Gary Vaynerchuk uses a term for describing social media posts that I really like. He calls these posts “micro-content”, bits and pieces that make up a larger story. Micro-content doesn’t define a brand in and of itself; it doesn’t tell the whole story. Instead, it puts out these crumbs that create a trail back to the big idea behind a company or campaign.
However, just because the content is “micro,” doesn’t mean it lacks a “macro” impact. Micro-content, when custom-tailored to the right audience – and delivered at the right time – can produce major impact. So, let’s talk about timing.