While scrolling through my favorite cook’s recipe (yes- we are creatures of needs) I noticed for the umpteenth time the small video pop-up on my mobile screen. I waited a few seconds for the X sign.
There it was…
And as soon as I clicked it- it took me to YouTube, forcing me to watch a video.
Err…. Did I tell you I was trying to read?
I am not against a good long copy or video, but I wanted to read that recipe and this was turning out to be a struggle against technology.
As I frantically clicked all the screens and scrambled to return to the recipe- I was reminded of the precious 2 seconds I had lost. I was also reminded that these 2 seconds were probably not a problem for me, but for the up-and-coming businesses, these could mean a lost customer.
So what to do about it without sounding vain?
Minimalist content – what is it?
In simplest terms, it is content that speaks directly without bells and whistles and fluff. Content designed to deliver immediate value and quickly engage.
Focused on the essentials – what people are actually going to read and look at.
In my case, it would have been the recipe and not the unnecessary, forced, disconnected random video.
This type of content reduces sensory overload and encourages engagement. For example, simple email templates and CTA that drive conversions or clean infographics for a quick overview.
How can you create minimal content?
- Focus on one key message: Do away with all unnecessary details.
- Use a skimmable format: Employ bullet points and headings and subheadings but make sure to avoid cluttering.
- Use easy-to-follow visuals: Create a visual to explain difficult concepts. Use minimal text and focus on explaining concepts per image.
- Use white space: Give breathing room to your content by adding white space strategically. Highlight important messages, products etc.. using white space.
- Use microcontent: Let small pieces of content like the headings, subheads and CTAs carry the burden of conveying the meaning. Discard fluff.
- Add direct CTAs: Direct the user clearly so they take the right action.
- Test & refine: Use A/B tests to fine-tune minimal content and see what works with your audience. This is especially true for emails.
In a crowded digital space, it only makes sense that high-value content comes with its own USP. Minimalism makes the cut by being impactful and clearer- don’t you think?