When Lady Gaga casually dropped Culver’s restaurants’ name in an interview—what do you do? Seize the opportunity and create additional content, of course! Early in October, while out on a press junket, Lady Gaga went on Jimmy Kimmel Live and shared a tale about a memorable road trip with her Midwesterner fiancé–which of course included a stop at Culver’s.  

With pop royalty giving a shoutout, we had a small window to turn her mention into marketing magic. The play? Snackable, bite-sized content to quickly hook broader audiences. Having a truly wonderful partner in Culver’s, they understood the assignment and quickly allowed us to jump at the opportunity to create great content like an Instagram story tagging Gaga, thanked her for swinging by, and clipped the mention for IG reels. Over on TikTok, we joined the fun with original content using trending sounds. To sweeten the deal, we pitched a PR memo to a handful of food writers in Wisconsin and Minnesota, tying Gaga’s shoutout to the real star of October at Culver’s—the CurderBurger and Hot Honey Curds. 
 
This snackable content strategy allowed us to strike fast, hit wide and capture attention when the moment was hot. 

What is Snackable Content? 

Snackable content is exactly what it sounds like—short, fun, easy-to-digest pieces designed to capture attention in a flash. Think infographics, memes, short-form videos or even punchy press releases that media outlets can’t resist picking up. It’s the digital equivalent of a handful of popcorn: You can’t stop at one. 

And just like any good snack, snackable content is made to be shared—because, let’s face it, no one likes snacking alone. The more your content encourages interaction, the more your audience can help spread it to new corners beyond your usual reach. Case in point: Culver’s was able to engage Lady Gaga fans that might not be aware of Culver’s and give them a little taste of what the brand has to offer.  

The magic of snackable content lies in its ability to cut through the noise and hold modern audiences’ attention spans—no small feat in today’s world of constant scrolling. The trick is to keep it easy to process but packed with punch, so your brand’s message sticks. Effective snackable content is all about being short, sweet and visually engaging. It grabs attention with bold visuals, connects emotionally (think humor, surprise or nostalgia) and resonates on a personal level. It’s all about keeping things relatable and concise. 

The Benefits of Snackable Content 

Because of its shareability factors, snackable content is a powerhouse for driving engagement in a landscape that doesn’t stop. Short, sharp messages that hit home immediately lead to more shares, likes and comments—giving your brand the boost it needs to cut through the noise. In just seconds, these bite-sized pieces of content make your brand memorable, helping you stand out in a world brimming with distractions. And with 80% of social media consumption happening on mobile, snackable content is a perfect fit for on-the-go audiences, delivering impactful brand moments wherever your customers are scrolling. 
 
With so little time to capture their attention and the public’s short memory of any fleeting moment in pop culture, there is power in timing things just right and maximizing relevance to the bite-sized content. Reacting quickly to a cultural or brand-related moment becomes essential. If there is a relevant big news moment or trending topic that you can pair up to a brand product or purpose, you can insert your brand into conversations that are already happening and have momentum. Your team has to stay agile and culturally in the know to prepare for these opportunities and find ways and relevant platforms for this meaningful content to live.  

Different Forms of Snackable Content  

While you can absolutely use bite-sized content to capitalize on a relevant moment, it can also work to break down bigger stories to tease and test upcoming campaigns. Snackable content should come in a variety of flavors. If your audience frequents TikTok or Instagram Reels, short videos or quick snapshots with a trendy sound are your best bet. If you are attempting to engage audiences on forums like Reddit or 9GAG, memes or gifs will pack a bigger punch.  

Another great way to power some momentum with informative and digestible content, is to repurpose content in the form of infographics for LinkedIn or short-form Q&A videos across multiple channels that highlight experts on your brand. This content is not only quick and informative, but it can result in further interest in long-form content that you link to it.  

The beauty of snackable content is that it works across channels and audiences, driving engagement while priming them for deeper, long-form content. 

Small Bytes, Big Impact 

Snackable content is your brand’s secret weapon for boosting engagement and capitalizing on cultural moments, just like we did with Lady Gaga’s Culver’s shoutout. When used strategically, these bite-sized content pieces deliver big results, keeping your brand top of mind and ready to capture attention in a world where timing and relevance are everything.