Mary Meeker, the well-known Internet analyst and partner at Kleiner Perkins Caufield & Byers, released her annual Internet trends report on day two of Re/code’s Code Conference last week. The 150+ page report spells good news for marketers looking to invest more heavily in micro-content – clever, bite sized and sharable forms of content meant to engage with an increasingly distracted audience.
Meeker identified four key trends that frame her report:
Aside from the first trend that identifies continued overall Internet growth, the remaining three should be welcome news for fans of microcontent. Meeker called mobile usage growth “very strong” and noted that the mobile advertising monetization landscape is “especially compelling” in her headlines.
With more and more consumers interacting with smart devices, the future of both mobile content and mobile advertising offers plenty of opportunities.
Much of the strength of micro-content lies in the variety of formats that it comes in and in the diverse mediums that act as distribution channels. While sharing photos on Facebook and Twitter is a classic micro-content best practice, newer platforms like Instagram and Vine are more engaging for consumers.
Similarly, Meeker reported short-form content king Buzzfeed as the best content distributor on Facebook. This is likely due to the site’s focus on listicles, quizzes and a growing in-house video content creation team. Coupling micro-content with a native advertising distribution channel such as Buzzfeed could be a killer combination for marketers.
Jon Salm is an associate client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visual.ly marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @S4LM3R.