Communicate Your Brand Values in Under 10 Seconds Nate Birt April 12th, 2016 Here at ScribbleLive, we're no stranger to micro content. In fact, we’ll be the first ones in the room to argue that it has a vital seat at the content marketing table. It turns out we’re not the only folks convinced of this notion either. These days, micro content is especially valuable for brands trying to capture our attention amidst an avalanche of content. According to a study from the University of Hamburg and the University of Hannover, over 50% of internet users stay on a webpage for less than 10 seconds. If brands want to make an impression on us, they need to communicate a clear, clever, and persuasive message about their company in a short period of time. That’s why big brands are now tapping into the power of Tweets, Instagram photos, Vines, and Snaps to articulate quick and meaningful messages about their core business values. Micro content is both easily digestible and (if done right) connects with us on an emotional level, forming the foundation of a long-term brand relationship. Below we’ve outlined five big brands that are using micro content to communicate core values so you can start thinking about how you might integrate micro content into your own strategy.by Jen Taylor Brand value: Save money. Live Better.Walmart is dedicated to “Innovative thinking. Leadership through service. And above all, an unwavering commitment to saving people money. It’s what makes us the business we are today, and shapes the company we will be tomorrow.”In an effort to help people save money, Walmart creates seasonally relevant Tweets featuring exclusive discounts and offers. For example, Walmart offered a $50 e-gift card for those who use jackson Hewitt tax-preparation services in its stores. Walmart@WalmartStill need to get your #taxes done? Find @JacksonHewitt at your local Walmart. http://pbs.twimg.com/media/CcZ-RG-UEAE5QdG.jpg2:34 PM - 29 Feb 2016ReplyRetweetFavoriteWalmart also uses Vine to give their followers quick tips on how to save money while shopping, like in this Vine for their new Savings Catcher:by Jen Taylor Quick and easily digestible content helps Walmart reach their audience on social, while establishing the company as more than just a shopping destination, but a place dedicated to helping their customers find new ways to save money.by Jen Taylor Brand Value: Big brands at the lowest price.“Costco is a membership warehouse club, dedicated to bringing our members the best possible prices on quality brand-name merchandise.”Like Walmart, Costco uses micro content to let shoppers know how they can save money in-store.To highlight its price perks, Costco posted these Instagram photos of happy shoppers reaping the rewards of the Executive Member program. Costco turned the customer into the star of this campaign, leveraging the power of customer advocates to advertise the program’s annual rewards program.One of life's little joys – Executive Member annual 2% Reward shopping spree.by costco via Instagram What #CostcoTreasure did you find today?by costco via Instagram by Jen Taylor Brand Value: Dedicated to service and quality.“What separates Menards from the competition is our friendly service and the way customers are treated like family in a hometown hardware store atmosphere.”When Menards posts to social media, its chosen vehicle is YouTube. The “How-To Video Center” is chock-full of handy tutorials for everything from replacing a fence to building your first compost bin. Their dedication to service goes beyond the store, and into the home, enabling customers to take charge of the project themselves!For example, take a look at this clip from last Halloween. Menards published videos with fun and spooky ideas for DIY Halloween decor, including these frighteningly realistic-looking tombstones. Here, customer service extends beyond the store and into the home.Halloween Tombstones - Menardsby Jen Taylor via YouTubeOr, take a look at this clip on installing a decorative baseboard. The retailer brings helpful information and installation tips straight to you, the customer. The tutorial ends with a call to action encouraging the viewer to subscribe to the YouTube channel and email alerts, the first step in establishing a long-term relationship with the the viewer. Decorative Baseboard - Menardsby Jen Taylor via YouTubeby Jen Taylor Brand Value: Helping people live healthier lives and helping make the health system work better for everyone.“UnitedHealth Group is the most diversified healthcare company in the United States and a leader worldwide in helping people live healthier lives and helping to make the health system work better for everyone.” How do you make healthcare exciting? By demonstrating how your organization is improving access to care in the communities you serve, for one. Using the hashtag #BuiltforBetterHealth, UnitedHealth posted an informative animated video that outlines how they help doctors spend less time on paperwork and more time connecting with their patients. This feeds directly into their core value of helping people live healthier lives and making the health system work better for everyone. UnitedHealth Group@UnitedHealthGrp#BuiltforBetterHealth means helping doctors spend less time with paperwork, and more time with patients 5:58 PM - 11 Apr 2016ReplyRetweetFavoriteThe healthcare organization also underscores its emphasis on helping people live healthier lives with infographics. The following image helps get people motivated to work out by outlining how members can use wearable technology to keep track of their exercise routine throughout the week. UnitedHealthcare@myUHCTogether with @QualcommLife, we're helping people take charge of their health with wearable devices [infographic] http://pbs.twimg.com/media/CcehIdNW0AAmUW6.jpg11:45 AM - 01 Mar 2016ReplyRetweetFavoriteby Jen Taylor Brand Value: Global connectivity with local impact.“AT&T is leading the way to the future - for customers, businesses, and the industry. We’re developing new technologies to make it easier for our customers to stay connected. We envision a world where everything and everyone work together. We envision a world that works for you.”AT&T highlights its global footprint and work with businesses that help people in need through its TOMS campaign. The video is an in-depth look at how AT&T provided mobile phone access to TOMS and how this enables the company to support children around the world with quality shoes. The video emphasizes that AT&T was there every step of the way as TOMS grew from a small one-man project into a global business.by Jen Taylor AT&T also emphasized connectedness and family through their Instagram campaign. The company showcased how AT&T is more than a phone company - it helps families connect despite the distance."Catching waves with my cousin and uncle makes for a great #PlaceToConnect any time of the year. I always end up with some great shots to send to the rest of the family." - Story and photo by @erubes1 for @att.<br><br>Where's your #PlaceToConnect?by AT&T via Instagram "A warm fire in the snow makes for a cozy #PlaceToConnect. Sharing pics with friends who couldn't make it helps spread good cheer." - Story and photo by @jordanherschel for @att.<br><br>What's your #PlaceToConnect with friends during the holidays?by AT&T via Instagram "Ice-skating was always a great #PlaceToConnect for me and my siblings. They live all over the map now, so I share videos and photos with them anytime I'm out on the ice." - Story and photo by @alinatsvor for @att.<br><br>What's your #PlaceToConnect with family during the holidays?by AT&T via Instagram The major brands are now using micro content to cut through the noise and forge an emotional connection in just a few seconds. If you’d like to adopt some of these strategies to communicate your own core values, start by downloading our ebook, The Visual Playbook for Social Media Marketing. The guide is packed with tips and tricks for creating micro content from both Visually and the brands you love.Nate Birt is a multimedia journalist, social media enthusiast and copy editor with experience at a variety of print and digital publications, and a Contributing Editor to the Visual.ly Blog. Follow him on Twitter at @natebirt.