them.

But have you heard of microblogging? It’s not about writing tiny diary entries on a small keyboard. No. Microblogs are short-form content posts. Think Twitter threads, TikTok captions, and LinkedIn updates. It’s blogging, but bite-sized.

As the internet keeps changing and the average attention span keeps dropping, knowing a thing or two (or 4!) about microblogging is getting more important. So we’re going to give you the lowdown on it today.

Let’s get started.

What is microblogging?

Microblogging is all about short posts, usually less than 300 words. These posts often include visual content elements like images, videos, and links. 

Now, the funny thing is, you’re probably already microblogging without even realizing it. Ever posted a Twitter thread about your fav 90s fashion icons? Wrote a caption on any of your social media platforms about your trip to Bali? Made a LinkedIn post about what you’ve learned at your company? That’s microblogging in action.

And now, microblogging has become a phenomenon in content marketing. Businesses are using popular microblogging platforms like LinkedIn and Twitter to share snappy updates, insights, and cool content, effectively using this strategy to attract an audience.

You can use it to connect with those younger Gen Z consumers you’re trying to reach, or even include it in your B2B SEO strategy as a way of reaching those super busy execs who need concise info fast.

Microblogging vs. traditional blogging

So what’s the difference between a microblog and a traditional blog? Well, the obvious answer is, of course, the length. After all, it’s in the name. A microblog is shorter (or more micro) than your average blog posts. 

There are however, some other differences, like:

  • Frequency: Since microblogs are shorter, they require less time to write (once you get the hang of it that is) and be integrated into your daily schedule. This means you can put out more frequent posts, keeping your content current and your audience engaged. 
  • Setting: The next difference is where you’ll find them. Traditional blogs are typically hosted on dedicated websites via your company’s CMS. People will usually go to them on their laptops. Microblogs, on the other hand, are found on social media platforms like Twitter, Instagram, or LinkedIn, and you’ll get users visiting you from their mobile devices.
  • Formality: Content creators often use casual language to connect with people on microblogging platforms. This informal approach can spark direct conversations and gather feedback, enhancing the brand’s public image. Emojis and funny GIFs are also common in microblogs, adding a humor not typically seen in traditional blogs.

3 examples of microblogging

The beauty of microblogging is that anyone can do it. So whether your client is a community-based charity, manages global sporting events, or operates a hotel booking engine, there’s always scope for this in their marcomms strategy. 

Let’s take a look at a few microblogging examples on different platforms to spark your creativity. 

Beyond Meat

microblogging

Image sourced from x.com

LA based producer of plant-based meat substitutes, Beyond Meat, nails microblogging with the popular platform Twitter. They’re microblogs add a touch of humor.

Alongside quick updates and product snapshots, they sprinkle in clever, witty posts that really grab attention. These posts often spark lively engagement, drawing in likes, comments, and plenty of retweets from their followers.

accelerate agency

microblogging

Image sourced from linkedin.com

If you go onto accelerate agency’s (an SEO agency for SaaS) LinkedIn page, you’ll find hundreds of microblogs like this one. They’re bite-sized insights into SaaS topics, designed to catch your attention and provide quick, valuable information.

Each microblog offers a glimpse into SEO strategies and invites professionals to explore more detailed guides if they’re interested.

Etsy

microblogging

Image sourced from pinterest.co.uk

We find Etsy’s Pinterest profile to be a standout microblog. The brand shines a spotlight on numerous sellers in each post, showcasing their craftsmanship and products beautifully.

Now, unlike many microblogs, Pinterest is entirely visual. So, when microblogging on this platform, you’re going to have to really focus on curating eye-catching images.

4 things you need to know about microblogging

Now that you have a decent understanding of what microblogging is, let’s share some best practices so you’re in-the-know of how to get it done.

1) How long you’ve got to make your microblog shine

We mentioned earlier that microblogs are max 300 words. But some are shorter than others and the platform you decide to microblog on helps determine this length. Each platform has its own character limits. So, here’s a quick rundown of some popular platforms:

  • X: Previously known as Twitter, X gives you 280 characters, including spaces and punctuation. This means you need to be really snappy and to the point, using clear and impactful language. 
  • Instagram: Captions can be up to 2,200 characters, but shorter captions often perform better. Aim for engaging, punchy text that complements your visuals.
  • LinkedIn: Posts can be up to 3,000 characters, giving you more room to provide context and detail. You can create a post and share updates using the share box at the top of the LinkedIn homepage. If you’re a super or content admin of a LinkedIn Page, you can share an update directly from your homepage.
  • TikTok: While the focus is on video, captions are limited to 150 characters. Use these wisely to add context or a call-to-action.

2) Less is more

You may have more characters to work with on Instagram or LinkedIn, unlimited tweets to thread together on Twitter, and a number of images you can pin on Pinterest, but you don’t have to use all of them. Quality over quantity is what you should be focusing on here.

Say too much, and your followers may lose interest and keep scrolling. Trust us when we tell you, a well-crafted, concise microblog will resonate more than a lengthy one that tries to cover too much.

Think about the main point you want to share. Make it clear and direct. Use visuals to make your message pop, but don’t overload your audience with too many details.

Suppose you’re a content marketer for a beauty company and want to promote their new skincare line. Instead of a long Instagram caption explaining every product, post a quick video or a series of images with short descriptions. Show a morning routine in a few simple steps: cleanse, tone, moisturize, and apply sunscreen. Each step can have a short, engaging caption highlighting the benefits.

In microblogging, less is often more. So, be sure to focus on creating posts that are impactful and easy to engage with. Your customers will appreciate the clear and valuable content, and you’ll cultivate real connections and build brand loyalty.

3) Keep it real, not salesy

Microblogging is your chance to show your brand in a real, conversational way. So, keep your messaging in mind, but don’t force it where it sounds like an ad. People can spot a sales pitch a mile away, and it’s a turn-off.

microblogging

Image sourced from instagram.com

Take Good Food, for example. They run a food magazine and cooking app platform and know how to create microblogs that do it right. On Instagram, they share informative, short videos and reels about cooking tips, kitchen hacks, and delicious meals. Each video has a short snappy caption related to the video, asking questions to their audience. 

These posts aren’t just about promoting their magazine or app. No, they’re about adding value and connecting to their followers. Good Food’s microblogs are engaging, helpful, and fun. 

4) Ride the wave of online trends

While it’s great to have a solid plan for your microblogging, don’t miss out on jumping into the latest social media and blogging trends. We’re talking anything from a viral meme, or a new Netflix show, to a catchy new phrase everyone’s using.

microblogging

Image sourced from instagram.com

You’re going to want to tweak these trends to fit your brand’s vibe and voice. For instance, leading travel blog site Travel + Leisure recently shared a fun and engaging video featuring the best ‘Bridgerton-inspired’ afternoon teas. This trend comes hot on the heels of the new season of Bridgerton, which has sparked renewed interest in Regency-era themes and lavish lifestyles depicted in the series. 

  • Celebrity buzz: Share a microblog about a celebrity who recently mentioned your product or brand.
  • Seasonal fun: Create microblogs that tie into current holidays or seasons. Whether it’s Valentine’s Day date venues or summer travel hacks, keep it timely and relevant.
  • Trending challenges: Join in on social media challenges that align with your brand. From dance challenges to the GRWM trend, you’ve got a ton to choose from. 

By keeping up with what’s hot online, you can add fresh and relevant content to your microblog strategy, keeping your followers engaged and your brand in the spotlight.

Final thoughts

So there you have it. Our complete guide on microblogging, packed with all of the info you need as a content marketer to get started. 

The microblog does things differently: it keeps blogs short and social media posts longer. It’s found its own special place in content, offering brands a new yet familiar way to connect with their audience. 

Brands that use microblogging not only boost their social media presence but also get more mileage out of the content they’ve already put time and effort into, making their content strategy work smarter.

Happy micro-blogging!

Nick Brown
Nick Brown is the founder & CEO of accelerate, a SaaS SEO agency. Nick has launched several successful online businesses, writes for Forbes, published a book, and has grown accelerate from a UK-based agency to a company that now operates across the US, APAC, and EMEA. Nick has written for other domains such as Digi International and VMblog. Here is his LinkedIn.

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